电商环境下审视服装企业渠道冲突

Study on the clothing enterprise channel conflicts under the E-commerce environment

渠道冲突是当今时代中国企业乃至全世界企业发展遭遇的共同难题。伴随着电子商务的高速发展，这一冲突在服装企业表现得尤为突出。结合理论思考和实践经验，掌握中国服装企业整体营销环境。了解服装营销渠道冲突类型、产生的成因，分析服装产品与服装市场的差异化、规范服装产品与服装价格体系、统一促销策略，是解决服装企业渠道冲突的有效策略。

Channel conflict is a common problem in today＇s development of Chinese enter- prises encounter, even to the whole world enterprises. With the rapid development of e-commerce, the conflict particularly prominent in the clothing enterprise performance. This article starts from the point of the channel conflict management, which comes from domestic and overseas scholars and experts. Combining the theory with actual practice. Combining the entire China＇s clothing industry sumer buying behavior, of marketing channels. plore the which is under the present pressure of marketing environment of conwith comparative analysis the advantages and disadvantages of all kinds Further articulate the channel conflict types, causes and effects, and exand suggestions for conflict resolution.