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