معرفی
Yu Chunling is an Associate Professor in the Department of Marketing at Tsinghua University's School of Economics and Management. She holds a PhD in Management from Tsinghua University, a Master's in Management from Tianjin University, and dual Bachelor's degrees in Industrial Management Engineering and Electronic Engineering/Radiotechnology from Tianjin University.
Her research focuses on brand equity creation, strategic management, and value assessment, with applications in consumer behavior and international marketing. She teaches courses including Brand Management, Marketing Management, and New Marketing Practice Case Analysis for MBA, EMBA, and executive education programs.
Prof. Yu has led significant research projects including National Natural Science Foundation studies on Chinese consumers' global brand perception and internet word-of-mouth dynamics. Her publication portfolio demonstrates strong focus on:
- Cross-cultural brand perception in emerging markets
- Digital/social media marketing impacts
- Consumer decision-making psychology
- Sustainable consumption drivers
Awards and Honors:
- Multiple Outstanding Teaching Awards for EMBA/executive education
- Outstanding Course Innovation Award
- Outstanding Responsible Professor Award
She has developed over 15 business cases for Tsinghua's China Business Administration Case Library and Harvard Case Library. Current research includes collaborations with industry leaders like China Merchants Bank on brand strategy development.
