行銷通路是企業行銷策略組合中重要的一環，經營者為了擴大市場佔有率，通常會採取多重通路的行銷策略，但是企業在建置新的行銷通路時，卻往往會與原有的行銷通路發生衝突。本研究利用個案研究法中的深度訪談法，針對女裝、男裝及童裝共五家公司進行訪談，研究結果發現，服飾產業通路衝突的主要發生原因，來自於經銷商或加盟店未遵守規定銷售折數而產生的銷售價格衝突。面對通路衝突的發生，品牌經營者解決衝突的權力來源，則大多是強制性經濟來源，但解決衝突的方式反以溝通居多。當電子商務的虛擬通路興起，通路衝突的可能性將大為提升，服飾經營者認為，要預防進入電子商務經營後可能發生的衝突，必須從進入策略、商品結構及銷售折數三方面做有效控管。

Channel distribution is one of the tools that an enterprise used to increase their competitiveness. In order for the firm to raise their market share, multiple channels are used as part of their key marketing strategies. However, there are conflicts arise from the existing channels when the enterprise developing their new channels.
This research was conducted by case study method, with the result from 5 different clothing firms. Detailed questions were also raised through a series of in-depth interviews, respectively on areas relate to women, men and children. The key research findings were: The conflicts occur in the distribution channels were mainly due to the authorised dealers or franchisees did not comply with the agreed discount allowance. Thus, the final selling prices are different in each store. The resolution for the conflicts can be communicated with mandatory source of income. To avoid the changing business model of e-commerce, effective management on “Strategy”, “Product Portfolio” and “Sale Discount” are needed to evade further channel conflicts.