Lei Shen

Office: Room 609, Glorious Sun School Building

Email: slei@dhu.edu.cn

research interests: Consumer behavior


Dr Shen, is a professor of Business Administration, Doctor Supervisor, Director of Xudong Collaborative Innovation Center of Donghua University, Director of Creative Economy Committee of Shanghai Creative Industry Association, Secretary of Industrial and Economic Cooperation Committee of Yangtze River Delta City Economy Coordination Council, Executive Editor of Creative Economy and Management, Executive Member of Marketing Association of Higher Education in China.

Fluent in English and master basic French, She published more than 50 papers in related magazines such as “Management Review” and “Forecasting”, 5 books and 3 textbooks, and supervised more than 10 academic research projects and more than 30 industrial development projects.

Her treatise “System Integration Model and its Market Application of Family Clothing Consumer Decision-making Behavior” won the first prize of the Eighth Shanghai Philosophy and Social Science Research Excellence (book category) in 2006. Her course “Consumer Behavior” was awarded Shanghai Excellent Course in 2007 and Shanghai Model English Course in 2011.

She was elected “2012 China EMBA Honorary Professor” in the ninth "China Leading EMBA Award" and has been the Visiting Scholar in UK, US and Hong Kong area for short-term or long-term study, project cooperation and negotiation.

As the Assistant General Manager of Conch Group, General Manager of Conch Company during 1998-2001, she participated in management planning and implementation of the brand “Conch” to make it become a famous brand in China instead of a local brand in Shanghai and help its sales exceeding 1 billion RMB.

During 2002-2004, at the invitation of Asia Business Consulting Co., she was appointed CMO and Executive Director of the company, undertaking a number of consulting projects of Dong'e E-Jiao Group, Shanghai HSDRUG Pharmacy Co., Ltd, Guangzhou Development Group Co., and Beijing Communication Administration, creating hundreds of millions RMB value for them.


  • 2003  Engineering, Donghua University, Ph.D.

  • 1992  Psychology, East China Normal University, M.A.

  • 1989  Psychology, East China Normal University, B.S.

Work Experience

  • Since 2006  The Glorious Sun School of Business and Management, Professor 

  • 1992-2006  The Glorious Sun School of Business and Management, Associate Professor

  • 2014-2017  The Glorious Sun School of Business and Management, Vice Dean

  • 2008-2013  The Glorious Sun School of Business and Management, Head of BA Department

  • 1997-2002  The Glorious Sun School of Business and Management, Head of Marketing Department

  • 2001-2004   Asia Business Consulting Co. Ltd, Executive Project Director (Part-time)

  • 1998-2001  Shanghai Conch (Group) Company, Marketing Executive Manager (Part-time)


Conference Papers and Presentations

  • Shen, L. The study about on-line information interaction in virtual community affecting internet user’s consumption role changing (EI).

  • Shen, L., & Li, Y. Study about influence factor of credibility dissemination of internet mouth (EI).

  • Shen, L., & Li, Y. The study about teenage consuming and lifestyle in internet age of China (EI).

Chapters, Academic Books, and Textbooks

  • Shen, L., & Zhou, Y. (2013). Research on the Differences in Consumer Decision–Making Features of New Generation of Migrant Workers Based on Life Style Segmentation, East China Economic Management.

  • Shen, L., & Cheng, Z. (2013). Study of the Subdivision within the New Generation of Migrant Workers Based on the Lifestyle, Soft Science.

  • Shen, L. (2013). Consumer Behavior: Theory and Practice, Renmin University Publish Company, Journal Papers.

  • Shen, L. (2012). Research about Influence Factor of Brand Premium of Mal Garment in China, Forecasting.

  • Shen, L., & Li, Y. (2011). Attitude Research about Luxury Brands, Forecasting.

  • Shen, L. (2010). Research on Fashion Brands in China, Qing Hua University Publish Company.

  • Shen, L. (2009). The Study on Applying Hybrid Machine Learning into Family Apparel Expenditure, Management Review.

  • Shen, L. (2008). On Evaluation Index System of Regional Tourism Industry Development Pattern, Journal of Business Economics.

Teaching and Research Projects

  • 2011-2014  Lifestyle of New Generation of Migrant Workers, National Fund

  • 2012-2014  Community Health Service Model Optimization in Qingpu.

  • 2016-2018  The Developing Strategy of Creative Industry in Yangzhi River Delta Region, Shanghai Municipal Exchange& Cooperation Office

  • 2016-2017  The Internationalization of Creative Industry in Nanxiang Town, Nanxiang Zhidi Industry Zoon


  • Undergraduate: Consumer Behavior, Marketing Management

  • Graduate: Organizational Behavior, Consumer Behavior, Contemporary Marketing Theory