Conflict And Countermeasures A Marketing Channel In The Internet Environment

This paper is mainly based on the following theories:the economics analysis of channel structure (Balderston1958). The concept of marketing flow is used. It is used to describe the marketing behavior happyed in the distribution network. Velde studies on the structure of the channel is the channel theory; Stern1969proposed behavioral theory; relations theory ninety-century European and American management expert raised; Fu Huishan, Wang Feng made a six-step marketing channel conflict management; Zhuanggui Jun, Zhou Nan, from test marketing channel members perception gap angle interdependencies; Chen Tao, Zhao from the enterprise and external macro-environment of their own two factors, analyzes the causes of corporate conflicts exist, and made a channel conflict management objectives, conflict management systems, conflict management strategic framework for conflict management strategies; Liu Chao, Song Xinhua conflict management made from carefully chosen dealers, to develop a sound marketing policy, expanding the overall market in three aspects; Wang Zhaohui analysis of the contradiction is the most important and effective management, and effective management includes positioning high goals cooperation.In this paper, based on the consider of prevalent status of A enterprises, consult through exoterica research of the marketing channel clash, in the Internet ambient, summed up the marketing channel conflict in the Internet ambient, and theoretical advantages and disadvantages, make an actua assignment on the marketing channel conflict of A enterprises face in the ambient of Internet. And on the internal and external environmental factors were A business SWOT analysis is presented in the ever-changing Internet technology under the new situation, and make new countermeasure research, we should choose the right partner; Make a justifiable and seasonable exchange of information between different channels, and the formation mechanism of commutative benefit; perfect sales channel network service levels; honor commitments and other aspects of the distribution of benefits, make the appropriate policy enforcement, on the a channel conflict and corporate marketing strategies have been intensively study and discussion.Through research discussed in this article, in the popularity of the Internet environment, to solve the conflict between the old negative impact brought about marketing channels. Improve yields under the premise of the channel conflict control under reasonable circumstances. The feasibility of providing the ultimate reference for other enterprises in the context of a new era of development.