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LUO Jining
2022-11-02 15:04  



Name: LUO Jining

Gender: Male

Native place: Puning, Guangdong province

Nationality: Han



Chinese Cultural Marketing, Chinese Style Consumer Behavior Theories and Methods, The Book of Changes and China Management Wisdom, The Inner Canon of Huangdi and Chinese Style Marketing Theories, Military Science of Sun Zi and Marketing Strategies, Cross-Cultural Consumer Behavior, Traditional Chinese Medicine Marketing, China Cultural Tourism




Master: Marketing Management, China Business Secrets, Chinese Cultural Marketing, International Marketing

Bachelor: Chinese Cultural Marketing, Marketing Planning, Strategy Management, Marketing Principles


Ph.D.: 1998-2001 got the doctoral degree of management of marketing, Business Management, Management School, Sun Yat-sen Business School;

Master: 1991-1994 got the master degree in economics, Global Economics, Lingnan College, Sun Yat-sen University;

Bachelor: 1987-1991 got the bachelor degree in Economics, Lingnan College, Sun Yat-sen University




1994-1997: Lecturer of Economics, Jinan University;

1997-2002: Associate Professor, Shandong University-Weihai, School of Business;

2002-present: Director, China Cultural Marketing Research Center, Guangdong University of Foreign Studies, School of Business, and professor of Marketing Department;

September 2008-March 2009 Visiting Scholar, University of Portsmouth Business School, UK



1. LUO Jining. Practice Guide and Theoretical Framework of China Management Research: the Holographic Structure of Organizational Management System. Chinese Journal of Management. Vol. 11, 2010

2. LUO Jining. Essential Problems of the Establishment of China Management. Chinese Journal of Management. Jan. 2005

3. Urban Cultural System Structure and Urban Cultural Brand Positioning, Urban Insight, June 2015.  

4. Research on Building Brand of Urban Ancient Town Cultural Tourism Based on the Cultural Marketing Perspective: Taking Guangzhou Shawa Ancient Town as an Example, Dec. 2016.

5. LUO Jining. Cultural Marketing and Development of Traditional Chinese Medicine. Market Modernization. Jan. 2007.

6. LUO Jining. Segmentation Model of Chinese Brand Consumer Behavior: Empirical Research on Chinese Consumers’ Idiosyncrasies and Choice of Brands. Chinese Journal of Management. Jan. 2005.

7. LUO Jining. Research on Revival Strategy of Guangdong Restaurant Time-honored Brands: from a Cultural Marketing Perspective. Strategic Decision and Development. Vol. 5, 2011.

8. LUO Jining. Studies on Consumer Temperament Based on Psychological Field: the Application of Holographic Systematic Method in the Studies of Consumer Behavior. Chinese Journal of Management. Vol. 6, 2007:742.

9. LUO Jining. Theories and Method Analysis on Research of Western Consumer Behavior. Jianghan Tribune. Sep. 2005.

10. LUO Jining. Comments on the Research Progress of Consumer Behavior: Methodology and Theoretical Paradigm. Journal of Shandong University (philosophy and social science edition). April 2004.

Monograph and Teaching Materials

Representative books:

1. LUO Jining. Exploration on Viscera-state Theory of Consumer Psychology. Shandong People’s Publishing House. Oct. 2004.

2. LUO Jining and Lu Taihong. Report on China Consumer Behavior. China Social Science Press. Feb. 2005.

3. LUO Jining and YANG Xiaoyan. Research Method (Translation). China Commerce and Trade Press. Nov. 2004.



1. In charge of “Research on Urban Cultural Strategy for Improving Guangzhou’s Soft Power”, a major project of the “Eleventh Five-year Plan” of the Development of Philosophical and Social Science in Guangzhou.

2. Main participant of “Research on the Features of Consumer Behavior in Various Regions in China”, a project of Natural Science Foundation of Guangdong Province.



