【创业专访】西澳大学商学院副教授，Alpha创业大赛评委刘芳博士。,AEMS澳大利亚教育与移民服务微信公众号文章

想要在平淡的生活工作中发现一些好的创业项目还真没那么容易。Alpha杯创业大赛2019，已经开始接受报名了。那么大家有没有发现什么2019年最新创业点子呢？哪些项目的市场前景以及利润可观呢？听一下西澳各所大学的教授们，给大家什么好的建议。

导师介绍

Dr. Fang Liu

刘芳博士

Associate Professor, BA Zhongshan, MBA PhD W.Aust., Ph.D. in Marketing, Master's in Business Administration (MBA)

Associate Professor, Faculty of Arts, Business, Law and Education, UWA Business School

Mentor panel member of Alpha Incubation Group and a judge panel member of contest,

西澳大学商学院副教授副教授

Alpha孵化集团的创业导师之一，创业大赛的评委会成员

Dr. Liu holds a BA degree in English Linguistics & Literature from Zhongshan University (Sun Yat-Sen University in Englsih), China (equivalent to 1st-class honours), an advanced MBA (with specializations in marketing and finance) and a PhD in Marketing from the University of Western Australia. Her research interests centre on branding and brand management, marketing communications (Advertising & Public Relations), international strategies and cross-cultural consumer studies. Her research covers a number of industryies such as Tourism, Agribusiness, and FMCP and Luxury markets. Dr. Liu has published dozens of refereed journal articles, book chapters, and conference proceedings. Prior to her academic career, she had extensive experience in the area of international trade and mareketing.

刘博士拥有中山大学（中山大学）英语语言学和文学学士学位（相当于一等荣誉），西澳大学高级MBA（市场营销和金融专业）博士学位。。她的研究兴趣集中在品牌和品牌管理，营销传播（广告和公共关系），国际战略和跨文化消费者研究。她的研究涵盖了许多行业，如旅游业，农业综合企业，FMCP和奢侈品市场。刘博士发表了数十篇评审期刊文章，书籍章节和会议论文集。在她的学术生涯之前，她在国际贸易和市场营销领域拥有丰富的经验。

Victor Yang

DGM & Manager of Projects

VICTOR：

Thank you very much for your time today. The first part is I would like you to introduce yourself.

非常感谢你今天的时间。请您先自我介绍一下。

DR LIU:

Ok, my name is Fang Liu and I'm currently working at the UWA business school. My field is marketing. So, I do research related to marketing, consumer behavior, consumer psychology, cross cultural marketing and innovative products marketing, etc.

好的，我是刘芳，我现在在西澳大学的商学院任教，目前还担任商学院本科生项目主任。我的领域是市场营销，研究领域涉及市场营销、消费者行为、消费者心理、跨文化营销和创新产品营销等。

VICTOR:

Ok, thank you very much for accepting our interview invitation. And today I will ask you a few questions about the entrepreneur, some of your opinion and also what kind of program running in UWA. Also, because you have involved our Alpha Innovation Contest 2018 last year, I may ask your view to last year’s contest. And the last section will be that, from the perspective of the UWA Business School, can you speak one sentence to encourage the students and all the other young entrepreneurs. It doesn't matter whether they are in UWA or external ones that are going to involve this contest or pursuing their entrepreneurship.

好的，非常感谢您接受我们的采访邀请。今天我会问您几个关于初创企业的问题、您个人的一些看法以及在西澳大学中有哪些针对性的创业扶持项目。此外，由于您去年参与了我们的Alpha创新大赛2018年，我会问您对去年比赛的看法。最后一部分是代表西澳大学商学院，您能否用一句话来鼓励有意参加今年创业大赛的学生和所有其他年轻的企业家，不限于是西澳大学内部的还是外部的参与人员。

VICTOR:

My first question is that, as a marketing professor of UWA from business school, what's your opinion to young graduates that are pursuing entrepreneurship as part of their dream?

我的第一个问题是，作为西澳大学商学院营销系教授，您对那些追求创业的年轻学生有什么建议？

DR LIU:

Thanks for the question. We all know that big ideas are sort of a prerequisite for a good entrepreneurship program. However, you can't just have big ideas. In fact, in the current business world, we have too many big ideas, but very few can be conceptualized, can be visualized and can be actually actionable. So, I think my advice for people who are interested in, or young people and young students who are interested in pursuing entrepreneurship will be not only have the big ideas but also have the strategies to integrate all your resources, either financial or non-financial ones from other areas, from people you know and from people you don’t know, from all sorts of resources. You need tointegrate all these resources and then make your plan actionable.

