Yuan Zhang
Yuan Zhang was born in 1983 in Jilin City, Jilin Province. He holds a Ph.D. in Management, and currently works as an Associate Professor and Master's Supervisor at Beijing Institute of Petrochemical Technology, where he has been employed since 2014.
He obtained his Bachelor's Degree in Management from Yanbian University in Jilin Province in 2006, and his Master's Degree in Management and Ph.D. in Management from Hannam University in South Korea in 2010 and 2013 respectively. His research focuses on new media marketing, consumer behavior, and community marketing. He has actively engaged in university-enterprise collaborative programs, participated in a number of industry-university cooperation initiatives, and completed multiple enterprise-sponsored horizontal projects. He has undertaken and participated in 3 vertical projects and 4 horizontal projects, published more than 10 academic papers, contributed to 2 national invention patents, and authored/co-compiled 3 monographs/compilations.
I. Main Research Areas
(1) Formulation of new media marketing plans for catering industry, tourism industry and agricultural fresh produce;
(2) Research on customer group fission based on the concept of new retail;
(3) Development of theoretical approaches to metaverse sensory marketing based on role marketing.
II. Awards and Honors
1. Third Prize (Humanities Group), 10th University-level Young Teachers' Teaching Basic Skills Competition (Individual Award), 2017.
2. Annual Teaching Innovation Excellence Award, 3rd Xi'an Jiaotong-Liverpool University National University Teaching Innovation Competition, 2018.
3. Second Prize (Humanities Group), 11th University-level Young Teachers' Teaching Basic Skills Competition, 2019.
4. Third Prize for Annual Teaching Innovation, 6th Xi'an Jiaotong-Liverpool University National University Teaching Innovation Competition, 2021.
5. Excellent Teaching Award, University-level, 2021.
6. Excellent Homeroom Teacher (Academic Advisor), 2015–2016 Academic Year, 2016.
7. Advanced Individual in Employment Work, 2016.
8. Advanced Individual in Employment Work, 2017-2018 Academic Year, 2018.
9. Excellent Teacher Title, 3rd "I Love My Teacher" Selection Activity, Beijing Institute of Petrochemical Technology, 2018.
10. Advanced Individual in Employment Work, 2019-2020 Academic Year, 2020.
11. Excellent Homeroom Teacher, 2020-2021 Academic Year, 2021.
12. National Second Prize, 7th Peak Time Business Challenge (Independent Advisor), 2015.
13. National Second Prize, 8th Peak Time Business Challenge (Independent Advisor), 2016.
14. Third Prize, Beijing Division, 4th "Internet+" College Students' Innovation and Entrepreneurship Competition (Project Title: Records of Minnan Figures) (Independent Advisor), 2018.
15. First Prize, Beijing Division, "Xuechuang Cup" National College Students' Entrepreneurship Comprehensive Simulation Competition (Independent Advisor), 2019.
16. Certified Senior Entrepreneurship Instructor, National Talent Flow Center, Ministry of Human Resources and Social Security, 2019.
17. Certified Expert of Overseas Returnees Innovation and Entrepreneurship Mentor in Beijing, Overseas Returnees Incubator Association of China Association for Science and Technology, Beijing, 2019.
18. Certified Innovation and Entrepreneurship Instructor, University Graduates Employment Association, 2021; Appointed Beijing Youth Entrepreneurship Mentor, Communist Youth League Beijing Municipal Committee, 2022.
III. Main Research Projects
1. Enterprise Horizontal Project: Induction of Marketing Thinking Methodology Under the Concept of Metaverse (Contract No.: H2022-10). Principal Investigator, 2022-2023.
2. Government Vertical Project: Research on Guidance of Residents' Green Travel Behavior in Daxing New District Based on Stochastic Transportation Network (Project No.: Z2018-503). Principal Investigator, 2018-2020.
3. Government Vertical Project: A Comparative Study on the Tourism Consumption Behavior Patterns of Chinese and Foreign College Students in the Beijing-Tianjin-Hebei Region (Project No.: SM201610017002). Principal Investigator, 2016-2018.
4. Government Horizontal Project: Research on the Agricultural Development Structure of New Towns and Airport-adjacent Areas in Daxing District (Contract No.: H2018-094). Participant, 2018-2019.
5. Government Horizontal Project: Research on Grid-based Integrated Management in Rural Areas (Contract No.: H15-098). Participant, 2015-2016.
6. Government Horizontal Project: Agreement on Compiling the 13th Five-Year Plan for Women and Children's Development in Daxing District (Contract No.: H15-088). Participant, 2015-2016.
IV. Representative Academic Papers
1. Zhang, Y., Wang, A. Q., & Hu, W. X. (2022). Deep learning-based consumer behavior analysis and application research. Wireless Communications and Mobile Computing, (4268982), 1-7.
2. Zhang, Y. (2020). Marketing strategy simulation model and its consumer behavior computer software design. Test Engineering & Management, (83), 6201-6208.
- Zhang, Y., Hu, W. X., & Li, J. F. (2022). A study on the impact of digital inclusive finance on the consumption gap between urban and rural residents. Macroeconomic Research, (281), 51-63.
- Zhang, Y. (2021). From "618" to "Double 11": Experience and enlightenment of e-commerce festival marketing. Business Economics Research, (724), 102-105.
- Zhang, Y. (2020). An analysis of the impact of consumer behavior on manufacturers' and retailers' decisions: A review of Research on Production and Ordering Decisions Considering Different Consumer Behaviors (East China University of Science and Technology Press). Price Theory & Practice, (10), Insert 2.
- Guo, W., Zhang, Y., Zhang, X. H., & Yang, D. F. (2021). A study on the impact of public education on residents' green travel: A case study of Daxing District, Beijing. China Economic & Trade Herald, (1007), 86-89.
- Zhang, Y., Wang, J. W., Liu, W. J., & Wu, Y. (2020). Statistical analysis of college students' tourism consumption behavior in the Beijing-Tianjin-Hebei region. China Market, (6), 119-122.
- Zhang, Y., & Li, X. L. (2015). A study on the factors influencing consumers' purchase intention in online marketing activities: A comparative study of Chinese and foreign consumers in Beijing. China Market, (838), 12-14.
- Wang, W. F., Zhang, Z. H., & Zhang, Y. (2015). Practical teaching of brand management oriented to college students' entrepreneurship. Communication & Copyright, (27), 159-160.
- Zhang, Y., & Li, X. L. (2016). Evaluation of sustainable development of tourism resources based on Malmquist index. China Market, (871), 181-182.
V. Published Works
1. Zhang, Y. (2018). A history of small and medium-sized enterprises in South Korea. Beijing University of Technology Press.
2. Zhang, Y. (2020). Douyin marketing practical strategies. China Petrochemical Press.
3. Zhang, Y. (2021). Private domain traffic: Building community marketing for millions of transactions. China Petrochemical Press.
VI. Recruitment Information
I mainly admit postgraduate students specializing in Business Administration (1202, academic degree). Students with backgrounds in Business Administration, Marketing, E-Commerce, or allied disciplines, and who possess solid mathematical application capabilities as well as outstanding English proficiency are sincerely welcomed to join my research team.