The Conflict Management Of Marketing Channel Under The Circumstance Of E-business

The emergency of E-business has influenced the distribution of commodity and serving profoundly.As the important contact routeway between the enterprise and the market,marketing channel undoubtedly has been infleunced profoundly.For adapting for the market under the new condition,marketing channel has been in the process of change constantly since it has been eatablished.Under the circumstance of E-business developing fleetly,E-business has provided fast and effective information,information share in the channel members has been strengthened,so the power of channel members appeared new ordonnance. Complicated channel relation will result in new channel conflict.It is necessary to establish a solid channel system integrating e-channel and traditional channel for the purpose of reducing conflict and debasing transaction cost,so that can exert the solid channel system predominance under the the circumstance of E-business.This article base on the summarizing and appraising about the study on the channel conflict management from foreign and domestic scholar,start from the perspective of channel members relation transform under the circumstance of E-business,combine with the power model of channel members, analyse the conflict between the channel members and conflict between the different channels, bring forward the Integration of the channel,so base on the the Integration of the channel,establish the marketing network of the solid channel system integrating e-channel and traditional channel and management mechanism.This article consists eight part.The first part mostly introduce the problem,the meaning of the study,the study method and the study frame. The depiction of literature in the second part, outspread from the two aspect of home and foreign, expatiate the reason of the channel conflict,channel conflict management.The third part base on the power model of channel members,analyse channel members relation transform under the circumstance of E-business.Combined with the third part,the fourth part analyse the channel members conflict,channel conflict and the reason.Under the precondition of transaction cost theory,the fifth part firstly establish the conception model of channel integration including six lays,then establish the channel integration model from the perspective of the channel members relation.The sixth part base on strategy of channel integration and the structure enactment of the channel under the circumstance of E-business,establish the channel network,then expatiate their excellence and disadvantage.The seventh part establish the channel management mechanism for the purpose of reducing conflict and debasing transaction cost.The eighth part summarizes the study on this article.