معرفی
CHEN Yubo serves as Coca-Cola Chair Professor and Director of the Center for Internet Development and Governance at Tsinghua University's School of Economics and Management. A recipient of the National Science Fund for Distinguished Young Scholars, he ranks among Stanford/Elsevier's World Top 2% Scientists (2022) with extensive publications across premier marketing and business journals.
His educational background includes:
- Ph.D. in Marketing, University of Florida
- M.Eng. in Systems Engineering, Southeast University
- B.Eng. in Industrial Management Engineering, Southeast University
Prof. Chen's research pioneers digital economy transformation, focusing on big data innovation in networked environments and climate sustainability strategies. His work bridges theoretical marketing frameworks with China's digital evolution, examining platform economies, consumer behavior in social media ecosystems, and sustainable business models. Recent studies analyze mobile commerce dynamics, advertising spillovers in short-video platforms, and offline-online retail integration through advanced spatial analytics.
His publication portfolio demonstrates consistent leadership in digital marketing research, with 15+ top-tier journal articles since 2010 spanning Journal of Marketing, Marketing Science, and Information Systems Research. Key thematic clusters include digital platform economics (35%), social media analytics (25%), sustainability marketing (20%), and retail transformation (20%), characterized by rigorous field experiments and large-scale behavioral data analysis.
Major scientific recognitions include:
- National Science Fund for Distinguished Young Scholars
- Stanford/Elsevier World Top 2% Scientists (2022)
- INFORMS Frank M. Bass Best Paper Finalist
- Journal of Marketing MSI/Paul H. Root Award Finalist
- Journal of Interactive Marketing Best Paper Award
Prof. Chen maintains active industry partnerships with Alibaba, JD.com, Baidu, and CITIC Bank through joint research initiatives, while serving on China's National Teaching Advisory Committee for Business Administration and as Editor-in-Chief of Journal of Marketing Science. His Center for Internet Development and Governance operates as a strategic hub for digital economy policy research, leveraging academic-industry collaboration to address China's technological transformation challenges.
