世界食品饮料行业中最成功的可口可乐通过对直销体系的系统控制,带动了整个市场销售的规范运作,从而实现了久盛不衰的销售业绩,神话般地成为百年不败的典范。中国食品饮料行业的娃哈哈通过对渠道网络系统的有效运作,形成了遍及全国城乡的快捷高效的销售格局,从而达到了惊人的销售增长,奇迹般地成为平地而起的巨龙。采取何种模式进行市场销售格局设置,是关系到一个企业生存和发展的核心问题。中国历经十几年市场经济近乎残酷的洗礼,又受到了外资企业经营方式的强烈冲击,正处于探索学步转向逐步成 The world’s most successful Coca-Cola in the food and beverage industry led systemic sales of the entire market through system control of the direct sales system, thereby achieving a long-lasting sales performance and fabulously becoming a model of undefeated for a century. Wahaha in China’s food and beverage industry has formed a fast and efficient sales pattern throughout the country and the countryside through the effective operation of the channel network system, which has achieved an astonishing increase in sales and miraculously turned into a dragon. What kind of mode is adopted to set the market sales pattern is a core issue related to the survival and development of an enterprise. After nearly a decade of brutal baptism of the market economy, China has been strongly impacted by the way foreign companies operate.