On the afternoon of October 26, 2017,professor Zhou Zhimin, vice dean of the School of Management, Shenzhen University,was invited to the School of Business, Guangdong University of Foreign Studies to conduct a lecture on the topic of Online Brand Community Research. The director of Marketing Department and teacher representatives of the School of Business attended the lecture.

Professor Zhou summed up the academic research in the marketing field and other related fields,elicited the concept of “Brand Community” proposed by him, compared the two brand communities with different operating effects—— “PollenClub” and “Li Ning Interactive Community”, and further explained the importance of Online Brand Community to brand building and enterprises. At the same time,professor Zhou also mentioned the current research theme: “Brand Happiness”, “Brand Worship” and the future research direction.

Next, professor Zhou shared eight articles published by him in the foreign core journals on two areas of his research: Relationship Quality of Online Brand Community and Social Network. For example, How Brand Community Practices Create Value? Through the detailed explanation and highlight analysis of the theoretical framework and hypothesis in the article, professor Zhou pointed out that theoretical framework and model construction have a key role in academic research, and heencouraged students to read more, think more and try more.

Finally, ZhangHongming, the associate director of Marketing Department in the School of Business, shared his harvest and impressions of the lecture, and hoped that thestudents could learn from professor Zhou’s interest - oriented academic research and explore common things from different aspects. In this lecture,professor Zhou, with his profound professional knowledge and humorous speech style, presented an academic research feast for the students and teachers inthe School of Business, which has received unanimous praise from the teachers and students.