Duan Chunlin
Dr. Chunlin Duan, Doctoral supervisor, Professor of Journalism and communication, South China University of technology. Director of Guangdong Key Laboratory for innovation and application of new media and brand communication, and Guangdong mega data and computing advertising Engineering Technology Research and Brand Research Institute center. Graduated by Doctor of Advertising, Wuhan University.
The first professional promoter of brand communication in China. The founder of integrated brand communication (IBC) theoretical system. Research interests: brand strategy and communication, big data and organizational culture management, and big data and computational advertising.
Awards as the special contributor to China's advertising development, the international excellent educational Figure Award for advertisers, the 40 years of brand - man of the moment award and so on. Also, Duan has served as Distinguished professor of Guangzhou national advertising industrial park, Brand consultant of CCTV, Consultant of CCTV new media center, Executive director of China Advertising Education Research Association, Member of Academic Committee of China Advertising Association, Director of China Brand Marketing Association, Chairman of Academic Committee of Guangdong Advertising Association, etc.
The research results have been published in more than 80 core journals such as Xinhua Digest, Modern Communication and Journalism University; she edited the first set of textbooks of 21st century brand communication and management series, published Computational advertising, Integrated brand communication - from IMC to IBC theory construction, Chunlin on branding and Brand communication. Presided over the National Social Science Foundation project Big Data and the Construction of National Brand Image and more than 50 provincial and ministerial level and corporate consulting projects.
Visits to world-renowned media organizations such as AP, CNN, VOA, The Washington Post, KQED San Francisco, and the Tampa Media Center in Florida. She has been invited to Stanford University and the University of Idaho, and has attended many international conferences such as the AAA Advertising Conference and the ACR Conference, the Marketing Conference in New Delhi, India, the Cross-Strait Marketing Communications Forum in Taiwan, and the Asia International Advertising Forum held by Waseda University in Japan.
Lectured on Integrated Brand Communication (IBC), Brand Differentiation Strategy and Organizational Culture Management for EDP, MBA, EMBA and DBA, and has provided training to nearly 100 companies.
Publications
1. Duan Chunlin. (2001). Public Relations. Guangzhou, CHN: South China University of Technology Press.
2. Chen Chunhua, Duan Chunlin. (2005). Administrative Organization Culture in China. Guangzhou, CHN: South China University of Technology Press.
3. Duan Chunlin, Cheng Yuhong, Chao Gang. (2006). Chinese Management Philosophy and Modern Enterprise Management. Foshan, CHN: Guangdong Economic Publishing House.
4. Huo Fuguang, Duan Chunlin. (2006). The Soul of Modern Enterprise: A Study of Material Dialectics and Enterprise Culture Innovation. Shanghai, CHN: People's Publishing House.
5. Duan Chunlin, Li Bo Ting. (2009). Soundwave Communication-Cracking the Brand Code. Guangzhou, CHN: Southern Daily Press.
6. Duan Chunlin, Dai Shifu. (2009). Brand Communication. Guangzhou, CHN: South China University of Technology Press.
7. Duan Chunlin. (2011)Positioning of brand communication and disciplinary advantages. 2011 China Media Development Research Report, Wuhan University.
8. Duan Chunlin. (2014). Integrated Brand Communication. Beijing, CHN: World Book Publishing House.
9. Duan Chunlin. (2017). Chunlin on Branding. Wuhan, CHN: Wuhan University Press.
10. Duan Chunlin, Zhang Qingyuan. (2019). Computational Advertising. Shanghai, CHN: People's Publishing House.
11. Duan Chunlin. (2020). Integrated brand communication: from IMC to IBC theory construction. People's Publishing House.
Editor-in-chief of the first national 21st Century Brand Communication Series textbook and graduate textbook 21st Century Brand Communication Theory Research
Papers (Published in the last five years)
1. Duan, C & Cui, Y. (2022). Granularity, information quality and presence: the new dimensions of brand communication in the computational advertising era a research perspective based on TOE theory. Wuhan University Journal (Philosophy & Social Science), (01), 79-90.
