北大汇丰吴佩勋（市场管理学、品牌管理、零售管理）在线访谈预提问

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热烈欢迎北京大学汇丰商学院吴佩勋教授于4月9日15点接受人大经济论坛的在线访谈活动。
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关键词：品牌管理 北大汇丰 市场管理 在线访谈 管理学 北大汇丰 品牌管理 在线

吴佩勋博士，北京大学汇丰商学院教授、现代营销研究中心主任。

研究领域：市场管理学、品牌管理、零售管理、网络营销、通讯营销

教育背景：
1997 康奈尔大学博士
1993 康奈尔大学硕士
1992 康奈尔大学本科  

工作经历：
1997-2001     加拿大温哥华BC Infiniti & Company  高级市场顾问
1994-1997     美国芝加哥食品研究协会  市场研究助理
1995-1997     美国农业部 华盛顿食品交换计划  市场计划顾问
1992-1993     美国纽约P&G  技术顾问

学术经验：
2008至今     北京大学汇丰商学院  教授                  
                  现代营销研究中心 主任
2004-2007   中山大学管理学院                  
                 市场营销系副教授、副系主任                  
                 物流渠道研究中心副主任
2002-2004  台湾国立高雄科技大学                    
                 市场营销与渠道管理系助教授
2001-2002   加拿大昆特兰大学                    
                 市场营销系助教授

发表著作及论文：
著作
吴佩勋，《网络营销》，上海人民出版社，2011
（Internet Marketing，2011， undergraduate textbook）
吴佩勋，《中国企业国际化战略案例精选》，北京大学出版社，2011
（Internationalization Strategy of Chinese Enterprises，2011， MBA textbook）
吴佩勋，《零售管理》，上海人民出版社，第二版，2010
( Retail Management, 2nd Edition, 2010, undergraduate textbook)
吴佩勋，《现代营销管理》，南开大学出版社，2009
（ Contemporary Marketing，2009， undergraduate textbook）
吴佩勋，《零售管理个案分析》，上海人民出版社，2007
( Retail Management Case Analysis, 2007, MBA textbook)
吴佩勋，《新农村流通服务体系之现况与趋势》，中山大学出版社，2008
( Distribution and Service System in Rural China and its future trend, 2008, professional publication)

