報告題目：The New Marketing in the Era of Data Intelligence
時間：3月25日（星期一）下午14:00-15:30
地點：主樓309
報告人：Chenglu Wang教授
主講人簡介：
王承璐，市場營銷學博士，美國紐黑文大學商學院營銷學終身教授。福爾布萊特學者。主要研究方向為消費者行為及互動營銷。他在Journal of Consumer Psychology, Journal of Business Ethics, 等專業雜志上發表學術文章百余篇 (SSCI 八十余篇)。連續三年（2021，2022，2023）被斯坦福大學列為全球2 % 高被引研究學者。目前擔任互動營銷專業期刊Journal of Research in Interactive Marketing （影響因子8.2， JCR 一區）主編。多次擔任Journal of Business Research, European Journal of Marketing, International Marketing Review，Industrial Marketing Management等SSCI雜志的特刊執行主編。曾多次擔任營銷學國際學術會議聯席主席和主題演講人。主要著作有《人際心理學》（上海人民出版社1987年出版）。主編的著作有《Contemporary Marketing in China: Theories and Practices》（Nova，2011），《Brand Management in Emerging Markets: Theories and Practices》（IGI，2014），《Exploring the Rising Fandom in Contemporary Consumer Culture》（IGI， 2019, 被評為最暢銷著作之一）,《Handbook of Research on the Impact of Fandom in Society and Consumerism》 (IGI， 2019)，以及《The Palgrave of Interactive Marketing: Theoretical Advancement and Managerial Application》（Spring-Nature，2023）。
報告內容簡介：
In the rapidly evolving landscape of marketing, the advent of the data intelligence era has brought about profound transformations. This lecture delves into the core aspects of these changes, starting with the heightened emphasis on enhancing consumer experiences and fostering interactivity. With consumers increasingly demanding personalized interactions, the integration of data analytics has enabled marketers to tailor their strategies to individual preferences, thereby facilitating greater consumer participation and engagement. Moreover, the proliferation of cutting-edge technologies such as artificial intelligence, virtual/augmented reality, robotic assistants, and machine learning has revolutionized marketing practices. These tools not only streamline processes but also enable businesses to deliver highly targeted and immersive experiences to their audience. As traditional marketing philosophies evolve to adapt to the demands of the digital age, there arises a pressing need for innovative approaches. The convergence of data intelligence and marketing principles heralds the dawn of a new era in marketing, one characterized by agility, responsiveness, and a deep understanding of consumer behavior.
（承辦：市場營銷系、科研與學術交流中心）
