An analysis of marketing channel conflicts and solutions in electronic commerce

Marketing activities of companies under the environment of electronic commerce have shown a series of new characteristics because of their marketing operation modes which differ from traditional modes. As a result, a lot of problems and challenges were roused. As one of the key factors of companies´ marketing strategy realization, marketing strategy channel under the environment of electronic commerce is undergoing great impact nowadays and various marketing channel conflicts occur frequently. Once marketing channel conflicts occur, normal commodity circulation has to be influenced. To some extent, marketing channel conflicts have become one the greatest obstacles to the efficiency of electronic commerce techniques. This article would be based on the analysis of disadvantages of marketing channel conflict under the environment of electronic commerce, so it would be helpful to discussion of solutions of marketing channel conflicts.