Liu Xiaoying, the associate professor of the Department of Brand Communication, School of Journalism and Communication, South China University of Technology, PhD, master’s supervisor, deputy director of the Brand Research Institute, has explored research field including brand strategy management, brand communication, corporate culture management, etc., published more than 30 papers in journals and magazines, including Publishing Journal, China Publishing Journal, On Economic Problems, etc., provided management consulting and training services to multiple institutions and organizations, including Hong Kong Productivity Council, Guangdong Industrial and Commercial Bureau, BIEM.L.FDLKK, China Southern Power Grid, Guangdong Municipal Engineering Design and Research Institute CO.,LTD, Guangzhou Gas Company, Guangdong Huajian enterprise group CO., LTD, Guangdong Realfaith Group CO.,LTD, etc.
1. Study and Work Experience
1997-2001 China University of Mining and Technology, School of Mechanical and Electrical Engineering, bachelor’s degree.
2001-2006 South China University of Technology, School of Business Administration, PhD.
2006-present South China University of Technology, School of Journalism and Communication, university teacher.
2. Publication
Chen, C., Cao, Z., & Liu, X. (2008). Brand strategy management. Guangzhou: South China University of Technology Press.
3. Thesis
[1] Liu, X. (2020). Development of Advertising Creative Model in the Past 40 Years of Reform and Opening Up in China. Advertising Panorama, 02, 77-82.
[2] Liu, X. (2019, August 12). Three key points in the branding of Guangdong-Hong Kong-Macao Greater Bay Area. Chinese Social Sciences Today, 008.
[3] Liu, X., & Wen, S. (2019). The Expression of Educational Concepts in Chinese Children's Cartoons from the Perspective of Multimodal Metaphor: Taking “Moe Chicken Squad” as an Example. Contemporary TV, 07, 100-104.
[4] Liu, X. (2018). The Development Status and Strategic Analysis of Children Books Crossover Marketing. Publishing Journal, 26(04), 69-73.
[5] Liu, X., & Huang, L. (2016). Research on Corporate Brand Communication Strategy in the Big Data Era. Journal of South China University of Technology(Social Science Edition), 18(01), 106-110.
[6] Liu, X., Huang, L., & He, L. (2014). Study of Publisher’s Brand Communication Strategy on Wechat. Publishing Journal, 3, 74-77.
[7] Liu, X., & He, Z. (2014). Research on Corporate Brand Reputation Management under Internet Public Opinion. Heilongjiang Social Sciences, 02, 75-78.
[8] Liu, X. (2013). Research on Small and Medium-sized Publishers' Online Brand Communication Channels. China Publishing Journal, 5, 44-46
[9] Liu, X. (2009). Research on Online Corporate Brand Communication. Regional Economic Review, 2, 28-29.
[10] Liu, X. (2009). Research on Branding of TV Channels - Taking Hunan TV as an Example. Heilongjiang Social Sciences, 01, 181-184.
[11] Liu, X. (2009). Financial Enterprise’s Broadcasting Strategy Research - Take Merchant Bank as Example. Special Zone Economy, 05, 283-284.
[12] Liu, X. (2008). Study on Brand Communication Based on Corporate Culture. On Economic Problems, 01, 69-71.
4. Projects
[1] 2018-2019, Integrated brand communication construction project of BIEM.L.FDLKK Co., Ltd.
[2] 2017-2018, Annual integrated brand communication of BIEM.L.FDLKK Co., Ltd.
[3] 2017-2018, Consulting services of strategic brand planning for Fengxing Dairy Company
[4] 2015-2016, Brand culture and integrated brand communication construction project of BIEM.L.FDLKK Co., Ltd.
[5] 2014-2015, Research on corporate brand communication innovation in the era of big data; Research project of humanities and social sciences in higher education institutions.
[6] 2013-2014, Corporate culture construction project of Guangzhou Municipal Engineering Design and Research Institute.
[7] 2008-2009, Strategic Development Planning of Guangzhou Huajian Group.
[8] 2007-2008, Project funded by Guangdong Provincial Science and Technology Department: Research on the innovation and development of Guangdong’s regional brands.
E-mail: liuxiaoying06@126.com
