市场营销学系
教授
hliu@gsm.pku.edu.cn
简介:
刘宏举教授于北京大学数学科学学院本科毕业，并获得威斯康星大学数学硕士和计算机硕士，以及芝加哥大学MBA和市场营销学博士。多篇研究成果发表于《Journal of Marketing Research》、《Marketing Science》、《Management Science》和《MIS Quarterly》等国际顶级学术期刊。

研究领域:
量化营销模型,数字营销和大数据分析,医药市场与营销
职业经历:
刘宏举教授曾任职于甲骨文公司硅谷总部，担任主任工程师。加入光华之前曾任康涅狄格大学商学院市场营销学副教授（终身教职），艾克曼学者，博士生项目负责人。
研究成果:
Ransbotham, Sam, Nicholas H. Lurie and Hongju Liu, “Creation and Consumption of Mobile Word of Mouth: How Are Mobile Reviews Different?” Marketing Science, forthcoming
 
Li, Bin, Xinxin Li and Hongju Liu (2018), “Consumer Preference, Cannibalization and Competition: Evidence from the Personal Computer Industry,” MIS Quarterly, 42(2), 661-678.
 
Lurie, Nicholas H., Jonah Berger, Zoey Chen, Beibei Li, Hongju Liu, Charlotte H. Mason, David M. Muir, Grant Packard, Joseph Pancras, Ann E. Schlosser, Baohong Sun and Rajkumar Venkatesan (2018), “Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice,” Customer Needs and Solutions, 5(1):15-27.
 
Liu, Hongju, Qiang Liu and Pradeep K. Chintagunta (2017), “Promotion Spillovers: Drug Detailing in Combination Therapy,” Marketing Science, 36(3):382-401.
 
Liu, Qiang, Sachin Gupta, Sriram Venkataraman and Hongju Liu (2016), “An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications,” Management Science, 62(8):2321-2340.
 
Zhu, Ting, Hongju Liu and Pradeep K. Chintagunta (2015), “Wireless Carriers’ Exclusive Handset Arrangements: An Empirical Look at the iPhone,” Customer Needs and Solutions, 2(2):177-190.
 
Liu, Hongju, Joseph Pancras and Malcolm Houtz (2015), “Managing Customer Acquisition Risk Using Co-operative Databases,” Journal of Interactive Marketing, 29(February):39-56.
 
Li, Xinxin, Bin Gu and Hongju Liu (2013), “Price Dispersion and Loss Leader Pricing: Evidence from the Online Book Industry,” Management Science, 59(6):1290-1308.
 
Liu, Alfred Z., Hongju Liu and Sean X. Xu (2013), “How Do Competitive Environments Moderate CRM Value?” Decision Support Systems, 56(December):462-473.
 
Liu, Hongju, Pradeep K. Chintagunta and Ting Zhu (2010), “Complementarities and the Demand for Home Broadband Internet Services,” Marketing Science, 29(4):701-720.
 
Liu, Hongju (2010), “Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration?” Journal of Marketing Research, 47(3):428-443.