谢谢。我们都知道，“高大上”的想法是优秀创业计划的先决条件。但是，你不能只有高大上的想法。事实上，在当前的商业世界中，我们有太多高大上的想法，但很少人能把这些想法真正进一步概念化、可视化以及有效执行下去。因此，我对所有有兴趣追求创业的年轻人和年轻学生的建议是，你不仅要有高大上的想法，而且要采取有效的策略来整合你有的以及能获得的所有资源。无论这些资源是财务/非财务资源、是来自其他领域你认识和不认识的人以及其他各种渠道，然后你能把所有这些资源整合起来推进你的商业计划。这将是我对他们的主要建议。

VICTOR:

Thank you. The second question is that UWA is a very famous university in Australia and also in the world, does UWA have any positive program or motivating activities to encourage the graduates or young researchers to pursue their entrepreneurship? And the second part of this question is that what’s the advantage of UWA relevant facilities to support such entrepreneurship?

谢谢。第二个问题是，西澳大学是澳大利亚乃至世界著名的大学，在鼓励毕业生或年轻研究人员追求创业方面，它是否有些相应的项目计划或创业激励性活动？这个问题的第二部分是西澳大学的相关体系或设施中，支持这种创业的优势是什么？

DR LIU:

I think I would answer the question from different levels. I think first that UWA, as you have just mentioned, we are one of the top leading universities in Australia and we also have very good reputation in the world in terms of higher education. I think in many indexes really has rated UWA among the top 100 universities in the world. And, our academics and students are doing extremely well in all their aspects of efforts. What I want to particularly emphasizes is that UWA has very good undergraduate and postgraduate programs which actually have the entrepreneurship and innovation elements. For example, in the business school, we have entrepreneurship-related units designed for undergraduate students, and we also have units designed for postgraduate studies, such as how to market innovative or new products for commercialization, etc. We also have a certificate what we call a graduate certificate for entrepreneurship and innovation, which is particularly good for those people who are in different areas and want to actually pursue a new career or a dream of entrepreneurship. For those people who are not in the business areas or they haven't really got a sufficient business background, they can do this graduate certificate in entrepreneurship and innovation. These are from the program level. UWA also has a lot of non-degree programs or efforts to facilitate people's dreams of becoming an entrepreneur. For example, the Sustainability Hackathon UWA has run not long ago, and we also have Hackathons that we are building on the bee business and honey businesses. So, UWA researchers and academics have initiated a lot of startup programs, innovation programs and hackathons to bring in industry players, people who are interested in entrepreneurship students, community members and academics, from which we try to actually conceptualize new ideas from all those interactions between different groups in the community. UWA has a lot of programs like that running on right now, and of course, we also have a lot of industry seminars and guest speeches on innovation and entrepreneurship. I think that's done in every discipline of Business School and other parts of the university as well. What I want to mention is that the latest trend about entrepreneurship is that we are going to have some niche or focused programs on entrepreneurship. For example, there's a new trend in the Australian education to have biomedical entrepreneurship. A number of universities including us are looking at ways to integrate those newly arising industries with entrepreneurship, for example, biomedical, biotechnology or biomedicine. Some of my colleagues are teaching some units which have a focus on entrepreneurship in biomedical science and biotechnology which help people with original big ideas or innovation to actually make it happen and visualize their ideas or act on those ideas in the commercial world.

我想我会从不同层面回答这个问题。

我认为首先是西澳大学，正如你刚才提到的那样，是澳大利亚顶尖的大学之一，我们在高等教育方面在世界上也有很好的声誉，在多个指标评选中位列世界前100所大学排名之内。我们的学者和学生在各方面都做得非常好。我想要特别强调的是，西澳大学拥有非常优秀的本科和研究生课程，有些课程实际上都囊括了创业和创新元素。例如，在商学院，我们不仅有专为本科生设计的创业创新方面的课程，也有专门为研究生设计的和创业相关的课程，比如，如何营销创新或新产品以实现商业化等。另外我们还有一种专门针对创业和创新的商科研究生证书课程，这对于那些处于不同领域并希望真正追求新职业或创业新梦想的人来说尤其有用。对于那些不在商业领域或者他们没有足够的商业背景的人，他们可以通过这个课程在创业和创新方面获得商科的证书。以上这些属于学习的课程层面。

