HU Zuohao

Department of Marketing    Professor

Phone: (86) (10) 62788153

Office:B453 Lihua Building

Office Hours:Wed. 15:00-16:00

Educational Background

Dr. HU Zuohao is the professor of Marketing at the School of Economics and Management where he teaches Marketing Management, Channel Management and Brand Management. He is Executive Associate Director of China Business Research Center of Tsinghua University. Hu graduated from Huazhong University of Science and Technology (Bachelor in Mechanics, 1985) and went on to earn an M.A. in Management (1988) from Zhejiang University and a Ph.D. in Economics (2000) from Kyoto University, Kyoto, Japan.


Research Areas

His main research areas are Marketing Strategies, with special emphasis on International Marketing Strategy of Chinese Firms, Channel Design and Management, and Brand Management and Marketing Financial Services. He has published more than 40 papers in leading journals including Journal of Business Research, Journal of International Marketing, Japanese Journal of Economic Review, Chinese Journal of Management World, and Chinese Journal of Management Science. He is co-author of The Marketing Innovations in Japanese Appliance Companies and Modern Logistics and Supply Chain Management.



Journal Papers (International)

Jia, Fang & Wei, Liyuan & Jiang, Ling & Hu, Zuohao & Yang, Zhilin, 2021. "Curbing opportunism in marketing channels: The roles of influence strategy and perceived fairness," Journal of Business Research, Vol. 131(C), pages 69-80

Yafeng Fan, Jing Jiang, and Zuohao Hu (2020). More or less? The effects of financial constraints on variety seeking behavior,Journal of Contemporary Marketing Science,Vol. 3 No. 2, pp. 195-205, Sept. 2020

Yafeng Fan, Jing Jiang, and Zuohao Hu (2020). "Abandoning Distinctiveness: The Effect of Nostalgia on Consumer Choice", Psychology & Marketing, Vol.37, No.10,Oct. 2020, 1342-1351

Chun Zhang、Zuoaho Hu and Flora Fang Gu, "Intra- and Interfirm Coordination of Export Manufacturers: A Cluster Analysis of Indigenous Chinese Exporters",Journal of International Marketing,Vol. 16, No.3, Sept. 2008,108-135.

Shaohan Cai, Zhilin Yang and Zuohao Hu, "Exploring the governance mechanisms of quasi-integration in buyer-supplier relationships" Journal of Business Research,Vol.62,No.6. June 2009, 660-666.

ZENG Fur, HU Zuohao, CHEN Rong, YANG Zhilin, "Determinants of Online Service Satisfaction and Their Impacts on Behavioral Intentions," Total Quality Management and Business Excellence , 20 (9), 2009;  953-970.

Shaohan Cai, Zhilin Yang and Zuohao Hu, "The effects of volume consolidation on buyer-supplier relationship: A study of Chinese firms", Journal of Purchasing and Supply Management  16.2010, 152-162.

Xi Chen, Zuohao HU, Xuanzhong Sun, Ping Zhao, "Long-term proactive or short-term reactive? - a typology portrait of Chinese exporters by export motives," Chinese Management Studies  5(3), Sept., 2011,235-255

Li Xiaowen,Tong Lili, Zuohao Hu,hou Xiaoge, "CSI-model-Based Research on Factors Affecting Rate Satisfaction of Government and Corporate Customers--Taking Special-line Products as an Example", China Communications,8期,12卷,187-193页,2015

LI Xiaowen,TONG Lili, Zuohao Hu, "Research on Value-Assessment-Based Accurate Identification of Government and Corporate Customers of Telecom Operators", China ommunication,Vol.11,No.11,pp.168-173,2014

Lawrence F. Cunningham, Clifford E. Young, Zuohao Hu, Comparing Hybrid Services in the United States and China, International Journal of Information Systems in the Service Sector, 5(1), 17-32, January-March 2013.

胡左浩、康上贤淑、代思含、洪瑞阳, 中国の新興小売電子商取引プラットフォームに関する研究:―複数のケーススタディ―,グローバル地域研究, 2020年6月第1期, 230-238.

胡左浩、康上賢淑、臧树偉、孫博, “インターネット時代のマルチチャネル小売会社のクロスチャネル統合:「七匹狼」とインマンを事例に”, 《鹿児島経済論集》2017年11月, 第58巻第1号,1-20.

胡左浩、若林靖永、黄飞华, “価格変数導入後の新製品拡散モデルとその実証研究” 、《経済論叢》2008年、第181巻,第2号,1-13.

胡左浩、若林靖永 江明华、张卉, “自己概念・ブランド個性とブランド好みに関する研究―中国の乗用車ブランドを事例に”、《経済論叢》、2006年、第177巻, 第5, 6号, 20-38.

胡左浩・呉水龍・康上賢淑, “ブランド実践進化の道標‏—その事例分析—”, 《鹿児島経済論集》2010年, 第51巻2-3号, 181-202.

胡左浩、刘佳、杨志林、赵平、“サプライヤー・ディーラー関係で認識される公正性に対する特殊的投資とビジネス価値の近似性のインパクト:依存性の抑制的役割について ”『地域総合研究』、2006, 34巻1号,45-50.

胡左浩, 康上賢淑、 “中国多国籍企業の国際マーケティング戦略”、『地域総合研究』、2006、33巻2号、43-60.


Hu Zuohao, Chen Xi and Yang Zhilin(ed.), Research Frontiers on the International Marketing Strategies of Chinese Brands, London: Routledge .2017.1

Hu Zuohao, Wang Gao, International Marketing Strategies of Chinese Multinationals: The Experience of Bird, Haier, and TCL, Chinese Multinationals, Edited by Jean-Paul Larcon, World Scientific, 2009.

胡左浩, 宋华, “日本ビクターの国際マーケティング”, 京都大学マーケティング研究会編《マス•マーケティングの発展•革新》, 同文館,227-243ページ, 2001年.

胡左浩, “日本ビクターの家庭用VTRのマーケ


Industry Experience

Professor Hu is vice chairmen of Chinese Marketing Research Association of higher education institutions and a Member of American Marketing Association (AMA) and Academy of International Business (AIB). He has been the Independent Director of the Board of two companies .



In 2005 professor Hu won Teaching Award at School of Economics and Management, Tsinghua University.