个人信息
姓名：杨晓燕
性别：女
籍贯：甘肃临洮
民族：汉族



研究方向
营销与品牌管理、消费者行为、中医药国际化、欧洲企业管理

讲授课程
博士：无
硕士：《消费者行为学》《营销管理》《品牌管理》《研究方法》
本科：《消费者行为学》《营销管理》《品牌管理》

教育背景
博士：中山大学管理学院
硕士：北京科技大学管理学院
本科：东北大学管理学院
培训：美国乔治福克斯大学、法国国家行政学院、英国西敏斯特大学、英国兰开夏大学

工作经历
甘肃省计委信息中心、广东梅州嘉应大学

学术论文
1、 生态环境意识对绿色购买行为的影响研究，《消费经济》，2009年2月
2、 绿色价值：顾客感知价值的新维度，《中国工业经济》，2006年7月
3、 女性消费者社会角色：一个量表的开发，《营销科学学报》2006年6月
4、 情感依恋对消费者参与协同消费的影响方式—— —基于产品处置的视角，《消费经济》，2014年第10期
5、 德国的可持续消费政策及其调整，《消费经济》，2015年2月
6、 捐赠者的非营利组织劣势者感知对捐赠行为的影响 ——捐赠者的劣势者自我认同的调节作用，《社会工作与管理》，2017年第1期
7、 顾客不良行为影响会其他在场顾客的体验吗？——面子感知的调节作用，《消费经济》，2017年第2期
8、 Responses of Chinese Consumers to Sex Appeals in International Advertising：A Test of Congruency Theory；Journal of Global Marketing，2007年9月
9、 Culturally incongruent messages in international advertising,Internetional Journal of Advertising: The Quarterly Review of Marketing Communications, Volume 31, Number 2 2012,pp.355-376,ISSN 0265 0487
10、 Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC, forthcoming in Asia Pacific Business Review, 1-16.

专著教材
专著：《中国女性消费者心理解密》
编写、改编、翻译《消费者行为学》《研究方法》〈国际组织行为〉、主编《欧盟企业营销管理》、《国际市场营销》《促销管理》《体育营销》《互联网营销教程》

科研项目
参与多项国家级、省部级项目，并主持：
教育部社会科学规划课题一项
广东省科技厅软科学项目一项
广东省教育厅社会科学规划项目一项
广州市社会科学规划项目2项

教研成果

教改项目
主持省级教改项目（粤教高[2001]85号文）：广东省高校现代教育技术“151工程”立项：《市场营销学》教改试验（项目编号：GDC027）；获得广东省高等学校现代教育技术“151技术工程”三等优秀项目。
教材:编写、改编、翻译《消费者行为学》、主编《欧盟企业营销管理》、《国际市场营销》

学术任职
广东外语外贸大学非洲研究院特约研究员

社会兼职
1、广东高校价值工程研究会副会长
2、广东省技术经济与管理现代化研究会副理事长
3、广东省第三产业研究会理事
4、广东省商业经济学会副秘书长
5、广东省经济学会理事

咨询项目
1、参与1999年10月－2000年1月“长城皮卡营销方案研究”项目，主持《保定长城皮卡现有服务体系评估报告》子报告。
2、参与华南国际市场研究公司两项研究《广州地区物流业市场研究之石化行业研究报告》、《广州地区物流业市场研究之物流行业研究报告》。已完成。
3、香港贸易发展局《中国内地化妆品市场研究报告》
4、参与保利地产品牌战略咨询项目

所获奖项及其它
多次获科研优秀、教学优秀奖，多年获得考核优秀、校级名师，获南粤教坛新秀称号

联系方式：
办公地址：广州大学城广东外语外贸大学院系楼３２８
办公电话：
手 机：
电 邮：

Yang Xiaoyan (Professor)
Personal Information
Name: Yang Xiaoyan
Gender: female
Native Place: Gansu
Nationality: Han


