就目前来看,可以说谁拥有终端网络谁就拥有消费者,从而最终拥有市场。所以近几年许多生产厂家和经销商都开始尝试直销,因为终端网络的建立与控制是通过直销进行的。但由于企业在直销设计上缺乏科学性,管理上缺少经验,同样导致了很多问题。一些跨国公司,如可口可乐、宝洁公司的做法值得我们国内企业学习。这些企业一方面通过授权形式严格界定销售区域和范围,另一方面通过本公司的营业所或选择合适经销商在规定的销售区域内进行所谓的直销,加强对市场终端的服务与控制。既避免了市场价格混乱、串货现象的发生,又牢牢控制着终端网络, For now, it can be said who owns the terminal network who owns the consumer, which ultimately owns the market. Therefore, in recent years, many manufacturers and distributors have begun to try direct sales, because the establishment and control of the terminal network through direct sales. However, due to lack of scientific design of direct sales, lack of experience in management, the same lead to a lot of problems. Some multinational corporations, such as Coca-Cola and Procter & Gamble Company, deserve our domestic enterprises to learn. These enterprises, on the one hand, strictly define the sales area and scope by means of authorization and on the other hand, strengthen the service and control of market terminals through the sales outlets of the Company or by selecting the right distributors for so-called direct sales within the prescribed sales areas. Not only to avoid the market price chaos, the phenomenon of goods out of stock, but also firmly control the terminal network,