研究方向

中国文化营销；中国式消费者行为理论与方法；易经与中国管理智慧；黄帝内经与中国式营销理论；孙子兵法与营销战略；跨文化消费者行为；中医药文化营销；中国文化旅游

讲授课程

博士：

硕士：营销管理、中国商道、中国文化营销、国际市场营销

本科：中国文化营销、营销策划、战略管理、市场营销学原理

教育背景

博士：1998—2001中山大学管理学院，企业管理专业市场营销方向，获管理学博士学位

硕士：1991—1994中山大学岭南学院，世界经济专业，获经济学硕士学位

本科：1987—1991中山大学岭南学院，经济学专业，获经济学学士学位

培训：

工作经历

1994—1997暨南大学经济系任讲师；

1997—2002山东大学威海分校商学院任副教授

2002—现在，任广东外语外贸大学商学院中国文化营销研究中心主任、营销系教授；

2008年9月—2009年3月曾在英国朴茨茅斯大学商学院做访问学者。

学术论文

1、中国管理学研究的实践导向与理论框架：一个组织管理系统全息结构.《管理学报》2010（11）

2、创建中国管理学的基本问题之管见.《管理学报》2005（1）

3、城市文化系统结构与城市文化品牌定位.《城市观察》2015(6)

4、基于文化营销视角的城市古镇文化旅游品牌塑造研究——以广州沙湾古镇为例.2016（12）

5、文化营销与我国中医药产业发展.《商场现代化》2007(01)

6、中国式品牌消费行为细分模型：中国消费者气质与品牌选择的实证研究.《管理学报》2005（1）

7、广东餐饮老字号品牌复兴战略研究：基于文化营销的视角.《战略决策研究》2011（5）

8、基于“心理场”的消费者气质研究——全息系统方法论在消费者行为研究中的应用.《管理学报》2007（06）

9、西方消费者行为研究理论和方法评析.《江汉论坛》2005（9）

10、消费者行为研究进展评述：方法论和理论范式.《山东大学学报》（哲社版）2004（04）

专著教材

代表性著作

1、《消费心理藏象论初探》，（专著），山东人民出版社（2004年10月）

2、《中国消费者行为报告》，（专著，与卢泰宏等合作），中国社会科学出版社（2005年2月）

3、《研究方法论》（译著，与杨晓燕合作）中国商务出版社（2004年11月）

科研项目

1、广州市哲学社会科学发展“十一五”规划重点课题“提升广州城市软实力的城市文化营销战略研究”，主持人

2、广东省自然科学基金项目“中国消费者行为的区域性特征方法研究”，主要成员

教研成果

质量工程：2016年广东省质量工程精品视频公开课《中国文化营销》

学术任职

中国高等院校市场学研究会理事；广东外语外贸大学商学院中国文化营销研究中心主任；非洲研究院中国文化品牌全球营销研究中心副主任；“一带一路”中医药人才协同培养中心高级顾问

社会兼职

曾任香港康富来、佛山德众药业、青岛正远、深圳杏石等多家大型企业董事长战略顾问，提供营销战略、品牌管理、组织战略、人力资源等管理咨询服务。主持过多家企业的大型管理咨询和管理培训项目

咨询项目

1、深圳杏石文化产业股份有限公司（2012）杏石文化公司战略定位与品牌规划

2、广东风华高新科技股份有限公司（2009）公司战略营销与组织结构

3、肇庆市国资委（2010）九龙湖景区文化旅游规划

4、国家信息中心委托专家咨询项目（2006）中国乘用车市场消费者行为

5、佛山德众药业有限公司委托项目（2004）德众品牌管理与广告战略研究，

6、佛山德众药业有限公司委托项目（2003）德众公司营销战略研究

7、保利地产公司委托项目（2002）保利地产战略品牌管理

8、南海飞鹏塑胶金属公司委托项目（2000）ERP实施顾问

9、招商银行深圳创业路支行委托项目（2000）营业网点选址研究

所获奖项及其它

校级“千百十”培养对象；曾获得学校优秀科研奖和教学奖。为社会做过不少关于国学与管理、中国文化营销、战略管理等主题的管理培训课程

2017广东省人社厅初创企业总经理广外研修班 易经智慧与领导识人用人之道

2016广东省人社厅初创企业总经理广外研修班 战略管理

2016广东省委组织部科级干部培训 易经与团队管理

2016广东省食品药品监督管理局干部培训 易经中医与人生智慧

2014广东省丝绸纺织集团高级经理培训 儒道佛法与企业管理

2013中山大学岭南学院EDP项目企业总裁培训 孙子兵法与营销谋略

2013青岛IT经理人俱乐部高管培训 国学智慧与管理之道

2012暨南大学管理学院EMBA课程 公司战略管理

2008风华高科中高层管理培训 营销战略与竞争优势

2006中山大学管理学院EMBA课程 易经与企业家身心修养之道”

