معرفی
Yitian Liang is an Associate Professor in the Department of Marketing at Tsinghua University's School of Economics and Management, specializing in quantitative marketing decision modeling. He serves as the Doctoral Program Coordinator for the Marketing Department since 2021.
His educational background includes a BSc from Jinan University (2008), MSc in Applied Economics from City University of Hong Kong (2009), MSc in Statistics from UBC (2011), and PhD in Marketing from UBC (2017).
- BSc: Jinan University (2008)
- MSc (Applied Economics): City University of Hong Kong (2009)
- MSc (Statistics): University of British Columbia (2011)
- PhD (Marketing): University of British Columbia (2017)
Professor Liang's research focuses on modeling consumer and business decisions during China's economic transformation, with emphasis on digital marketing analytics, advertising effectiveness, and pricing strategy. His work combines empirical modeling with large-scale field experiments, particularly in mobile advertising, short-video platforms, and consumer behavior under time constraints. Key methodologies include randomized field experiments (e.g., ByteDance study), hidden Markov models for mobile usage, and quantitative policy impact analysis.
His publication portfolio shows strong concentration in UTD24 journals (7/8 international papers), with recent work trending toward digital platform analytics (ByteDance, mobile ad fraud) and behavioral economics (sleep effects, parenting motivation). Research spans both Chinese market-specific contexts ('Rural Appliance Program') and global digital marketing phenomena.
Notable awards include:
- National Excellent Young Scientist Fund (2023)
- Multiple Tsinghua University Teaching and Research Awards (2018-2024)
- Canadian SSHRC Doctoral Fellowship
- UBC Killam Scholarship
Professor Liang leads significant research grants including the National Science Fund for Distinguished Young Scholars (2023-2025) and previously directed a Youth Science Fund project rated 'Excellent'. His students have received prestigious awards including Tsinghua University Outstanding Graduate and Chen Xiaoyue Scholarships. He serves as Professional Editor for the Journal of Marketing Science (Chinese) and BTIM Committee expert.