Preeminence and Progress: Work Review(2022) of Asia-Europe Business School of East China Normal University
In the past 2022, adhering to the principle of building a world-class university in ECNU, the Asia-Europe Business School took the school's excellent education, academic excellence and excellent administration as its work spirit and pursuit, enhanced the construction of world influencial disceplines and brand strategy and enterprise growth, upgraded professional education in the direction of smart business, and promoted the mode of " business education + " and "science and technology +" in discipline construction.
KPI is the Most Significant Indicator for Our Works
We have selected some of our achievements to encourage all teachers and students to go all out in the upcoming 2023 and pursue greater progress with stronger motivation and higher goals.
Publishing papers in the world’s top journals continuously and adhering to the first-class level
In 2022, the academic achievements of our professors were published in the international business academic journals, such as Professor. Wang Xuehua’s paper "How Consumers Respond to Embarrassing Service Encounters: A Dehumanization Perspective" were published in "Journal of Marketing Research". On top of that, the paper "Do Long-life Customers Pay More in Pay-what-you-want Pricing? Evidence from Live Streaming " by Asistant Professor. Ma Xuejing was published in "Journal of Business Research". The paper "Antecedents and Consequences of Gift-Receiving in Live Streaming: An Exploratory Study " by Professor. Ma was published in "Journal of Interactive Marketing".
Asistant Professor. Yang Feifei also published her papers: " Does Cross-cultural Experience Matter for New Venture Performance? The Moderating Role of Socio-cognitive Traits" and "The Efficacy of Organizational Control Interactions: External Environmental Uncertainty as a Critical Contingency" in "Journal of Business Research".The paper, "Marriage Equality for Everyone? The Business Case for Marriage Legislation", written by Asistant Professor. Wang Jianrong, was also published in the world’s top academic journal-"Journal of Business Research" .
Interdisciplinary innovation of marketing science and summer school have brought extensive influence
From August 15 to 20, the first summer school of "Interdisciplinary Innovation of Marketing Science"was started, with an average daily audience of more than 1,300 people over six days, and a total of 880 doctoral students, postgraduates, undergraduates and university teachers participated in the course. This summer school invited 17 professors and experts from well-known universities in China and abroad to give special lectures to the students. With innovative curriculum design, the summer school has been positioned at the intersection of marketing science, and promotes the communications of academic ideas through academic lectures and review discussions, and has gained nationalwide influence.
No.3
Big breakthrough : Three marketing teachers’ applications to National Science Foundation Project in 2022 have been approved
In 2022, a total of three full-time teachers were approved for one general program and two youth science fund programs, all of whom are young teachers in the marketing discipline.
No.4
A number of teaching projects has been set up
New AI Business has explored and supported the reform of business education. The two English courses of Financial Management and Research Methodology in Management & Report Writing declared by Professor. Wang Jianrong and Zhang Mingyue respectively were selected as the 2022 university-level all-English teaching course construction project of East China Normal University
No.5
The works of international student recruitment and education developed steadily in 2022
In the face of severe and complex market competition and the impact of the Coronavirus Pandemic, AEBS has successfully completed the annual work of international students recruitment by building a comprehensive publicity platform, increasing recruitment publicity, exploring student source channels, and constantly innovating enrollment work ideas and working methods. Many new countries of origin (international students) have been added in 2022 such as New Zealand, Denmark, Serbia, Laos, Cambodia and Ethiopia. The population of international students accounts for nearly 50% in AEBS. In order to minimize the impact of the coronavirus pandemic and tuition fee increases, AEBS has formulated the measures for international students scholarships, and the coverage rate of international students scholarships in 2022 is 41%. The international student source countries have expanded to 53 countries.
No.6
The 6th " National Excellent Student Summer Camp of Asia Europe Business School" was successfully held
AEBS has received 513 applications from students in 151 privileged universities, including East China Normal University, Xiamen University, Central South University, Sichuan University, China University of Political Science and Law, and Southwest University of Finance and Economics. More than 66% of the students enrolled are from china’s double first-class construction universities, 985 Project and 211 Project key universities. After strict evaluation by the college's professor group, 82 students finally stood out and were shortlisted for this summer camp.
