電子商務崛起，使得許多新的企業或品牌開始積極經營網路市場，消費型態改變讓消費者也會在實體通路體驗真實的商品品質，再透過網路購買。因此，整合線上、線下通路的創新商業模式因應而生。這樣的潮流下，電腦與其周邊產業的銷售量也開始成長，尤以顯示器之成長最為穩定。然而，線上與線下的通路的管理方式不盡相同，且可能有通路衝突的情況產生，進而影響企業營運，但企業若能有效檢討通路問題，提出相對應之改善策略與增強夥伴間的關係，也能夠帶來正面的效益。因此，本研究旨在透過開放式訪談方式來進行通路衝突之議題深入探討，暸解資訊科技業之線上與線下通路建構以及通路間的績效與合作模式。利用四象限將四間科技業國際與本土企業加以分類，並且以不同產品加以分析差異。透過文獻分析法蒐集相關問題後與四間國際與本土之高階主管進行實際訪談後發現(1)品牌屬性的不同較容易產生目標不一致之通路衝突(2)產品屬性的不同較容易產生人員所造成之通路衝突(3)國際與本土企業對於衝突之處理方式有顯著差異。本研究期許能透過實例訪談方式，了解資訊產業間通路之衝突產生原因與因應方式，讓企業能夠有效擬定實體與線上通路經營策略，以發揮綜效。

Since the growth of e-commerce, companies have started to operate the online market actively to attract more customers, this results in customers changed their behavior from buying products offline to just checking the quality of products on physical channels, then purchase them online. Therefore, an alternative business modal that pop-up into the market, companies have developed online and offline accordingly. The sales of monitors and peripheral products have increased, especially the sales of monitors are stable, because of the innovative business model. However, the management methods of online and offline channels are different, and channel conflicts may occur, which may affect business operations. If companies can effectively deal with channel problems, propose corresponding improvement strategies and strengthen the relationship between partners, the positive benefits therefore come. This research is based on in-depth interviews to gather discussions on channel conflicts, to understand the transformation, performance, and cooperation methods of online and offline channels in the monitor and peripheral industry. With a classification of local/international companies and analysis of differences by product category, this research could hence collect information from each interview and result to find that: (1) Different brand categories are more likely to cause channel conflicts with goals inconsistency. (2) Different product categories are more likely to cause channel conflicts caused by personnel. (3) There are significant differences in how international and local companies solve conflicts. This research aims to analyze the causes and solutions through in-depth interviews, which could understand channel conflicts in the information industry. Moreover, to help companies effectively plan the strategies of physical and online channels to achieve companies' goals.

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