上外研究生学术训练营暨上外跨文化研究中心十五周年纪念活动

——后疫情时代的跨文化研究系列讲座（6）

15 Years, 15 Lectures: Advancing IC in a Post COVID World, No. 6

内容提要

    受动态的文化和社会结构影响，人们的行为和观念无时不在变化。将人类学引入市场实战，通过文化解码等手段，可以帮助品牌把握消费行为等的变化规律，建设更具系统性、引领性、针对性的创新市场定位。本次讲座将从文化解码的概念引入，结合具体实战案例，讨论文化人类学在市场中的实际应用，并加入现场练习，进一步加深对民族志（引申为生活志）的实践认识。

    Under the influence of the dynamics of cultural and social structures, people's behaviours and ideas are changing all the time. By introducing perspectives of anthropology such as culture decoding into market practice, we can help brands understand the dynamics of consumer behaviour and then shape a smart, systematic and targeted market positioning. This lecture, which will start with the concept of culture decoding, aims to discuss the practical application of cultural anthropology in the market through real-life cases. Combined with the on-the-spot exercises, the lecture will further deepen our understanding of ethnography.

主讲人简介

    郭莉，复旦大学商业人类学教研基地副主任，复旦大学社会发展与公共政策学院应用心理学硕博校外导师，上海商学院特聘教授，Berlin School of Global Leadership EMBA 特聘教授。

    2000年毕业于上海社会科学院并获得硕士学位（社会学），2013年毕业于复旦大学并获得博士学位（人类学）。作为上海睿丛文化发展有限公司创始人兼CEO，曾服务过逾百个国际国内知名品牌，擅长文化解码、生活志、中国社会与文化趋势演变（市场、生活方式、价值观、自我意识、消费等）、消费者及需求类型化及定位；品牌定位与品牌概念体系建设；新市场进入策略；新产品机会空间定位等。

    Guo Li (PhD in Anthropology, Fudan University), is the Deputy Director of the Teaching and Research Centre of Business Anthropology of Fudan University, External Supervisor of Applied Psychology, School of Social Development and Public Policy, Fudan University, Adjunct Professor of Shanghai Business School and the EMBA program at Berlin School of Global Leadership, as well as the founder and CEO of Shanghai Rhizome Co., Ltd. Her research interests include but not limited to culture decoding, ethnography, the evolution of Chinese social and cultural trends, and brand positioning.

系列讲座

    “后疫情时代跨文化研究的机遇与挑战”系列讲座是上海外国语大学跨文化研究中心成立十五周年（2006—2021）纪念活动的重头戏之一。当下全球正面临着新冠疫情和后疫情时代的巨大挑战，在此背景之下努力推动跨文化领域的研究、教学和实践具有十分重要的现实意义。为此，中心将邀请跨文化研究领域内国内外知名的专家学者主讲系列高端讲座，分享最前沿的研究视角、研究课题和研究方法，共话后疫情时代的跨文化研究。

    To celebrate our 15th year (2020-2021) the SISU Intercultural Institute (SII) invites you to join us for this ongoing online lecture series. Since it was conceptualized in 2005 and approved in 2006, the SII has focused on “Developing a Discipline to Develop People.” Each of our invited speakers is dedicated to keeping “advancing research, teaching, and praxis” to improve the disciplinary foundations of intercultural communication studies and relations through the pandemic and coming post-COVID world.