Quality Engineering: Chinese Cultural Marketing, 2016 Guangdong Quality Engineering: Classical Video Open Class




Director of the Marketing Research Committee of China Institutes of Higher Learning; Director of the China Cultural Marketing Research Center of the School of Business of Guangdong University of Foreign Studies; Deputy Director of the Global Marketing Research Center for the Chinese Culture Brand of the African Institute; Senior Consultant of the Belt and Road Training Center of Chinese Medicine Talents


Part-time Job

Worked as the Strategy Consultant for presidents in large companies including Hong Kong Kangfulai International Co., Ltd., Foshan Dezhong Pharmaceutical Co., Ltd., Shandong Qingdao Zhengyuan Information and Technology Co., Ltd. And Shenzhen Xingshi Cultural Industry Co., Ltd.,

and provided management consulting services in marketing strategy, brand management, organizational strategy and human resource, and directed large-scale management consulting and training projects of many companies.




1. Project of Strategic Positioning and Brand Planning, Shenzhen Xing Shi Cultural Industrial Company Limited (2012).

2. Project of Strategic Marketing and Structure Organizing, Guangdong Feng Hua High-tech Science Company Limited (2009).

3. Project of Tourism Planning for Jiulong Lake Scenic Area Funded by SASAC in Zhaoqing (2010).

4. Expertise Consultant Project from State Information Center on Consumer Behavior in China Passenger Car Market (2006).

5. Project of Research on Brand Management and Advertisement Strategy for Foshan Dezhong Pharmaceutical Co., Ltd. (2004).

6. Project of Research on Marketing Strategy for Foshan Dezhong Pharmaceutical Co., Ltd. (2003).

7. Project of Strategic Brand Management for Baoli Real State Company (2002).

8. Implementation Consultant for Project ERP of Nanhai Fei Peng Plastic and Mental Company (2000).

9. Project of Research on Site Selection for Sales Network of the Sub-branch of CMBC in Chuangye Street, Shenzhen (2000).

Awards and Other Honors

Training target for the Ten-hundred-thousand project (Promising Scholar in University); Prize of Excellent Scientific Research; Prize of Excellent Teacher.

Provided many Management Training Courses on topics such as sinology and management, Chinese cultural marketing and strategic management.

Wisdom of Book of Changes and Leaders’ Personnel Policy, training class of GDUFS, for General Managers of Newly-Established Enterprises of Guangdong Provincial Department of Human Resources and Social Security, 2017

Strategy Management, training class of GDUFS for General Managers of Newly-Established Enterprises of Guangdong Provincial Department of Human Resources and Social Security, 2016

Book of Changes and Team Management, Cadre Training of the Organization Department of Guangdong Province, 2016

Traditional Chinese Medicine in Book of Changes and Life Wisdom, Cadre Training of Guangdong Food and Drug Administration, 2016

Confucianism, Buddhism and Business Management, Training for senior managers of Guangdong Silk Textile Group, 2014

Military Science of Sun Zi and Marketing Strategy, training for CEO Of EDP Project Enterprises of Lingnan College, Sun Yat-Sen University, 2013

Sinology and Management, Training for Senior Management of Qingdao IT Managers Club, 2013

Corporation Strategy Management, EMBA Courses in the School of Management, Ji’nan University, 2012.

Marketing Strategy and Competitive Advantages, Training Course for middle and senior managers in Fenghua High-tech Company Limited, 2008.

The Book of Changes and Cultivation for Entrepreneurs, EMBA Courses in the School of Management in Sun Yat-sen University, 2006.

Chinese Culture and Marketing Philosophy, EMBA Courses in the School of Management in Sun Yat-sen University, 2006.

On Marketing: The Book of Changes and Chinese Style Marketing, Management Experts Seminar in Sun Yat-sen University, 2005.

The Book of Changes and Marketing Philosophy, Lecture for Chaozhou China Mobile Company VIP Customers, 2005.

The Book of Changes and Chinese Marketing, Management Training in Zhongshan Nanguang Real Estate Company, 2005

Modern Marketing Strategies, Training for marketing managers of Foshan Dezhong Pharmaceutical Co., Ltd., 2004.

Enterprise Strategy Management, Training for senior managers of Foshan Dezhong Pharmaceutical Co., Ltd., 2003.


Address: Department Building 350, School of Business, Guangdong University of Foreign Studies (College Town)

Mobile: 18665046529

E-mail: 200210370@oamail.gdufs.edu.cn


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