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1、網絡營銷中的渠道沖突與組合（Channelconflictandcombinationinnetworkmarketing）Inrecentyears,China'scirculationfieldisundergoingtremendouschanges,especiallytheInternetand"e".I'mafraiditisthemostexposedterminrecentyears.Withtheimprovementofnetworktechnology,networkmarketi
2、ngore-commercebegintoremovethathazyveilandquicklymergeintoourdailylife.Onceagainfacingthetemptation,manyChineseenterprisesbegantorestless,swarmed,afraidtomissarareopportunity,buttherealityisinanawkwardpositionandweopenedajoke.Becauseofthe"newchannelnetwo
3、rkitselfrepresentsatransferofconsultation,two-waycommunicationandsales"(Kotler),fastterminalleadstothechangeofcirculationfielddiversityanddisorderoftheenterprisesinchargeandchannelcapacitylimitations,triggeredapositiveconflictbetweenoldandnewchannelsofen
4、terprises.Althoughnomatterhowtoplan,controlandmanagethedistributionchannels,conflictsareunavoidableandobjective,becauseitisakindofnormalfrictioninthecurrentcompetitivemarketenvironment.Buttheexistenceofconflictsalwaysbringstheenterprisealotoftrouble,whet
5、herbenignormalignant.Thisrequiresustoexplorethecausesandsolutionsfortheformationofchannelconflictsinthisnewenvironment,soastopromotethesounddevelopmentofenterprisedistributionchannels.Firstofall,letusanalyzetheconflictsintraditionalchannels.Causesofconfl
6、ictintraditionalchannelsWeknowthatthemarketingchannelisnotalackofsocialinfluenceandsocialactivitiesofthesimpleandorderlyeconomicsystem,onthecontrary,itisavulnerabletothesamebehaviorofallsocialsystemprocesscharacteristicsinfluencethesocialsystem.Therefore
7、,therewillinevitablybevariousformsofconflictsinthemarketingchannels.SternandGormanunderthedefinitionofmarketingchannelconflicttheythink:"inanysocialsystem,asapartofthebehaviorhinderitsaimtorealizeorhindertheeffectivebehaviorofsuccessfulshow,theatmosphere
8、wasfrustrated.Thus,whenanygivensystem,suchasadistributionchannel,hastwoormorecomponentsthateachotherbecomethetargetofeachother'sfrustration,thestateoftheconflictarises.(two)."Istheso-called"world,aretobenefit;theworld,allp
