主要简介
姓名：朱丽叶
性别：女
出生年月：1972.01
籍贯：湖南
民族：汉
研究方向：品牌管理、消费者行为


担任课程
品牌管理、零售学、市场营销原理、营销策划

教育背景
博士：中山大学管理学院中国营销与消费者行为方向博士2005.09-2009.06
硕士：中山大学管理学院企业管理专业管理学硕士学位1997.09-2000.06

工作经历
1996.4-1997.9广东省广播电视厅国际信息中心（远东广播电视有限公司）策划主管
2000.6-2005.6广东电信研究院（中国电信集团广州研究中心）市场研究部经济师
2007年9月至今，从教于广东外语外贸大学国际工商管理学院。

研究成果

主持和参与的课题：
1.主持广东省高等教育教学研究和改革项目：基于创新创业能力提升的商科人才培养模式改革，2015年。
2. 主持国家自然科学基金面上项目，消费者参与品牌共创的作用机理及品牌共创平台的构建，2013年。
3．主持教育部人文社科项目：基于文化心理视角的国货购买行为研究，2009；
4．主持广东省教育科学十一五规划项目：基于创新能力培养的大学生知识结构优化路径研究---以管理类本科生为例，2011；
5．主持校级科研项目：岭南老字号品牌复兴战略研究，2007；
6．参与国家自然科学基金重点项目：中国本土品牌成长与创新研究，2006；
7．参与国家自然科学基金面上项目：品牌原型的概念化、形成及其作用机制研究：2009；
8．参与教育部人文社科项目：能力影响的测量维度、影响因素与作用机理研究，2010；
发表学术论文：
近年在《当代财经》、《外国经济与管理》、《经济经纬》、《销售与市场》、《价值工程》等各类刊物上发表论文40余篇。近年主要论文：
1．朱丽叶，袁登华，张静宜.在线用户评论质量与评论者等级对消费者购买意愿的影响，管理评论，2017，29（2）：85-95.
2. Liye Zhu, Denghua Yuan. When Are the Buyers Willing to Post Comments on an Online Feedback System？the moderating effects of online interactivity between buyers and sellers, 13th International Conference on Service Systems and Service Management 2016, Kunming, P.R.China,2016.6.24-6.26.EI检索
3. Liye Zhu,Zhihui Xie, Lin Yang.A Grounded Theory Approach to Consumer Engagement Practice in Virtual Brand Community,Academy of International Business Southeast Asia Regional Conference 2016,Guangzhou,P.R.China, 2016.12.2-12.4.
4. Lin Yang, Liye Zhu. Research on the intervention of brand psychological contact violation perception,13th International Conference on Service Systems and Service Management 2016, Kunming, P.R.China,2016.6.24-6.26.EI检索
5.袁登华、王琦、朱丽叶.品牌推崇研究述评.外国经济与管理. 2016年第03期
6.朱丽叶，袁登华.全球化背景下消费者自我建构对国产与外国品牌评价的影响-产品类别的调节作用.成都大学学报. 2015(4): .19-25.
7. Yang Lin, Zhu Liye, Yang Li. Research on the Influence and Intervention of Brand Psychological Contract Violation on Customer Loyalty,12th International Conference on Service Systems and Service Management 2015, Guangzhou,P.R.China,2015.6.22-6.24.EI检索
8.朱丽叶，袁登华，卢泰宏.双重文化背景下消费者自我观对国产外国品牌偏好的影响.现代管理科学. 2014(5): 98-100.
9.朱丽叶，袁登华.品牌象征价值如何影响消费者溢价支付意愿？当代财经.2013(6):66-76.
10.朱丽叶.品牌意义的形成、测量与创新.战略决策研究. 2011(1) 46-52
11.朱丽叶.符号消费：后现代消费的核心.销售与市场?管理版.2011（3）56-58.
12.朱丽叶.调节聚焦原理：动机理论的重大突破.广东外语外贸大学学报. 2010（1）.
13.朱丽叶.调节聚焦理论及其在营销研究中的应用.经济经纬. 2009（5）.
14.朱丽叶、卢泰宏.消费者自我建构研究述评.外国经济与管理. 2008（2）p42-50.
15.朱丽叶.老字号独特性品牌资产的来源与构成研究.经济经纬, 2008，1：117-120.

