Internet Marketing Channel Conflicts And Management

With the development of electronic networks and information technology, internet marketing channel has been widely used all of the world. The emergence and development of internet marketing channels have had a great impact on manufacturers, wholesalers, retailers of traditional marketing channels. However, the internet marketing channel is a new sales channel, its development environment and conditions are not perfect, there are many problems with the price, promotion, customer service and customer management, etc. The conflict between traditional marketing channels and internet marketing channel is increasing obviously.These problems are more or less affected the internet marketing channel innovation and rapid development. Therefore, the internet marketing channel coordination and management has become the key to solve the problem.In this paper, the internet marketing channel functions, features, types, and the type of conflict will be analyzed and overviewed. Based on these and the application of game theory will in depth analyze the formation mechanism and influencing factors of the internet marketing channels in the horizontal channel conflict (conflict between different networks middlemen), the vertical channel conflict (conflict between product manufacturers and network brokers) and multi-channel conflict (conflict between internet marketing channels and traditional marketing channel conflict and conflict between internet indirect network and direct sales channels). Then put forward a web-based marketing environment, coordination and management of channels suggestions to improve market responsiveness and enhance all aspects of the sales channel controllability, coordinate product manufacturers, network relationship between the interests of middlemen, reduce business marketing channels input costs.