Jiang Qingyun

Professor

Marketing

Add: Guoshun Road Siyuan Building Room 620, Siyuan Building

Tel: 25011195(TEL)

E-mail: qyjiang@fudan.edu.cn

Research Field: Marketing Channel, B2B Marketing, Marketing Theory, Marketing Strategy of China's Enterprise, Corporate Strategy

Website:

Teacher information

Achievements in scientific research

Academic activities and community service

Academic Posts

2011.01—,Member of Editorial Advisory Board,Journal of Chinese Entrepreneurship

2007.01—,Director,China university marketing association

2006.04—,Standing director, Vice secretary general, Member of Academic committee,China Marketing Association

2006.01—,Editorial board member,Journal of Marketing Science

Academic Conferences

2010.08, 2010 JMS Annual Conference of Chinese Marketing, Beijing

Case

Qingyun Jiang，Chunyi Zhang, Nike China： DTC leader, , 2023

Qingyun Jiang，Tianpei Sun，Yangbo Chen, JALA Corporation, , 2020

Journal Papers

1.	Haritz Gorostidi-Martinez, Qing Yun Jiang, and Xiao Kang Zhao. 2024. Authenticity and high performance: Nonmarket social, public and media strategies of foreign SMEs during a black swan event. Journal of Contingencies and Crisis Management 32(4) 1-16.

2.	Xinmeng Wang, Zhe Zhang, and Qingyun Jiang. 2024. The effectiveness of human vs. AI voice-over in short video advertisements: A cognitive load theory perspective. Journal of Retailing and Consumer Services 81 1-13.

3.	Qingyun Jiang, Xun Huang, Zhuohao Chen. 2009. Antecedents and Consequences of Consumers' Trust in Electronic Intermediaries: An Empirical Study of Hotel Booking Websites. Frontiers of Business Research in China Vol.3(4) 647-666.

4.	Qingyun Jiang. 2024. 消费创新促进中国消费品牌增长. Shanghai Quality (3) 16-19. (in Chinese)

5.	Qingyun Jiang, Rongwei Chu, and Xiongwen Lu. 2021. Chinese marketing: how to move from the realm of necessity to the realm of freedom. Journal of Marketing Science 1(1) 43-58. (in Chinese)

6.	Zhe Zhang, Qingyun Jiang. 2009. Channel Coordination with Price Protection. Chinese Journal of Management Vol.6(2) 241-245. (in Chinese)

7.	HUANG Xun, JIN Yiqian, CHEN Xian, JIANG Qingyun. 2008. Competing or Collaborating? The Influence Mechanism of Inter-organizational Learning Strategy in Channel Alliances. Journal of Marketing Science vol.4(2) 44-57. (in Chinese)

8.	JIANG Qingyun, HUANG Xun, CHEN Zhuohao. 2007. The trust influence mechanism of electronic intermediary: An example of hotel reservation websites. Journal of Marketing Science Vol.3(2) 56-67. (in Chinese)

9.	XU Yunlian, JIANG Qingyun. 2007. Consumer's Brand Preference towards Hypermarket Private Brand and its Influential Factors—An Empirical Study in Shanghai. Marketing Herald （1） 14－17. (in Chinese)

10.	JIANG Qingyun, CHEN Jiayao, ZHENG Yongqiang. 2006. Industry Lifecycle and Channel Governance Strategy Choices. Marketing Herald （5） 35－38. (in Chinese)

11.	CHEN Zhuohao, LU Zhi, JIANG Qingyun. 2006. How does brand personality influence consumer's attitude? A study from the perspective of consumer brand cognition. Journal of Marketing Science Vol.2(2) 103-116. (in Chinese)

12.	Qingyun Jiang. 2005. The Brand Management Challenges to Shanghai Enterprises. Asia Business Leader （5） 58－59. (in Chinese)

13.	WANG Jian, JIANG Qingyun, LU Xiongwen. 2004. A comparative research of employee incentive management of Sino-American and Sino-Japanese corporations. Foreign Economics & Management Vol.26(10) 31-35. (in Chinese)

14.	ZHOU Nan, Russell Belk, JIANG Qingyun. 2001. Research on China's Export Advertising ( 1979-1988)—Talking on the Development and Weak points of Export Business of Chinese Enterprises. Journal of Fudan University (Natural Science) Vol.40(2) 199-205. (in Chinese)

Academic Works

Qingyun Jiang etc.. 2023. Customer Value Innovation: How TINECO Created A Blue Ocean in A Red Ocean. Fudan University Press, 上海.

Yujian Wang, Xiongwen Lu, Zhigang Tao, Qingyun Jiang, Qifa Shao, Yimin Sun. 2007. Retaking Economic Center Stage. Shanghai People's Publishing House, Shanghai.

Translated Works

Xiongwen Lu, Qingyun Jiang, Weitao Zhao, Qian Xu, and Mengran Xu, Marketing Management(16th Edition),Beijing,CITIC Press Group,2022.09 (in Chinese)

Qingyun Jiang, Yanwen Wang, Haodong Gu etc., Marketing Channels(Seventh Edition),Beijing,Renmin University of China Press,2008.08 (in Chinese)

JIANG Qingyun, SUN Yimin, LU Zhi, Marketing Channels(Seventh Edition),Beijing,Electronic Industry Press,2003.06 (in Chinese)

Research Projects

2013.12—2014.01, Principal Investigator, Brand Positioning & Communication Strategies of Wuxi Jiuru Senior Care Group, Wuxi Jiuru Senior Care Group

2013.11—2014.12, Principal Investigator, Research on Brand Positioning, Marketing Pattern & Sales Force Building Up , China Tobacco Henan Industrial Co. Ltd Sales Branch

2011.07—2011.09, Principal Investigator, Research on Marketing Strategy of Pinxiangyuan Company, Pinxiangyuan (Shanghai) Agricultural Technology Development Co., Ltd.

2010.01—2012.12, Principal Investigator, The Learning Mechanism and Effects among Channel Members: Theoretical Models and Empirical Studies, National Natural Science Foundation of China

2009.01—2012.12, Member, Research on the Chinese Urban Consumer Behavior - Exploration from the Perspectives of Social Identity and Social Identification, National Natural Science Fund of China

2004.06—2004.12, Principal Investigator, Research on enterprise development in Yangtse, The university of Hong Kong and Fudan university