معرفی
LIU Xi serves as an Associate Professor in the Department of Marketing within Tsinghua University's School of Economics and Management, maintaining active academic engagement through office hours on Thursdays (10:00-12:00) in Lihua Building B402 and contact via liuxi@sem.tsinghua.edu.cn. Her position reflects Tsinghua's status as China's premier institution for business education and research.
Professor Liu's academic foundation includes:
- Bachelor of Arts in English Literature, Peking University (1995)
- Doctor of Philosophy in Mass Communication, University of Iowa (2002)
Her research centers on evolving Chinese consumer landscapes, with emphasis on New Consumption Culture examining digital-era buying habits, New Ordinary Consumption analyzing middle-class expenditure patterns, and Aesthetics-Oriented Consumption investigating visual appeal's role in purchasing decisions. Complementing these, her Crisis Management studies explore organizational responses to scandals while CSR research assesses ethical business practices in Chinese enterprises, reflecting deep contextual understanding of China's market dynamics.
Analysis of her 13 publications (2004-2019) reveals consistent focus on Chinese market evolution: Early works established crisis communication frameworks through multinational public relations studies, mid-career research quantified executive crisis responses, while recent publications (2019) pivot toward emerging phenomena like health habitus cultivation and aesthetics-driven consumption upgrading, demonstrating scholarly adaptation to China's rapid economic transformation.
No scientific awards are documented in the provided materials.
While specific student supervision details are absent, Professor Liu's teaching portfolio—including Marketing Management, Advertising Strategies, and Qualitative Market Research—indicates active classroom mentorship. Her FinLab course involvement with Tsinghua x-lab suggests practical entrepreneurship guidance, though formal grant funding remains unspecified in available documentation.
No dedicated research laboratories are explicitly referenced, though her Tsinghua x-lab affiliation through FinLab indicates engagement with the university's innovation ecosystem for student entrepreneurs.