2. Duan, C & Zou, J. (2021). On the influence mechanism of idol virtualizationon consumer value co-creation. Modern Advertising, (20), 12-20+64.
3. Duan, C. (2021). China Advertising has been with me for 25 years. CHINAdvertising, (04), 26-28.
4. Duan, C. (2021). Brand value promotion beyond marketing effect. CHINAdvertising, (03), 55-57.
5. Duan, C & Cui, Y. (2021). Knowledge graph of advertising intelligence research. Journalism & Communication Review, (01), 56-67.
6. Duan, C. (2020). The impact and challenge of the development of computational advertising on advertising. CHINAdvertising, (11), 26-28.
7. Duan, C. (2020). Realization path of live content marketing and product efficiency coordination in post traffic era. CHINAdvertising, (09), 38-40.
8. Duan, C & Song, C. (2020). User needs, algorithm recommendation and situation matching: theory and practice of intelligent advertising. Modern Communication(Journal of Communication University of China), (08), 119-128.
9. Duan, C. (2020). The coordination of data, content, scenario and E-commerce. CHINAdvertising, (08), 26-28.
10. Duan, C. (2020). Farewell Don E. Schultz, Masters and Father of IMC. Sino Foreign Management, (07), 110-112.
11. Duan, C. (2020). Live + E-commerce reconfiguration of the people and goods field. CHINAdvertising, (Z2), 146-148.
12. Duan, C. (2020). The breakthrough path of enterprise brand under the epidemic situation. CHINAdvertising, (Z1), 144-145.
13. Duan, C. (2020). Moderator's words. Journalism Bimonthly, (02), 1.
14. Duan, C & Ren, J. (2020). Programming creativity of intelligent advertisement and its RECM mode. Journalism Bimonthly, (02), 17-31+119-120.
15. Duan, C. (2019). KOC: A new outlet of marketing in the era of private traffic. CHINAdvertising, (11), 115-116.
16. Duan, C & Song, C. (2019). Creative destruction: ethical review of advertising communication in the artificial intelligence era. Advertising Panorama, (05), 40-45.
17. Duan, C. (2019). Micro Entertainment will be in the Middle of a Whirlwind of Content Marketing. CHINAdvertising, (09), 103-105.
18. Duan, C (2019). Enhancing the comprehensive competitiveness of city brands in the Guangdong-Hong Kong-Macao Greater Bay Area [N]. Chinese Social Sciences Weekly, (008).
19. Duan, C. (2018). From instrumental rationality to value rationality: the construction of spiritual culture of Chinese brand. Nanjing Journal of Social Sciences, (09), 111-119.
20. Duan, C. (2018). Innovation to promote the foreign communication of national brands. Chinese Social Sciences Weekly, (006).
21. Duan, C & Lin, Z. (2018). Construction and communication of Chinese story system based on brand narrative theory. Journalism & Communication Review, (02), 71-84.
22. Duan, C & Yang, H. (2018). Data, algorithmic model and decision-making: the development of computational advertising. Journalism Bimonthly, (01), 128-136+154.
23. Duan, C & Lv, X. (2018). An empirical study on brand image communication and theme model calculation of Belt and Road Countries. Modern Communication (Journal of Communication University of China), 40(01), 64-69.
24. Duan, C. (2017). The strategic upgrade of Mona Lisa integrated brand communication. Admen, (09), 59.
25. Duan, C. (2017). The National Branding Program makes advertising quality and effectiveness. Admen, (07), 15-17+14.
26. Duan, C, Lv, X. (2017). Big Data+ and IP content operation and value sharing. Modern Communication (Journal of Communication University of China), 39(4), 114-118.
Contact information.
E-mail: duanchunlin88@163.com,
Address: B9-302, South China University of Technology, Guangzhou, China (510006)
