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YUAN Mingshun
YUAN Mingshun

Lecturer

Department: Marketing(Proposed)

+86-21-65981559

syuan1127@tongji.edu.cn

  •    2011: Ph.D., School of Economics and Management, Tongji University
  •    2002: MSc., School of Economics and Management, Tongji University
  •    1994: BSc., Dept. of Economics and Trade, Wuhan University of Technology

Teaching Positions

  •    Jul.,1996-Now: Lecturer, School of Economics and Management, Tongji University
  •    Jul.,1996-Jun.,1999: Assistant Professor, School of Economics and Management, Tongji University
  •    Jul.,1994-Jul.,1996: Assistant Professor, Shanghai Building Materials College

Consulting and Management Activities

  •    Oct., 2014,Training program, Huangchengxiangfu Group.
  •    Sept., 2012, Raining program, New World Corporation
  •    Jun., 2012, Training program, Laofengxiang Co.
  •    Mar., 2011, Training for management trainees, New World Corporation
  •    Feb., 2007 - Dec., 2007, Training program, Shanghai Yongda Elevator Co.

International Experience

  •    Feb., 2006-Jun.,2006, Visiting Professor, Kyung Hee University of Korea

RESEARCH FIELD& TEACHING INTERESTS

  •    Marketing Management
  •    Consumer Behavior

Sponsored Research Projects

  •    Business plan of San Lin Shopping Mall for Yifeng Group, responsible for analyzing business trend, designing routines, and offering suggestions on introducing merchants into the center, Jun.,2011-Aug.,2011

Selected Publications

Papers

  •    Theoretical probe into consumer’s attribution tendency of brand selection (In Chinese), Pricing Theory and Practice, 5, 75-76, 2010
  •    Brand personality, Consumer actual self-concept and brand attitude (In Chinese), Commercial Research, 3, 37-41, 2010
  •    The influence of brand preference on consumer regrets (In Chinese), Commercial Times, 3, 28-29, 2009
  •    Capitalization of consumption: a new promotion method, Marketing Management Garden (In Chinese), 3,90-92, 2007
  •    Transitional mode of Zhejiang private-enterprise clusters, Marketing Weekly (In Chinese), 3,39-41, 2007

Books

  •    Yuan Mingshun,et al.. Regret and Compliant in the Case of Brand Choose: Based on Attribution Theory,Tshinghua University Press. 2015
  •    Lei Yu, Mingshun Yuan and Minghai Ye. Marketing Research and Forecast (In Chinese), Tongji University Press,2014
  •    Wu Sizong, Yuan Mingshun, et al.. Marketing Management (4rd version, in Chinese), Tshinghua University Press. 2012