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活动简介 | Event Brief

在商业世界中，如何洞察消费者无疑是一切战略和产品成功的起源。而要真正洞察消费者，有一门科学则不可不知——行为经济学。

In the business world, to gain insight into consumers is undoubtedly the beginning of strategy and product success. The key to such insight indeed lies in behavioral economics.

作为一门横跨经济学、心理学、行为学、营销学等多个学科的科学，行为经济学更是因为在2002年和2017年分别获得了2次诺贝尔经济学奖而名声大噪。

As a science across economics, psychology, behavioral science, and marketing, behavioral economics becomes more famous as it won the Nobel Prize twice in 2002 and 2017respectively.

那么，究竟什么是行为经济学？最新的研究发现有哪些？如何应用这些研究发现于商业中？

What is behavioral economics? What are the latest research discoveries? How to apply the results to business?

9月10日，哥大全球中心 | 北京联合营创学院邀请您与行为经济学大师、哥伦比亚大学商学院教授冉·凯维兹面对面，并对话清华大学博导、营创学院院长郑毓煌教授，一起解密解密行为经济学与消费者洞察。

On Sept.10, Columbia Global Centers | Beijing and MIC invite you to a dialogue with Professor Ran Kivetz, a leading expert on behavioral economics at Columbia Business School, and Professor Yuhuang ZHENG from Tsinghua University to decode the mystery of behavioral economics and consumer insight.

研讨嘉宾 | Panelists

冉·凯维兹 Ran Kivetz

全球行为经济学大师，哥伦比亚大学商学院教授。他被评为1982-2006年全球营销学术界影响力前三的教授之一，并曾荣获《纽约时报》和美国营销学会（AMA）的多个荣誉。他的研究经常被CNN、ABC、《纽约时报》《华尔街日报》《商业周刊》《时代》等媒体报道。他桃李满天下，多位博士生毕业后在全球顶级商学院任教，包括哈佛商学院、沃顿商学院、芝加哥大学商学院、清华经管学院等。

Professor Ran Kivetz is a tenured Professor at Columbia University Business School. He is a leading expert in the areas of behavioral economics, decision-making, marketing, customer behavior, incentives, and innovation.

Professor Kivetz's research has won many prestigious awards. He was ranked as the third most prolific scholar in his field during 1982–2006. His research was covered by major print and broadcast media, including CNN, ABC, The New York Times, The Wall Street Journal, The Times and so on.

Professor Kivetz's teaching has won the Columbia Business School Dean’s Award for Innovation in the Curriculum. Many of his PhD graduates teach at prominent business schools, including Harvard Business School, Wharton Business School, University of Chicago Business School, Tsinghua School of Economics and Management (Tsinghua SEM).

郑毓煌 Yuhuang ZHENG

哥伦比亚大学营销学博士，清华大学营销学博士生导师，营创学院院长，世界营销名人堂首位中国评委。他的研究曾荣获美国营销学会(AMA)“对营销理论、方法和实践最具影响力和长期贡献”William O'Dell奖的最终提名奖。他的著作广受欢迎，并获得美国营销学会主席、沃顿、哈佛商学院院长等权威一致赞誉。他的课程《营销：人人都需要的一门课》自2015年10月16日上线以来，已有超过2000万人次收听，成为中国最受欢迎的营销课和商学院课程之一。

Professor Yuhuang ZHENG graduated from Columbia University with his Ph.D. degree in marketing. He is currently Associate Professor of Marketing and Faculty Director of the Marketing Department Doctoral Program at the School of Economics and Management (SEM) and Research Fellow at the China Business Research Center, Tsinghua University. Previously he was on the faculty at Fordham University School of Business (New York) and has marketing and strategic planning experiences at Motorola and Compaq.

活动日程 | Agenda

6:30 p.m. - 7:00 p.m.

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Registration

7:00 p.m. - 8:00 p.m.

主题演讲：解密行为经济学与消费者洞察

Keynote speech: Behavioral Economics and Consumer Insight

8:00 p.m. - 8:45 p.m.

高峰对话：如何将行为经济学和消费者洞察应用到商业中？

Dialogue: How to apply behavioral economics and consumer insights to business?

8:45 p.m. - 9:00 p.m.

问答&自由交流

Q&A/ Informal discussion

报名须知 | Special Notice

• 本场活动语言为中英交传；

• 报名需审核，收到确认二维码即表明报名成功（请在签到时出示二维码）；

• 请于活动规定时间签到入场，早于签到时间、或迟于签到时间20分钟，将无法协助您签到入场；

• 若无法如期参加活动，烦请您提前告知，我们将开放名额予其他观众；

• 如有任何疑问，请在我们的微信公众平台留言或邮件至beijing.cgc@columbia.edu

• The event will be in English with consecutive interpretation in Chinese.

• Due to limited seats, registration will be verified through the QR code confirmation. Please present your QR code at the entrance. 

• Registration begins 30 minutes prior to the program. Please plan to arrive no earlier than the registration time and no later than 20 minutes after the end of registration period.
  

• If you are unable to attend the event, please inform us in advance. 
  

• If you have any questions, please leave us a message below or email beijing.cgc@columbia.edu.

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