Shaoyuan Chen

Qualifications

• MSc Environmental Science, University of Chinese Academy of Sciences, China, 2006-06
• BSc Geographic Science, Zhejiang Normal University, China, 2003-06

Biography

As part of his doctoral research, Shaoyuan Chen is investigating the branding strategy of SME online stores. He has 2 years of research experience in strategy management department of a chain retail enterprise in China and 3 years of practical experience in online store operation on Taobao. He hopes to combine his practical working experience with academic research to explore feasible and effective theories and methods for online store branding.

Thesis Title

Branding strategy of SME online stores

Advisory Panel

Primary: A/Prof Wang Pengji, Secondary: A/Prof Jacob Wood; Advisor Mentor: Prof Chris Rudd OBE

Networks

NA

Research Interests

• Retailing – Retail branding
• Customer service – E-service