Fengjun Liu Depart.:Marketing Academic Title:Professor Tel:8610-82500485 Fax:8610 82509169 Email:Liufj@263.net,Liufj@rmbs.ruc.edu.cn

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Overview

Education

2011.06-Present  Ph.D., Student Supervisor, Professor (Grade III), Department of Marketing, Renmin Business School, Renmin University of China

2008.01-2011.05  Ph.D., Student Supervisor, Professor (Grade VI), Department of Marketing, Renmin Business School, Renmin University of China

2003.04-2006.03  Ph.D., Student Supervisor, Professor and Director of Department of Management, Renmin Business School, Renmin University of China

2001.11-2003.03  Professor, Doctoral Supervisor and Deputy Director of Department of Management, Renmin Business School, Renmin University of China

2001.01-2001.10  Professor, Doctoral Supervisor, School of Business Administration, Renmin University of China

2000.06-2000.12  Professor, Renmin Business School, Renmin University of China

1993.07-2000.05  Associate Professor, School of Business Administration, Renmin University of China

Research Interests

Marketing Theory and Practice, Strategic Brand ManagementResearch Philosophy:With the acceleration of China's economic reform and social opening up, the research on the "Chinization" of corporate social responsibility theories have also been strengt

Courses

Marketing, Brand Management, Internet Financial Marketing

Publications

Papers

Selected Academic Articles:
Fengjun Liu, Guochao Zhu, Internet Financial Marketing Innovation of Commercial Banks: A Case Study Based on China Merchants Bank, Research On Development, 2017(1): pp.122-127;
Guochao Zhu, Fengjun Liu, GREE: Create A New Pattern of Internet Channels, Enterprise Management, 2017(2): pp.68-70;
Fengjun Liu, Guochao Zhu, National Development Bank Brand Operation Status, Problems and Countermeasures, Future and Development, 2017(5): pp.77-83;
Jingqiang Li, Fengjun Liu, Research on Corporate Social Responsibility Characteristics and Consumer Response – On Mediating Effect of Consumer Corporate Identity, Collected Essays on Finance and Economics, 2017(1): pp.85-94;
Fengjun Liu, Guochao Zhu, Hui Li, Research on the Explicit Mechanism of Corporate Internal Responsibility: The Influence of Perceived Internal Responsibility on Consumer Brand Attitude, Journal of Marketing Science, 2016(4): pp.89-108;
Fengjun Liu, Wei Kong, Hui Li, Research on the Internalization Mechanism of Corporate Social Responsibility on Consumer Resistance - Empirical Study Based on AEB Theory and Discount Principle, Nankai Business Review, 2015 (1): pp.52-63;
Fengjun Liu, Hui Li, Research on the Internalization Mechanism of Lenovo’s Brand Attitude Under the Background of Social Responsibility: Theoretical Construction and Empirical Research From the Perspective of Reciprocity and Identity, China Soft Science, 2014(3): pp.99-118;
Fengjun Liu, Jingqiang Li, Junmin Shi, Integration Magic Square of China Resources’s Snow Brand, Enterprise Management, 2014(3): pp.51-54;
Fengjun Liu, Jingqiang Li, New Media Marketing: Responsible for Winning Customers, PKU Business Review, 2013(11): pp.74-83;
Wenbin Wang, Fengjun Liu, Jingqiang Li, The Influence of Corporate Social Responsibility on Organizational Citizenship Behavior From the Perspective of Reciprocity Theory, Contemporary Economic Management, 2012(11): pp.24-33;


Book

Marketing (12th Five-Year” Ordinary Higher Education Undergraduate National Planning Textbooks), Participating Editor, Higher Education Press, 2014;
“Opening Up A New World of Financial Market – The Brand Development Road of CITIC Bank”, Brand Growth Strategy in the Chinese Market III (Modern Press, 2012.9), pp.124-158;
“One Day” of Ping An – The Comprehensive Financial Road of China Ping An, Brand Growth Strategy in the Chinese Market II (Modern Press, 2011.9), pp.35-65.

Services & Awards

Key community services

Member, the Enterprise Committee, China University Marketing Research Society;

Brand Consultant, CCTV Advertising Center.


Honors and Awards

2006      One of the “New Century Excellent Talents”, the Ministry of Education;
2001, 2005  One of the “Hundred Talents Project of Social Sciences Theory in Beijing”;
2005       Second Prize of the National Teaching Achievements;
2002      First Prize of the National Ordinary College Excellent Textbooks, the Ministry of Education;
2003      First Prize of the Outstanding Scientific Research Achievements of Renmin University of China;
2010      The Best EMBA Teacher of Renmin Business School, Renmin University of China;
2008, 2016  The Best EMBA Teacher of Renmin Business School, Renmin University of China;
2017-2019   Outstanding Professor of Renmin Business School, Renmin University of China.

RMBS made the Top-50 list of MBA,
EMBA and EE programs——The Financial Times

Renmin University of China

@Business School, Renmin University of China 京ICP备05066828号-1