西澳大学还做了许多非学位课程方面的努力，以帮助人们实现成为企业家的梦想。例如，在不同学科搞的可持续性黑客马拉松项目，以及我们正在进行的一个蜂蜜行业的黑客马拉松项目。事实上，西澳大学的研究人员和学者已经启动了许多初创项目、创新项目和黑客马拉松项目，以吸引不同行业的参与者，尤其是那些对创业有兴趣的学生、社区人员和学者们。我们会尝试从这些社区中不同群体之间的互动活动中选取一些可以概念化的新的想法和创意，来帮助他们实现市场化和产业化。总结来说，西澳大学现在有很多这方面的课程或项目，也有很多关于创新和创业的行业研讨会和行业客座人员的交流。这不止在商学院，西澳大学其他院校的多个学科都在做这方面的努力。

我还想提到的是，关于创新创业的最新趋势也提供了很多的商机或帮助开发了一些重点项目。例如，澳大利亚教育行业有一个新趋势，即在生物医学和技术方面的创新创业。包括西澳大学在内的许多大学正在研究如何将这些新兴产业与创新创业相结合，例如生物医学，生物技术或生物医药等领域。我的一些同事正在执教一些专注于生物医学或技术的创业的课程，这些课程将会帮助那些有“高大上”的创意或创新想法的人把想法转化为现实、实现可视化和市场化，最终通过商业运作来逐步地执行这些创意。

VICTOR:

My next question is that, as a mentor panel member of Alpha Incubation Group and also a judge panel member of last year’s contest, what's your view to Alpha Innovation Contest in terms of providing opportunities for young entrepreneurs.

好的，我的下一个问题是，作为Alpha孵化集团的创业导师之一，以及去年创业大赛的评委会成员，您对Alpha创新大赛在为年轻企业家提供创业扶持是怎么看的？

DR LIU:

I think it's a great idea, as I said, I've observed the inaugural competitions which run last year from May to August. I attended most of the events and have been sitting in a number of panel discussions and competitions evaluations. I think it's a great platform for young people, maybe not just young students and young people, as the program is not limited by age at all. In last year's competition, I did see a number of projects coming from matured people who have dreams. So, this is not just for young people or young students, it is for everyone in the community who wants to actually grow a great idea and put it into action. It's really good to have this platform in WA. We may have other innovation competitions in other areas in Perth, but the Alpha Innovation Contest is particularly catering for different community groups, for which I think it's a great platform for everyone who has a dream about entrepreneurship and who have a dream about putting their ideas into action.

我认为这是一个非常好的主意。我在去年5月至8月份举行的首届比赛中参加了大多数的相关活动，其中包括参加了创业导师小组讨论和比赛评分。我认为这对年轻创业者来说是一个很好的平台，当然不仅仅是年轻学生和年轻人，这个比赛不限参赛者的年龄范围。因为在去年的比赛中，我看到了许多比较成熟的初创团队的项目。因此，这个平台不仅适合年轻人或年轻学生，也适合社区中的每个人，只要他们想真正地打磨一个好的创意并将其付诸行动。所以在西澳有Alpha创业大赛平台真的很有意义。当然，我们可能会在珀斯其他地区以及不同行业看到其他创新类比赛，但Alpha创业大赛特别强调容纳不同的社区群体，这对于那些有创业梦想并且准备将自己的想法付诸实践的人来说至关重要。

VICTOR:

Thank you for your compliments to Alpha Innovation Contest. As you know, we are organizing the Alpha Innovation Contest 2019 and the main process will be similar as last year. We have started to accept registration from end of February, can you speak one sentence on behalf of UWA, something like a slogan to all candidates to commence preparation for the contest?

谢谢您对Alpha 创业大赛给予如此高的评价。如您所知，我们正在组织2019年Alpha创业大赛，主要流程会跟去年类似。我们已经从2月底开始接受大赛报名，你能否代表西澳大学对所有已经报名或即将报名参赛的人说一句话，就像是一个口号，激励一下候选参赛人员？

life is a great adventure, so you need to integrate all resources you have and pursue your big dream. I wish all the best for the competition, for the organizers and for those who are going to join the competition.

生活是一次伟大的冒险，而你需要整合你的所有资源来追逐你的梦想。另外，我也预祝比赛一切顺利，同样的祝愿也送给大赛组织者和即将参加比赛的选手们。