所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/2785
案例名称：暖暖生活研习社：如何构建社群营销体系？
译 名：NuanNuan Warm Life Study Community: How to Build a Community Marketing System?
案例作者：黄劲松，彭淼，唐歌
作者单位：北京航空航天大学
中文摘要：随着社交媒体的兴起，社群营销在企业的经营体系中逐渐成为必不可少的手段，它不但可以帮助企业管理客户关系和销售产品，而且可以使产品设计、研发、生产、营销、售后服务等各个环节与顾客相连接。蜂云时代科技公司创建了暖暖生活研习社，该社群旨在做以生活达人为中心的生活品质提升平台，利用社群营销实现了企业的商业价值和达人的知识变现。通过努力，暖暖生活研习社逐渐形成了较为成熟的社群营销体系。那么，暖暖生活研习社是如何构建社群营销体系的呢？
英文摘要：With the development of social media, community marketing has gradually become an indispensable means for enterprise's operating system. It can not only help enterprises to manage customer relations and sales of products, but also can connect customers with the enterprise functions of product design, research and development, production, and after-sales service. FengYun Times technology Co. Ltd. created NuanNuan warm life study community that aims to improve the quality of life through living experts’ teaching, and achieves the business value of living experts and their knowledge through community marketing. Through the efforts, the warm life study community gradually becomes a mature community marketing system. So how does the FengYun Times technology Co. Ltd build this community marketing system?
中文关键词：社群营销；品牌社区；社会化客户关系管理；2017百优案例
英文关键词：community marketing, brand community, social customer relationship management
案例入库时间：2017-08
