Mingyang YU

  • Department:Marketing
  • Phone:+86 (0)21 62933171
  • Title:Professor
  • Email:myyu@sjtu.edu.cn
  • Mingyang Yu
    Professor of Marketing
    Antai School of management
    Shanghai Jiaotong University

    BS, Philosophy, Zhejiang University
    MS, Economics, Fudan University
    Ph.D., Marketing, Fudan University
    Post Doctoral Education(I), Marketing, Fudan University
    Post Doctoral Education(II),Marketing, Beijing University

    Positions Held
    Professor a irector of Brand Research Center, Antai School of Management, Shanghai Jiaotong University
    Professor of Marketing, the Institute of Journalism and Communication, Shenzhen University
    Professor of Communication, the Institute of Journalism and Communication, Huazhong University of Science and Technology
    Guest Professor in Zhongshan University, Donghua University, Southwest Jiaotong University

    Selected Honors and Awards
    Awards for national wide best selling books, national wide academic achievements, outstanding contributions for Social science 
    Award for Top 10 consultants of China (1997)
    Award for Top 10 advertising specialists(2003)

    Selected External Service and Assignments
    Academician of International Information Academe of the UN  (IIA)
    Principle of China Consulting Institute
    Director of Brand Strategy Committee, China Marketing Association
    Deputy-Director of China Public Relations academic association,
    Chairman of Applied CSI association of Shenzhen City
    Principle Consultant of several enterprises, such as DLX, BSD, AMOI etc.

  • Current Research and Interests
    Brand and brand building
    Brand Crisis management
    Brand innovation
    Global brand management
    Selected Papers and Publications
    Author of 130 articles and 68 books. The most recent one is Brand Research , 2005, Fudan University Press .
    The wide accepted theories include: the theory of brand life-time, the evaluation model of brand extension, the interaction structure of Advertising and Public administration, the theory of Core concept image of Public relations

  • Selected Teaching Experiences
    Courses opening for Doctoral students, Postgraduate students, University students, EMBA, MBA, Government Officers, CEO programs
    Brand Strategy and management
    Advertising and Public relations
    Competitive Strategy
    Marketing Management 
    And as Fulbright Scholar Lecturer visited universities in Europe, America, Australia, Africa, Asia