Education Background
1995-1999 Bachelor of Economics, Shandong University
1999-2002 Master of Management, Shandong University
2004-2008 Doctor of Management, Shandong University
2012-2013 University of South Carolina, School of Hotel, Retail and Sports Management, Visiting for one year
Honors & Awards
1. Female Model of Tourism in the New Era, 2019
2. A National Top Ten Experimental Teaching Teacher of Economics and Management, 2018
3. Second Prize, 2017 National Experimental Case Teaching Competition of the Economics and Management Discipline
4. Seventh Youth Teaching Expert of Shandong University
5. First Prize, Shandong University Youth Teacher Classroom Teaching Competition, 2014
6. Challenge Cup National College Student Entrepreneurship Plan Competition Outstanding Instructor: 2014 Excellent Instructor National Bronze Award and Provincial Gold Award; 2010 Excellent Instructor National Gold Award; and Shandong Excellent Instructor in other years
7. Third Prize, Excellent Practice Teaching Software and Devices in National Modern Distance Education Pilot Universities, 2012: 360-Degree Virtual Panoramic Tour Guide Simulation Software
8. Second Prize, Soft Science Project of Shandong Province Outstanding Achievement, 2010: Survey Analysis and Improvements of Industrial Cluster Innovation System in High-Tech Development Z
9. First Prize, higher education liberal arts group in the 13th National Multimedia Courseware Competition
Social Service
1. Deputy Dean and Office Director of the Institute of Tourism Industry, Shandong University
2. Deputy Secretary General of the Tourism Industry Think Tank of Major Projects of Driving Forces Upgradation in Shandong Province
3. Vice President of the Media Integration and Brand Innovation Branch of Shandong Tourism Trade Association
4. Secretary General of Jinan Management Science Association
5. Member of Shandong Comparative Management Institute
6. 2014 Global Marketing Conference Peer Reviewer
Undergraduate: Entrepreneurship Management (General Education Core Course), Entrepreneurship Management of Tourism and Service Enterprises (Bilingual), Travel Agency Management (Bilingual), Club Management (Bilingual), International Tour Leader and Tour Guide Business (Bilingual), Introduction to Tourism, Chinese and Foreign Social Etiquette, Employee Mobility Management, Social Etiquette (Public Elective Course)
Master/Ph.D.: MBA courses: Entrepreneurship Management, Fashion Culture and Luxury Management, Business English
1. Research into the Mechanism of Douyin Marketing in Tourism Destinations—Rooted Analysis Based on Douyin Online Comments. Proceedings of the 2019 Tourism Science Annual Conference.
2. Cross-Department Conflict, Team Efficiency and Enterprise Innovation Performance: The Moderating Role of Social Capital, People’s Publishing House, 2018.
3. Introduction to Tourism (3rd edition). Tsinghua University Press, 2012.
4. Development and Management of Rural Eco-Tourism. Shandong University Press, 2010.
5. The Strategy of Strengthening Shandong Through Tourism: A Study on Enhancing the Competitiveness of Tourism Industry in Shandong Province. Shandong University Press, 2009.
6. Management. LURENWENJIAO (Shandong People’s Publishing House), 2005.
7. Travel Agency Management. LURENWENJIAO (Shandong People’s Publishing House), 2005.
8. Human Resource Strategy and Organizational Structure Design. LURENWENJIAO (Shandong People’s Publishing House), 2004.
9. Research into the Impact of Financialization of China’s Non-Financial Enterprises on Capital Accumulation. East China Economic Management, 2020(02):122-128.
10. The Impact of Financialization of Non-Financial Companies on Labor Employment-Based on the Research into Data of A-Share Listed Companies Traded at Shanghai Stock Exchange and Shenzhen Stock Exchange. Contemporary Economic Research, 2019(09):94-102.
11. Research into the Impact of China’s Non-Financial Enterprise Financialization on Innovation. Science & Technology Progress and Policy, 2019(14):85-92.
12. The Effects of Venture Capitalist-Entrepreneur Conflicts and Trust on Entrepreneurial Performance. Journal of Shandong University (Philosophy and Social Sciences), 2018(05):150-158.
13. Business Model Innovation by Intelligent Supply Chain Integration: A Case Study on Traditional Producer Services Enterprises Upgrading. Science & Technology for Development, 2017(Z2):656-663.
14. Study on the Financialization of the Chinese Economy from the Perspective of Financial Axiology. Inquiry into Economic Issues, 2017(03):178-182.
15. Research into the Conflict between Venture Capitalists and Entrepreneurs: Concept Discrimination, Research Scope and Prospective Guidance. Theory Journal, 2015(02):69-75.
