●Overview

Ø Education

2004-2009 Studied in the School of Journalism and Communication of Renmin University of China for Doctor’s Degree.

1991-1994 Studied in Beijing Business School (now Beijing Technology and Business University )for Master’s Degree.

1984-1988 Studied in Trade and Economic Department of Inner Mongolia University of Finance and Economics for Bachelor’s Degree.

Ø Working Experiences

1994-Present Teaching in Beijing Business School (Now Beijing Technology and Business University ).

1988-1991 Teaching in Inner Mongolia Commercial School (Now Inner Mongolia Commercial College).

●Research Interests

The Globalization of Chinese Brands ，Brand Cross-cultural Communication ，Brand Chinese Time-honored Brand ， Communication Psychological Distance

●Courses

Public relations，Brand management，Marketing

●Publications

Ø Papers

Selected Academic Articles

1. Jingyun Zhang, Bin Yang& Xin He. Brand Cross-cultural Communication Strategies:Based on Communication Psychological Distance Theory[J]. Modern Communication(Journal of Communication University of China), 2012, Vol.3, pp 133-134.

2. Jingyun Zhang，Yi Pang. Spatial Relationship Processing in Brand Cross-cultural Communication: Communicating Psychological Distance Perspective[J]. Chinese Journal of Journalism & Communication，2013, Vol.9, pp 92-101.

3. Jingyun Zhang. Psychological Distance Strategies in Cross-Border M&A Communication: A Case Study of COFCO's Acquisition of Australia's Tully Sugar Industry[J]. Journal of Management Case Studies，2013, Vol.6, pp 488-500.

4. Jingyun Zhang, Guiwu Gao. The Communication Origin of Psychological Distance[J]. Modern Communication(Journal of Communication University of China)，2011, Vol.3，pp 47-51.

5. Jingyun Zhang，Mcluhan's "Cold" and "Hot" Media Paradox: a Study Based on "Clarity" and "Psychological Engagement" [J]. Chinese Journal of Journalism & Communication，2011, Vol.5，pp 35-40.

6. Jingyun Zhang，The "Five Constant" and The Confucian "Cautious Speech" Spread Ideas[J]. Chinese Journal of Journalism & Communication ,2007, Vol.2, pp 30-38 .

7. Jingyun Zhang，Decomposition and Integration: an Interpretation of the Meaning of Public Relations[J]. Journal of Beijing Technology and Business University(Social Sciences), 2006, Vol.5, pp 68-72.

8. Jingyun Zhang，The Construction of the Public Relations Concept of the Enterprise "Harmony and Accessibility" [J]. Theory Monthly，2006, Vol.2,pp162-164.

9. Jingyun Zhang，Yong Wang & Limin Feng. Employer Brand Evaluation Model and Application : Incorporation of Associativity and Revision of Comprehensive Assessmet Model [J].  Journal of Beijing Technology and Business University(Social Sciences)，2013,Vol.1,pp 64-69.

10. Jingyun Zhang. Globalization Strategies for Chinese Brands: a Case Study of Huawei[J]. Journal of Brand Research，2018, Vol.1, pp 3-7.

11. Jingyun Zhang. Double Globalization Strategies of Blue Fucus[J]. Enterprise Management，2019, Vol.1, pp 78-81.

12. Jingyun Zhang，Yong Wang&Chang Liu. Obstacles and Countermeasures for the International Operation of Western Luxury Brands: Suggestions for the Cultivation and Dissemination of Chinese Luxury Brands[J]. Practice in Foreign Economic Relations and Trade，2016, Vol.8, pp19-22.

13. Jingyun Zhang，Biying Chen &Yuling Bai. Research on the Status Quo, Problems and Countermeasures of Beijing's Time-honored Brand Innovative Operation——Based on the Investigation and Research of Senior Managers[J]. Journal of Beijing Institute of Fashion Technology(Natural Science Edition)，2019, Vol.1，pp 65-70.

