职称：

Job Title:

副教授

Associate Professor

学历（学位）：

Degree:

博士研究生

Doctor

联系邮箱：

Email:

670278297@qq.com

主要研究方向及内容

Main Research area and subject

研究方向一：全球价值链背景下中国制造企业升级研究。研究内容主要是：（1）基于能力理论、环境理论与全球价值链治理理论，构建中国制造企业升级效应的评价指标体系与理论分析框架；（2）采用经验实证研究方法，评价中国制造企业不同升级模式或升级路径的升级效应差异，探索全球价值链背景下中国制造企业升级效应问题的有效解释机制；（3）进一步，为企业升级路径选择和政府产业政策提供理论支持与对策建议。

研究方向二：中国不成熟市场环境下消费者行为形态及营销战略创新研究，研究内容主要是：（1）不成熟市场环境下中国消费者消费行为形态研究；（2）新媒体环境下中国消费者行为模式与营销战略创新研究；（3）中国不成熟市场消费信任环境与信任指数分布研究；（4）数字平台信息垄断与消费者剩余损失的关系研究，进一步，讨论信息垄断行为对经济资源配置效率的影响。

The first research area is about the upgrading of Chinese manufacturing enterprises under the background of GVC，and the main research contents include:  

(1) Based on capability theory, environment theory and GVC governance theory，construct the evaluation index system and theoretical analysis framework of upgrading effect of Chinese manufacturing enterprises;  

(2) Using empirical research methods, evaluate the difference of upgrading effect of different upgrading modes or upgrading paths of Chinese manufacturing enterprises, and explore an effective explanation mechanism for the upgrading effect of Chinese manufacturing enterprises under the background of GVC；

(3) Further, provide theoretical support and strategy suggestion for the choice of enterprise upgrading path and government industrial policy.

The second research area is about consumer behavior and marketing strategy innovation in China's immature market environment, and the main research contents include:

（1）Research on the consumption behavior of Chinese consumers in immature market environment；

（2）Research on the consumption behavior model of Chinese consumer and marketing strategy innovation under the new media environment；

（3）Research on consumption trust environment and distribution of consumer trust index in China's immature market；

（4）Research on the relationship between information monopoly of digital platform and loss of consumer surplus, furthermore, discuss the impact of information monopoly of digital platform on economic resource allocation efficiency.

主要成果奖励  Main achievement rewards

1. 贺艳春、刘川，代工企业GVC升级绩效研究：测度、机制与策略——基于纵向议价能力视角（研究报告） 2017.10;

2. 贺艳春、周磊，论营销渠道战略联盟中相互信任问题[J],商业经济与管理，CSSCI，2004.11（2004.11）；全文转载于中国权威刊物《新华文摘》[J]，2005.03（2005.5）

3. 贺艳春，内销环境与“东莞制造”内销平台构建[J],求索， CSSCI，2013.05；

4. 贺艳春、古家军，基于时间竞争的企业高管团队战略决策过程概念模型构建[J],湘潭大学学报（哲学社会科学版），CSSCI，2011.08（2011.4）；

5. 贺艳春、刘川，出口转内销战略可行性分析[J], 特区经济，北大中文核心，2012.03（2012.3）

6 贺艳春、谢凤华，企业信任资源与持续竞争优势理论模型构建 [J],湘潭大学学报（哲学社会科学版），CSSCI，2009.12（2011.6）；

7. 马勇、贺艳春、叶睿，市场导向、营销创新与组织绩效：市场驱动还是驱动市场[J], 统计与决策，CSSCI,2009.12(2009.23);

8. 贺艳春，消费者亏损的理论思考[J],湘潭大学社会科学报，CSSCI，2001.06（2001.12）；

1. He Yanchun, Liu Chuan, Research on Upgrading Performance of OEM Enterprises in the Context of Global Value Chain from the Perspective of Vertical Bargaining Power: Measurement, Mechanism and Strategy [R]，October 2017.

2. He Yanchun, Zhou Lei, On Mutual Trust in Marketing Channel Strategic Alliance[J], CSSCI，November 2004（2004.11）; The Full Text is Reproduced in Xinhua Digest (an Authoritative Chinese Publication) [J], March 2005(2005.5)

3. He Yanchun, Domestic Sales Environment and the Construction of Domestic Sales Platform of "Made in Dongguan"[J]，Journal of  Exploration， CSSCI, May 2013（2013.5）；

4. He Yanchun、Gu Jiajun, On Conceptual Modelof Strategic Decision-Making Process of Top Management Team towards Time-Based Competition[J], Journal of Xiangtan University (Philosophy and Social Sciences), CSSCI，August 2011（2011.4）;

5. He Yanchun, Liu Chuan, Feasibility Analysis of Export to Domestic Sales Strategy[J], Journal of Special Zone Economy, Peking University Chinese Core Journal, 2012.03(2012.3);

6 He Yanchun、Xie Fenghua, On the Model Construction of Corporate Trust Resource And Sustained Competitive Advantage [J], Journal of Xiangtan University (Philosophy and Social Sciences), CSSCI，December 2009（2009.6）;

7. Ma Yong, He Yanchun, Ye Rui, Research on Relationship of Market Orientation, Marketing Innovation and Organizational Performance: Market Driven or Market Driven? CSSCI，December 2009（2019.23）

8. He Yanchun，The Theoretical Thought on Consumer Loss[J]，Social Science Journal of Xiangtan University，CSSCI，June 2001（2001.12）.