案例研究员、案例编辑

Email: cuichh@sem.tsinghua.edu.cn

案例成果：

从事教学案例开发8年，开发70余篇文字案例及视频案例。其中，5篇案例获得“全国百篇优秀管理案例”奖项，《清华管理评论》案例文章发表1篇。每年参与编审竞赛案例数十篇。研究过的企业有伊利、沃尔沃、雪佛兰、卡萨帝、康师傅、中石化易捷、苏宁、首钢、宜信、鑫海矿装、廊坊银行等。

获奖案例：

“全国百篇优秀管理案例”：《沃尔沃：借助人工智能发力圈层营销》、《雪佛兰：用AR体验打动年轻人的心》、《卡萨帝牵手<12道锋味>：综艺植入探索之道》、《十年磨剑终成锋：伊利国际化三部曲》、《绿动健康走——基于LBS的O2O场景营销》。

研究方向：

企业战略、数字营销、品牌管理、国际化、组织变革与团队管理、企业文化、社会责任、数字化转型等。感兴趣的领域：人工智能、大数据、碳中和、ESG。

个人寄语：

独立之精神，自由之思想

——陈寅恪

Chunhu CUI

Case Specialist, Case Editor

Email: cuichh@sem.tsinghua.edu.cn

Case Achievements

With eight years’ experience of developing teaching cases, he has developed more than 70 traditional text-based cases and video cases, five of which winning the National 100 Excellent Management Cases award and one published with Tsinghua Business Review. He reviews and edits dozens of case submissions every year. His works include such companies as Yili, Volvo, Chevrolet, Casady, Master Kong, Sinopec Easyjoy, Suning, Shougang, Yixin, Xinhai Mining, and Langfang Bank.

Award-Winning Cases

    Published with China Management Case Sharing Center as National 100 Excellent Management Cases:

"Volvo: Powering Circle Marketing with Artificial Intelligence"

"Chevrolet: Impressing Young People with AR Experiences"

"Ten Years of Sharpening the Sword: Yili's Trilogy of Internationalization"

"Green Health Walk --LBS-based O2O Scene Marketing"

Research Interests

Corporate strategy, digital marketing, brand management, internationalization, organizational change and team management, corporate culture, social responsibility, and digital transformation. Areas of interest: artificial intelligence, big data, carbon neutrality, ESG.

Personal Motto

Independence in spirit and liberty in mind.

——Chen Yinke