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a b s t r a c t Channel coordination plays a strategically important role in a multichannel context. In this study, we focus on the strategic roles played by product distribution and coordinative structure with profit sharing in the multichannel context. We use an analytic model to show that the brand differentiation is not a dominant distribution strategy to coordinate the channel conflict and improve channel performance; the manufacturer can sell identical brands through its online and traditional channels and actively employ a cooperative structure with profit coordination to maximize the entire distribution of channel profit and create a win–win channel strategy for each channel member. In addition, we also investigate the impact of an online channel on the whole distribution channel performance under the different structures. Our results show that coordinative market structure provides competitive advantages for the manufacturer to open an online channel, particularly for these manufacturers whose products are weakly compatible with the online marketing. Based on our results, we derive optimal market strategies for the multichannel manufacturer and retailer. 渠道协调在多通道中有着重要的战略意义。在这项研究中，我们专注于产品和协调在多通道的上下利润共享结构扮演的战略角色。我们使用一个分析模型表明，品牌差异化协调渠道冲突、提高渠道绩效不是一个占主导地位的分配策略；制造商可以通过在线和传统渠道积极采取合作结构与利润最大化渠道利润每个通道成员创造赢渠道策略。此外，我们还研究了一个在线渠道不同结构整个分销渠道绩效的影响。我们的研究结果表明，协调的市场结构为制造商打开一个在线渠道竞争优势，尤其是产品与在线营销弱相容这些厂商。根据我们的结果，我们多通道的制造商和零售商的最优市场策略。 简介 The advent of internet-based e-commerce over the past decade has opened unprecedented market opportunities for firms.According to Forrester Research (2010), online retail sales in the U.S. will grow to $250 billion by 2014, up from $155 billion in 2009. In addition, according to eMarketer (2010), online retail sales in Western Europe will cross the $200 billion threshold by 2012. This rise in online sales, coupled with the apparent ease ofselling over the internet and the opportunity to avoid middlemen,has provided a strong incentive for man