- Zuo， Li
- Title: Professor
- Tel:86-10-51687165
- E-mail: lzuo@bjtu.edu.cn
- Department: Business Administration
Education Background
Bachelor：1992-1996，Industrial Management Engineering，Northern Jiaotong University
Master：1996-1999，Business management，Northern Jiaotong University
Ph.D.：2006-09-2013-03，Business management，Beijing Jiaotong University
Work Experience（Including Academic Visiting）
1.2013-08-01，2014-08-01，University of Illinois at Urbana-Champaign，Visiting Scholar
2.2008-07-01，2009-01-01，University of Cincinnati，Visiting Scholar
3.2008-01-01，School of Economics and Management， Beijing Jiaotong University，Associate Professor
4.2001-01-01，2008-01-01，School of Economics and Management， Beijing Jiaotong University，Lecturer
5.1999-01-01，2001-01-01，School of Economics and Management， Beijing Jiaotong University，Teaching Assistant
Research Interests
Marketing Strategy，Digital Transformation of Marketing，Consumer Behavior，Service Marketing，Brand Management
Research Project
1. Academic Research
1. (PI)Research on behavior-driven Beijing Metro service optimization and nudge green travel,Beijing Philosophy and Social Affairs Office,PI:Zuo， L.(2019-11-15 - 2021-07-01).
2. (CO-PI)A study on the fare system of Beijing-Tianjin-Hebei InterCity Railway,Beijing Philosophy and Social Affairs Office,CO-PI:Qiu， Q.(2016-01-01 - 2017-12-31).
3. (CO-PI)Development of vehicle dynamic information platform and terminal equipment based on Beidou navigation technology,Other Departments,CO-PI:Zhang， L.(2013-01-01 - 2016-09-30).
4. (CO-PI)Research on the business model of online music integrated production and broadcasting system,Ministry of Science and Technology Science and Technology Support,CO-PI:Zhang， L.(2013-01-01 - 2015-12-31).
2. Consulting Research
1. (PI)Research on improving passenger experience， optimizing service design and promoting green travel in Beijing Metro—Based on nudge theory,Social Science Commercially Funded Project,PI:Zuo， L.(2019-10-15 - 2019-12-31).
2. (PI)Research on brand positioning of Yang Liquor,Social Science Commercially Funded Project,PI:Zuo， L.(2018-12-20 - 2019-03-31).
3. (CO-PI)Research on service quality improvement and PMP Service system in Beijing metro,Social Science Commercially Funded Project,CO-PI:Chen， Y.(2018-10-22 - 2019-07-30).
4. (CO-PI)The overall design of intelligence and informatization in the application of passenger station,Social Science Commercially Funded Project,CO-PI:Zhou， J.(2018-08-25 - 2019-12-10).
5. (PI)Special survey of passenger demand in Beijing Metro,Social Science Commercially Funded Project,PI:Zuo， L.(2017-11-01 - 2018-07-31).
6. (PI)Research and construction of Beijing Metro service quality improvement system and system documents,Social Science Commercially Funded Project,PI:Zuo， L.(2017-11-01 - 2018-07-31).
7. (CO-PI)Key technologies research on standard demonstration line of Beijing-Shanghai High-speed Rail—Research on key technologies of brand construction and operation management demonstration of Beijing-Shanghai High-speed Rail,China Railway,CO-PI:Hao， S.(2017-09-01 - 2020-06-30).
8. (PI)Research on urban rail marketing strategy and sales strategy of CRRC Tangshan Co.， Ltd.,Social Science Commercially Funded Project,PI:Zuo， L.(2017-09-01 - 2018-09-30).
9. (CO-PI)Development strategic planning of China Logistics Co. Ltd （2015-2020） and feasibility study of China-EU-Africa international trade & logistics hub center,Social Science Commercially Funded Project,CO-PI:Zheng， K.(2015-08-01 - 2019-08-31).
Teaching Courses
Undergraduate
marketing
Service Marketing
Brand management
Postgraduate
marketing
Service Marketing
Brand management
Enterprise consultation and diagnosis
digital marketing
Publications
1. Peer Reviewed Journals
1. Wang， F.,Zuo， L.， Yang， Z.， & Wu， Y.(2019).Mobile searching versus online searching: differential effects of paid search keywords on direct and indirect sales,Journal of the Academy of Marketing Science.
2. Wang， D.,Zuo， L.， & Xiao， B.(2019).Social influence in first-time and upgrade adoption,Electronic Commerce Research and Applications.
3. Zuo， L.,Fisher， G. J.， & Yang， Z.(2019).Organizational learning and technological innovation: The distinct dimensions of novelty and meaningfulness that impact firm performance,Journal of the Academy of Marketing Science.
