中文摘要：

在网络时代,电子商务企业专注于产品销售,而将生产外包。凭借着贴近市场的网络优势,它们拥有不能完全契约化的产品创新的专有信息,面临着如何选择合适的渠道组织模式,防止信息的攫取和误用。文中表明,电子商务企业是否进行创新性投资和制造商最后生产产品的质量相关,网络销售商传递信息时,制造商机会主义行为动机取决于自身销售能力和相应投资的规模,并提出如何规避信息传递的机会主义风险,提升渠道价值的相应措施。

英文摘要：

More and more e-commerce corporations specialize in product end-marketing and outsourcing production in network times. And taking advantage of Internet, they can promptly find the innovation in- formation of product firstly that cannot be contracted. However, they will face how to choose suitable channel organization in order to prevent the misappropriation of the information. The paper explains whether e-commerce corporations invest to innovate decided by the quality of the product that producer presents. And the motivation of producer＇s opportunism related with sales ability and investment scale. We also analyze the mechanism in the choice of channel though the perspective of information transferring. And finally we suggest the measures of how to avoid opportunism and increase the channel value.