网络营销中的渠道冲突与组合（Channel conflict and combination in network marketing）.doc

网络营销中的渠道冲突与组合（Channel conflict and combination in network marketing） In recent years, Chinas circulation field is undergoing tremendous changes, especially the Internet and e. Im afraid it is the most exposed term in recent years. With the improvement of network technology, network marketing or e-commerce begin to remove that hazy veil and quickly merge into our daily life. Once again facing the temptation, many Chinese enterprises began to restless, swarmed, afraid to miss a rare opportunity, but the reality is in an awkward position and we opened a joke. Because of the new channel network itself represents a transfer of consultation, two-way communication and sales (Kotler), fast terminal leads to the change of circulation field diversity and disorder of the enterprises in charge and channel capacity limitations, triggered a positive conflict between old and new channels of enterprises. Although no matter how to plan, control and manage the distribution channels, conflicts are unavoidable and objective, because it is a kind of normal friction in the current competitive market environment. But the existence of conflicts always brings the enterprise a lot of trouble, whether benign or malignant. This requires us to explore the causes and solutions for the formation of channel conflicts in this new environment, so as to promote the sound development of enterprise distribution channels. First of all, let us analyze the conflicts in traditional channels. Causes of conflict in traditional channels We know that the marketing channel is not a lack of social influence and social activities of the simple and orderly economic system, on the contrary, it is a vulnerable to the same behavior of all social system process characteristics influence the social system. Therefore, there will inevitably be various forms of conflicts in the marketing channels. Stern and Gorman under the definition of marketing channel conflict they think: in any social system, as a part of the behavio