Research Interests
Marketing and Brand Management, Consumer Behavior, Internationalization of Chinese Medicine, European Business Management

Courses Taught
Master: Consumer Behaviors, Marketing Management, Brand Management, Research Methods
Bachelor: Consumer Behaviors, Marketing Management, Brand Management

Education
PhD: School of Business, Sun Yat-sen University
Master: School of Business, Beijing University of Science & Technology
Bachelor: School of Business, Northeastern University
Training: George Fox University in United State, National School of Administration in French, Westminster University in British, University of Lancashire in British

Work Experience
Information Center of Gansu Provincial Planning Commission, Jiaying University in Meizhou, Guangdong

Papers
1. A Study on the Impact of Eco-environmental Awareness on Green Purchasing Behavior, Consumer Economics, 2009.2
2. Green Value: A New Dimension of Customer Perceived Values, China Industrial Economics, 2006.7
3.Gender Roles of Female Consumer: A Scale Development,, Journal of Marketing Science, 2006.6
4. The Impact of Emotional Attachment on Consumers' Participation in Cooperative Consumption - Based on Product Disposal, Consumer Economics, 2014(10)
5.Germany 's Sustainable Consumption Policy and Its Adjustment，Consumer Economics，2015.2
6. Impact of Underdog Perception of Nonprofit Organization on the Donors: Underdog Self-identification as Moderator，Social Work and Management，2017(1)
7. Does the Customer's Bad Behavior Affect the Experience of Other Customers? - the regulatory role of facial perception, Consumer Economics,2017(2)
8. Responses of Chinese Consumers to Sex Appeals in International Advertising：A Test of Congruency Theory；Journal of Global Marketing，2007.9
9. Culturally incongruent messages in international advertising,Internetional Journal of Advertising: The Quarterly Review of Marketing Communications, Volume 31, Number 2 2012,pp.355-376,ISSN 0265 0487
10. Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC, forthcoming in Asia Pacific Business Review, 1-16.

Works & Teaching Materials
Work:Psychological Decryption of Chinese Female Consumers
Writed, adapted and translatedConsumer Behavior,Research Methods(Behavior of International Organization)
Editor ofMarketing Management of EU Enterprise,International marketing, promotion management, sports marketingandCourse of Internet Marketing

Research Outputs
Participated in many national-level and provincial-level projects:
Social and Scientific Planning of Ministry of Education
soft science project of Guangdong Science and Technology Department
Social and Scientific Planning Project of Guangdong Provincial Department of Education
Social and Scientific Planning Project of Guangzhou

Teaching Achievements
Hosted provincial-level project of teaching reform："151 project" of Guangdong modern education technology and won the third prize; Teaching reform test ofMarketing;

Academic Posts
special researcher of African Research Institute, Guangdong University of Foreign Studies

Part-time Jobs
1. Vice-chairman ofGuangdong University Value Engineering Research Association
2. Vice-director ofGuangdongTechnicalEconomy and Management Modernization Research Association
3. Director of Guangdong Service Sector Society
4. Vice-secretory of Guangdong Commercial Economics Society
5. Director of Guangdong Economics Society

Consulting Projects
1.Participated in “Research on the Marketing Plan of Great Wall Pickup” from October, 1999 to January, 2000 and hosted sub report onExisting Service System Assessment of Baoding Great Wall Pickup
2. Participated in two researches of South China International Market Research Company:Research Report on Petrochemical Industry in Guangzhou Logistics Market, Research Report on Logistics Industry of Guangzhou Logistics Market
3. Hong Kong Trade Development Council, Research Report on Mainland China Cosmetics Market
4. Participated in consulting project of Poly Real Estate brand strategy

Awards
Won the prizes of excellent scientific research, teaching excellence and the prizes of excellent school-level teacher for several times. Won the title ofRookie of Worship in South Guangdong

Contact
Address：Guangdong University of Foreign Studies, School of Management , Guangzhou, 510420
Telephone：(020)**
E-mail：zdyxy@163.com