14. Jingyun Zhang， Biying Chen &Yuling Bai. The Current Situation，Problems and Suggestions of the Time-honored Brands Rejuvenation - the "Neiliansheng" Case Study[J]. Journal of Commercial Economics，2019 , Vol.15， pp 78-80.

15. Jingyun Zhang. "Tongshenghe": Historical Transmutation and Branding Transformation[J].  Journal of Guangxi University of Finance and Economics，2022, Vol.1，pp 100-109.

Ø Academic Monograph

[1] Jingyun Zhang. A Study on the Distance Theory in Mass Communication -- A Psychological Perspective[M]. Xinhua Press, 2009

[2] Jingyun Zhang, et al. Brand Cross-cultural Communication: Theory and Practice[M]. Economic Science Press, 2013.

[3] Jingyun Zhang, et al. The Globalization of Chinese Brands: Theoretical Construction and Case Studies[M]. Economic Management Press, 2019.

[4] Jingyun Zhang, et al. Making Old Brand New: Case Study on Marketing Innovation of Beijing Time-honored Brands[M]. Economy Management Press, 2021.

[5] Jingyun Zhang, Yongbo Sun, et al. Branding, Marketing and Public Relations Planning: Planning Model and Applications with Original Case Studies[M]. Economy Management Press, 2022.

Ø Major Longitudinal Topics

[1]Take charge of the general project of the National Social Science Fund: “The Study on Strategies for Chinese Brand Cross-cultural Communication ” (No.12BXW038)

[2] Take charge of the emphasis project of the Beijing Social Science Fund Project: “ Case Studies on Beijing Time-honored Brand Marketing Innovation.（No. 13JDJGA019）

[3] Participate in the major project of National Social Science Fund : “ A Statistical Study on The "Double-cycle" Connection & Refutation of Chinese Economy and its Synergy and Effectiveness under the Multiple and Complex Background” (No. 21&ZD151)

[4] Participate in the general project of National Social Science Fund : “ A Study on Brand Presentation and Communication Strategies of Chinese Traditional Cultural Elements from the Perspective of Semiotics” (No. 16BGL090)

[5] Take charge of soft science project of China Federation of Supply and Marketing Cooperatives: Research on the System Construction of Supply and Marketing Cooperative.

Ø Works

[1]Zhonglong Wei(editor in chief). Public Relations[M]. Economic Science Press ，2000. (cf.Jingyun Zhang)

[2]Jingyun Zhang, Tao Yu. 100 Successful PR Strategies[M]. China Machine Press ，2002.

[3]Zhonglong Wei ，Jingyun Zhang ， Chongyi Guo. Retail Management[M]. Business Management Press,2014.

[4] Xingguo Li (editor-in-chief). Public Relations (the second edition) [M]. China Renming Univercity Press，2015.(cf.Jingyun Zhang)

●Services & Awards

Ø Key Community Services

[1] Executive director of Chinese Marketing Association of Univerties.

[2] Fifth executive director and the sixth director of the China Public Relations Association.

[3] Academic commissioner of China International Public Relations Association.

[4] Executive Director of Public Relations Scholars Committee of Chinese Association for History of Journalism and Communication.

[5] Director of Society of Chinese Commercial History and Deputy Director of the Professional Committee of Time-honored Brands.

[6]Expert of National Brand Project(Xinhua News Agency).

[7] Member of Agricultural Brand Expert Working Committee, Ministry of Agriculture and Rural Affairs.

[8]Experts of the Research and Development Base of the Capital's Catering Culture.

Ø Awards and Honors

[1] Jingyun Zhang : " How to Play the Ice Cream Ace in the Southeast Asian Market? -- the Integration and Upgrading Strategies of the Cremo Brand "， 100 excellent cases of China Management Case-sharing Center ，2021 .

[2] Jingyun Zhang， Yong Wang，Qing Li : " Market Strategy of Health Wine: How to Go Forward? -- the Case of Market Development on Inner Mongolia Yushanchun Liquor Company "，100 Excellent Cases of China Management Case-sharing Center ，2010.

