在經濟型的社會結構下，行銷通路系統扮演著絕對重要的角色，從隨處可見的超商、量販店、購物中心、百貨公司等實體通路，到電視、網路、電話購物等虛擬電子通路，都是屬於行銷通路中的一環；現今行銷通路的趨勢，已經演變成沒有行銷通路就沒有產品，沒有產品就沒有產業的現象；而如此龐大的行銷通路系統，難免有時會有因利益、目標、期望等不同產生衝突，假設這些衝突不能即時有效率、有方法的處理，將會造成產品在市場上的削價競爭、互搶客源、破壞行情等，間接的影響品牌形象等問題，這些無疑都會造成顧客、中間商、原廠彼此間莫大的傷害。
本研究以個案公司為例，在顧客、中間商、原廠彼此間因為利益及規則下所發生的衝突事件進行探討；在多重衝突發生時相關的公司都應視為一個群組，群組內任何一方的行為及態度都會影響整個衝突日後發展的結果；經由相關文獻及學者著作探討研究，先整合出多重通路衝突及產品銷售登記制相關問題點，利用深度訪談方式分別針對原廠、中間商、顧客去進行研究了解，藉以此研究做為日後該類似問題發生的參考。
本研究發現，在商場上的衝突是無法避免的一個問題，就算產品銷售採取銷售登記制，也無法真正解決通路上的衝突，而在衝突事件發生後，一般都希望能夠多方坐下來商討以和為貴，不願意衝突再擴大；而在行銷通路衝突並非都是壞事，適當的衝突反而有時會刺激企業的成長，而處理通路衝突的關鍵在於如何管理衝突，不讓衝突繼續延續擴大，將衝突轉換為企業成長的動能，而不是在於如何消除衝突。

Within the social economical structure, the marketing channel system plays a vital role; from the ubiquitous brick and mortar channels such as supermarkets, hypermarkets, shopping centers and department stores to virtual/electronic channels including television, Internet, television shopping etc., these are an integral part of marketing channel. At present, the trend has evolved to a state where no marketing channel means no product and no industry. With such a massive marketing channel system, conflicts inevitably arise due to differences in interests, goals and expectations. Assuming that the conflicts cannot be dealt with quickly, effectively and efficiently, negative phenomena such as price competition, fighting over clients and marker disruption will indirectly affect the brand image, in turn causing tremendous harm to the consumers, middlemen and manufacturers.
The research examines the case study of a firm to discuss the conflicts that have arisen due to differences in interests and rules between the consumers, middlemen and manufacturers. When multiple conflicts occur, all interested firms should be considered as a group, where the behavior and attitude of any individual party will have an impact on the subsequent developments of the conflicts. Through a review of relevant literatures and works by scholars, the problems associated with multichannel conflict and product sales registration mechanism are ascertained, where in-depth interview technique is applied to study the manufacturers, middlemen and consumers, thereby using this study as a reference for similar problems in the future.
The study reveals that market conflicts is an inevitable problem, even if product sales adopt the sales registration mechanism, channel conflicts will not be resolved. After a conflict has occurred, the most likely scenario is for various parties to sit down and negotiate a solution peacefully to prevent the conflict from escalating. Conflicts in the marketing channel are not all adverse, because adequate conflicts can sometimes stimulate a business’s growth, and the key to handling a channel conflict is how to manage the conflict without allowing it to escalate out of control, thereby converting conflicts into the momentum for corporate growth. Eliminating conflicts is not the key issue here.

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