Education Background
1983-1987 Bachelor of Philosophy, Shandong University
1998-2002 Master of Management, Shandong University
2006-2010 Doctor of Management, Tianjin University

Honors & Awards
1.Second Prize, Shandong Social Science Outstanding Achievements Research, for the Growth Evaluation of Small and Medium-sized Enterprises from the Perspective of Growth
2.Second Prize, Shandong Soft Science Outstanding Achievement, for A Corporate Social Responsibility Investigation from the Perspective of Harmony
3. Second Prize, Excellent Scientific Research Achievements of Shandong Universities, for Research into the Growth Evaluation of Small and Medium-sized Enterprises from the Perspective of Growth
4. Second prize, National Teaching Achievement (fifth class) for Practice Teaching of Management Discipline and Construction of an Innovative Talent Training System Based on an Experimental Teaching Demonstration Center Platform
5. Consumer Behavior: National Excellent Online Course (second class)

Social Services
1. Vice President of Shandong Enterprise Culture Association
2. Standing Director of Shandong Comparative Management Association
3. Director of Shandong Marketing Association
4. Vice President of Shandong Furniture Association
5. Editorial Board Member of Modern Marketing
6. Professional Member of the Marketing Committee of the National Management Academy
7. Consultant of Decision-Making Research Center of Shandong Provincial Committee
8. Consultant of Dezhou Private Economy Research Association
9. Adjunct Professor, Macau University of Science and Technology
10. Adjunct Professor, Weifang College of Education

Undergraduate: Marketing, Consumer Behavior, Corporate Culture
Master/Ph.D.: Corporate Culture and Management Ethics

1. Review on Research Hotspots of Growing Small and Medium-sized Enterprises. Shandong University Press, 2012.
2. Consumer Behavior. Publishing House of Electronics Industry, 2011.
3. Marketing. Economic Science Press, 2011.
4. Research into the Enterprise Crisis Early Warning Management Mode. Shandong People’s Publishing House, 2010.
5. Research into the SME Evaluation System Based on Growth Perspective. Economic Science Press, 2008.
6. Psychological Adjustment of Income and Consumption. Shandong Science and Technology Press, 2000.
7. New Consumption Psychology. Shandong People’s Publishing House, 1996.
8. Research on Word-of-mouth Marketing Model in Social Media Era -- Based on the Perspective of Social Network Theory. Dongyue Tribune, 2014,35 (08): 165-169.
9. The Influence of Confucian Values on Consumers’ CSR Behavior Intention. Journal of Shandong University (Philosophy and Social Sciences), 2014 (04): 52-61.
10. The Perceived Risk of Online Shopping Under the Condition of Information Asymmetry. Business Management Journal, 2013, 35 (01): 142-152.
11. Research into Enterprise Knowledge Creation from the Perspective of National Culture—A Contextualized Analysis of Ikujiro Nonaka’s SECI Model. Academia Bimestrie, 2013(4):61-69.
12. Research into the Influence Mechanism of Negative IWOM on Brand Switching Behavior: The Perspective of Virtual Community Involvement. China Soft Science, 2013(11):112-122.
13.The Spread and Application of Western Management Fashion in Chinese Context. Shandong Social Sciences, 2013 (12): 121-127.
14. Corporate Culture, Corporate Ability and Sustainable Competitive Advantage. Dongyue Tribune, 2012, 33(07):153-159.
15. Research into the Driving Forces of “Integration of Production and Consumption” Economic Model. Truth Seeking, 2010 (04): 42-45.
16. An Empirical Study on Perceived Factors Influencing Consumer Trust in Online Shopping. Shandong Social Sciences, 2010 (12): 45-49.
17. Research on the Relationship Between Corporate Culture and Corporate Core Competitiveness. Shandong Social Sciences, 2009(12):126-128.
18. The Construction of a Relationship Model Between Corporate Culture and Core Competitiveness. Statistics & Decision, 2009 (21): 187-188.
19. Enterprise Marketing Crisis Analysis and Countermeasures Research. China Business and Market, 2008(01):58-60.
20. Comparative Study on Market Strategies of European, American and Japanese and Korean Enterprises in China. International Economics and Trade Research, 2008 (07): 79-83.
21. Research into an Internal Marketing Rational Thinking and Operation Model. Journal of Shandong University (Philosophy and Social Sciences), 2006 (03): 124-129.
22. “Technology Leadership” Under “Customer Orientation” —A Case Study of Microsoft, Intel and Other High-tech Enterprises. Science and Technology Management Research, 2006(09):252-254.
23. Strategic Choice of Improving Marketing Ability of Small and Medium-sized Enterprises in China. Journal of Shandong University (Humanities and Social Sciences), 2002(02):56-60.
24. The Current Situation and Trend of Marketing of Chinese Furniture Enterprises. China Forest Products Industry, 2002(01):7-12+26.
25. Application of Consumer Risk Reduction Theory in Marketing. Commercial Research, 2001 (10): 109-111.
26. On Perceptual Consumption and Consumer Psychology. Dongyue Tribune,1999(06):59-62.

1. Research into the Crisis Warning Management Model of Chinese Enterprises (Humanities and Social Science Fund Project of the Ministry of Education)
2. Research into the Interaction Between the Evolution of Social Networks and Growth Patterns of Small and Medium-Sized Enterprises (Humanities and Social Science Fund Project of the Ministry of Education)
3. Research into the Growth Mode of Growing Small and Medium-Sized Enterprises in Shandong Province (Shandong Social Planning Fund Project)
4. Research into the Ecosystem of Social Media Marketing (Key Social Planning Project of Shandong Province)
5. Entrepreneur Social Capital, Capacity Accumulation and Growth of Growing SMEs—Based on an Empirical Study of Growing SMEs in Shandong Province (Science and Technology Development Plan of Shandong Province)
6. Research into Corporate Social Responsibility from the Perspective of Harmony (Soft Science Project of Shandong Province)