Integration Of International Marketing Channels In The Environment Of E-Business

International marketing channels are the lifelines of the TNCs. When marketing in the world's markets, the corporation should analyze all the competitive power of the outer environment and choose a suitable strategy, but it's more important to advance the level of management on each working tache and integrate collocation of the inner resources so as to get the comparative advantages. So the choice and management of international marketing channels is not only a way of everyday management, but more a channel for corporation to get international comparative advantages. Under the fast development of E-business, many new marketing channels are coming out. Internet has brought out a revolution of channel, which makes the situation of the international marketing more complex. In spite of the incompatible advantage, E-business is not perfect. The application of multi-channel inevitably brings conflict and the problem of controlling. So it's necessary to integrate the complicated international marketing channel under the background of E-business.The integration of international marketing channels is based on the theory of channel relationship and channel behavior. The international marketing channels are integrated by setting up the cost-profit model which is used to choose the proper channels according to the channel cost, profit distribution, customs'channel preference and the specialty of the product. At the same time, there are many problems such as the conflict of the profit distribution and the right of controlling. The inconsistentness will seriously damage the marketing channels'efficiency and each member's benefit. During the course of interior integration of channels, the model using Internet is applied to solve the conflict and contradiction. After analyzing the channel members'advantage, organize different channel combination at different stages of marketing according to the cost, convenience, risk and so on. It will unite all the member's advantages. Knowledge communion plat is built through Internet which supplies immediate information about the international market, demands of customs and the channel members'trends to other members which smoothes the communication and eliminates the communicating barrier because of the obstruction of space and...