4. Deng， C.,& Zuo， L.(2015).Research on the development strategy of Best Buy in China based on SWOT analysis,Enterprise Reform and Management.
2. Textbook
1. Wan， X.Zuo， L.， & Chen， X.,Marketing,China Machine Press,2016-07.
3. Monographs
1. Wan， X.,Zuo， L.， & Chen， X.2019,Marketing （2nd Edition）,Tsinghua University Press & Beijing Jiaotong University Press.
2. Liu， Y.,& Zuo， L.2015,Experimental Approach to Organization Development,Higher Education Press.
4. Academic/professional Meeting proceedings
1. Zuo， L.,Deng， C.， & Zhang， Z..2017.Research on services marketing strategy of chinese high-speed railway passenger market based on the analysis of service quality[R].In:2017 International Conference on Logistics， Informatics and Service Sciences （LISS 2017）,2017-07.
2. Wang， L.,Zuo， L.，， & Sun， X..2017.Study on the Impact of Frequent Flyer Program on Customer Loyalty[R].In:Proceedings of the Third International Symposium-Management，Innovation&Development,2017-05.
3. Zhang， Z.,& Zuo， L..2017.A Research on the Relationship Between Movies Online Word of Mouth and Box Office[R].In:Proceedings of the Third International Symposium-Management，Innovation&Development,2017-05.
4. Zhang， Z.,& Zuo， L..2017.A research on the relationship between movies online WOM and box office[R].In:3rd International Symposium on Management， Innovation and Development （MID 2016）,2017-05.
5. Luan， S.,& Zuo， L..2016.The Profit Model Analysis of Online Music Operational Platform[R].In:Proceedings of the Second International Symposium-Management，Innovation&Development,2016-05.
6. Deng， C.,& Zuo， L..2015.Research on High-Speed Rail Passenger Market Service Quality|Take Beijing Southern Station for Example[R].In:Proceedings of the Second International Symposium - Management， Innovation and Development,2015-12.
5. Other publications
Newspapers
1.
Xiao， X.， Zhou， H.， Bu， W.， Shi， M.， Li， J.， Duan， J.， Zheng， K.， Guo， L.， & Jiao， J.. .
Meeting Presentations
1.
Xiao， X.， Zhou， H.， Bu， W.， Shi， M.， Li， J.， Duan， J.， Zheng， K.， Guo， L.， & Jiao， J.. .
Teaching Development Articles
1.
Xiao， X.， Zhou， H.， Bu， W.， Shi， M.， Li， J.， Duan， J.， Zheng， K.， Guo， L.， & Jiao， J.. .
2.
Zuo， L.. Research on practical teaching mode of MBA internationalization driven by Sino-American joint project. Beijing Jiaotong University Graduate student teaching reform papers collection. 2018-10..
3.
Zuo， L.. Bilingual teaching construction and practice of Internationalized and Research-oriented Service Marketing course. Improving the Quality of Talent Training and Promoting the Construction of Double First-class | Collection of Papers on Undergraduate Teaching Research and Reform of Beijing Jiaotong University （2024）. 2018-04..
4.
Zuo， L.. Bilingual teaching construction and Practice of Internationalized and Research-oriented Service Marketing course. Innovation for the future to promote the construction of double first - class. 2017-12..
5.
Zuo， L.. Research on content innovation of Practice-Oriented Marketing Course based on Internet Technology. The road to the cultivation and construction of undergraduate talents in world-class universities with distinctive features. 2016-04..
Others
1.
Xiao， X.， Zhou， H.， Bu， W.， Shi， M.， Li， J.， Duan， J.， Zheng， K.， Guo， L.， & Jiao， J.. .
2.
Zuo， L.. Research on practical teaching mode of MBA internationalization driven by Sino-American joint project. Beijing Jiaotong University Graduate student teaching reform papers collection. 2018-10. .
3.
Zuo， L.. Bilingual teaching construction and practice of Internationalized and Research-oriented Service Marketing course. Improving the Quality of Talent Training and Promoting the Construction of Double First-class | Collection of Papers on Undergraduate Teaching Research and Reform of Beijing Jiaotong University （2024）. 2018-04. .
4.
Zuo， L.. Bilingual teaching construction and Practice of Internationalized and Research-oriented Service Marketing course. Innovation for the future to promote the construction of double first - class. 2017-12. .
5.
Zuo， L.. Research on content innovation of Practice-Oriented Marketing Course based on Internet Technology. The road to the cultivation and construction of undergraduate talents in world-class universities with distinctive features. 2016-04. .
Social Practice
1. Professional Certificate
1. FDW,2019-12-01.
2. ISW,2019-11-01.
