世界知名营销渠道专家伯特·罗森布罗姆将营销渠道定义为与公司外部关联的、达到公司分销目的的经营组织。该定义强调了渠道组织相对于公司内部组织而言具有外部性,即渠道组织不是公司组织内部机构的一部分。渠道的外部性决定了企业和渠道组织是目标、手段都不同的经济组织,必然存在大量矛盾、力量不平衡现象,这种矛盾和不平衡现象显性化后就很可能演变成为渠道冲突。作为一个社会学概念,冲突的社会学研究表明,“在任何一个社会体系中,当某一组成部分认为另一组成部分的行为妨碍了其目标的实现或妨碍其有效行为模式的成功展现,受挫的气氛就产生了。所以,当任何一个 Bert Rosensbrom, a world-renowned marketing channel specialist, defines a marketing channel as a management organization that is external to the company and achieves the company's distribution objectives. The definition emphasizes that channel organization is external to internal organization, that is, channel organization is not a part of internal organization of a company. The externality of channels determines that enterprises and channel organizations are economic organizations with different objectives and means. There must be a large number of contradictions and imbalances in power. Such conflicts and imbalances are likely to evolve into channel conflicts after their manifestations. As a sociological concept, sociological studies of conflict show that ”in any social system, when one component considers the action of another component to be an obstacle to the achievement of its goal or to the successful demonstration of its effective mode of action, Frustrated atmosphere is generated, so when any one