Study On The Management Of Marking Cha Nnel Conflict Of Apparel Companies In The Condition Of E-Commerce

Clothing is an important part of social consumer goods. Therefore, the healthy development of the clothing industry for China’s economic development has important significance. Marketing channel is effectively guaranteed a good run business, there is a resource contention in the fast moving consumer goods industry, channel members uncooperative opposition and other multi-channel conflict phenomenon, which affects the efficiency of the marketing channels running clothing, which restricts the apparel industry’s health development, but also affect the construction of our clothing business marketing channel system perfect. Under such circumstances, especially the rapid development of online marketing channels, making the conflict between traditional marketing channels and network marketing channels becomes even more obvious, how to manage the conflict between the network channels and traditional channels, the clothing industry is currently pressing need to be addressed.In this paper, a large number of documents about the channel conflict management, and on this basis the status of the apparel industry in which the current situation and analyze facing marketing channels, and the garment industry of network marketing and traditional marketing to compare, analyze each the pros and cons. After the current situation and the current situation faced by garment enterprises channel conflict analysis, and expanded from the type of conflict discussed in detail, causes and impact of the three areas. On this basis, further proposed for marketing specific conflict management measures, through the channel conflict theory in the garment industry, which made effective management measures designed to play a clear marketing channels to help, encourage enterprises to enhance vitality and for China’s garment enterprises to embark on a healthy, sustainable and stable path to provide strong support.