论文
1. Jane P.Wu and Xinyue Zhang, “Can a Chinese Domestic Brand Flourish in the Luxury Watch Market in China? The success of FIYTA”, World Journal of Social Sciences, Nov 2012
2. Kuei, C., Chow, W.S., Madu, C.N. & Wu, J.P.,” Identifying critical enablers to high performance environmental management: An empirical study of Chinese firms”, Journal of Environmental Planning and Management, Forthcoming
3. Zhimin ZhouJ, Jane P Wu, Qiyuan Zhang, “Transforming Visitors to Members in Online Brand Communities: Evidence from China”, Journal of Business Research, forthcoming
4. Jane P Wu, “The Impact of the Perceived Quality and Risk on the Willingness to Buy of OBM Products”, China Business and Market，Feb 2012, Vol 2
5. Jane P Wu, Yating Kuo, “Successful Entrepreneurship and Innovative Strategies in China: The Experience of BYD”, International eJournal of Business & Technology Leadership, Vol 1, 2012
6. Jane P Wu, Terill L. Frantz,”Largest IM Plateform in China – Tecent’s QQ”, Journal of Business Case Studies, Vol 8, No1, 2012
7. Wang, C and Jane P Wu, “Migrant Workers Employment Choices under Economic Transition in China”, Comparative Economics and Social System, 2011 Vol 5
8. Jane P Wu, “An Empirical Study on the Factors Influencing the Purchase Intention of Private Labels within Retailing Channels”, China Business and Market, 2011, Vol 5
9. Jane P Wu and Wei Chen, ‘The Determinants of Customer Satisfaction in Retail Banking ’, China Retail Research, 2011, Vol 4
10. Wing S Chow, Jane P Wu and KK Chan,” The Effects of Environmental Factors on the Behavior of Chinese Managers in the Information Age in China”, Journal of Business Ethics, Jan, 2009, SSCI
11. Jane P Wu and Yehong Wu, ‘Literature Review and Trend Analysis on Retailing Research in China’, Sun Yat Sen Management Review, June 2008
12. Jane P Wu, “Application of E-Commerce Possibilities in Traditional Agricultrue Industry”, Industry and Management Forum, June 2008
13. Jane P Wu and Rongting Ye, “A Study on the Termination Tendency of Franchise Relationship within Convenience Chain Store”, Journal of Management Science, 2008, Vol 2
14. Jane P Wu and Guoxuan Qiu, ’An Empirical Study on the Consumption Behavior of Chinese Rural Consumers’, World Economy, 2007, vol11
15. Jane P Wu and Jing Zhuang, ‘An Empirical Study on the Entrepreneur’s Motivation for Choosing a Franchise System’, Journal of Business Economics, 2007, vol 4
16. Jane P Wu and Jing Zhuang, ‘An Empirical Study on the Franchisee’s Motivation for Choosing a Franchise System’, Soft Science, 2007, vol 2
17. Jane P Wu, Y Chen and J Zhuang, ‘A Study on the Consumption Behavior within Leisure Clubs , Tourism Tribune, 2007, vol 3
18. Jane P Wu and Yongda Zhong, “An Empirical Study on the Entrepreneur’s Motivation for Choosing a Coffee Franchise”, Management Science, 2006, No. 3
19. Jane P Wu and Yongze Huang, ‘An Empirical Study on the Purchase Intention of Online Consumers’, Journal of Sun Yat Sen University, 2006 No.3
20. Yu Tian and Jane P Wu, ‘Profit Sharing Contract Modelling on Distribution Service Supply Chain’, Science and Technology Management Research, 2006,
21. Jane P Wu, “A Study on the Consumption Influences of Online Shoppers”, Management Review, 2006, Vol 18, No 11
22. Jane P Wu and Jing Zhuang, “A Study on the Franchisee Behavior Based on Franchise System Formation Theory , Modern Management Science, 2006, vol 12”
23. Jane P Wu and Zongren Zhen, “An Empirical Study on the Credit Card Application Intention in China”, Journal of Marketing Science, 2006, Vol 3
24. Fu, Hsin Pin, Jane Peihsun Wu and Tsung Sheng Chang, “ The Study on Modern Logistic Management Model For International Companies with Output Factory”, International Journal of e-Business Management, 1-1,2003
25. Wu, Jane Peihsun, German, Gene and Chai, Mingli, “Supermarket Development in China”, Food Industry Management Program, Cornell University Extension Paper, 1997
26. Jane Peihsun Wu and Liling Hsu, “ A Literature Review on the Issues Related to the Interactions Between Manufacturing/Marketing Divisions – IT as a Coordination Mechanism”, The ACME International Conference on Asia Pacific Management, Seatle, July 2003
27. Juilin Wang, Jane Peihsun Wu and Long Chuan Lu, “An Empirical Study of the Channel Satisfaction Model with Business to Business Marketing for Supermarkets : An Asian Channel Modernization Perspective”, The 2nd Annual Conference on Service Marketing and Mangement, May 2003
28. Chao Pei and Wu, Jane, Peihsun, “A Decision-making Process of International for Franchising Organization”, The Asian Retail and Distribution Forum, November 2002
29. Ying-Kiat Kho, Shih-Chieh Fang, Jane Peihsun Wu and Hui-Ling Haung, ”The Internationalization Process of Franchise Systems and The Role of Master Franchisee” The Asian Retail and Distribution Forum, November 2002


研究经费
1. 2012-2013 Linnaeus- Palme International Research Fund (Sweden Government Funding) – in cooperation with Lund Universtity
2. “District Brand Positioning and Promotion Strategy for Shenzhen Nanshan”, Research Project, Nanshan District Government, Shenzhen, September 2011
3. “Internationalization and Industrial Upgrade in Shenzhen”, Shenzhen Bureau of Science and Technology, 2008-2011
4.  “An Evaluation for the Impact of Aviation Industry on the Economic Development in Shenzhen ”, Ministry of Transportation, Shenzhen, December 2010
5. “A Policy Analysis of Low Carbon Emiision Strategy on Shenzhen Aviation Industry ”, Ministry of Transportation, Shenzhen, December 2010
6. “A Research on the construction of Modern Industrial Formation in Nanshan Districtu, Shenzhen”,  Nanshan Government,Shenzhen, July 2010
7. A Study on the Development Strategy of Modern Service Industry for the Shenzhen-Hong Kong Cooperation Demonstration District in Qianhai”, Nanshan Government,Shenzhen, July 2010
8. Bai Ren Research Plan, National “985” Research Plan, China, 2004 - 2007
9. “A Study on the Retail Channel Network and Conflict in China” , Sun Yat Sen University Research Fund, 2004-2007
10. “Electronic Cash Fairness Transaction Modelling”, Guangdong Provincial Natural Science Foundation, 2005-2008
11. “Entrance Model for Taiwanese Funded Franchisers into China”, National Science and Technology Committee Research Grant, Taiwan ROC, 2003-2004
12. “The Development of Retail Markets in China”, National Kaohsiung First Science and Technology University Research Grant, 2002-2003
13. “Case studies on Shanghai and Xiamen Supermarkets”, Cornell Asian Studies Research Grant, 1996
14. “Assessment of Supermarket Development in China”, Ministry of Agriculture, USA, 1996-1997
15. “Feasibility study of the Beverage Industry in China”, Vitasoy International Co., Hong Kong, 1994

