Associate Professor Liu Xinyan
1) Online Marketing
2) Supply Chain Management
3) New Retailing
4) Consumer Behavior in the Digital Economy
The Research Center for Electronic Commerce (the Center) was established in 2008 with its core members of key faculty members from the Department of Marketing Management in the SBA. At present, the Center has one director, four deputy directors and another 11 core members. Among them are 1 professor, 10 associate professors and 5 lecturers. Through years of exploration, there are four main directions of research: consumer behavior in the digital economy, online marketing, supply chain management and new retailing.
Since 2019, members of the Center have undertaken a total of 9 vertical projects (with an amount of RMB 1.88 million in account) and 1 horizontal project (with an amount of RMB 100,000 in account). They have published more than 20 high-quality research papers on UT Dallas24 and FT50 as well as domestic authoritative journals. The Hubei think tank achievement “Countermeasures and Suggestions for Promoting Social Co-governance in the field of Social E-commerce Market Regulation in Hubei Province” written by Associate Professor Liu Xinyan, director of the Center, has been given key instructions by the leaders in charge. The faculty of the Center led more than 10 graduate students to attend academic conferences in the field of e-commerce and marketing in three years, and eight papers of them have won awards in various academic conferences. The Center and the Department of Marketing Management have co-hosted 17 academic online and offline academic seminars, with themes around cross-border e-commerce, online marketing, big data, new retailing, etc. The invited experts included industry executives and experts, well-known professors at home and abroad, and young researchers. At the same time, members of the Center have actively participated in the weekly MTTC literature sharing activities for postgraduates. On the whole, the Center has made great contributions to the faculty development, student growth and social service functions of the Department of Marketing Management.