重庆理工大学
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日期：2022年5月8日
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日期：2022年5月8日
日期：2022年5月8日

摘要
摘要
在互联网发展的大背景下，消费者足不出户便可以获取想要了解的商品信息、购
买到心仪的商品或服务，脱离于传统线下门店的线上销售渠道已逐步转变为各类商家
主要的销售和传播渠道。越来越多的企业投入资金部署线上平台或通过新媒体、线上
社群、电话外呼等线上渠道同用户产生深度连接。
而面临着激烈市场竞争的通信运营商，在产品价格、促销手段雷同的情况下，现
阶段最主要的竞争手段就是营销渠道的争夺、开发与管理，如何在销售渠道上压缩成
本、提升效益，如何运用成本更低更高效的线上渠道做好存量用户的看管与价值提升，
如何将线上渠道同线下渠道相结合，以实现线上线下销售渠道的协同发力，成为通信
运营商亟需解决的问题。
本文以中国广电CQ公司为研究对象，对中国广电CQ公司线上销售渠道体系现状、
线上细分销售渠道运营现状、目标客户群体进行深入剖析，运用PEST分析法从政治
环境、经济环境、文化环境、技术环境等四方面对中国广电CQ公司进行宏观环境分
析，从宏观层面对中国广电CQ公司的当下处境进行较为全面的梳理；运用SWOT分析
法分析中国广电CQ公司线上销售渠道的优势、劣势、机会、威胁，进而提出中国广
电CQ公司在线上销售渠道体系的优化、线上自服务销售渠道的优化、外呼营销渠道
的建立、网媒渠道（以官方抖音账号为例）的建立、线上线下销售渠道协同发展等五
方面的具体实施策略，为中国广电其他省级公司的线上销售渠道优化提出一些可行性
建议。
关键词：线上销售渠道；现状；策略
I

Abstract
Abstract
In the context of the development of the Internet, consumers can obtain the product
information they want to know and purchase the desired goods or services without going
out of their homes. The online sales channel, which is separated from the traditional offline
stores, has gradually transformed into the main sales and communication channel for all
kinds of merchants. More and more enterprises are investing in online platforms or
creating deep connections with users through online channels such as new media, online
communities and outbound calls.
While facing the fierce competition in the market of telecommunication operators,
under the condition of the same product price, promotion methods, at present the main
means of competition is the competition of marketing channel, the development and
management, how to compression cost, improve efficiency in the sales channel, how to use
cheaper, more efficient on-line channel ready stock supervision and the value of the user to
ascend, How to combine online channels with offline channels to realize the synergy of
online and offline sales channels has become an urgent problem for communication
operators.
Taking CQ Corporation of China Radio and Television as the research object, based
on the marketing theory, this paper makes an in-depth analysis of the status quo of online
sales channel system, operation status of online sales channel segmentation and target
customer groups of CQ Corporation of China Radio and Television. PEST analysis is used
to analyze the macro environment of CQ Corporation from the political environment,
economic environment, cultural environment and technical environment, and
comprehensively comb the current situation of CQ Corporation from the macro level.
SWOT analysis method is used to analyze the strengths, weaknesses, opportunities and
threats of online sales channels of CQ Corporation of China Radio and Television. Then, it
puts forward five specific implementation strategies of CQ from the following aspects:
optimization of online sales channel system, optimization of online self-service sales
channel, establishment of outbound marketing channel, establishment of online media
channel (taking official Douyin account as an example), and coordinated development of
online and offline sales channels. Put forward some feasible suggestions for the online
sales channel optimization of other provincial companies of China Radio and Television.
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