RESEARCH INTERESTS

Consumer New Product Decision Making

Consumer Information Processing

Viral Marketing and e-WOM

EDUCATION

Ph.D., Management (Marketing),Tsinghua University , 2006

Advisor: Prof. Pin Zhao

M.S., Master of Business Administration,Tsinghua University , 1999

B.E., Thermal power engineering, Wuhan University of Hydraulic and Electric, 1991

PROFESSIONAL EXPERIENCE

Assistant Professor, Department of Business Administration,School of Economics and Management,

Beihang University , July 2006 - Present.

Senior Consultant, Vice President, Beijing ZhengXin Venture Capital Consulting Co., Ltd.

Beijing , March 1999-October 2001

Assistant Engineer, Research Institute of Nuclear Power Operation

Wuhan , July 1991-August 1996

HONORS

Excellent Supervisor for Master's Dissertation, Beihang University , 2009

Journal of Marketing Science (in Chinese) Annual Best Paper Award, 2009

China University Marketing Association Outstanding Paper Award (2nd class), 2009

ChinaRetail Research Center Outstanding Paper Award, 2006

Journal of Marketing Science (in Chinese) Annual Best Paper Award, 2006

Kobayashi Chinese Economy Outstanding Paper Award, 2004

Nortel Networks Scholarship (1st class),Tsinghua University , 2004

FUNDINGS

PI, High-Dimensional Complex Data Analysis and Application in Management and Economics.

Granted by NSFC (No. 71031001), 2011.1 - 2014.12.

PI, Research on the Pollutions of China Import and Export Goods.

Granted by NSFC (No. 71073007), 2011.1 - 2013.12.

co-PI, Reference Dependence and Loss Aversion in Consumer New Product Decision Making.

Granted by NSFC (No. 70772012), 2008.1 - 2010.12

PUBLICATIONS

Journal Published

1.Huang, J S and Wang G. (2010). Effects of Brand Loyalty on Reference Price (in Chinese). Journal of Marketing Science, 6(2), 73-83.

2.Huang J S (2009). The Effects of Endowment Effects on New Product Replacement (in Chinese). Acta Psychologica Sinica, 41(8), 1-8.

3.Huang J S and Chen R (2009). The Effect of Consumer Innovation on New Product Replacemet. Journal of Marketing Science, 5(3), 45-52.

4.Huang J S and Wang G (2008). Application Extension of Weibull Distribution for New Product Market Penetration Research (in Chinese). Application of Statistics and Management, 27(2), 320-328.

5.Huang J S, Wang G and Li F (2008). Extended NBD-Dirichlet Model and Its Application to the Research of Retail Store Choice (in Chinese). Chinese Journal of Management Science, 16(2), 62-68.

6.Wang G, Huang J S and Zhao Z J (2007). Segmenting the Market Using Conjoint Analysis and Mixture Regression Model (in Chinese). Application of Statistics and Management, 26(6), 941-950.

7.Wang G and Huang J S (2007). An Empirical Comparison of Bass, Exponential Gamma and Mixed Weibull Models: For New Product Penetration Studying (in Chinese). Journal of Marketing Science, 3(4), 16-27.

8.Huang J S and Zhang S (2007). Research on Satisfaction of Chinese Athletes: Taking Beijing Professional Athlete as Example (In Chinese). China Sports Science, 27(12), 42-46.

9.Huang J S, Wang G and Zhao P (2006). Advertising Persuasion for Brand Extension: Revising the Duak Mediation Model (in Chinese). Acta Psychologica Sinica, 36(6), 924-933.

10.Huang J S, Zhao P and Yan H Q (2006). Research on Evaluation for Newspaper Advertising in Service Company (in Chinese). Chinese Journal of Management Science, 14(4), 114-120.

11.Huang J S, Zhao P and Lu Q B (2006). The Effect of Brand Familiarity on Brand Attitude Change in the Process of Advertising (in Chinese). Psychological Science, 29(4) 970-972.

12.Huang J S and Zhao P (2005). The Appliance of Cluster Analysis in Brands Market Positioning Research. Application of Statistics and Management, 24(1), 21-26.

13.Huang J S, Zhao P and Wang G (2004). Study on Customers’ Repurchase Intention inChina (in Chinese). Journal of Management Sciences inChina , 36(6), 78-86.

14.Huang J S, Zhao P and Wang G (2004). Market Share Research Based on Customer Orientation (in Chinese). Chinese Journal of Management Science, 52(2), 95-100.

Conference Published (partly)

1.Huang, Jinsong and Li Huiming (2009). Applications of Finite Mixture Weibull-Gamma Model for New Automobiles Trial Calibration and Forecasting in Chinese Market. 2009 International Conference on Product Innovation Management (ICPIM 2009).

2.Qi, Dan, Huang Jinsong and Chen Rong (2009). The Measurement Model of the Customer Value for B to C Website. International Conference on e-Business and Information System Security (EBISS 2009): 912-915.

3.Huang Jinsong and Li Huiming (2009). Applications of Finite Mixture Weibull-Gamma Model for New Automobiles Trail Calibration and Forecasting in Chinese Market. Proceedings of the 4th International Conference on Product Innovation Management.

4.Huang, Jinsong, Chen Rong and Wang gao (2007). An Empirical Comparison of Weibull and Its Extended Models for New Product Trial Calibration and Forecasting. International Conference on Engineering Management, Services Management and Knowledge Management (IEEE WiCOM ).

5.Huang, J. S., P. Zhao, Raymond Liu (2007). The Effect of Brand Familiarity on Brand Attitude Change of Well-known Brands. Advances in Consumer Research, 909-910

Working Papers

1.Huang J S and Chen R. The Relationship between Regional Economic Condition and Customer Satisfaction: Evidence fromChina .

2.Huang J S, Chen R, Su S and Zhou L. How Different Branding Information in Advertising Influences the Formation of Consumer Attitudes.

3.Huang J S, Su S and Zhou L. Viral Video Advertising: The Interaction between Video Sharing and Embedded Brand Information Processing.

4.Chen R and Huang J S. Comparison on the Different Schemes of Probabilistic Prize Promotion

TEACHING

1.Consumer Behavior

2.Marketing Management

3.Marketing Research

4.Integrated Marketing Communication