BIOGRAPHY

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EDUCATION

BS, Philosophy, Zhejiang University

MS, Economics, Fudan University

Ph.D., Marketing, Fudan University

Post Doctoral Education(I), Marketing, Fudan University

Post Doctoral Education(II),Marketing, Beijing University

POSITIONS HELD

Professor and director of Brand Research Center, Antai School of Management, Shanghai Jiaotong University

Professor of Marketing, the Institute of Journalism and Communication, Shenzhen University

Professor of Communication, the Institute of Journalism and Communication, Huazhong University of Science and Technology

Guest Professor in Zhongshan University, Donghua University, Southwest Jiaotong University

HONOURS AND AWARDS

Awards for nation-wide best selling books, national wide academic achievements, outstanding contributions for Social science

Award for Top 10 consultants of China (1997)

Award for Top 10 advertising specialists (2003)

EXTERNAL SERVICE AND ASSIGNMENTS

Academician of International Information Academe of the UN  (IIA）

Principle of China Consulting Institute

Director of Brand Strategy Committee, China Marketing Association

Deputy-Director of China Public Relations academic association

Chairman of Applied CSI association of Shenzhen City

Principle Consultant of several enterprises, such as DLX, BSD, AMOI etc.

RESEARCH

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RESEARCH FIELDS

Brand and brand building, Brand Crisis management, Brand innovation, Global brand management

PUBLICATIONS

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Author of 130 articles and 68 books. The most recent one is Brand Research , 2005, Fudan University Press .

The wide accepted theories include: the theory of brand life-time, the evaluation model of brand extension, the interaction structure of Advertising and Public administration, the theory of Core concept image of Public relations.

TEACHING

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Doctoral studies, Postgraduate studies, University level, EMBA, MBA, Courses for Government Officers, CEO programs

Brand Strategy and management

Advertising and Public relations

Competitive Strategy

Marketing Management 

Also visited universities in Europe, America, Australia, Africa, Asia as Fulbright Scholar Lecturer