Email：yujunying@dhu.edu.cn Office: Room 610, Glorious Sun School Building

Introduction

Yun Junying: Female / Han Nationality / Born in January, 1973 / From Hebei, Shijiazhuang

• Current positions:
• Donghua University School of Management, Department of Industry and Commerce: Associate Professor and MA Student Adviser.
• In charge of the Special Fund Youth Base "Clothing Brand Management" of the Central University.
• International Experience:

2009 - Visiting Scholar at the International Business Graduate School, University of South Australia.

• Memberships:
• The American Marketing Association (AMA)
• The International Business Association (IBA).
• Projects:

Participated in the National Natural Science Fund Project 1 (completed)
Presided the Ministry of Education, Humanities and Social Sciences Project 1 (completed)
Participated in a number of projects with Enterprises and the Government.

• Publications:

11 papers in domestic academic journals, 2 monographs and 1 published as a co-author.

• Research:

Long-term involvement with the research on Brand Management, Online Marketing and International Business. Recently, I have worked on studies related to the transformation and evolution of enterprises as well as the topic of Brand Building in the era of Mobile Internet.

— Educational Experience
September 2006 - May 2011, Donghua University, School of Management, Ph.D.
September 1998 - March 2001, Donghua University, School of Management, Enterprise Management, Master
September 1991 - July 1995, Hebei University of Science and Technology, Bachelor of Engineering.

— Working Experience
2011.8 – Nowadays. Donghua University Rising Sun Business Administration Department of Business, Associate Professor, Marketing Management and International Business.
2008.9-2011.8, Donghua University Rising Sunshine School of Business, Department of Business, Lecturer, Marketing, International Business.
2001.3-2008.8, Donghua University Rising Sunshine School of Marketing, Lecturer, Marketing, International Marketing.
— Foreign Research Experience
2009.9-2010.2, Visiting Scholar, International Business School, University of South Australia, International Business and Marketing Management.
— Main Academic Participation

Since 2015, Member of the American Marketing Association (AMA) and the International Business Association (IBA)
Since 2010, in charge of the Special Fund Youth Base "Clothing Brand Management" of the Central University.
— Honor Rewards
2004. Research on SAIC Group’s Engineering System of Customer Satisfaction. Won the second prize given by the SAIC Group Education Foundation (the first prize is vacant), Chen Ruiqi, Dai Chang Jun, Yu Jun Ying and others. I was the actual executor of the project.
2005. Research on Quality Inspection and Quality Control Technology of Graduation Thesis. Won the third achievement award given by Institutions of Higher Education and Teaching in Shanghai. The first prize was obtained by Professor Xu Ming.
2009. Research and Practice on Teaching Quality Monitoring System– College’s Undergraduate level. Won the fifth prize given by Institutions of Higher Education and Teaching in Shanghai. The first prize was obtained by Professor Xu Ming.
2004. Outstanding Paper on Customer Satisfaction and Factor Analysis of B2C Book and Video Websites. During the 3rd China - US Quality Exchange Seminar. Yu Junying, Chen Shujun, Xu Ming. First Prize.

— Supervised Students - Awards
2006. Zhu Mingxia “Research on the Optimization of Third Party Logistics Distribution and Its Competitive Strategy”. Donghua University Undergraduate Outstanding Paper.

