Coca-Cola Company is a large multinational fast-moving consumer goods company, so its marketing channel structure is a very complicated combination. Generally speaking, it is a multi-channel combination with indirect channels and wide channels as the main forms and multi-level channels coexisting.

1. Advantages of indirect channels: Enterprises can make use of the distribution channels and marketing experience of other organizations to bring products to market quickly, achieve good economic benefits in a short time, reduce the market risks borne by enterprises, and use funds with certain security. Enterprises do not need to set up special institutions or personnel, which can save manpower, material resources and financial resources and concentrate on production. Disadvantages: because enterprises can't directly contact users, they get information slowly, and because enterprises don't have independent management channels, they lack sufficient control over marketing.

2. Features of intensive channel structure: The feature of intensive distribution is to use stores to sell products or services as much as possible. Intensive distribution channels can expand the market coverage of products, with high density of outlets, which is convenient for consumers to buy. Coca-Cola's products appear in department stores, supermarket chains, convenience stores, small shops and other places. In short, people can buy Coca-Cola products anywhere they want to buy drinks. This very intensive channel strategy has enhanced the competitiveness of Coca-Cola Company and provided it with a broad market coverage. At the same time, the disadvantages of intensive distribution channels easily lead to market confusion and high channel management costs.