孙亚程
市场营销系 副教授
市场营销系系副主任

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电邮 sunyc@sem.tsinghua.edu.cn
办公室 伟伦楼 528
办公室开放时间 周五 14:00-15:00（营销分析，1-8周）
周日 16:00-17:00（营销管理，1-13周）


个人简介
研究成果
研究项目
媒体报道

孙亚程老师2001年获得华中理工大学理学学士学位；2002年获得印第安纳大学经济学硕士学位；2008年获得印第安纳大学营销学博士学位。孙亚程老师主要从事定价策略、顾客关系管理分析和社交网络研究。
论文（国际）

Yacheng Sun and Dan Zhang, “A model of customer reward programs with finite expiration terms,” forthcoming,Management Science.

Vineet Kumar and Yacheng Sun, "Designing pricing strategy for operational and technological transformation," forthcoming,Management Science.
Yacheng Sun, Xiaojing Dong and Shelby McIntyre, “Motivation of user-generated content: social connectedness moderates the effects of monetary rewards,”Marketing Science2017, May/June (Lead Article).
Yacheng Sun, Shibo Li and Baohong Sun, “An empirical analysis of consumer purchase decisions under bucket-based price discrimination,”Marketing Science2015, September/November.
Praveen K. Kopalle, Yacheng Sun, Scott A. Neslin, Baohong Sun and Vanitha Swaminathan, “The joint sales impact of frequency reward and customer tier components of loyalty programs,”Marketing Science2012, March/April.
Jiewen Hong and Yacheng Sun, "Warm it up with love: the effect of physical coldness on liking of romance movies,"Journal of Consumer Research2012, August.


研究项目
1）“An analysis of Buy X, Get One Free reward programs,” (with Yan Liu and Dan Zhang), under review at Operations Research.

2）“Customer coalition loyalty program,” (with Yan Liu and Dan Zhang), work in progress.
3) “How to Motivate (or Demotivate) User-Generated Content among Connected Consumers” (with Xiaojing Dong and Shelby McIntyre), under review at Sloan Management Review.

4) “Online infomediary for one-of-a-kind services,” (with Atanu R. Sinha), Working paper.

5) “When is the juice worth the squeeze?–an empirical study on optimal structuring of win-back strategy in the presence of customer dynamics.” (with Shibo Li and Baohong Sun) Working paper.




媒体报道

Harvard Business Review
The Wall Street Journal (US)
Fox News (US)
CBC News (Canada)
The Medill News Service (US)
The Toronto Star (Canada)
The Huffington Post (US)
The Daily Mail (UK)
Times of India (India)
Men’s Health (US)
Psychology Today (US)