No.7
Academic interactions and cooperations
In 2022, the teachers and professors of AEBS continued to explore the research of science and technology+ and business education + related interdisciplinary topics. Untill December 31, We have invited 25 experts, scholars and leading enterprise executives from first-class universities in China and abroad in the rigions of marketing, strategic management, innovation management, entrepreneurial finance and economics, and operation management. A total of 10 "Academic Frontiers" lecture series, 10 Academic Research Topics lecture series and 8 Business Practice lecture series have been held successfully. The academic exploration have been strengthened through the interactions and communications between teachers and students. The academic insights have been raised also through those academic cooperations.
No.8
2022 Forum of "Branding Science&Applications and International Symposium of Global Branding Strategy-High Quality Development and New Brand Stragtegy" was successfully held online on December 29
This forum was co-hosted by East China Normal University, and Chinese Marketing Association of Universities , and organized by the Institute for National Branding Strategy of ECNU.A number of scholars and experts from related industry and fields were invited to give speeches, attracting nearly 2,000 participants to participate online. The conference adheres to the mission of bringing together forces from all walks of life, discussing major issues of the brand, and contributing wisdom to the national strategy. Under the context of the new national development, the theoretical research of global branding strategy promotes in-depth understanding of the future branding developments.
No.9
Official release of the "Daxia’s 2022 Brand Strength Index of the Nation Champions "
At 2022 forum of "Branding Science&Applications and International Symposium of Global Branding Strategy-High Quality Development and New Brand Stragtegy", Professor He Jiaxun ( chairman of the forum, director of the Institute for National Branding Strategy and R&D expert of the Daxia Index List) on behalf of Institute for National Branding Strategy of ECNU and the co-publisher Xinhua News Agency "China Top Brands" magazine co-released the “Daxia 2022 Brand Strength Index of the Nation Champions". After the release of the Daxia index list, it has aroused widespread attention from all walks of life. According to the Daxia Index, Huawei, Moutai, and Alibaba rank in the top three; The annual index was 77.87, slightly higher than 73.22 in 2021, with an overall increase of 6.35%.
No.10
The forum of “China Brand Day”-The leading Branding Strategy
The Institute for National Branding Strategy held the 6th "China Brand Day" Special Forum on May 9, focusing on the theme of "Entrepreneurship Achieves Brand Led Growth", inviting a number of experts from academia and industry to deliver keynote speeches, attracting more than 5,000 participants from all walks of life.
No.11
Teaching Training for Teachers in Colleges and Universities Across the Country
On December 30, entrusted by Chinese Marketing Association of Universities, Professor He Jiaxun, Director of the Chinese Marketing Association of Universities-Brand Management Committee and Chinese Dean of the Asia Europe Business School of East China Normal University, led the Chinese and foreign teaching team to conduct teaching training for the course -Strategic Brand Managementand-for teachers of economic management in colleges and universities across the country. The main trainers of this training team are Professor. He Jiaxun, Assistant Professor. Wang Jianrong, Assistant Professor. Zhang Mingyue, Assistant Professor. Wu Yi, as well as specially invited lecturer Qin Yiyan (from Alibaba), and Lawyer. Chen Shaojuan from Jijia Law Firm. Professor He's team upgraded the traditional Brand Management course to the Strategic Brand Management course, and created a new theoretical system of strategic brand management different from Europe and the United States, and repositioned the logic and system of strategic brand management.
No.12
Developed new theoretical ideas and pursued academic progress
In 2022, Professor He Jiaxun put forward a number of new theoretical ideas in the form of international academic papers, forum speeches and monographs, which attracted wide influence and praise in the academic and industry circles. At the 6th "China Brand Day" Special Forum this year, Professor He Jiaxun proposed the Entrepreneur Branding Strategy System, which was later published in the 9th issue of "Tsinghua Business Review" this year; Published a paper in the internationally renowned "European Journal of Marketing", proposing the dynamic brand positioning theory, changing the Western-dominated brand positioning theory for half a century; In October 2022, he published a monograph entitled "Chinese Brand Management - Problem Situations and Theoretical Thoughts", proposing five major ways for Chinese theoretical thought to contribute to the world, namely seeking common ground while reserving differences, complementarity, tool development, the role of seeds, and evolution.
