Discussion of Channel Mode Classification Under E-commerce Environment

In recent years, with the increasing perfection of network technology, network marketing or electronic commerce has started rapidly into our daily life. Some producers will not be affected by these online sales for their perfect channels, but some manufacturers have to or voluntarily choose these new channels for sale. Therefore, when manufacturers considering opening an e-commerce channel for online direct sale, they must confront and seek to deal with channel conflict, or else the final would be wasted. In this paper, on the basis of a description of channel conflict formation, conflict types, causes and impact, the current several channel structure patterns are classified from the supply chain and value chain perspective.