随着电子营销渠道的建立,网络营销环境下的多渠道冲突日趋加剧。以新的视角,从渠道权力配置的变化、利益之争和制造企业的渠道管理水平等方面对网络营销环境下多渠道冲突的成因进行探讨,以期为制造企业在新环境下进行有效的多渠道冲突管理提供理论参考。 With the establishment of e-marketing channels, multi-channel conflicts under the network marketing environment are increasingly aggravated. This paper discusses the causes of multi-channel conflict under the network marketing environment from the perspective of changes in channel power allocation, interest conflicts and the level of channel management of manufacturing enterprises, with a view to creating an effective multi-channel for manufacturing enterprises in a new environment Conflict management provides a theoretical reference.