Chunzhang Liu

Office: Room 301, Guanli New Building


research interests: marketing, brand management, event marketing


Chunzhang Liu, PhD in Shanghai Jiao Tong University, is currently the lecturer in Glorious Sun School of Business Administration, Donghua University. He is the visiting scholar of Bournemouth University. He is also the reviewer of Journal of Convention & Event Tourism. He is interested in marketing, brand management, and event marketing etc.


  • 2006.03-2009.07  Marketing, Shanghai Jiao Tong University, Ph.D. 

  • 2000.09-2003.03  Management Science, Shanghai Jiao Tong University, M.A.

  • 1996.09-2000.07  Management Engineering, Jilin University, B.S.

Work Experience

  • since 2009.07    Department of Tourism & Event, Glorious Sun School of Business Administration, Donghua University, Lecturer

  • 2004.03-2005.04  Shanghai Potevio Co., Ltd, Administrator

Academic Experience

  • 2016.01-2017.01  Bournemouth University, Visiting Scholar


Journal Papers

  • Chen, L., Liu, C., & Yu, J. (2015). Reviewing corporate's strategies from business networking perspective: A case study in training & education institutes. Commercial Research, 02: 135-143.

  • Gao, Y., Wang, L., Dai, G., & Liu, C. (2012). Research on the development of the exhibition format of Yangtze river delta after the Expo. Science Development, 12: 23-34.

  • Yu, M., & Liu, C. (2009). Study on brand reputation using solow growth model. Industry Engineering and Management, 04: 127-131.

  • Liu, C., & Yu, M. (2009). Differentiation: the choice for China unicom CDMA in network externality. Journal of Shanghai Jiaotong University, 09: 1369-1372.

  • Liu, C., Yu, M., & Yang, S. (2008). Application of FMEA in brand safety management system. Industry Engineering and Management, 06:78-82.

  • Liu, C., Yu, M., & Hou, A. (2008). Mechanism of brand crisis evolvement. Marketing Herald, 03: 72-75.

  • Liu, C., Yu, M., & Gao, F. (2008). The franchising fee decision in C-D product function. Journal of Systems & Management, 05: 566-571.

  • Xue, K., Yu, M., & Liu, C. (2007). An influencing research on brand personality to perceived quality. International Journal of Business and Management, 04.

  • Xue, K., Yu, M., & Liu, C. (2007). Failure mode of media brand competence based on FMEA. Journalism & Communication, 03: 69-74+97.

  • Xue, K., Yu, M., & Liu, C. (2007). Study on influence of consumers’ personality on brand recognition. Journal of Tianjin Normal University, 05: 30-33+63.

  • Yu, M., & Liu, C. (2006). Literature review and factor analysis of brand competence. Marketing Herald, 06: 44-47.

  • Chen, H., Yu, R., & Liu, C. (2003). The fee structure of franchise. Commercial Research, 13: 80-82.

  • Liu, C., Huang, T., & Chen, H. (2002). Risk-adjusted-return and its applications in investment decision-a complementarity for mean-variance decision rule. Management Science, 05: 75-77.

Chapters, Academic Books, and Textbooks

  • Pan, W., Liu, C., & Liu, L. (2011). Tourism Culture and Communication, Peking University Press.

  • Yu, M., & Liu, C. (2008). Brand Crisis Management, Wuhan University Press.

Teaching and Research Projects

  • 2018.06-2018.12  Research on the Event Economy, Exhibition Economy and Forum in Fengxian District, Publicity ministry of Fengxian District of Shanghai Municipal committee of CPC, Principal

  • 2011.01-2012.12  Study on forming mechanism of brand reputation, Fundamental Research Funds for the Central Universities,Principal

  • 2011.01-2011.12  Unique and image building of university, Shanghai Association of Higher Education,Principal

  • 2010.01-2010.12  Study on forming mechanism of fashion brand, Fundamental Research Funds for the Central Universities,Principal

  • 2010.01-2010.07  Branding of hongmo 51.3 of huimeng group, HuiMeng Group

  • 2008.04-2008.06  Brand strategy for cross border division of microsoft(China)

  • 2008.03-2009.02  Brand strategy for Jinjiang hotel

  • 2008.11-2009.04  Brand planning for “citizen and society” column of SMG

  • 2007.03-2008.03 Brand competence of Shanghai equipment manufacture, high-technology and service industry, Shanghai Economics Committee

  • 2007.10-2008.01  Evaluating for brand competence of Luwan district, Shanghai, Luwan Economics Committee

  • 2007.06-2008.05  Brand planning of automobile service trading for SAIC, Shanghai Automotive Education Foundation

  • 2006.03-2007.03  Study on consumers’ mental recognition in brand extension, Guangdong Planning Office of Philosophy and Social Science


  • Undergraduate:Marketing,Event Planning and Marketing

  • Graduate: Business Ethics and Culture