Research On Management Of Channel Conflicts In Hybrid Marketing Environment

The rapid development of electronic commerce between companies and consumers makes the communication distance be greatly shortened. Considering the advantages of e-commerce marketing including low-cost, high efficiency and so on, more and more enterprises have opened the direct e-commerce marketing channel. while retaining the traditional marketing channels,However,the enterprises that adopt multi-channel strategy, must deal with the channel conflict resulted in the mixed marketing environment. Otherwise, it will intensify the conflicts among the various channels, destroy the cooperation relationship among original channels, or even damage the interests of all parties.To study the channel conflict issues arising in the mixed marketing environment, this paper introduces the theory of channel conflict first. Subsequently existing models of channel structure and four typical types of channel conflict are analyzed; A series of appropriate relevant indicators are selected. The channel conflict early warning system is established. According to game theory, through the establishment of Stackelberg game model, Nash game model and the cooperative game model, the paper gives a detailed analysis on the root causes of channel conflict in the viewpoint of theoretical analysis. Using the method of analytic hierarchy process (AHP), the paper carried out a quantitative research on the direct cause of channel conflict, deep-rooted causes, mechanisms causes and reasons of the market environment, and obtained the main causes of channel conflict and secondary causes, which in turn laid the foundation for the resolution of channels conflict.The research of the channel conflict management in hybrid marketing environment is another research focus of this article. In this paper, the channel conflict management system has been developed, which includes the purpose, principles, steps, etc. At the same time, this paper also presented the specific management measures, which include:selecting the members of the channel by AHP, resolving channel conflict with the power, making channel profits in a fair and reasonable distribution among the members by introducing the method of channel efficiency template. In a word, the implementation of these measures can effectively resolve channel conflict issues.