— Research Projects

• Project with the Ministry of Education, Humanities and Social Sciences. “The Interaction Mechanism of Industrial Structure Behavior and Brand Value”. 11YJ71103032. Presided over.  
• Shanghai Planning Office of Philosophy and Social Sciences. “Elements of Brand Equity in the Chinese Clothing Market, Study on Structural Model and Forming Mechanism —An Empirical Study Based on Yangtze River Delta Key Cities”. 08.4-10.9.（Completed）. Participant.
• Research Base for Studies in Humanities and Social Sciences conducted by the University of Shanghai. “Research of Shanghai Fashion Design”. Participant.
• “Investigation on Production Situation and Market Competition of Printing and Dyeing Enterprises in China. China Textile Industry Association”. 2002. Presided over.
• Commercial District Consulting. Shanghai Shangde Enterprise Development Co., Ltd．15.51．2006. Presided over.
• “Research on Application Condition of Quality Inspection Equipment in Textile Industry”. Switzerland Uster Technology Co., Ltd. 2008. Presided over.
• 2007 - 2009. Project of Public Safety and Police Investigation, Shanghai Public Security Bureau Baoshan Branch, “Investigation on Production Situation and Market Competition of Printing and Dyeing Enterprises in China”.
• China Textile Industry Association, “A Study on the Supervision Mechanism of Educational Assessment in Shanghai”.
• Shanghai Board of Education, conducting a research interview to KUHLE’s male consumers. Project established with the International Trade Shanghai Co., Ltd. Project Executive.
• “Research on a Dynamic Management Model of Service Standard Based on GAP Model and CIS Method”. Shanghai Institute of Quality Management Science.
• Children's Clothing Market Survey, Rising Sun Enterprise Co., Ltd. Responsible for the Project Implementation.
• Investigate and Research “Shanshan-ADAMS China's Children's Clothing Market Development Strategy”. Ningbo Shanshan Kids Co., Ltd.
• Shanghai Grand Theater ISO9000, consulting project, Shanghai Grand Theater
• Shanghai Jingan Hongxiang Clothing Co., Ltd. ISO9000 consulting project, Shanghai Jing'an Hongxiang Clothing Co., Ltd.

— Thesis Publications
Chen Lei, Liu Chunzhang, Yu Junying. “Examining Enterprise Strategy from the Perspective of a Commercial Network: A Case Study Based on the Training Industry. Business Research”, 2015 (2): 135-143.
Yu Junying, Shen Lei. “A Study on the Marginal Utility of Brand Value Components”. Prediction. CSSCI，2013,32（3）：60-64,69.
Yu Junying, Yang Yixiong, Du Qiping. “Evaluation of Clothing Brand Value and Its Comparative Study”. Journal of Textile Science, 2012,33（8）：134-139.
Yu Junying, Shen Lei, Du Qiping. “Customer Value Evaluation Based on Customer Statistics and Decision”, 2011（14）：80-82.
Junying Yu. “Typology and Influence Analysis of Opinion Leader: A Case Study on Fashion Online Shopping. The 2nd International Conference on E-Business & E-government”. 2011.EI.
Yu Junying, Li Hong, Du Qiping, Shen Lei, Gong Mingliang. “Research on the Construction of a Brand Comprehensive Evaluation Index System. Statistics and Decision”, 2009.10.CSSCI.
Yu Junying, Liu Pei. “Influence Factors of Purchase Decision Based on Consumers' Perception: a Study of Top-graded Cosmetic”. The Seventh Wuhan International conference on E-Business: Unlocking the Full Potential of Global Technology.2008.5.ISTP.
Yu Bingqing, Yu Junying. “Integrating the Kano Model into designing Service Quality of Online-shopping Web to Enhance Customer Satisfaction”. International Conference on Engineering Management and Service Sciences EMS 2009.2009.9. EI/ISTP
Yu Junying, Yu Bingqing. “Factor Analyses on Consumer Satisfaction of Online Shopping”. Proceedings of 2007 Conference on Systems SCIENCE, Management Science and System Dynamics.2007.11.ISTP.
Yu Junying, Cangping, Cai Yan. “Brand Extension Strategy Evaluations Based on Consumer Perception”. Proceedings of 2007 International Conference on Management Science & Engineering, 2007.8,EI/ISTP.
Cang Ping, Hu Xiaohong, Yu Junying. “An Economic Explanation of the Mechanism of Brand Equity”. Jianghuai Forum.2008.2.2008.2. CSSCI.
Wang-Hong,Luo-Xuhua,Yu-Junying. “Evaluation of public policy for innovation”. The 2nd International Coference on E-Business & E-Government.2011.EI.
Monographs
Yu Junying. Image Recognition Effect of Brand Value. Beijing: Enterprise Management Press, 2013.
Yu Junying. Research on the Value of Chinese Clothing Brands：Fashion Consumption. Enterprise Management Press. September, 2011.
Shen Lei, Du Qiping, Yu Junying, Li Hong, Yu Kui. A Study on the Value of Chinese Clothing Brand：Panorama in Mainland China. Tsinghua University Press. September, 2010.