电子商务市场的虚拟性,信息不对称现象使信用问题非常突出,电子商务信用环境的建设成为电子商务发展的重要制约因素。目前,我国电子商务信用服务产品还存在功能上的片面性,标准不统一,企业缺乏品牌战略意识等问题,因此必须进行电子商务信用服务产品的开发与创新,来满足电子商务交易的信用需求。 E-commerce market, the phenomenon of information asymmetry, the credit problem is very prominent, the construction of e-commerce credit environment has become an important constraint for the development of e-commerce. At present, China’s e-commerce credit service products still have some problems such as the one-sidedness of functions, the unification of standards and the lack of awareness of brand strategy. Therefore, the development and innovation of e-commerce credit service products must be carried out to meet the credit demand of e-commerce transactions.