传统的销售网络结构是一种垂直的松散型网络,网络成员之间产权独立、利益独立、风险独立,各自追求自身利益的最大化并竭力控制自身的风险。这种粗放式的网络对实力严重不足的中小企业和刚进入市场的企业虽然具有一定利用价值,但它已经越来越难以满足企业立足竞争和永续经营的需要。理想的网络应能以较低的成本促进生产者和消费者之间进行顺畅的物质和精神交流,促进对消费者需求及购买行为的良好适应能力,并进而发展为对消费者购买行为的良好引导能力,网络成员之间物流畅通、资金安全、利益共享、风险共担、信息互通、促销到位、文化共融。对于销售网络的改造、管理和维护,培训的作用毋庸置疑。培训已不仅 The traditional sales network structure is a kind of vertical loose network. The members of the network have independent property rights, independent interests and independent risks. They each pursue the maximization of their own interests and try their best to control their own risks. This kind of extensive network has serious and limited value for the small and medium-sized enterprises and enterprises just entering the market, but it has become increasingly difficult to meet the needs of enterprises based on competition and sustainable development. The ideal network should facilitate smooth material and spiritual communication between producers and consumers at a lower cost, promote good adaptability to consumer needs and purchases and, in turn, develop good consumer behavior Ability to guide, unimpeded flow of network members, financial security, benefit sharing, risk sharing, information exchange, promotion in place, cultural communion. For sales network transformation, management and maintenance, the role of training no doubt. Training has not only been