2006中山大学管理学院EMBA课程 中国文化与营销哲学

2005中山大学中大管理论坛专家讲座 营销之道从心开始：易经与中国式营销

2005潮州中国移动公司VIP客户讲座 易经与经营之道”

2005中山南光置业公司管理培训 易经与中国营销

2004佛山德众药业有限公司营销经理培训 现代营销战略

2003佛山德众药业有限公司高级经理培训 企业战略管理”

联系方式：

办公地址：广东外语外贸大学（南校区）院系楼商学院350室

办公电话：

手 机：

电 邮：200210370@oamail.gdufs.edu.cn

Research Orientation

Chinese Cultural Marketing, Chinese Style Consumer Behavior Theories and Methods, The Book of Changes and China Management Wisdom, The Inner Canon of Huangdi and Chinese Style Marketing Theories, Military Science of Sun Zi and Marketing Strategies, Cross-Cultural Consumer Behavior, Traditional Chinese Medicine Marketing, China Cultural Tourism

Courses Taught

PhD:

Master: Marketing Management, China Business Secrets, Chinese Cultural Marketing, International Marketing

Bachelor:Chinese Cultural Marketing, Marketing Planning, Strategy Management, Marketing Principles

Education

PhD: 1998-2001 got doctoral degree of management of marketing, Business Management, Management School, Sun Yat-sen Business School;

Master: 1991-1994 got master degree of economics, Global Economics, Lingnan College, Sun Yat-sen University;

Bachelor: 1987-1991 got bachelor degree of Economics, Lingnan College, Sun Yat-sen University

Training:

Work Experience

1994-1997 Lecturer of Economics, Jinan University;

1997-2002 Associate Professor, Shandong University-Weihai, School of Business

2002-present Director, China Cultural Marketing Research Center, Guangdong University of Foreign Studies, School of Business, and professor of Marketing Department

September 2008-March 2009 Visiting Scholar, University of Portsmouth Business School, UK

Academic Paper

1. LUO Jining. Practice Guide and Theoretical Framework of China Management Research: the Holographic Structure of Organizational Management System. Chinese Journal of Management. Vol. 11, 2010

2. LUO Jining. Essential Problems of the Establishment of China Management. Chinese Journal of Management. Jan. 2005

3. Urban Cultural System Structure and Urban Cultural Brand Positioning,Urban Insight, June 2015.

4. Research on Building Brand of Urban Ancient Town Cultural Tourism Based on the Cultural Marketing Perspective: Taking Guangzhou Shawa Ancient Town as an Example, Dec. 2016.

5.LUO Jining. Cultural Marketing and Development of Traditional Chinese Medicine. Market Modernization. Jan. 2007.

6. LUO Jining. Segmentation Model of Chinese Brand Consumer Behavior: Empirical Research on Chinese Consumers’ Idiosyncrasies and Choice of Brands. Chinese Journal of Management. Jan. 2005.

7. LUO Jining. Research on Revival Strategy of Guangdong Restaurant Time-honored Brands: from a Cultural Marketing Perspective. Strategic Decision and Development. Vol. 5, 2011.

8. LUO Jining. Studies on Consumer Temperament Based on Psychological Field: the Application of Holographic Systematic Method in the Studies of Consumer Behavior. Chinese Journal of Management. Vol. 6, 2007:742.

9. LUO Jining. Theories and Method Analysis on Research of Western Consumer Behavior. Jianghan Tribune. Sep. 2005.

10. LUO Jining. Comments on the Research Progress of Consumer Behavior: Methodology and Theoretical Paradigm. Journal of Shandong University (philosophy and social science edition). April 2004.

Monograph and Teaching Materials

Representative books:

1. LUO Jining. Exploration on Viscera-state Theory of Consumer Psychology. Shandong People’s Publishing House. Oct. 2004.

2. LUO Jining and Lu Taihong. Report on China Consumer Behavior. China Social Science Press. Feb. 2005.

3. LUO Jining and YANG Xiaoyan. Research Method (Translation). China Commerce and Trade Press. Nov. 2004.

Research Projects

1. In charge of “Research on Urban Cultural Strategy for Improving Guangzhou’s Soft Power”, a Major project of the “Eleventh Five-year Plan” of the Development of Philosophical and Social Science in Guangzhou.

