在新消费环境下，中国市场一直是全球市场竞争的中心，也是全球品牌竞争最激烈的市场之一。伴随着中国消费升级，并且在国内国际双循环的格局之下，中国消费市场也开始出现和以往不同的诸多现象。如何穿透现象迷雾、洞见中国消费市场的底层趋势？针对当下快速变化的市场环境，我们应当如何理解趋势变化？怎样寻找到能够推动中国新消费稳健、长远发展的市场力量？

在此次公开课中，北京大学光华管理学院副院长、市场营销学系张影教授将会为大家带来一场题为《理解中国未来消费市场》的主题分享。演讲结束后，我们还特别邀请到上海美国商会会长郑艺先生以及北大光华-Kellogg国际EMBA校友加入圆桌讨论环节，共同深入探讨他们对于中国消费市场的独到见解。

In the new consumer environment, China is one of the most competitive markets for global brands and a focal point of global market competition. With the ongoing dual circulation strategy and 'consumption upgrade', the Chinese consumer market is undergoing significant changes. How should the emerging needs of consumers be adapted to? And with the evolving domestic and international business environments, what are the trends and market forces driving the consumer market?

During the sample class, Dr. Ying ZHANG, Associate Dean and the Professor of Marketing and Behavioral Science at Guanghua, will share his insights on the topic "Understanding China's Future Consumer Market". Following the class, Mr. Eric ZHENG, President of the American Chamber of Commerce in Shanghai, and an alumnus of the Guanghua-Kellogg EMBA program will join us for a panel discussion to explore their insights into the Chinese consumer market.