Founded in 2004, the Department of Marketing at Tsinghua School of Economics and Management is a recognized leader in China in the marketing discipline, and one of the top marketing departments in the Asia-Pacific region. We are a group of dynamic and collegial scholars. As of 2020, there are 13 fulltime faculty members with expertise in quantitative marketing, marketing strategies and consumer behavior.
We are a highly productive research group. Our research has been published in top-tier marketing and management journals (UT Dallas list and FT 50), including Journal of Marketing Research, Management Science, Marketing Science, Journal of Marketing, Production and Operations Management, Journal of Consumer Research and Journal of Consumer Psychology. Below is a list of recent and representative publications by our faculty members.
Kumar, Vineet and Yacheng Sun (Forthcoming), “Designing Pricing Strategy for Operational and Technological Transformation,” Management Science.
Xiao, Ping, Ruli Xiao, Yitian (Sky) Liang, Xinlei (Jack) Chen and Wei Lu (Forthcoming), “The Effects of a Government’s Subsidy Program: Accessibility Beyond Affordability,” Management Science.
Chen, Yubo, Mrinal Gosh, Yong Liu and Liang Zhao (2019), “Effects of Media Coverage of Climate Change on Consumer Purchase of Sustainable Products: Evidence from the U.S. Hybrid Vehicle Market,” Journal of Marketing Research, 56(6): 995-1011.
Chen, Yubo and Liantao (Tarry) Wang (2019), “Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges,” Journal of Marketing, 83(5): 28-31.
Huang, Tak, Yitian (Sky) Liang, Charles Weinberg and Gerald Gorn (2019), “The Sleepy Consumer and Variety Seeking,” Journal of Marketing Research, 56(2): 179-196. (Lead Article)
Sun, Yacheng and Dan Zhang (2019), “A Model of Customer Rewards Program with Finite Expiration Term,” Management Science, 65(8): 3889-3903.
Wang, Qi, Juan Feng and Xuping Jiang (2019), “Multiple-Winner Award Rules in Online Procurement Auctions,” Production and Operations Management, 28(10): 2533-2551.
Ho, Jason, Yitian (Sky) Liang, Charles Weinberg and Jing Yan (2018), “An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market,” Journal of Marketing Research, 55(3): 414-431.
Chen, Rong, Xiaobing Xu and Hao Shen (2017), “Go Beyond Just Paying: Effects of Payment Method on Level of Construal,” Journal of Consumer Psychology, 27(2): 207-217.
Gong, Shiyang, Juanjuan Zhang, Ping Zhao and Xuping Jiang (2017), “Tweeting as a Marketing Tool: A Field Experiment in the TV industry,” Journal of Marketing Research, 54(6): 833-850.
Kivetz, Ran and Yuhuang Zheng (2017), “The Effects of Promotions on Hedonic versus Utilitarian Purchases,” Journal of Consumer Psychology, 27(1): 59-68.
Sun, Yacheng, Xiaojing Dong and Shelby McIntyre (2017), “Motivation of User-generated Content: Social Connectedness Moderates the Effects of Monetary Rewards,” Marketing Science, 36(3): 327-470. (Lead Article)
Tao, Tao, Bob Wyer and Yuhuang Zheng (2017), “The Scale Range Effect on Numerical Information Judgment: A Two-Process Model,” Journal of Experimental Psychology: General, 146(3): 409-427.
Xu, Xiaobing, Rong Chen and Maggie Wenjing Liu (2017), “The Effects of Upper and Lowercase Wordmarks on Brand Perceptions,” Marketing Letters, 28(3): 449–460.
Chen, Rui, Yuhuang Zheng and Yan Zhang (2016), “Fickle Men, Faithful Women: Effects of Mating Cues on Men’s and Women’s Variety-Seeking Behavior in Consumption,” Journal of Consumer Psychology, 26(2): 275-282.
Sun, Yacheng, Shibo Li and Baohong Sun (2015), “An Empirical Analysis of Consumer Purchase Decisions Under Bucket-Based Price Discrimination,” Marketing Science, 34(5): 627-777.
Zhang, Jurui, Yong Liu and Yubo Chen (2015), “Social Learning in Networks of Friends versus Strangers,” Marketing Science, 37(4): 573-589.
CHEN Rong received her Ph.D. in Marketing from The Chinese University of Hong Kong in 2004. Currently, she is teaching courses on Consumer Behavior, Services Marketing, Customer Relationship Management, and Negotiation Strategy at both MBA and executive levels.
CHEN Yubo is Associate Dean, Professor, and Director of Center for Internet Development and Governance at School of Economics and Management, Tsinghua University. He received his Ph. D. in Marketing from the University of Florida, M. Eng. in Systems Engineering and B. Eng. in Industrial Management Engineering from Southeast University.
Dr. HU Zuohao received his Ph.D. in Economics (2000) from Kyoto University, Kyoto, Japan. He teaches Marketing Management, Channel Management, Services Management and Sales Management.
Professor Jiang teaches E-marketing, New Media Intergraded Marketing, E-commerce, Modern Logistics and e-Procurement, and Information Management at SEM.
LI Fei is a Professor of Marketing at the School of Economics and Management, where he teaches courses on Marketing Management, Luxury Marketing, and Retailing Management in the required curriculum. He is Deputy Director of the China Retail Research Center of Tsinghua University.
Yitian (Sky) Liang received his PhD in Business Administration (Marketing) from University of British Columbia (UBC) in 2017. His research interests are pricing, big data marketing, entertainment and health marketing.
Liu, Maggie Wenjing
LIU Wenjing received her Ph.D. in Marketing from Rotman School of Management, University of Toronto in 2010. At SEM, she teaches IMBA Consumer Behavior and PhD Seminar in Consumer Research.
LIU Xi received her Ph.D. in mass communication from the University of Iowa in 2002. She teaches Marketing Management, Advertising and Promotion Strategies, and Managerial Communication in SEM.
SONG Xuebao received his Ph.D. from Renmin University of China in 1992. Currently, he teaches Marketing Management, Advertising Management, Entrepreneurial Management, and Sales Management at SEM.
Yacheng Sun received his PhD in Marketing from Indiana University in 2008. His research interests include pricing, analytical customer relationship management and online social networks.
XIE zan received his Ph.D. in management from Tsinghua University (2005). He currently teaches Marketing Management, Consumer Behaviour and Marketing Research at SEM. Xie’s research interest includes consumer behavior, customer satisfaction, marketing research and marketing strategy.
YU Chunling teaches Strategic Brand Management, Marketing Management, and Business Simulation for MBA and Executive Develop program. Her research interest focuses on the creation, management and valuation of brand asset.
In research, Professor Zhao focuses on customer satisfaction, domestic branding strategy, customer value theory, customer relationship management, measurement of advertisement efficiency and online survey.
Professor ZHENG Yuhuang graduated from Columbia University with his Ph.D. degree in marketing. He is currently Associate Professor of Marketing and Faculty Director of the Marketing Department Doctoral Program at the School of Economics and Management.
Etheridge Professor of International Business, Professor of Marketing, Department of Marketing, Warrington College Of Business, University of Florida
Co-Chair, Marketing Department, Tsinghua University