本文研究电子商务线上线下影响管理的原则,主要分析了均衡原则、偏好原则、业务适配原则以及多元化合作原则的特征。并针对电子商务线上线下合作情况,提出营销管理对策,包括线上线下协同运作和构建以客户需求为导向的运营模式的具体对策。随着现代社会信息化程度的不断普及。传统的经营模式已经不能适应现代企业发展的需求,现代企业的发展必须要通过电子商务这一渠道实现线上线下经营管理的协同运作。应用电子商务的营销渠道,促进企业的发展转型。电子商务 This paper studies the e-commerce online and offline impact management principles, mainly analyzes the characteristics of equilibrium principle, preference principle, business adaptation principle and the principle of diversified cooperation. And for the e-commerce online and offline cooperation, put forward the marketing management countermeasures, including online and offline collaborative operation and build customer demand oriented business model specific countermeasures. With the continuous popularization of information technology in modern society. The traditional business model has been unable to meet the needs of the development of modern enterprises, modern enterprise development must be through e-commerce this channel to achieve online and offline operations and management of the collaborative operation. Application of e-commerce marketing channels to promote the development of enterprises restructuring. E-commerce