为促进专业发展和学科建设，管理学院将于2023年4月28日晚上19：00-22：00举办第二期管理学院市场营销前沿学术研讨会。欢迎感兴趣的师生前来交流讨论！

学术研讨会的嘉宾、主题和时间安排如下：

主持人：柳武妹 教授

时   间：2023年4月28日（周五）19:00-22:00

地   点：城关校区（西区）齐云楼204

主讲人一：李志远 副教授

讲座主题：企业场景问题如何用理论支撑寻找解决方案

内容简介：医学AI公司如何打造竞争优势以及银行社区化金融打造的案例研读，揭示了企业竞争优势和营销创新的渴望。场景营销的打造进而塑造竞争优势如何借助理论的深度解读寻找解决方案？讲座通过案例研讨的企业真实问题和管理理论的结合，探索实践和理论融合的思考路径。

主讲人二：王洪鹏 副教授

讲座主题：Effects of Streaming Service Mix on Live Commerce: Evidence from Streamer-Side Service Strategies and Viewer-Side Traffic Flows

内容简介：Recent developments in the social media industry have caused the robust growth of platforms’ streaming service mix (SSM), typified by short-form video and live streaming services. However, the tangible impacts of the two prevalent streaming services remain underexplored. We devise three complementary studies to explore the effects of SSM. Study 1 uses exploratory analyses to determine how short-form videos either with or without product promotions interact with live streams, showing that positive synergy and negative cannibalization effects coexist. Study 2 evaluates multiple sources of incoming traffic, revealing the underlying mechanisms behind the overall nonsignificant effects of SSM; specifically, despite viewers from live streaming squares (i.e., organic traffic) being likely to make purchase decisions when watching sales live streams, attracting viewers from favorite pages (i.e., direct traffic) generates a stronger conversion rate. Inflows from short video recommendations (i.e., referral traffic) are ineffective until viewers add streamers to their favorites. Study 3 tests whether these impacts vary across moment-to-moment competitions. Our findings demonstrate that the success of live stream selling relies more on traffic pathway efficacy (i.e., visit-to-purchase conversion) than on streaming service strategy (i.e., different formats of short videos combined with live streams).

主讲人三：翁鸿涛 老师

讲座主题：谈判竞赛指导经验汇报与反思

内容简介：1.国内外高校主要参加的谈判赛事；2.我院4年来参与的国内外谈判竞赛与成绩；3.谈判与思政教育；4.师生收获；5.将开展的工作与期望。