【正文】 1)Integrity management for emerce businesses to expand the scaleIntegrity management to enable enterprises to create a favorable environment for the enterprise, enabling businesses continued development. Conversely, if the integrity of management, the enterprise environment will not be able to get good protection, firm size is difficult to be expanded.(2)Integrity management is an important means to strengthen customer resourcesIntegrity management will make customers increase business satisfaction and trust of the enterprise. If the enterprise has no credibility, false prices, delivery is not timely, customer will be gradually lost, leading to the customer to reduce.(3) Integrity management can help panies to establish a good marketIntegrity management will make customers have a good evaluation of the enterprise, so that more people know about the pany, good corporate image(4) Integrity management is to improve the product priceIntegrity management to make more people like the corporate, corporate trust and satisfaction, and only in this way will it be possible to raise prices, if not the integrity of management, even if the lower price nor will customers buy corporate goods, because customers can not trustand satisfaction is too low(三) The main manifestations of the credibility of emerce1．PricegougingCertain sites on the publicity of price information and is not reliable [5], in the network of publicity, the price of the product description vague or exaggerated, resulting in consumers not consistent with the expected price products。s Taobao, etc.) ofthe emergence also attracted a large number of consumers. Consumers enjoy the freedom and convenience of online shopping while also often subject to fraud, poor credibility of the Internet has bee a big criticism of emerce As we all know, online shopping is not like traditional transactions as seeing, hear, touch hands, the existence of real feelings of goods[2], able to understand the information is limited to online pictures and text description of the means of the transactions tend to be paid by bank transferand the post office to send the goods, which gives the lawbreakers can take advantage of consumers have been cheated, even if the plaints are due to the geographical span and sellers of real uncertainty is difficult to be handled properly and to protect. Credit in most online consumers in the emerce appears to be dynamic and change. The credit is based on the purchase experience slowly, for each shopping site, online consumers from the initial preliminary understanding to the early browsing understanding, and then to the midpurchase attempts, and finally the formation of basic trust in the successful purchase this trust with the successful purchase experience increases gradually increase. Site credit, once formed, have an important role in maintaining the number of established buyers.Of course, the credibility of both sides [3]. For example, an emerce sites organized by discount or sweepstakes, if users do not win, it will lead to a large number of return behavior, making the operator of the rising cost, and even cause phase loss. The root causes of this phenomenon is that Internet users dishonesty, causing difficulties in business operationsTherefore, whether online consumers, network enterprise, business or an intermediary panies (such as Alibaba39。s modern economic life, play an increasingly important role in economic development. As of the end of 2010, according to the China Internet Network Information Center (CNNIC), the scale of Chinese netizens reached 457 million people, the size of the online shopping users yearonyear growth of % to reach 161 million. IResearch data also show that in 2010, the annual emerce transactions amounted to trillion yuan, representing an increase of % over 2009. Expected the next three to five years, the Chinese emerce market will continue to maintain a sustained and stable growth steadily year on year growth is expected to exceed 10 trillion yuan in 2013. But on the other hand, emerce development in China has been acpanied by a shadow, that is the issue of integrity. In the B2B field, the field of C2C, and the recent rise of Buying Online activities, lack credibility caused by various events occur frequently, the issue of integrity has bee an important bottleneck restricting the development of electronic merce. Emerce to rapid and sustainable development, we must accelerate the integrity of the building.（二）Research on the integrity of emerceIntegrity is the basis of all economic activities, we want the good faith throughout the enterprise and industry development of the whole, for any acts of fraud must be zero tolerance, this to ensure that market transactions, prosperous, healthy economic development. The issue of integrity in emerce is not very recent, as early as the beginning of the emerce rise, many people of insight concerned about the integrity of emerce, the founding of Alibaba put the integrity of management as a corporate foothold in this 2000, China international Electronic Commerce Center has been active in the work of the corporate credit rating, and in the case of access to the market to respond positively to gradually expand the depth and breadth, to establish the China International Electronic Commerce Center credit certification Center. With the popularity of electronic merce, the people involved more and more, the impact of the credibility of emerce is growing, its concern more and more people, many scholars from different angles, the integrity of emerce the issues were: Yao Tianxiang the root of the game theory of the integrity of emerce, China international Electronic Commerce Center Director Liu Junsheng ideas business integrity issues should be resolved through the establishment of third party credit rating . Jiang Qiping proposed emerce through the establishment of the integrity of ecological integrity missing