In the afternoon of November 29th,the 104th academic lecture of the “Business lecture hall” was held in Lecture Hall 116 of Business School. Jing Feng Jie, professor of marketing, director of the doctoral student and director of the Institute of marketing science, as a guest speaker, gave an academic lecture about "the observation and thinking of management research --- discussing the frontiers and trends of consumer behavior research ". The lecture was chaired by Mr. Li Feng, director of marketing department of the business school, Professor Teng Lefa, Dean of the business school, faculty and graduate students listened to the lecture.
Professor Jing Fengjie carried out in the way of case in five ways: scientific research, confusion of topics, criteria for selecting topics, sources of topics and strategies for selecting topics. First of all, Professor Jing Fengjie studied several cases of shopping efficiency from the perspective of division of labor between male and female, he pointed out that research is the process of finding answers, and scientific research is the standard procedure that must be followed in this process. The evaluation of scientific research must follow the two pillars of logic and observation, and three aspects of theory, data collection and data analysis.
Secondly, Mr. Jing explained the reasons for difficult to find a subject and the confusion of the topic by the analysis of two classic marketing cases. The standard of selecting the topic should follow the principle of "indomitable spirit", that is academic practice, based on practice and solve problems, specifically including discovery of new areas not found in previous generations, difficulties or problems not solved and new methods, and through the analysis of "flocks", he pointed out that the key of selecting topics is to innovate. The main source of the topic comes from personal observation and deep thinking, reading the literature and communicating with others, specifically analyzing through the customers in service and their satisfaction. Finally, he took consumer behavior as an example, analyzed that the principle of selecting the topic should be "eliminate pornography ", such as Irrational consumption, non-market strategy, non-ethical behavior, anti-citizen behavior and mutual campaign strategy in consumption behavior.
Before the end of the lecture, Mr. Li Feng made a concluding statement, pointed out that the teachers and students can learn how to choose a topic and the latest developments in related fields, it helped us to find new ideas and directions for scientific research and high level thesis writing, playing a good role in promoting the development of the discipline of the college.