【研究生学术交流讲座预告】
主题一
讲座人：刘佳朋，中央财经大学信息学院2018级硕士研究生，导师王鲁滨教授。
讲座内容：论文《Research on Input-output Efficiency of Crowd Innovation Space Based on Three-Stage DEA Model》，已被第十三届电子商务与电子政务管理国际会议（ICMeCG 2019）录用，并到场宣读交流。
讲座时间：2019年10月12日 晚19：00-21:00
讲座地点：沙河校区7号学院楼215教室
中央财经大学学术交流支持计划，校内公开学术报告。
内容简介：
众创空间是近几年来创新创业热潮的产物，对其投入产出的效率评价不仅是对创新创业成果的直接检验，也能够为后续的创新创业发展提供依据和建议。本文主要选用三阶段DEA模型对我国30个地区的众创空间的投入产出效率进行评价，通过将传统DEA分析结果与三阶段DEA分析结果进行对比，发现一些地区的众创空间的实际投入产出效率并不乐观，这主要是由于自身规模效率较低引起的，需要进行资源的优化配置，提高管理水平，前后效率差异也侧面体现了经济发展水平和政府重视程度等环境因素对于众创空间发展的重要性。后续根据各地区众创空间的投入与产出效率情况进行四象限划分，根据研究结果提出具体建议。
英文摘要：
Crowd innovation space is the product of the innovation and entrepreneurship boom in recent years. The paper mainly uses three-stage data envelopment analysis (DEA) model to evaluate the input-output efficiency of crowd innovation space for 30 regions of China. By comparing the traditional DEA analysis results with the three-stage DEA analysis results, it is found that the actual input-output efficiency of crowd innovation space in some regions is not optimistic, which is mainly caused by the low scale efficiency, and the optimal allocation of resources is needed to improve the management level. The efficiency difference also reflects the importance of environmental factors, such as the level of economic development and the degree of attention paid by the government to the development of crowd innovation space. Specific suggestions were put forward according to the research results.
主题二
讲座人：商晓冉，中央财经大学信息学院2018级硕士研究生，导师孙宝文教授。
讲座内容：论文《Research on Banking E-commerce Platform Competitiveness Based on Text Analysis》，已被第十三届电子商务与电子政务管理国际会议（ICMeCG 2019）录用，并到场宣读交流。
讲座时间：2019年10月12日 晚19：00-21:00
讲座地点：沙河校区7号学院楼215教室
中央财经大学学术交流支持计划，校内公开学术报告。
内容简介：
近年来，在金融科技创新和电子商务蓬勃发展的驱动下，国内商业银行相继开拓电子商务业务，自建面向个人及企业的银行系电子商务平台。然而，在快速起步并取得可观业绩后，银行系电商平台成交额和用户量的增长速度骤然降低，甚至出现负增长趋势。为探究银行系电子商务平台的发展现状与存在问题，本文在行业宏观研究的基础上，以传统电商平台为参照，采集工行融 e 购、建行善融商务及淘宝、京东的用户评价信息，通过一系列文本处理和情感分析，构建银行系电子商务平台的竞争力评价体系，并计算各平台竞争力评价得分，剖析银行系电商平台现有不足，并提出针对性对策建议。
英文摘要：
In recent years, driven by the innovation of financial technology and the vigorous development of e-commerce, domestic commercial Banks have successively developed e- commerce businesses and built their own e-commerce platforms for individuals and enterprises. However, after a rapid start and considerable achievements, the growth rate of the transaction volume and users of banking e-commerce platforms has slowed down sharply, even showing a negative growth trend. To explore banking e-commerce platform development status and existing problems, this paper takes traditional e-commerce platform as reference, based on the industry study, collects user comments of ICBC RongEGou , CCB ShanRongShangWu , Taobao and JD, through a series of text processing and emotional analysis, build the competitiveness evaluation system of e-commerce platform, analyzes the existing shortcomings of banking e- commerce platform, then puts forward targeted suggestions and countermeasures.