2. Main participant of “Research on the Features of Consumer Behavior in Various Regions in China” , a project of Natural Science Foundation of Guangdong Province.

Research Outputs

Quality Engineering:Chinese Cultural Marketing, 2016 Guangdong Quality Engineering: Classical Video Open Class

Academic Post

Director of the Marketing Research Committee of China Institutes of Higher Learning; Director of the China Cultural Marketing Research Center of the School of Business of Guangdong University of Foreign Studies; Deputy Director of the Global Marketing Research Center for the Chinese Culture Brand of the African Institute; Senior Consultant of the Belt and Road Training Center of Chinese Medicine Talents

Social Part-time Job

Worked as the Strategy Consultant for presidents in large companies including Hong Kong Kangfulai International Co., Ltd.,Foshan Dezhong Pharmaceutical Co., Ltd., Shandong Qingdao Zhengyuan Information and Technology Co., Ltd. And Shenzhen Xingshi Cultural Industry Co., Ltd.,

and provided management consulting services in marketing strategy, brand management, organizational strategy and human resource, and directed large-scale management consulting and training projects of many companies.

Consultancy Projects

1. Project of Strategic Positioning and Brand Planning, Shenzhen Xing Shi Cultural Industrial Company Limited (2012).

2. Project of Strategic Marketing and Structure Organizing, Guangdong Feng Hua High-tech Science Company Limited (2009).

3. Project of Tourism Planning for Jiulong Lake Scenic Area Funded by SASAC in Zhaoqing (2010).

4. Expertise Consultant Project from State Information Center on Consumer Behavior in China Passenger Car Market (2006).

5. Project of Research on Brand Management and Advertisement Strategy forFoshan Dezhong Pharmaceutical Co., Ltd.(2004).

6. Project of Research on Marketing Strategy forFoshan Dezhong Pharmaceutical Co., Ltd.(2003).

7. Project of Strategic Brand Management for Baoli Real State Company (2002).

8. Implementation Consultant for Project ERP of Nanhai Fei Peng Plastic and Mental Company (2000).

9. Project of Research on Site Selection for Sales Network of the Sub-branch of CMBC in Chuangye Street, Shenzhen (2000).

Awards and Other Honors

Training target for the Ten-hundred-thousand project (Promising Scholar in University); Prize of Excellent Scientific Research; Prize of Excellent Teacher.

Provided many Management Training Courses on topics such as sinology and management, Chinese cultural marketing and strategic management.

Wisdom of Book of Changes and Leaders’ Personnel Policy, training class of GDUFS, for General Managers of Newly-Established Enterprises of Guangdong Provincial Department of Human Resources and Social Security, 2017

Strategy Management, training class of GDUFS for General Managers of Newly-Established Enterprises of Guangdong Provincial Department of Human Resources and Social Security, 2016

Book of Changes and Team Management, Cadre Training ofthe Organization Department of Guangdong Province, 2016

Traditional Chinese Medicine in Book of Changes and Life Wisdom, Cadre Training of Guangdong Food and Drug Administration, 2016

Confucianism, Buddhism and Business Management, Training for senior managers of Guangdong Silk Textile Group, 2014

Military Science of Sun Zi and Marketing Strategy, training for CEO Of EDP Project Enterprises of Lingnan College, Sun Yat-Sen University, 2013

Sinology and Management, Training for Senior Management of Qingdao IT Managers Club, 2013

Corporation Strategy Management, EMBA Courses in theSchool of Management, Ji’nan University, 2012.

Marketing Strategy and Competitive Advantages, Training Course for middle and senior managers in Fenghua Hign-tech Company Limited, 2008.

The Book of Changes and Cultivation for Entrepreneurs, EMBA Courses in theSchool of Management in Sun Yat-sen University, 2006.

Chinese Culture and Marketing Philosophy, EMBA Courses in the School of Management in Sun Yat-sen University, 2006.

On Marketing: The Book of Changes and Chinese Style Marketing, Management Experts Seminar in Sun Yat-sen University, 2005.

The Book of Changes and Marketing Philosophy, Lecture for Chaozhou China Mobile Company VIP Customers, 2005.

The Book of Changes and Chinese Marketing, Management Training in Zhongshan Nanguang Real Estate Company, 2005

Modern Marketing Strategies, Training for marketing managers ofFoshan Dezhong Pharmaceutical Co., Ltd., 2004.

Enterprise Strategy Management, Training for senior managers ofFoshan Dezhong Pharmaceutical Co., Ltd., 2003.

Contact

Address: Department Building 350, School of Business,Guangdong University of Foreign Studies (College Town)

Tel.:

Mobile:

E-mail:200210370@oamail.gdufs.edu.cn