咨询项目
基于创新能力培养的大学生知识结构优化路径研究---以管理类本科生为例，2011；
主持和参与了多个中国电信集团公司和广东省电信公司的咨询调研项目，并为多家企业（酒类企业、房地产企业和电视台）提供管理咨询和营销策划服务；

获奖情况
2009年度、2013年度校科研二等奖

联系方式
办公地址：广州大学城广东外语外贸大学管理学院358室
办公电话：
手机：
电邮：zhuliye97 @126.com


Zhu Liye (Associate Professor)
Personal Information
Name: Zhu Liye
Gender: Female
Birth: January，1972
Native Place: Hunan
Nationality: Han
Research Interest: Brand Management; Consumer Behavior


Courses Taught
Brand Management; Retailing; Principles of Marketing; Marketing Planning

Education
2005.9-2009.6 Sun Yet-sen University, PhD Chinese Marketing and Consumer
Behavior
1997.9-2000.6 Sun Yet-sen University, Master Business Management

Work
Experience
2007.9-present Associate Professor, Guangdong University of Foreign Studies, School of Management
2000.6-2005.6 Economist, China Telecom Guangdong Branch Market Research Department
1996.4-1997.9 Planning Director, Guangdong Radio and Television Station International Information Center (Far East Broadcasting Company)

Research Outputs
Projects hosted and participated:
1.Higher Education Teaching Research and Reform Project of Guangdong Province
2.The National Natural Science Fund project: Consumer participation mechanism and brand platform creation, 2013.
3.The Ministry of education of Humanities and social sciences research project:
Purchase behavior of domestic product purchase based on the perspective of culture and psychology, 2009;
4.Eleventh five-year plan of Guangdong province education science project: Optimization of College Students' knowledge structure based on cultivation of innovation ability -Take management undergrads as example,2011;
5.School-level scientific research project: Rejuvenation strategy research on time-honored Lingnan brands, 2007;
6.Participated in National Natural Science Foundation Project: Study on the
growth and innovation of local brand in China, 2006;
7.Participated in National Natural Science Fund Project: The concept, formation
and mechanism of brand prototype: 2009;
8.Participated in Ministry of education in Humanities and Social Sciences project: Dimension, mechanism and factors of the ability to influence, 2010;
Representative Research Publications:
Over 40 publications were published on “Contemporary Finance", "Foreign Economic and Management", "Economic Affairs", "Sales and Marketing", "Value engineering" and others.
1. Liye Zhu, Denghua Yuan, Jingyi Zhang. The Influences of online user commentary quality and the rating of the reviewers on the willingness to buy of consumers. Business Review. 2017, 29 (2)：85-95.
2. Liye Zhu, Denghua Yuan. When Are the Buyers Willing to Post Comments on an Online Feedback System？the moderating effects of online interactivity between buyers and sellers, 13th International Conference on Service Systems and Service Management 2016, Kunming, P.R. China, 2016.6.24-6.26.
3. Liye Zhu, Zhihui Xie, Lin Yang. A Grounded Theory Approach to Consumer Engagement Practice in Virtual Brand Community, Academy of International Business Southeast Asia Regional Conference 2016, Guangzhou, P. R. China, 2016.12.2-12.4.
4. Lin Yang, Liye Zhu. Research on the intervention of brand psychological contact violation perception, 13th International Conference on Service Systems and Service Management 2016, Kunming, P.R. China, 2016.6.24-6.26.
5.Denghua Yuan, Qi Wang, Liye Zhu. A Review of the Research on Brand Recognition. Foreign Economies and Management. 2016 (3)
6.Liye Zhu, Denghua Yuan. The Impact of Consumers’Self-construal on Brand Evaluations for Domestic and Foreign Brands in the Context of Globalization一The Moderating Effect of Product Category. Journal of Chengdu University. 2015(4): .19-25.
7. Yang Lin, Zhu Liye, Yang Li. Research on the Influence and Intervention of Brand Psychological Contract Violation on Customer Loyalty, 12th International Conference on Service Systems and Service Management 2015, Guangzhou,P.R.China, 2015.6.22-6.24.
8. Liye Zhu, Denghua Yuan, Taihong Lu. The influence of consumer self-concept on foreign brand preference under.dual cultural background. The modern management science, 2014 (5): 98-100.
9. Liye Zhu, Denghua Yuan.How brand symbolic value influence consumers' willingness to pay a price premium? Contemporary financial.2013 (6): 66-76.
10. Liye Zhu. The formation, measurement and innovation of Brand Meaning”. Research on the strategic policy .2011 (1) 46-52.
11.Liye Zhu.Symbol consumption:The Cole of Postmodern Consumption. Sales and marketing, management version.2011 (3) 56-58.11.
12. Liye Zhu.Regulatory focus theory: a breakthrough in motivation theory”. Journal of Guangdong University of Foreign Studies. 2010 (1).
13. Liye Zhu. Regulatory focus theory and its application in marketing research”. Economic survey. 2009 (5).
14. Liye Zhu,Taihong Lu.Self-construction of consumers. Foreign economic and management.2008 (2) 42-50.
15.Liye Zhu. Research on the constitute and source of time-honored brand assets”. Economic survey. 2008 (1) 117-120.

Consulting
Project
Hosted and participated in a number of China Telecom and Guangdong Telecom consulting research project, and provided management consulting and marketing services for a number of enterprises (liquor companies, real estate companies and TV stations).

