From April 11 to 13, a delegation of three faculty members (Professors Zeng Fu'e, Xu Lan, and Tang Yangyi) and four students from our Marketing Department attended the 2025 Marketing Science and Innovation (MSI) International Conference in Chengdu. Centered on the theme "New Quality Productivity and Digital-Intelligent Marketing Innovation," the conference brought together global scholars to share cutting-edge research and academic perspectives.

April 12 – Keynote Forums

• Professor Zeng Fu'e delivered a plenary report titled "New Consumer Market Dynamics and Research Directions" at the "Digital-Consumer Behavior" forum. She revealed that declining consumer confidence indices reflect structural shifts—not reduced spending—and analyzed China’s evolving consumption patterns through functional, emotional, and socially connected products. Her insights bridged theoretical rigor and business relevance.

• Professor Xu Lan chaired the "Digital-Consumer Innovation Practices" forum, facilitating dialogues on integrating marketing theory with AI-driven productivity research.

April 13 – Research Presentations
The team presented multiple studies on consumer behavior analysis across parallel sessions, addressing both corporate needs and societal trends. Notably:

• Professor Zeng’s team won the MSI 2025 Academic Frontier Award for their study "Effects of Happiness Intensity on Prosocial Lending Campaign Success: A Positive Psychological Capital Perspective," demonstrating research impact on social good.

• Our marketing team received the "Best Organization Award" from the MSI Committee, recognizing academic leadership and research excellence.

About MSI

Initiated in 2017 by Distinguished Professor Wang Yonggui and global experts, MSI has held eight annual editions. The 2025 conference was hosted by SWUFE’s School of Business Administration.

(Correspondent: Jiaxue Li | Reviewer: Minxue Huang)