[3] Jingyun Zhang，Yongbo Sun，et al. : " The Project of Neiliansheng in Sanlitun Pop-up Shop ------"Republic of China Fashion Brand 1918-2018" "，won the Silver Award Excellent Public Relations Case , Enterprise Brand Communication Category . (Sponsored by China Association for International Public Relations).

[4] Jingyun Zhang，Li Yang，Xian Zhou: " the Planning Original Case : Definition, Model and Application "， won the second prize of the teaching excellent thesis of the Chinese Marketing Association of Univerties(2021) .

[5] Jingyun Zhang，Yong Wang，Yongbo Sun， Kedi Gong : " The Planning Original Case Application "， won the first prize in the 2016 Education of School Level Teaching Achievement Award of the Beijing Technology and Business University.

[6] Jingyun Zhang， Chang Liu， Xinjian Du : " Psychological Distance Strategies in Cross-border M & A Communication: A Case Study of COFCO's Acquisition of Australia's Tully Sugar "（press in Journal of Management Case Studies，No. 6，2013) ， won the third prize of the first Society Award in the first Public Relations of the Chinese Association for History of Journalism and Communication .

[7] Jingyun Zhang， Guiwu Gao: " Communication Trace of Psychological Distance ". (Modern Communication，No. 3，2013)，won the second prize for Excellent Academic Achievements of the Beijing Technology and Business University.

●Media Coverage

Ø Media interviews/newspaper articles

[1] "Brand Insight(TV)" on 2019 China Brand People Annual Conference: Jingyun Zhang: "Chinese Brand Globalization Strategic Communication Mode" (Tencent Video： https://v.qq.com/x/page/i08548w2nkz.html）

[2] Economic Daily (2021-05-23)，Jingyun Zhang : "Keep Positive and Innovation to Drive to Tide Brand".

[3]China Top Brands，2018，Vol.4, special interview by Xia Yang， " Jingyun Zhang: Integrating Skillfully with Globalization to Let the World Recognize National Brands" ， released in Xinhua Net and Xinhua News Agency Client .

[4] China Top Brands， 2020，Vol.9, Jingyun Zhang: "How to Transform the Chinese Time-honored Brand to the Modern Brand Management"，and released in the Xinhua Net and Xinhua News Agency Client.

[5] China Top Brands，2019，Vol.2,Jingyun Zhang: " the Communication of Chinese Brand Globalization Should Pay Attention to Both Inside and Outside".

[6] China Top Brands， 2021，Vol.6, Jingyun Zhang: " Driven by Innovation, Support by Quality，Looking at the International Market"，the interpretation of Premier Li Keqiang's speech on "China Brand Day" in 2021 and published on the website of China Top Brands.

[7] Global Brand Insight， 2020， Vol.9, Jingyun Zhang and Yu Cheng: "Brand Equity Needs to be Supported by Marketing Strategy -- Comment on the New Third Board of Goubuli's Delisting".

[8] China Quality Daily， March 31，2020， Jingyun Zhang and Yu Cheng: "Persistence and Responsibility in the Epidemic Situation---Beijing Time-honored Brands Show Good Brand Image Through Actions".

[9] Beijing Youth Daily（2016-11-3， Jingyun Zhang: "Building He-Yang Food Cluster Brand"， released online in Xinhua Net and China Youth Net .

Ø Internet/Newspaper Interview Reviews

Reports and comments involving Zhang Jingyun in the following news reports:

[1] Xinhua News Agency Client：“Xinhua News Agency's National Brand Project Communication Power Index Implementation Plan Expert Demonstration Meeting Held in Beijing”

[2] Economic Daily （2021-05-23）:“Chinese Time-honored Brands Unlocks New Gameplay of ‘National Tide’"

[3] China Industrial Economy News(2019-06-05):"Open up New Space for Trade Services, Create Never Ending Beijing Fair"

[4] China Consumer News (2019-03-18):"The Crime and Punishment of Internet Celebrity Products"

[5] China Consumer News(2021-01-25):"Chinese Time-honored Brands Bring You New Year's Tastes"

[6] China Consumer News(2021-02-01): "Spring Festival, What to Wear the Most ‘Cool’ "