企业应不断完善自身的营销渠道并适应快速变化的市场,才能在竞争中拔得头筹。目前,我国服装类商品的年销售额已突破1万亿元,什么是业内人士最感兴趣的话题呢?笔者认为渠道问题应该会排在首位。因为我们处在一个“渠道为王”的市场里,渠道问题和冲突就像是服装企业难以摆脱的顽疾,面对如此繁多的渠道问题,企业管理层及营销人员一般穷于应付。本文以E公司为案例来探讨服装企业所面临的渠道冲突,并提供相应的解决方案。E公司是一家实力卓越的男装生产企业,经过二十年发展已成长为国内男装行 Enterprises should constantly improve their own marketing channels and adapt to a rapidly changing market in order to win the top spot in the competition. At present, China’s annual sales of apparel products have exceeded 1 trillion yuan. What is the most interesting topic for the industry? The author believes that the channel problem should be ranked first. Because we are in a “channel for the king ” of the market, channel issues and conflicts like the clothing company is difficult to get rid of the ills, in the face of such a wide range of channel issues, corporate management and marketing staff are generally poor to cope with. This article uses E company as a case to discuss the channel conflict faced by the garment enterprises and provide corresponding solutions. E company is an excellent men’s clothing manufacturing company. After 20 years of development, it has grown into a domestic men’s clothing line.