Kui Yu

Office: Room 317, New Glorious Sun School Building

Email: yukui@dhu.edu.cn

research interests: marketing, fashion marketing, internet business model


Teacher Kui Yu received her MBA degree from New York Institution of Technology in 1999. Her main research fields are marketing management and fashion marketing, and published several books in relevant field. Dozens of journalist papers related to her research fields have been issued.


  • 1998.09-2000.03  Business Administration, New York Institution of Technology & Jiangx University Finance and Economics, M.A.

  • 1989.09-1993.06  English Language and Literature, Jiangxi University, B.A.

Work Experience

  • since 2001.10    Glorious Sun School of Business and Management, Donghua Unversity

  • 2000.02-2001.09  Shanghai Gaojing Technology Research Institute of Electronics

  • 1993.07-2000.01  Agriculture Bank of China, Jiangxi Branch


Journal Papers

  • Li, H., Yu, K., & Dong, W. (2012). A research on consumers' response to footwear stockouts. Management Review, (007): 63-69.

  • Li, H., Yu, K., & Xia, J. (2011). How negative online reviews affect consumers' online purchasing decision: an empirical study. Journal of Intelligence, (005): 202-206. Wang, Z., Yu, K., & Zeng, M. (2004). The application of fuzzy analysis method in the risk sequences of financial organizations. Journal of Applied Sciences, (002): 255-257.

Conference Papers and Presentations

  • Yu, K. (2014). Research on the measurement and influencing factors of the employee loyalty of exhibition company in china, presented at APHSS 2014.

  • Yu, K. (2011). A research on perceived value and satisfactory of female online purchasing, presented at E-Business and E-Government, 5: 7650-7653.

  • Wang, Z., & Yu, K. (2006). Discussion on the calculation method of coordinated development degree among human, resources and environment, presented at Annual Meeting of Social Economic System Engineering Committee of Chinese Society of Systems Engineerin.

Chapters, Academic Books, and Textbooks

  • 2016.03  Reassignment of the Agricultural Labor Force in China, Enterprise Management Publishing House.

  • 2009.07  Macroeconomics, Huazhong University of Science and Technology Press.

  • 2009.01  Microeconomics, Huazhong University of Science and Technology Press.

Teaching and Research Projects

  • 2019-2020  Wenzhou "G104 fashion corridor" three year construction action plan, Participant

  • 2018-2020  Shanghai all English model course retail management, Principal

  • 2014-2016  Research on fashion brand planning and communication, Central University Fund Project, Principal

  • 2009-2011  Research on the evaluation of clothing brand value in Chinese market, Research on Evaluation of Clothing Brand Value in Chinese Market, Participant


  • Undergraduate: Retail Management(in English), Fashion Marketing Management, E-Business Model

  • Graduate: Retail Management