个人简介

俞明舟博士毕业于澳大利亚西澳大学，主要研究方向为消费者行为、消费者心理、品牌负面信息、跨文化研究等。俞博士在西澳大学有多年讲师经验，主讲Advertising & Promotion, Consumer Behaviour, Consumers Around the World, Marketing Research等课程. 俞博士在国内有多年的世界500强企业管理经验，工作涉及营销管理、品牌管理、投资拓展等。俞博士于2020年加入上海大学，目前主讲跨文化管理、管理学原理等课程。

教育背景

营销学博士，西澳大利亚大学，2011-2016

经济学学士，上海大学，2006-2010

工作经历

投资总监，旭辉集团， 2019-2020

营销总监，碧桂园集团， 2017-2019

讲师， 西澳大利亚大学，2016-2017

学术/社会兼职

投资顾问，旭辉集团，2020-至今

投资顾问，上海广昕投资管理有限公司 2019-至今

教学教研

主讲课程：

1、Advertising&Promotion: 作者Terence A. Shimp, J. Craig Andrews，Advertising Promotion and Other Aspects of Integrated Marketing Communications，UWA Business School, 2014-2017

2、Consumer behaviour: 作者 Quester, Pascale G., Pettigrew, Simone, Consumer behaviour : implications for marketing strategy, UWA Business School, 2014-2017

3、跨文化管理：作者Helen Deresky, International Management, 上海大学， 2020-至今

4、管理学原理：作者Stephen P. Robbins, Mary Coulter， 上海大学，2020-至今

代表性论文

1. Liu, F., Yu, M. & Lee, J. 2020, ‘Examining the effectiveness of sex appeal in luxury brand advertising: A luxury value perspective’, Journal of Business Research, under review

2. Liu, F., Yu, M., Li, T. & Soutar, G. 2020, ‘On-site experience, destination image and revisit intentions: A Study on Chinese Tourists’ Ecotourism Experience in Australia’, Journal of Travel and Tourism Marketing, under review.

3. Yu, M., Liu, F. & Lee, J. 2019, ‘The Influence of Culture on Consumers’ Responses to Negative Publicity”, Journal of Brand Management, vol. 26, no. 2, pp. 141-156 .

4. Yu, M., Liu, F., Lee, J. & Soutar, G. 2018, ‘The Influence of Negative Publicity on Brand Equity: Attribution, Image, Attitude and Purchase Intention’, Journal of Product & Brand Management, vol. 27, no. 4, pp. 440-451.

5. Liu, F., Yu, M. & Lee, J. 2017, ‘A Cross-cultural Study on Processing of Negative Information’, 2017 International Academy for Intercultural Research, New York, USA.

6. Yu, M., Liu, F. 2016, ‘Exploring the influences of cultural dimensions in the context of negative brand information’, 2016 Global Marketing Conference at Hong Kong.Hong Kong, China

7. Yu, M., Liu, F & Lee, J. 2015, ‘Culture, Negative Brand Information and Consumers’ Intention to Search’,2015 ANZMAC Annual Conference 2015 Proceedings: Sydney, Australia (UNSW), vol. N/A, ANZMAC, pp. 1-8

8. Yu, M., Liu, F., Lee, J. & Albatati, B. K. A. 2014, ‘Information Search among Chinese Consumers: Does Cultural Orientation Matter?’,2014 ANZMAC Annual Conference 2014 Proceedings: Agents of Change. Brisbane, Australia: Griffith University, Vol. N/A, p. 888-894

10.Liu, F. &Yu, M. 2013, ‘Subject, Information, Product Category, and Media Relevance: Chinese Consumers’ Motivation in Processing Negative Information’, 2013 ANZMAC Annual Conference 2013 Proceedings: Auckland, New Zealand, Vol. N/A, p. 1-8

11. Liu, F. &Yu, M. 2013, ‘Country Image and Culture: A Study on Consumer Responses to Negative Information’,2013 Biennial Conference of the International Academy for Intercultural Research,Reno, USA

12. Wang, S., Liu, F., Yu, M. 2012, ‘Persuasion Knowledge and Consumers' Attitudes towards Benefit-Based Advertising’,2012 ANZMAC Annual Conference 2012 Proceedings: Sharing the Cup of Knowledge, Perth, Australia, http://anzmac.org/conference/2012/, NA, pp. 1-7.

代表性项目

1、2017、Australian Cooperative Research Center (CRC) for Honey Bee Products

2、2017、BHP Billiton Research Award, Project Title:On-site ecotourism experience and engagement

3、2014、UWA Business School Research Development Award,2014Project Title: Segmenting Chinese Ecotourists and Predicting Their Travel Intentions.

获奖

l2019 Emerald 期刊最佳文献--Journal of Brand &Product Management

l2016国际研究生奖学金,西澳大利亚大学

l最佳学术演讲, 2017中澳科技、经济和创新大会

l西澳大利亚华人科学家协会杰出年轻会员