渠道是企业最重要的资源,然而营销渠道运行所面临市场环境的不确定性越来越强,其运行的风险也越来越大,随时都有可能遇到各种各样的渠道瓶颈问题。新疆中小企业由于自身实力难以自建销售渠道,其销售更多地依赖于经销商。这种单一的、松散的、间接的传统销售模式约束了中小企业的快速发展,也给他们的生存造成很大威胁。中小企业应加强与用户、消费者之间的沟通,从而突破销售渠道瓶颈。 Channel is the most important resource for an enterprise. However, the marketing environment is facing more and more uncertain market environment and the risk of its operation is also getting bigger and bigger. It may encounter various channel bottlenecks at any time. Small and medium-sized enterprises in Xinjiang are difficult to build their own sales channels because of their own strength, and their sales rely more on distributors. This single, loose, indirect traditional sales pattern constrains the rapid growth of small and medium-sized enterprises and poses a great threat to their survival. SMEs should strengthen communication with users and consumers so as to break the bottleneck of sales channels.