Prof. Dr. Wenchao Liu | Marketing | Research Excellence Award

Jilin University of Finance and Economics | China

Prof. Dr. Wenchao Liu is a distinguished scholar in marketing and management whose work integrates theoretical analysis with practical applications across areas such as consumer behavior, brand management, entrepreneurial management, regional branding, and service marketing. His research advances understanding of how enterprises create value through co-creation, social networks, customer experience, and digital transformation, and he has contributed significantly to the study of retailer power, investor decision-making psychology, entrepreneurial team competence, and the evolving relationship between customers and service enterprises. He has produced an extensive body of publications in reputable journals and has authored influential monographs that support academic development in marketing science. His scholarship also extends into contemporary topics such as artificial intelligence in services, anthropomorphic service robots, tourism experience analysis, regional brand value co-creation, and sustainable supply chain decision making, positioning him at the forefront of interdisciplinary marketing research. As an active contributor to national and regional research initiatives, he has led and participated in numerous funded projects spanning social sciences, technology guidance, higher education research, and industry-linked consulting, strengthening the integration of academic insights with socio-economic development. His long-standing involvement in management consulting further enhances the practical relevance of his work by bridging academic theory with real-world enterprise challenges. Prof. Liu also plays a key role in academic communities through leadership and membership in professional marketing associations, promoting research collaboration, disciplinary development, and academic exchange, while continuing to mentor emerging scholars and contribute to the advancement of marketing thought and practice.

Profile: Scopus | Orcid

Featured Publication

Han, Y., Liu, W., Han, Y., Cao, Z., & Ju, J. (2025). Decision making and welfare effects in manufacturer’s closed-loop supply chain for recycling and remanufacturing: A risk signal game theory perspective. Journal of Cleaner Production.

Liu, W., & Han, Y. (2024). Selecting the appropriate platform: The varied effects of service merchant marketing strategies on the performance of supply chain participants. Sustainability.

Liu, W., & Xin, X. (2008). A preliminary analysis of corporate culture construction based on social responsibility in enterprises. Modern Business, 75–77.

Li, J., & Liu, W. (2010). Derivative change: The “obstacle” to marketing change. Sales and Marketing (Review Edition), 51–53.

Zhang, Z., Zhu, H., & Liu, W. (2010). Research on the relationship between social network competence and entrepreneurial performance of entrepreneurial enterprises. Taxation and Economics, 25–28.