About
CHEN Rong is an Associate Professor (Tenured) in the Department of Marketing at Tsinghua University's School of Economics and Management, where she has served since 2004, progressing from Assistant Professor to her current tenured position. Her expertise bridges academic research and industry applications in marketing disciplines.
Education:
- Ph.D. in Marketing, The Chinese University of Hong Kong (2004)
- Master in Economics, Xi'an Jiaotong University (2000)
- Bachelor in Industrial Trade, Xi'an Jiaotong University (1998)
Her research centers on consumer psychology and behavioral economics, specifically examining decision-making processes, post-purchase satisfaction/regret mechanisms, and service marketing innovations. She has secured multiple National Natural Science Foundation of China (NSFC) projects with 'excellent' post-evaluation ratings, focusing on green product pricing, second-hand market dynamics, and probabilistic promotion strategies.
Scientific Awards:
- Certificate for Best Ph.D. Dissertation Supervisor at Tsinghua (2016/2012)
- School of Economics and Management Excellent Faculty Award
- Best Graduate/Undergraduate Dissertation Supervisor Recognition
- AMA Summer Educators' Conference Best Paper Award
- Journal of Marketing Science Conference Best Paper Award
Professor Chen directs significant research initiatives including NSFC projects on brand logo design impacts and green product premium acceptance, while maintaining strong industry partnerships. She serves as principal investigator for Ministry of Education projects on mobile internet-era customer insights and has advised major corporations including China Mobile, SINOPEC, and all four major Chinese banks through executive education programs, demonstrating exceptional translation of academic research into practical business solutions.