主题三
讲座人：张聪，中央财经大学信息学院2018级硕士研究生，导师张书云教授。
讲座内容：论文《Measurement of Total Factor Productivity of Cultural and Creative Industries in Beijing and Empirical Analysis of Influencing Factors》，在第十三届电子商务与电子政务管理国际会议 (ICMeCG2019) 进行宣读。
讲座时间：2019年10月12日 晚19：00-21:00
讲座地点：沙河校区7号学院楼215教室
中央财经大学学术交流支持计划，校内公开学术报告。
内容简介：
随着北京经济的发展和城市功能战略定位的实施，文化创意产业已成为北京经济增长的主要力量，同时在文化创意产业的带动下，北京在全国率先形成了以文化创意经济为主导的产业结构。从实证角度分析北京市16个区县文化创意产业效率特征及影响因素，对于北京市各区县文创产业的发展意义具有一定的现实意义。
本研究首先使用基于DEA的非参数Malmquist测度北京市16个区县文化创意产业的全要素生产率，在此基础上利用面板数据模型分析影响16个区县文化创意产业全要素生产率的主要影响因素，研究结论：2010-2016年北京文化创意产业全要素生产率总体提高，其中2013年的提升幅度最大。分区县来看，西城、朝阳、丰台、海淀、房山、门头沟、密云7个区县的全要素生产率均值大于1，全要素生产率的提升主要得益于技术进步，而西城、朝阳、丰台、房山、密云的全要素生产率的提升既有技术进步的成分，又有技术效率的成分；对文化创意产业全要素生产率起显著作用的因素有人力资本、产业政策支持、科技发展水平，其中经济发展水平、人力资本、产业政策支持主要起正向作用，科技发展水平主要起负面作用。最后根据实证结论提出相关建议。
英文摘要：
Non-parametric Malmquist based on DEA is used to measure the total factor productivity of cultural and creative industries in 16 districts and counties of Beijing. On this basis, the panel data model is used to analyze the main factors affecting the total factor productivity of cultural and creative industries in 16 districts and counties. The research conclusion is that the total factor productivity of cultural and creative industries in Beijing increased in 2010-2016, with the greatest increase in 2013. Big. Regionally, the total factor productivity of Xicheng, Chaoyang, Fengtai, Haidian, Fangshan, Mentougou and Miyun is greater than 1. The improvement of total factor productivity is mainly due to technological progress, while the improvement of total factor productivity of Xicheng, Chaoyang, Fengtai, Fangshan and Miyun is both technological progress and technological efficiency. The factors that play a significant role in vegetable productivity are human capital, industrial policy support and the level of scientific and technological development. Among them, the level of economic development, human capital and industrial policy support play a positive role, while the level of scientific and technological development plays a negative role.
主题四
讲座人：朱梦璇，中央财经大学信息学院2018级硕士研究生，导师韩文英副教授。
讲座内容：论文《Research on the Influence of Internet Celebrity Marketing on Consumers' Brand Attitude and Purchase Intention》已被第十三届电子商务与电子政务会议（ICMECG）录用，并到场宣读交流。。
讲座时间：2019年10月12日 晚19：00-21:00
讲座地点：沙河校区7号学院楼215教室
中央财经大学学术交流支持计划，校内公开学术报告。
内容简介：
“网红”是基于互联网时代而诞生的新事物，而网红营销是一种新的商业模式。网红营销通过网红的粉丝群体，带来巨额的网络流量，提高品牌的知名度，从而有利于产品迅速抢占市场。网红营销的出现改变了传统的营销模式，凭借其出色的营销效果，成为各企业所采用的常见营销策略。
由于网红属于新鲜事物，目前国内外对于网红的研究主要从传播学和心理学视角展开，研究方法以定性为主，缺乏定量研究。且现有研究重在对网红现象进行描述解释、探讨网红的成因，较少从营销学角度探究网红营销。鉴于网红营销的市场占有率和重要性，对网红营销的影响因素和作用机制展开研究很有必要，对网红理论的完善和现实的网红营销都具有指导性意义。首先，本文在现有的广告营销理论模型的基础上，构建了网红营销的基本理论模型。其次，对比了名人营销因素和网红营销的影响途径，通过综合考虑名人和网红的影响因素，确定了网红营销的影响因素。然后，本文设计了网红营销的调查问卷，构建结构方程模型，对理论模型进行拟合，并对品牌态度在网红营销和购买意愿之间的部分中介作用进行了检验。根据模型拟合结果，分析了不同网红营销影响因素对于品牌态度和购买意愿的影响和权重，从而提出相关结论。
英文摘要：
Based on the existing theoretical advertising marketing model, this paper constructs the basic theoretical model of Internet celebrity marketing. By comparing the influence factor of celebrity marketing with the influence mechanism of Internet celebrity marketing, determining the influence factor of Internet celebrity marketing by comprehensively considering the influence factor of celebrity and Internet celebrity. Then, this paper designs and distributes the questionnaire on Internet celebrity marketing, constructs a structural equation model to analyze the results of the questionnaire survey, and tests the partial mediating effect of brand attitude between Internet celebrity marketing and purchase intention. In the end, the paper draws the following conclusions: Among the relevant influence factors of Internet celebrity marketing, the attraction has the greatest influence on the Internet celebrity marketing, and the influence of credibility on the Internet celebrity marketing is second only to the influence of attraction, and the influence of network popularity ranks third, the influence of fashion of Internet celebrity marketing ranks fourth, and the affinity has no significant impact on the Internet celebrity marketing. Brand attitude plays partial mediating role between Internet celebrity marketing and purchase intention.
