Hong Zhu

Prof. Hong Zhu is a Professor in the Department of Marketing and E-commerce, Nanjing University Business School. She received her Ph.D. in Sociology from Nanjing University. She is a Ph.D. Supervisor, adjunct professor at Macau University of Science and Technology, visiting professor at Soochow University of Taiwan. She is currently the Director of Jiangsu Modern Market Research Center, a Member of ACR (Association of Consumer Research). She is also an anonymous review expert for Nankai Business Review, Chinese Journal Management, and Nanjing Business Review.

In the academic area, she set up lectures on IMC (Integrated Marketing Communication), Marketing, Social Psychology, and Advanced Research on Consumer Behavior. She teaches MBA, and EMBA courses covering topics of 1) Corporate Image Strategy, 2) IMC, 3) Visual Marketing of Luxury and High-end Brands, 4) Marketing Reformation in the Era of Consumption Upgrade, 5) Industrial Design, Marketing Communication, and Brand Construction, 6) Design of Store Space and Ritualistic Marketing, and 7) Online Community Marketing. Her research areas are consumption research and new retail. She has implemented many projects from National Social Science Foundation, National Natural Science Foundation, and Provincial and Ministry Programs. She also undertakes more than ten applied researches such as The Mobile Phone Usage of Chinese People and the Vicissitude of Their LifeStyles of Samsung Group, The Impact of New Media’s communication effect on Traditional Mainstream Media from Jiangsu Provincial Party Committee Propaganda Department, and Enterprise CI Strategy of Jiangsu Meilan Chemical Co., Ltd. She has published over 30 papers as the first author or the independent author in the core journals of CSSCI, including Nankai Business Review, Social Science, Journal of Nanjing University. Her papers have been repeatedly republished by Chinese Social Science Digest and Xinhua Digest. Besides, she won the first prize of the outstanding paper of the Chinese Society of Social Sciences in 2008.

Apart from contributing to marketing education, Prof. Zhu also received research funds from the Korea Foundation for Advanced Studies (SK Group). She was a visiting scholar at the Chinese University of Hong Kong (2005), Nagoya University (2008), Seoul National University (2006), Alberta University of Canada (2010), American Consumer Research Association (2013, Chicago). She obtained the second award of National Teaching Achievement (5/5), the first award of Jiangsu Provincial Teaching Achievement (5/5). In 2014, she was honored with the Special Achievement Academy Award of Soochow University of Taiwan.

Research Fields

1. Social Adaptation
   
2. Advertising and Integrated Marketing Communication
3. Consumption Space and Consumer Geography (Space Research on Shopping malls and Shops)
   
4. Luxury Consumption / High-end Brand Management