期刊
吴佩勋，[日化行业销售渠道结构]，中国洗涤化妆品，2005年，第1期
吴佩勋，庄靖，[渠道vs品牌：何者为当务之急]，中国洗涤化妆品，2005年，第2期
吴佩勋，庄靖，[将问题串起来思考]，中国洗涤化妆品，2005年，第3期
吴佩勋，庄靖，[OEM日化企业的明天]，中国洗涤化妆品，2005年，第4期
吴佩勋，庄靖，[假冒产品堵塞农村渠道]，中国洗涤化妆品，2005年，第5期
吴佩勋，[2005年品牌建设下的分销渠道建设]，中国洗涤化妆品，2005年，第6期
吴佩勋，胡俊华，[借力使力，回归渠道职能]，中国洗涤化妆品，2006年，第10期
吴佩勋，丘平，[OEM市场上的三种关系]，中国洗涤化妆品，2006年，第11期
吴佩勋，丘平，[渠道促销的管理与整合]，中国洗涤化妆品，2006年，第12期
吴佩勋，胡俊华，[目标聚焦战略打造‘单打冠军’]，中国洗涤化妆品，2006年，第13期

毕业论文
1.    Wu, Jane, Peihsun, ”The Development of China’s Retail Industry Since the Economic Reform in 1978”, Dissertation for Ph.D. in Marketing and Management Program, Department of Applied Economics & Management, Cornell University, 1997
2. Wu, Jane, Peihsun, “The Capacity Constrained Scheduling-Implementation of Computerized Production Reservation System at Proctor & Gamble Pharmaceutical Division”, Dissertation for Master of Engineering in Department of Operations Research and Industrial Engineering, Cornell University, 1993

咨询报告
1. Wu, Jane Peihsun, “Strategic Analysis of Marketing Potentials in the Electronics Retail Industry in China from a Canadian Perspective”, Consulting Report for BC Infiniti & Company, Canada, 2001
2. Wu, Jane Peihsun, “A Feasibility Study on the Potential for Franchise Operation in Greater Vancouver Area – Computer Related Products ”, Consulting Report for Delta Computer Company, Canada 2001
3. Wu, Jane Peihsun, “A Survey Study on the Potential of Expanding Electronic Parts Import From China”, Consulting Report for Apex Electronics, Canada, 2000
4. Wu, Jane Peihsun, “Effective Communication Channels Among Various Departments is the Key to Sustain a Steady Business Growth”, Consulting Report for Apex Electronics, Canada, 2000
5. Wu, Jane Peihsun, “Survey of Electronic Retail Market in Greater Vancouver Area”, Consulting Report for BC Infiniti & Company, Canada 2000
6. Wu, Jane Peihsun, “Food Retailing and Distribution in Canada”, Consulting Report for Dean Food Processing Inc., Canada 1999
7. Wu, Jane Peihsun, “A Study on the Feasibility of Chinese Supermarket Investments in Vancouver”, Consulting Report for Summit Corporation, Canada 1999
8. Wu, Jane Peihsun, “The Importance of Strategic Store Location Placement for Food Retailing Operations”, Consulting Report for Summit Corporation, Canada 1999
9. Wu, Jane Peihsun, “Asian Consumption Power within the Greater Vancouver Area”, Consulting Report for Summit Corporation, Canada 1998
10.Wu, Jane Peihsun, “Supermarket Development in Western Canada”, Consulting Report for Terry Foods Corporation, Canada 1998

看看

kankan

，，，，，，，，，，，，，，

飘过一下

吴老师，您好。量表在营销学研究中使用的很多，但是量表各个题项实质上是定序变量，而不是传统的连续型变量。而且相同的题同一个分值在不同的答卷者之间也是不可比的。请问您是如何看待量表的这个问题？谢谢。

吴老师
      您好！很高兴您能在人大论坛与大家分享学术知识，我想请教下吴老师关于企业培养和维护品牌的一些问题，如今很多企业建立了自己的品牌，而且一些都小有名气了，但是随着企业的经营和发展，有些本已“一些知名”的品牌又渐渐地淡出了消费者的记忆，最终使得这些企业很难进一步扩大自己的影响力，甚至丢失了原有市场，请问企业如何培养自己的品牌并让品牌深入消费者记忆，巩固企业品牌的形象呢？谢谢！

请问品牌与商标的区别是什么