Education Background
Master of Management Engineering, Tianjin University
Doctor of Management, Tianjin University

Honors & Awards
1. Second Prize, Excellent Achievement Award for Social Sciences, Shandong Province, for Research on the Analysis Theory and Management Strategy of the Famous Brand Ecosystem, 200
2.Second Prize, Science and Technology Progress Award, Aviation Industry Corporation, China, for Research into Information Synthesis, Screening and Modeling of a Multi-Index System, 1999
3. Third Prize, Shandong Social Science Outstanding Achievements, for Research into the Implementation of Famous Brand Strategy to Form Shandong Industrial Advantage, 2001
4. Third Prize, Scientific and Technological Progress of Shandong Province, for Research into the Upgrading of the Jinan Industrial Product Structure by Relying on Scientific and Technological Progress, 2002
5. Second Prize, Scientific and Technological Progress Award of the State Land Administration, for Land Price Evaluation and Urban Land Efficiency Evaluation and Land Price Prediction in Feicheng City, Shandong Province, 1995
6. Third Prize of Science and Technology Progress Award of Shandong Province in for Research on the Correlation Optimization of Technology Structure and Industrial Structure in Shandong Province, 1997
7.First Prize, 11th National Enterprise Management Modernization Innovation Achievement Award, for Market Development and Management of Enterprises Under the Monopoly System, 2004

Social Services
1. Member of the Steering Committee of Entrepreneurship Education in Colleges and Universities, Ministry of Education
2. President of Jinan Management Science Research Association
3. Director of the Industrial Engineering Branch of China Mechanical Engineering Society
4. Executive Director of the Shandong Youth Entrepreneurship Promotion Association
5. Executive Director of the Shandong Management Association
6. Expert Member of the Planning Expert Committee of Chinese Society of Productive Forces
7. Standing Director of the Shandong Economic Management Association
8. Standing Director of the Shandong Association of Quantitative and Technical Economics
9. Volunteer, Youth Entrepreneurship Mentor of Shandong Province
10. Strategy and Marketing Management Consultant for several large and well-known enterprise groups
11. Editorial Board of the Journal of Marketing Science, Forecasting, Industrial Engineering, Science and Management, Journal of Marketing Trends, etc.

Undergraduate: Entrepreneurship Management, Brand Management, Marketing
Master/Ph.D.: Enterprise Operation Management, Enterprise Strategic Management, Technology Innovation Management, Marketing

1. Research into Team Support Perception and the Innovative Behaviors of College Student Makers. Research in Higher Education of Engineering, 2019 (05): 173-179.
2. Density Control in Regional Market Brand Ecology: The Alibaba Effect and Its Application Strategy. Enterprise Economy, 2019, 38(03):5-10+2.
3. Tolerance Atmosphere and Maker Team Performance: A Study on the Mediating Mechanism of Communication and Collaboration. Enterprise Economy, 2018,37(11):142-148.
4. Effect of Maker Space Support on the Innovation Performance of a College Student Makers’ Team and Its Mechanisms. Science & Technology Progress and Policy, 2018, 35(14):128-134.
5. Effect of Privacy Concerns on the Click Intention of Online Targeted Advertising and its Mechanisms -The Roles of Consumers’ Perceived Risk and Self-efficacy . Soft Science, 2018,32(4):115-119.
6. Research into the Influencing Mechanism of Online Consumer Community on Brand Loyalty. Price Theory & Practice, 2018(01):146-149.
7. Research on the Impact of Online User Reviews on Customer Value Creation—Based on the Analysis of Review Characteristics. Price:Theory & Practice.
8. The Effect of Online User Reviews on Customer Value Creation: From the Perspective of Price Decision. Price Theory & Practice, 2018 (01): 150-153.
9. A Study on the Heterogeneity of College Maker Team and Team Performance:The Moderating Role of the Collaborative State. Open Education Research, 2017, 23 (05): 57-63.
10. Business Model Innovation through Intelligent Supply Chain Integration: A Case Study on Traditional Producer Services Enterprises Upgrading. Science & Technology for Development, 2017,13 (Z2): 656-663.
11. An Analysis of the Origin of Brand Building and Governance: Based on the Public Brand Effects. Business Management Journal, 2017, 39(08):133-145.
12. A Taxonomy of Cause-Related Marketing Research:Based on Value Creation. Journal of Shandong University (Philosophy and Social Sciences), 2017 (03): 96-100.
13. A Review of and Prospects for the Research on Sports Products Brand. Journal of Technical Economics & Management, 2017(04): 59-63.
14. Trends and Prospects of Brand Ecological Theory Research. Business Economics, 2017, 36 (03): 14-22.
15. How the Online Community Climate Influences Members’ Innovation:An Exploration from Self-determination Theory. Science & Technology Progress and Policy, 2017, 34 (08): 29-36.
16. Formation Mechanism of the Enthusiasm of Internet Celebrity Fans and its Influence on Consumption Intention. Enterprise Economy, 2017, 36 (02): 129-135.
17. The Influence of the Target Frame Effect on Consumers’ Purchase Intentions. Dongyue Tribune, 2016, 37(12):144-151.
18. Effect of Tourism Destination Brand Image Recognition Elements on Tourists’ Behavior Intention Mediated by Brand Identification. Journal of Business Economics, 2016 (10): 88-97.
19. BMW-TOPSIS Multi-Criteria Group Decision Making Method Based on Rough Number. Control and Decision, 2016,31(10):1915-1920.
20. The Influential Mechanism of Perceived Product Innovativeness on Consumers’ Purchase Intention: The Moderating Role of Country-of-Origin Image and Price Sensitivity. Business Management Journal, 2016, 38 (07): 107-118.

1. Linear Economics and Chaos (Project supported by the National Social Science Fund of China)
2. Theoretical Methods and Empirical Research on Brand Management Based on the Ecological Metaphor (National Natural Science Foundation of China)
3. Theoretical Method and Case Study of Famous Brand Product Creation and Development and Strategic Management (National Natural Science Foundation of China)
4. Research on the Theory and Empirical Application of High-Tech Brand Creation and Sustainable Growth (National Natural Science Foundation of China)
5. Research into the Image Strategy of Chinese Famous Brand Products and the Factors of Product Image Recognition (National Soft Science Program)
6. Research into the Innovation System of Promoting High-tech Industrial Clusters (National Soft Science Program)
7. Interdisciplinary Innovation Organization Management Mechanism and Case Study (National Soft Science Program)
8. Construction and Analysis of Management Innovation Case Base (National Science and Technology Special Sub-project)
9. Research into the Enterprise Informatization Strategy and Implementation Strategy of Technology-Based Small and Medium-sized Enterprises (Soft Science Project of Shandong Province)
10. Countermeasure Research on the Formation of a High-Tech Industry Chain with Shandong Characteristics (Soft Science Project of Shandong Province)
11. Research into the Brand Strategy of the High-tech Industry in Shandong Province (Soft Science Project of Shandong Province)
12. Research into the Tourism Brand Strategy of Shandong Province (Soft Science Project of Shandong Province)
13. Research into the Qilu Cultural Brand Construction Strategy (Soft Science Project of Shandong Province)
14. Exploration and Practice of University Entrepreneurship Education Based on Multi-Platform Linkage (Key Education Reform Project of Shandong Province)