Zhonghui Ding | Marketing Strategy | Best Researcher Award

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Dr. Zhonghui Ding | Marketing Strategy | Best Researcher Award  

Zhonghui Ding | Guangdong University of Technology | China 

Ding Zhonghui is a dedicated researcher and doctoral candidate in Management Science and Engineering at the Guangdong University of Technology under the supervision of Professor Du Chengming. She has developed a strong academic foundation through her studies in Mathematics and Applied Mathematics at Pingdingshan University and a master’s degree in Statistics from Guilin University of Technology. Her research primarily focuses on platform enterprise management, personalized pricing strategies, consumer behavior, and digital transformation within e-commerce and financial systems. Ding has authored and co-authored several academic papers published in both domestic and international journals. Her notable publications include Research on Personalized Pricing Strategies of Platform Enterprises Considering Consumer Fairness and Anonymous Choice in Finance and Economics Forum, Implications of Consumer Manipulation and Inequity Aversion on Transparency of Personalized Pricing in Electronic Commerce Research, and Dollar’s Influence on Crude Oil and Gold Based on MF-DPCCA Method in Discrete Dynamics in Nature and Society. She has also contributed to research on the interrelation between financial markets and online lending platforms and the effects of digital defense mechanisms in e-commerce channels. Her academic influence is reflected in her record of 4 published documents, 5 citations by 5 documents, and an h-index of 2, indicating her growing impact in the fields of management science and digital economics. Ding has actively presented her work at several prestigious academic conferences, including the Annual Conference of the Chinese Industrial Economics Society, the China POMS International Conference, and the Big Data Industry-Academia-Research Summit Forum, where she served as a main speaker in multiple sessions.

Profiles : Scopus | ORCID

Featured Publications : 

Ding, Z. (2025). Research on personalized pricing strategies of platform enterprises considering consumer fairness and anonymous choice. Finance and Economics Forum,  [CSSCI, Chinese Core Journal]

Ding, Z. (2025). Implications of consumer manipulation and inequity aversion on transparency of personalized pricing. Electronic Commerce Research, [SSCI, JCR Q4]

Ding, Z. (2021). Dollar’s influence on crude oil and gold based on MF-DPCCA method. Discrete Dynamics in Nature and Society, Article ID, [SSCI, JCR Q4]

Zhang, X., Li, Y., Wang, J., & Ding, Z. (2025). A bane or a boon? Impacts of IoT cyber-defense improvement in e-commerce channel. Operations Management Research, [SSCI, JCR Q4]

Liu, H., Chen, Y., & Ding, Z. (2024). The value of secondary markets when consumers are socially conscious. Operational Research,  [SSCI, JCR Q4]

Yangchun Li | Marketing | Best Researcher Award

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Dr. Yangchun Li – Marketing – Best Researcher Award

Zhejiang University of Technology | China

Profiles 

Scopus

📍Current Position

He is a distinguished Ph.D. and Lecturer in the Department of Business Administration at the School of Management, Zhejiang University of Technology. With a focus on marketing, he has been a lecturer at the university since 2021. Yangchun Li’s academic journey is marked by a rich blend of international and interdisciplinary experiences, contributing significantly to his expertise in marketing.

📝Publication Achievements 

“Consumer inoculation and gender in combating negative product reviews,” published in the Journal of Retailing and Consumer Services. “Reducing ecommerce returns with return credits,” featured in Electronic Commerce Research. “Green Communication for More Package-Free Ecommerce Returns,” in the Journal of Theoretical and Applied Electronic Commerce Research. A book titled “Social Media Monetization: Platforms, Strategic Models and Critical Success Factors,” co-authored with F.J. Martínez-López and S.M. Young, published by Springer International Publishing.

 

🔍Ongoing Research 

Currently,  he is leading several research projects. One prominent project, funded by the Natural Science Foundation of China, investigates “The Effect of Two-sided Reviews on Product Returns in Online Shopping: A Perspective of Product Perception Change.” This study, running from 2024 to 2026, focuses on understanding how product perceptions influence return behaviors in online shopping environments.

🔬Research Interests 

His research interests are diverse and include social media monetization, e-commerce return management, and the impact of digital innovations on consumer behavior. His work consistently explores the intersection of technology and marketing, seeking to provide actionable insights into contemporary marketing challenges.

🎓Academic Background 

octorate (cum laude) in Economics and Business Studies from the University of Granada, Spain (2017-2020). Master’s degree in Management Science and Engineering (Project Management) from Jilin University, China (2014-2016). Bachelor’s degree in Industry and Business Administration from Wuhan Polytechnic University, China (2008-2012).

🏆Scholarships and Awards 

Throughout his academic and professional career, he has been the recipient of various scholarships and awards, recognizing his contributions to marketing research and education. His excellence in research has been acknowledged through grants from the Natural Science Foundation of China, among other institutions.

🌐Professional Associations 

He is an active member of several professional associations, including the Asia-Pacific Marketing Academy (APMA) and the Digital Marketing and eCommerce Conference (DMeC). These memberships keep him engaged with the latest trends and developments in the field of marketing.

 📚Training & Workshops 

He has participated in numerous training sessions and workshops, enhancing his skills in digital marketing, data analytics, and consumer behavior research. These professional development opportunities have enabled him to stay at the forefront of marketing innovations.

🎤Oral Presentations 

The 2023 APMA Conference in Guangzhou, China, where he discussed deceptive advertising under lenient return policies. The 2022 DMeC Conference in Barcelona, Spain, where he presented on reducing e-commerce returns with return credits. The 2021 DMeC Conference, also in Barcelona, focusing on package-free returns in green e-commerce.

🧑‍🔬Tasks Completed as a Researcher 

As a researcher, he has completed numerous tasks, including conducting empirical studies, developing theoretical frameworks, and publishing in high-impact journals. His work often involves complex data analysis, collaborative research projects, and innovative problem-solving approaches.

🚀Success Factors 

He attributes his success to a combination of rigorous academic training, international exposure, and a passion for understanding consumer behavior. His ability to adapt to the rapidly changing digital landscape and his commitment to ethical research practices are key factors in his professional achievements.

🧪Publications & Laboratory Experience

His extensive publication record demonstrates his expertise in marketing. His laboratory experience includes experimental research on consumer behavior, which provides valuable insights into how marketing strategies can be optimized. His work in both academic and practical settings makes him a valuable asset to the field of marketing.

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