在现代市场经济条件下,生产者与消费者之间在时间、地点、数量、品种、信息、产品估价和所有权等方面存在着差异和矛盾。企业生产出来的产品,只有通过一定的市场营销渠道,才能在适当的时间和地点,以适当的价格供应给广大消费者或用户,从而克服生产者与消费者之间的差异与矛盾,满足市场需要,实现企业的市场营销目标。当前在我国企业的分销渠道管理中存在着诸多问题。由于渠道成员各自都是独立的经济实体,发挥着不同的作用,必然存在着各自的经济利益,所以在商品流通各阶段,就必然会出现矛盾和冲突,导致渠道成员关系恶化,这不仅大大降低了渠道运行的效率,而且企业的整体目标也难以实现。所以我们必须对渠道冲突的起因进行深入研究,以获得一些有效的策略来解决或减缓这些渠道冲突。 In the modern market economy, there are differences and contradictions in terms of time, place, quantity, variety, information, product valuation and ownership among producers and consumers. Only through certain marketing channels can the products produced by enterprises be supplied to the vast number of consumers or users at the appropriate time and place and at appropriate prices so as to overcome the differences and conflicts between producers and consumers and meet the needs of the market Need to achieve corporate marketing goals. At present, there are many problems in the management of distribution channels in Chinese enterprises. As channel members are independent economic entities each playing different roles and inevitably have their own economic interests, conflicts and conflicts will inevitably arise in all stages of the circulation of commodities, leading to the deterioration of channel members’ relations, which not only greatly reduces The efficiency of the operation of the channel, but also the overall goal of the enterprise is difficult to achieve. Therefore, we must conduct an in-depth study on the causes of channel conflicts in order to obtain some effective strategies to solve or mitigate these channel conflicts.