北大汇丰吴佩勋（市场管理学、品牌管理、零售管理）在线访谈

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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。
大家现在可以在下面回复提问。欢迎大家热烈提问。（已结束）

感谢吴教授抽出时间和大家进行在线的学术交流。

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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

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关键词：北大汇丰 市场管理 在线访谈 品牌管理 管理学 北大汇丰 品牌管理 在线

坛友逍遥梦蝶：
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。

坛友庐陵人：
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！

坛友大师坑：
您好，吴老师，2013年中央一号文件提出,鼓励和支持承包土地向专业大户、家庭农场、农民合作社流转，随着我国农产品产量的不断增加，农产品难卖问题逐渐显现出来。近些年来全国不少地方出现了因农产品销售困难而伤农事件，想问下吴老师，农产品怎么营销才能走出困境？应该如何规划农产品的营销？需要哪些“硬件”和“软件”，在营销当中，农户应该怎么做？

老师您好，请问您对于目前零售业的趋势（最好能从国际角度）怎么看，我认为主要是国际化+网络平台，您怎么看呢？

吴老师：
      您好！感谢您百忙之中抽出宝贵时间为我们解答问题，我的问题是：面对日益激烈的市场环境，一个企业如何培育一个新的品牌，特别是目前国内的中小企业。在初期如何用有限的资源，走出一条适合自己发展特点的品牌发展道路。另外，我国目前很多企业仍然是处在仿制阶段，各种山寨产品层出不穷，那么面对这样的一种问题，如何在乱军之中争得自己的一席之地。还请吴老师指教，谢谢！

看看

看看

吴老师：
      您好，我的问题比较实际，也一直困扰着我。我的两个朋友合作办了一家教育培训机构，主要从事中小学教育辅导、培训，现在开了第二家分店，并且注册成了一家公司。他们想让我加入他们，和他们一起合作，但我有我的顾虑：当初他们开办这个机构的时候，他们很多事情都是亲力亲为，做的当然也很不错，但当摊子大了之后，很多事情你就不能兼顾到位，几个人的精力也是有限的，这个时候就会遇到瓶颈，就需要一些有能力的人来为你分担一些事物。当然我们可以高薪聘请一些有能力的人，但教育机构这个行业门槛较低，花了高薪请回来的人在熟悉了你的这一套流程后，就可能自立门户了，最终不仅没有留住人才，还为自己增加了竞争对手。
      我的问题是：这样的教育机构想做大，人才肯定是第一资源，如何才能够长久的留住人才并为你所用？
      希望吴老师可以在百忙之中抽空为我解答一下，谢谢！