On the afternoon of March 29, 2024, Business Academic Forum Session 63 was held as scheduled. This forum invited Assistant Professor ZHUANG Mengzhou from the University of Hong Kong Business School as the guest speaker, who delivered a lecture to SoB faculty and students titled “Rekindling the Old Flame: Reengaging Inactive Customers of Low-Involvement Products.” The event was organized and presided over by Professor CUI Geng, the Chief Expert of the Yunshan Scholar Studio in the Business Administration discipline and a national-level talent. Professor Zhuang’s research findings have made important contributions to the fields of customer relationship management (CRM), strategies for re-engaging lapsed customers, and personalized marketing communications.