华晨宝马3系轿车社群营销策略研究 由于近年来中国汽车市场持续走低，在过往的28年间首次遭遇了负增 长，各家车企之间在市场上的竞争也逐渐白热化，再加上互联网造车新势力的 加入，使得整个行业面临的不确定因素也越来越多，车企的发展方向随着技 术、政策、国民经济等因素摇摆不定。在互联网技术以及大数据技术迅猛发展 的当下，迎合市场环境变化，将社群营销的理念与新颖的客户全生命周期价值 （CLV）的概念相结合，尝试在汽车行业的寒冬中摸索出一条别开生面的营销 之路，为陷入困境的企业提供一些新的思路与理论依据。 本文以华晨宝马汽车有限公司3系汽车作为主要研究对象，通过实地调研 了解收集宝马3系轿车的市场营销情况，通过对其营销现状进行分析，从环境 分析入手，得到宏观环境与微观环境分析情况，其次通过SWOT分析法得到宝 马3系轿车从产品到市场层面的优劣势与机会，并对其进行市场细分与市场定 位，再次，进一步结合客户全生命周期CLV理论与社群营销的特点，进行宝 马3系轿车社群营销策略的设计，策略包括从社群理念的确定，社群的创建， 再到社群营销的实施步骤，最终与现有营销有机结合从而实现客户价值最大 化。 研究表明，宝马3系轿车产品与同级别产品有着明显的差异化特点，其市 场定位为一二线城市的青年有为人群，现有的营销策略不足以覆盖此类人群， 产品的差异化不能很好的体现出来，造成产品曝光度不够，没有足够的吸引 力。通过将社群营销的引入，能够弥补以上不足，使策略与产品定位更加匹 配。 通过本次研究，将理论与实际进行结合，还融合了当下较为主流的社群经 济理论与长尾效应理论，提出了基于德勤客户全生命周期价值理念的社群营销 策略，同时 通过对企业文化，人员管理，与产品服务几个方面进行实施保 障，为在汽车市场寒冬中的企业提供一些解决问题的思路，探索出一些针对市 场营销的新模式和新手段。 关键词： 宝马3系，社群营销，长尾效应，客户全生命周期 ABSTRACT Research on Marketing Strategy of BMW 3 Series Community of BMW Brilliance Automotive Because of China's car market has been falling in recent years, suffered a negative growth for the first time in the past 28 years, between various auto enterprises in the market competition is gradually narrowed, coupled with Internet building cars to join the new forces, make the whole industry faces more and more uncertain factors, the development direction of car companies with factors such as technology, policy and national economy.In the rapid development of Internet technology and big data technology at present, to cater to the market environment changes, the concept of social marketing and new concept of customer lifetime value (CLV) all are united in wedlock, try in the automotive industry in the winter for a special marketing way, for the troubled firms to provide some new ideas and theoretical basis. Based on brilliance BMW automobile co., LTD., 3 series cars as the main research object, through field survey to collect the BMW 3 series sedan marketing situation, the analysis of its marketing status quo, from the analysis on environment, macro environment and micro environment analysis, secondly by SWOT analysis method to get the BMW 3 series sedan from the product to the market level's disadvantages and chances, and continue to do the segmentation of market and market positioning, again, further combining with customer CLV in whole life cycle theory and the characteristics of community marketing, marketing strategy for the BMW 3 series sedan community design, strategy including confirmation from the concept of community,The creation of the community, then to the community marketing implementation steps, and finally with the existing marketing organic combination to maximize customer value. Studies have shown that the BMW 3 series sedan products with same level product has obvious characteristics of differentiation, the market positioning for a second-tier cities of young people, promising the existing marketing strategy is insufficient to cover such people, product differentiation can not very good, not enough exposure, caused not attractive enough.The introduction of community marketing can make up for the above deficiencies and make the strategy and product positioning more matching. Through this research, to combine theory with practice, and also incorporates the more mainstream economic theory of community and the long tail theory, is proposed based on whole life cycle of deloitte client value concept of social marketing strategy, at the same time through the enterprise culture, personnel management, safeguard with products and services from several aspects, for the enterprise in the winter in the car market to provide some problem solving ideas, explore some new mode and new means for marketing.