September 8, 2025 | Chengdu—Professor Xu Jingwen, Vice Rector of the University of Macau (UM), paid a scholarly visit to the School of Economics and Management (SEM) at Southwest Jiaotong University (SWJTU), fostering academic dialogue and exploring avenues for institutional collaboration.
The visit commenced with a symposium hosted by Associate Professor Hao Liaogang of SEM, he expressed appreciation for Professor Xu’s participation and highlighted Xu’s academic profile as an internationally recognized expert in marketing. Hao also introduced the visiting delegation: Mr. Zhou Si from Sichuan Minzu College and Ms. Peng Yuhong from Chengdu University of Information Technology.
Ms. Jiang Jia, Secretary of the CPC Committee of SEM, warmly welcomed Professor Xu on behalf of the school. She underscored the significance of his visit as a valuable opportunity for academic exchange, noting that UM’s global reputation aligns well with SEM’s strategic goals for internationalization. She expressed hopes for strengthened cooperation between the two institutions in research, faculty development, and student mobility.
Associate Professor Fan Chunmei, Head of SEM’s Marketing Department, presented an overview of the department’s academic team and research strengths. She emphasized the department's expertise in digital marketing, service marketing, and consumer behavior, and introduced several members of the department faculty actively engaging in cutting-edge research.
In his keynote address, Professor Xu expressed gratitude for the invitation and reflected on his longstanding academic connections with SWJTU. He shared insights from his research in service marketing, consumer behavior, and cross-cultural marketing, and offered practical perspectives on publishing in top-tier international journals.
During the academic exchange session, SEM faculty presented their ongoing research. Assistant Professor Wang Yong shared his forthcoming study titled “Re-routing Attention: How Digital Capability Alters Peer Imitation in Outward FDI”. Assistant Professor Wang Hongxin reported on a research proposal on innovation and growth in new ventures driven by human-AI collaboration. Assistant Professor Peng Yan shared findings from her work in organizational behavior, while Assistant Professor Zhang Mengying outlined her research in service marketing.
Professor Xu provided detailed feedback on each presentation, offering constructive recommendations on theoretical framing, methodology, and publication strategy—insights that were widely appreciated by participants.
In closing remarks, Professor Ma Feng, Associate Dean of SEM, thanked Professor Xu for his insightful and valuable guidance. He described the symposium as a promising foundation for future collaboration and expressed SEM’s commitment to building a sustained partnership with UM, —particularly in faculty and student exchanges, joint research initiatives, and co-publications.
The visit marks a significant step forward in enhancing academic ties between the two institutions and signals a shared vision for global engagement and scholarly excellence.