16. Study on the Intergroup Conflict Management and Innovation Performance Relationship in High-Tech Firms: The Moderating Effect of Social Capital. Journal of Shandong University (Philosophy and Social Sciences), 2014(01):121-130.
17. An Empirical Analysis on the Determinants of the Extension Succession of High-Tech Consumer Brands. Journal of Shandong University (Philosophy and Social Sciences), 2011(01):92-98.
18. Study on the Decision Evaluation of High-Tech Brand Extension Based on FUZZY-AHP. Science & Technology Progress and Policy, 2010(04):116-119.
19. Sustainable Development of Theme Park Based on Brand Building Model. China Population, Resources and Environment, 2010(01):144-148.
20. Research into the Internal Mechanism of Brand Extension Evaluation Based on System Analysis. Statistics & Decision, 2009(18):173-175.
21. Investigation and Analysis of an Industrial Cluster Innovation System in a High-Tech Development Zone and Improvements. Science & Technology Progress and Policy, 2009(18):65-68.
22. Study on Brand Extension Mechanism and Factors Influencing Retail Enterprises Based on Supply Chain Reconstruction. Modern Management Science, 2009(07):52-54.
23. Research into Tourism Entrepreneurship Abroad and its Enlightenment for the Construction of an Entrepreneurial Society. Research into Financial and Economic Issues, 2009(07):126-129.
24. An Analysis on Consumer Evaluations of High-Tech Brand Extension Success Based on Structural Equation Modeling. Modern Finance and Economics-Journal of Tianjin University of Finance and Economics, 2008(11):41-47.
25. Economic Thinking on Tourism Product Pricing. Journal of Technical Economics & Management, 2001(05):75.
26. An Initial Analysis of Business-e in Travel Agencies. Tourism Forum, 2001(02):19-22.
27. Cross-Functional Conflicts, Effectiveness, and Innovation Performance: A Symbiotic Approach. Journal of Global Scholar of Marketing Science: Bridging Asia and the World. 2016, 26(3):225-247.
28. Evaluations of Travel Website Quality: A Decision-Tree Analysis. Journal of Hospitality Marketing & Management, 2015(00):1-22.
1. Research into the Dynamic Evolution Mechanism and Factors of Conflicts between Venture Capitalists and Entrepreneurs after Venture Capital Investment: A Process-based Perspective (Project supported by the National Natural Science Foundation of China)
2. Research into the Impact of Conflict between Venture Investors and Entrepreneurs on Entrepreneurial Performance—The Moderating Role of Trust and Previous Experience (Youth Fund Project of Ministry of Education, Social Sciences)
3. Research into the Construction of an Integrated Service Platform of Shandong Virtual Tourism under the guidance of Digital Tourism Standards (Scientific Research Fund for Shandong Outstanding Young and Middle-Aged Scientists)
4. “Friendly Shandong” Research Travel Brand Construction and Operation Mode ( Social Science Planning Research Project of Shandong Province - Tourism)
5. China Tourism Association Project, China Tourism Industry Development Report 2017 (Project of China Tourism Association)
6. Shandong Province Tourism Group Enterprise Growth Model: A Typical Case Study (Project of Shandong Tourism Trade Association)
7. Research and Practice on The Reform of Tourist Guide Travel Agency System (Project of Shandong Tourism Trade Association)
8. Research into the Institutionalized Construction of Holiday Tourism Management and Social Governance System Construction of Tourism Market (Project of Shandong Tourism Trade Association)
9. The 55th General Project of China Postdoctoral Fellows
10. Research into the Evolution Mechanism of an Industrial Cluster Innovation System Based on the SCP Paradigm (Project supported by the Independent Innovation Fund of Shandong University Humanities and Social Sciences)
11. Software Development of Tour Guide Simulation Teaching (Experimental Software Construction Project of Shandong University)
12. Research into the Optimization of “Three-Dimensional” Practical Teaching System of Tourism Management Based on a Virtual Platform (Teaching Reform Project of Shandong University)
13. Compilation Project of a Talent Cultivation Roadmap for the High-Quality Tourism Industry in Shandong Province (Organization Department of Shandong Provincial Party Committee, WHHLY Shandong)
14. Top 10 Cultural and Tourism Enterprises in Shandong Province (WHHLY Shandong)
15. Service Regulations for Travel Agencies for Learning Visits in Shandong Province (Shandong Association of Travel Services)
16. Research into the Innovation and Development of the Culture and Tourism Industry of Medical Care and Health in Shandong Province Based on Industrial Integration (WHHLY Shandong)
17. Development Suggestions on Promoting Rural Revitalization of Qixia Rural Tourism (Youth League Committee of Shandong Province)
18. Special Research into Human Resources of Tourism Enterprises (Shandong Province Postgraduate Education Course Construction Project)
