| Liao Yichen
Associate Professor
Department of Marketing and Tourism?Management
Email: lyc@whu.edu.cn
Phone : +86-27-68753153
PhD, Management, Wuhan University, China
MSc,Economics, South-central University For Nationalities, China (1994-1997)
B.A., Law, South-central University For Nationalities, China (1988-1992)
Curriculum Vitae
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TEACHING AND RESEARCH AREAS
? Teaching courses :Online marketing(undergraduate,54),E-business (undergraduate & graduate,36),E-business and new media marketing(undergraduate,32) ,New technology marketing(graduate,36)
? Research Areas :Online marketingcommunication
ACADEMIC EXPERIENCE
? Associate Professor ofDepartment ofMarketing and Tourism Management,Wuhan University,2006 – present
? Lecturer ofDepartment ofMarketing,2000 –2005
? Visiting Scholar of Alfred University, USA, 2011-2012
MANAGERAL AND PRACTICAL EXPERIENCE
? CEO,Wuhan Chenpeng Information & Technology Ltd.,2015-
? Secretary toCEO,Shenzhen Jinshan Ltd., 1997-2000
? Founder of the web site cctc.net.cn, 2006-
SELECTED PUBLICATIONS
Journal Papers (International)
? YC.,LIAO,QL.,ZHAI,J.ZHU,“Does online video-sharing advertising have diffusion gene?”.Int. J.Networking and VirtualOrganizations, Vol. 14,2014, Nos. 1/2
? YC.,LIAO,CN.,DENG,“Why people participate actively in virtual communities”.Int. J. Chinese Culture and Management, Vol. 3, No. 3,2013
Journal Papers (Domestic)
? YC.,LIAO,WJ.,DU,MJ.,ZHANG,“Does the placement of inserted advertisement really matter?”Chinese Journal of Management,Vol.4, 2017, pp.561-567
? YC.,LIAO,SY.,YAN,“The Effect of Coping Strategies on Consumers' Forgiveness under Product Failure”,Social Sciences in Heilongjiang,Vol.4, 2017, pp.68-72
? YC.,LIAO,QL.,ZHAI,SY.,YAN,“Content or Format, Which is important?A Study on Sharing and Diffusing the Online Video-sharing Advertising”Journal of China University of Geosciences (Social Sciences Edition),Vol.2, 2015, pp.113-121
? YC.,LIAO,“Information Content Presentation and Trust of C2C Online Store”,Economic Management Journal,Vol.2, 2012, pp.159-165
? YC.,LIAO,CM.,WANG,“Dilemma of Marketing Communication under Network Many-to-many Information Communication Model”,Electronic Business Journal.,Vol.1,2011, pp.159-165
Conference Papers (International)
? YC.,LIAO,Y.,LIU,“The Influence of Information Presentation and Online Trust in the C2C Web Store Context”, 2010 International Conference on Management and Service Science.
Textbooks
? YC.,LIAO,MH.,LIU,Y.,ZHU（2016）Online Marketing.Higher Education Press.
? YC.,LIAO,LI,HY.,Wilfred,HUANG（2012）Teaching Cases of Marketing.Higher Education Press.
Monography
? YC.,LIAO（2010），The Experiential Consumption’sPurchaseDecision-making Process and Its Influence Factors，Wuhan University Press.
RESEARCHGRANTS
Government-fundedgrants
? YC., LIAO. 2010-1012. The relationship betweenInformation Presentation and Online Trustof C2C Web Stores. ItSupported by Ministry of Education of China.
MEMBERSHIPS, CERTIFICATIONS
? Member of the Marketing Association of China.
? Member of the Marketing Association of Hubei Province in China.
