Zhang Wenshuang, an expert in economics and marketing management, was the vice president and director of International Research Group China, a subsidiary of the WPP Group, a member of the Product Evaluation Committee (PET) of the global research and development organization, and the head of Marketing Science Group (MSG) China. He is a member of the American Marketing Association (AMA). