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Professor Jiang Minghua from Guanghua School of Management, Peking University, went to Beijing Shengchuang Hospital to teach
Release time:2018-07-25Click:588

On the afternoon of July 24, Prof. Jiang Minghua from Guanghua School of Management of Peking University entered the Beijing Shengchuang Institute and brought special training in marketing.


Professor Jiang Minghua, Assistant Dean of Peking University Guanghua School of Management, Professor of Marketing Department, Doctoral Supervisor, Executive Director of EMBA Center, has been engaged in teaching and research in marketing field for many years, and his research results are quite rich. The main teaching courses are: "Marketing Management and Analysis", "Brand Management" and so on.


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Professor Jiang Minghua brings special training in market sales at Beijing Shengchuang Hospital


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The main contents of the training include marketing overview, marketing strategy, summary, and bibliography.


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Training site


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interactive session







Faculty Profile


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Professor Jiang Minghua




Jiang Minghua received his Ph.D. in Economics from Peking University in 1997. He is currently a professor and doctoral supervisor of the Marketing Department of Guanghua School of Management, Peking University; director of the Brand Management Research Center of Guanghua School of Management, Peking University; deputy director of the Sports Management Center of the University of Peking University, Guanghua School of Management; Assistant Dean of Guanghua School of Management, Peking University , Executive Director of the EMBA Center. Visiting University of Hertfordshire University Business School (January-December 1998) and Northwestern University Kellogg School of Business (September 2001-March 2002) and Rice University of the United States (2009) September to June 2010). Serving as a marketing and brand consultant for a number of companies, providing consulting services such as marketing strategies and brand strategies.


His research interests include marketing strategy decisions, brand asset management and brand spokesperson influence, and sports marketing. The completed National Natural Science Foundation projects have (in chronological order): “Brand value components and their influencing factors (70172020)”, “Brand personality dimension and its measurement scale research (70472024)” and “Luxury ecology and consumption” Research on Consumer Motivation (70872006) and "Sports Sponsorship on Brand Equity and Its Mechanism of Action (71172030)".


Main research findings: "Quantifying and Dynamic Effects of Service Recovery on Customer Satisfaction: Evidence From Chinese Mobile Phone Markets", "Relations among Attractiveness of Endorsers, Match-up, and Purchase Intention in sport marketing in China", "Medals in transition: "Meeting medal performance and inequality of Chinese provinces", "The impact of product injury crisis response strategies on brand equity _ corporate reputation and the role of crisis types" published in the Journal of Service Research, Journal of Consumer Marketing, Journal of Comparative Economics and "Management World" and other domestic and foreign academic journals.









Summary of lecture content


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On the afternoon of July 24, Prof. Jiang Minghua from Guanghua School of Management of Peking University entered the Beijing Shengchuang Institute and brought special training in marketing.


Professor Jiang Minghua, Assistant Dean of Peking University Guanghua School of Management, Professor of Marketing Department, Doctoral Supervisor, Executive Director of EMBA Center, has been engaged in teaching and research in marketing field for many years, and his research results are quite rich. The main teaching courses are: "Marketing Management and Analysis", "Brand Management" and so on.


Professor Jiang Minghua brings special training in market sales at Beijing Shengchuang Hospital


The main contents of the training include marketing overview, marketing strategy, summary, and bibliography.


Training site


interactive session







Faculty Profile



Professor Jiang Minghua




Jiang Minghua received his Ph.D. in Economics from Peking University in 1997. He is currently a professor and doctoral supervisor of the Marketing Department of Guanghua School of Management, Peking University; director of the Brand Management Research Center of Guanghua School of Management, Peking University; deputy director of the Sports Management Center of the University of Peking University, Guanghua School of Management; Assistant Dean of Guanghua School of Management, Peking University , Executive Director of the EMBA Center. Visiting University of Hertfordshire University Business School (January-December 1998) and Northwestern University Kellogg School of Business (September 2001-March 2002) and Rice University of the United States (2009) September to June 2010). Serving as a marketing and brand consultant for a number of companies, providing consulting services such as marketing strategies and brand strategies.


His research interests include marketing strategy decisions, brand asset management and brand spokesperson influence, and sports marketing. The completed National Natural Science Foundation projects have (in chronological order): “Brand value components and their influencing factors (70172020)”, “Brand personality dimension and its measurement scale research (70472024)” and “Luxury ecology and consumption” Research on Consumer Motivation (70872006) and "Sports Sponsorship on Brand Equity and Its Mechanism of Action (71172030)".


Main research findings: "Quantifying and Dynamic Effects of Service Recovery on Customer Satisfaction: Evidence From Chinese Mobile Phone Markets", "Relations among Attractiveness of Endorsers, Match-up, and Purchase Intention in sport marketing in China", "Medals in transition: "Meeting medal performance and inequality of Chinese provinces", "The impact of product injury crisis response strategies on brand equity _ corporate reputation and the role of crisis types" published in the Journal of Service Research, Journal of Consumer Marketing, Journal of Comparative Economics and "Management World" and other domestic and foreign academic journals.









Summary of lecture content




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