The development of Internet technology and e-commerce provides strong support for enterprises to sell products through multiple channels. Using different types of channels to sell products has become an important way for enterprises to build up their competitiveness, but it also brings challenges to enterprises multi-channel management. Based on multi-channel related research, this paper discusses the impact of enterprise channel diversification on cross channel conflict, and the moderating effect of firm size and cross channel integration on the above relationship. Taking 185 manufacturing enterprises as the object, the data were collected through questionnaire survey, and the research hypothesis was tested by multiple hierarchical regressions. The results show that channel diversification intensifies cross-channel conflict; firm size positively moderates the relationship between channel diversification and cross-channel conflict; cross-channel integration negatively moderates the relationship between channel diversification and cross-channel conflict.