今天,当我们随意走进一家商场,会发现映入眼帘的大多是那些跨国公司的品牌或是合资品牌:以可口可乐和百事可乐为首的“两乐”旗下的饮料品牌几乎挤满了货架,欧美各种品牌的奶粉炫耀似的摆满显耀的位置,再看看零食、糖果,就连日常的油盐酱醋调味品,也多是“八国联军”的后裔,而国产品牌黯然失色地蜷缩在不起眼的角落。透过现象看本质,我们通过探讨跨国公司到底是如何开拓销售途径的,希望能够对中国民族企业提供一些有益的思索。一、销售途径拓展的前提:以零售终端为工作起点和导向 Today, when we feel free to walk into a mall, we see that most of the eye-catching brands or joint-venture brands are coming into being: the Coca-Cola and Pepsi-led drinks brands are almost packed with shelves, Europe and the United States a variety of brands of milk to show off like a flood of renowned locations, then look at snacks, candies, and even the daily oil and salt vinegar condiments, but also more than the “Eight-Power” descendants of the domestic brands overshadowed Crouched in the humble corner. By looking at the essence of phenomena, we have explored the ways in which multinationals can open up sales channels in the hope that they will provide some useful thinking to Chinese national enterprises. First, the prerequisite for the expansion of sales channels: retail terminals as a starting point for work and guidance