Awards
2009 School-level Scientific Research Award The Second Prize
2013 School-level Scientific Research Award The Second Prize

Contact
Address: Room 358, School of Management, Guangdong University of Foreign Studies,Guangzhou Higher Education Mega Center, Guangzhou, Guangdong, China
Mobile: **
Email: zhuliye97@126,com



Zhu Liye (Associate Professor)

Personal Information
Name: Zhu Liye
Gender: Female
Birth: January，1972
Nationality: Chinese
Research Interest: Brand Management; Consumer Behavior



Courses Taught
Brand Management; Retailing; Principles of Marketing; Marketing Planning

Education
2005-2009 Sun Yet-sen University, PhD Chinese Marketing and Consumer Behavior
1997-2000 Sun Yet-sen University, Master Business Management


Work Experience
2009-present Associate Professor, Guangdong University of Foreign Studies, School of Management
2000-2005 Economist , China Telecom Guangdong Branch Market Research Department
1996-1997 Planning Director, Guangdong Radio and Television Station International Information Center

Research Outputs
Projects hosted and participated:
1. Guangdong higher education teaching research and reform project: The reform of commercial talents training mode based on innovation and Entrepreneurship, 2015.
2. The National Natural Science Fund project: Consumer participation mechanism and brand platform creation, 2013.
3 The Ministry of education of Humanities and social sciences research project: Purchase behavior of domestic product purchase based on the perspective of culture and psychology, 2009;
4. Eleventh five-year plan of Guangdong province education science project: Optimization of College Students' knowledge structure based on cultivation of innovation ability -Take management undergrads as example,2011;
5. School-level scientific research project: Rejuvenation strategy research on time-honored Lingnan brands, 2007;
6. Participated in National Natural Science Foundation Project: Study on the growth and innovation of local brand in China, 2006;
7. Participated in National Natural Science Fund Project: The concept, formation and mechanism of brand prototype: 2009;
8. Participated in Ministry of education in Humanities and Social Sciences project: Dimension,mechanism and factors of the ability to influence, 2010;
Representative Research Publications:
Over 40 publications on "Contemporary Finance", "Foreign Economic and Management", "Economic Affairs", "Sales and Marketing", "Value engineering" and others.
1．Liye Zhu, Denghua Yuan，Jingyi Zhang.The Impact of Online User Reviews Quality and Commentators Rank on Consumer Purchasing Intention-The Moderating Role of Product Involvement [J]. Management Review, 2017，29（2）：85-95.
2. Liye Zhu, Denghua Yuan. When Are the Buyers Willing to Post Comments on an Online Feedback System？the moderating effects of online interactivity between buyers and sellers, 13th International Conference on Service Systems and Service Management 2016, Kunming, P.R. China,2016.6.24-6.26. EI检索
3. Liye Zhu,Zhihui Xie, Lin Yang.A Grounded Theory Approach to Consumer Engagement Practice in Virtual Brand Community, Academy of International Business Southeast Asia Regional Conference 2016,Guangzhou,P.R.China, 2016.12.2-12.4.
4. Lin Yang, Liye Zhu. Research on the intervention of brand psychological contact violation perception, 13th International Conference on Service Systems and Service Management 2016, Kunming, P.R. China,2016.6.24-6.26. EI检索
5. Denghua Yuan, Qi Wang, Liye Zhu.Review on Research of Brand Evangelism [J].Foreign economy and management, 2016,38(3):61-72.
6. Liye Zhu，Denghua Yuan.The Impact of Consumers＇Self- construal on Brand Evaluations for Domestic and Foreign Brands in the Context of Globalization—The Moderating Effect of Product Category[J].Journal of Chengdu University,2015(4): .19-25.
7. Yang Lin, Zhu Liye, Yang Li. Research on the Influence and Intervention of Brand Psychological Contract Violation on Customer Loyalty, 12th International Conference on Service Systems and Service Management 2015, Guangzhou,P.R.China,2015.6.22-6.24. EI检索
8. Liye Zhu，Denghua Yuan, Taihong Lu.The influence of consumer self concept on foreign brand preference under.dual cultural background[J]. The modern management science, 2014 (5): 98-100.
9. Liye Zhu，Denghua Yuan.How brand symbolic value influence consumers' willingness to pay a price premium? [J].Contemporary Financial,.2013 (6): 66-76.
10.Liye Zhu. The formation, measurement and innovation of Brand Meaning [J]. Research on the strategic policy, .2011, (1): 46-52..
11. Liye Zhu.Symbol consumption:The Cole of Postmodern Consumption. Sales and marketing[J]. Management Version,.2011 (3) 56-58.
12. Liye Zhu. Regulatory focus theory: a breakthrough in motivation theory[J]. Journal of Guangdong University of Foreign Studies, 2010, (1).
13. Liye Zhu.Regulatory focus theory and its application in marketing research[J]. Economic Survey, 2009 (5): 117-120.
14. Liye Zhu，Taihong Lu.Self construction of consumers[J].Foreign economic and management., 2008, (2): 42-50.
15. Liye Zhu.Research on the constitute and source of time-honored brand assets[J].Economic survey, 2008, (1): 117-120.

Contact
Address: Room 358, School of Management, Guangdong University of Foreign Studies,Guangzhou Higher Education Mega Center, Guangzhou, Guangdong, China
Mobile:
Email: zhuliye97@126,com