中国营销创新

Research Directions

The “China Marketing Innovation” research team is oriented to the international theoretical frontier and closely follows the national strategic needs. The formed stable research directions include brand management, consumption behavior, marketing strategy and service marketing, etc. In the future, the major and key research projects to be cultivated by the “China Marketing Innovation” research team will mainly focus on the direction of China marketing innovation in the context of globalization, and the main research areas include brand strategy and management, consumption behavior research, service marketing research, digital marketing research and international marketing strategy, etc. The “China Marketing Innovation” research team is oriented to the frontier scientific issues of international marketing, striving to achieve major theoretical breakthroughs, realize international theoretical innovation and serve the national strategic needs.

Team Profile

The “China Marketing Innovation” research team relies on the Business School team, covers business administration, applied economics, psychology and other disciplines, and is oriented to the international frontier theoretical breakthroughs and national major strategic needs. The research team has presided over 2 major research projects of the Ministry of Education and 3 key projects of Natural Science Foundation of China. The research results of the team were published in the Journal of Consumer Research, Journal of Consumer Psychology, Information System Research, Journal of Service Research, International Journal of Research in Marketing, Management World, Journal of Management Sciences in China and other well-known academic journals at home and abroad. The research strength and reputation of the team are at the forefront of domestic universities. And the research results play an advisory role in the policy decisions for the central and local governments.