The 4th Academic Summit of Chinese Marketing Knowledge Innovation was held in management college of Sun Yat-Sen University
On December 9-10, 2016, the 4th Academic Summit of Chinese Marketing Knowledge Innovation was held in management college of Sun Yat-Sen University. The Academic Summit of Chinese Marketing Knowledge Innovation was held by our scientific research team "Chinese marketing innovation". Guests invited to summit include: Professor Echo Wen WAN from Hong Kong University, Professor Leonard LEE and Professor Xiuping LI from National University of Singapore, Professor Hao Shen from The Chinese University of Hong Kong, Professor Jill Jing LEI from The University of MELBOURNE Australia, and other well-known scholars in marketing field. Teachers from marketing disciplines of Sun Yat-sen University shared their academic research. Doctoral students from Hong Kong University, The Hong Kong Polytechnic University, and Sun Yat-sen University reported their ongoing working papers. The forum initiator, Professor Haizhong Wang from Management College of Sun Yat-sen University, was chairman of the academic summit. Our vice Dean, Professor Guangzhong Li made a speech.
Our vice Dean, Professor Guangzhong represented our college to express gratitude to the consistent support and assistance from academic guests and counterparts in marketing world. The marketing discipline in Sun Yat-sen University began to cultivate doctoral students in 1996. It was one of the few schools cultivating doctoral graduates at the earliest in China. "Empirical research" of marketing academia in China mainland started around 2000. From the beginning of cultivating doctoral students, the trend of empirical research has sprung up in marketing discipline of Sun Yat-sen University. Our research paradigm is similar to North American universities, which has taken the lead in our country. At that time, marketing discipline of Sun Yat-sen University is the first to introduce these concepts into Chinese academic circles, define the Chinese expression specifications, develop empirical research on China's situation, and make out part of the innovation in multiple research directions, such as brand personality, consumer ethnocentrism, country of origin effects, brand relationship quality, customer satisfaction, etc. The direction of those researches became the references in following studies carried out by academic counterparts across the whole China mainland. Since 2010, the achievement of marketing disciplines of Sun Yat-sen University has gradually got significant theoretical innovations and contributions throughout international scope. It has published many papers signed as the first author in International journals, for instance, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Service Research, etc. Its research achievements on reminiscence and philanthropic behavior, positive emotion and beneficial donation behavior, self-contradiction and product information processing have got the attention, discussion and citations in international academic circles. So far, the marketing disciplines of Sun Yat-sen University have formed three stable research directions: "research on individual consumer's behavior", "research on marketing strategy of enterprises", and "cross-cultural and international marketing research". With the diversification of the educational background of teachers and doctoral students, internationalization of research paradigms, research achievements gradually walks into international perspective.
The site of Academic Summit of Chinese Marketing Knowledge Innovation.
The schedule of this forum includes: Keynote speeches by senior scholars and reports from young scholars. Keynote speakers include: Professor Echo Wen WAN from Hong Kong University, Professor Leonard LEE and Professor Xiuping LI from National University of Singapore, Professor Hao SHEN from The Chinese University of Hong Kong, Professor Jill Jing LEI from The University of MELBOURNE Australia, and other well-known scholars in marketing field.
Professor Echo Wen WAN from Hong Kong University provided a sumptuous academic feast on "Brand personification and consumer's decision" Her speech showed the origination and continuous development of brand personification, as well as how to keep development and promote the development of international marketing. Her speech spread the procedure of an academic theme, and made attendees appreciate the development from nothing to generation, and then to popularization. The theory of brand personification has great reference value to the marketing strategy of enterprise brand. Professor Leonard LEE from National University of Singapore briefly and accessibly explained the importance of concepts and methods of "field experiments" of consumer behavior researches. He took his research on "field experiments" of Singapore public subway as an example, made the attendees understand the significant reference of consumer researches on public policy formulation in a country. Consumer researches has helped to optimize the Government's public management decisions, thereby contributing to the promotion of public social welfare, therefore has a very important social macroscopically meaning. Professor Jill Jing LEI from The University of MELBOURNE Australia made the speech in regard to "the preference amplification effect in hierarchical decisions". Professor Xiuping LI from National University of Singapore made the speech in regard to "consumers' food (calorie) budgetary effect". Professor Hao SHEN from The Chinese University of Hong Kong explained "the influence of different ways of speaking and writing of brand on brand connection". Guangdong Zhujianqiang Internet technology Co., LTD sponsored partial material support to this forum. Their vice chairman, Mr. Yongjin Cai, was invited to make the speech "The Internet + thinking promote the innovation of marketing model", which narrated the business idea innovation of Zhujianqiang" brand and its meaning on pushing entrepreneurship, development, and expansion.
As for reports from young scholars, young teachers and doctoral students reported their researches that they work on, and made profound discussion and communication with guests. Professor Jianping Liang from Sun Yat-sen University reported the preference research on functional attributes and appearance attributes of products with different consumer genders. Professor Xin Chen made the report on “internal R&D, external R&D and products innovation relationship of emerging markets" Professor Haobin Ye made the report on "Audience involvement and destination marketing."
Doctoral student Di Liu from Sun Yat-sen University reported "The relationship between brand capability type and brand extensions". Doctoral student Jifei Wu from Sun Yat-sen University reported his research on "Indirectly experience and its influence on participation". Doctoral student Ke ZHANG from Hong Kong University shared the research report on "The influence of psychological importance on the weight perception of physical products"; Doctoral student Linying FAN from The Hong Kong Polytechnic University reported "Resource scarcity and reward research". Guests provided pertinent and valuable modification suggestions to young doctoral students' reports.
Participants and doctoral students highly praised the "small but refined, professional and profound" orientation of Academic Summit of Chinese Marketing Knowledge Innovation. Professor Echo Wen WAN from Hong Kong University expressed sincere thanks to the organizers of this forum, and thumbs up on "high-quality teaching and scientific research, the beautiful campus, convenience and comfort of meeting communication and living in 'Memory In Water' area" in management college of Sun Yat-sen University. She also expressed that his doctoral student ZHANG Ke's working paper received pertinent recommendations in the forum.
The audience and guests in the conference conducted penetrating discussion.
The teachers and students of marketing discipline of Sun Yat-sen University expressed that, they have got a lot from this forum, not only the constructive suggestions on working paper from guests, but also enhanced exchanges with overseas well-known researchers and doctoral students. This is an important platform for teachers and students in the marketing discipline of Sun Yat-sen University to learn directly from well-known scholars and improve the level of research achievements.
The 4th Academic Summit of Chinese Marketing Knowledge Innovation is a forum held by China marketing innovation research team of management college of Sun Yat-sen University. It is aimed at promoting greater academic contributions in marketing team of Sun Yat-sen University. The forum is an important channel for marketing discipline of Sun Yat-sen University to learn from well-known scholars closely and promote the level of research achievements. From 2013 to December 2016, Academic Summit of Chinese Marketing Knowledge Innovation has been successfully held for four sessions.
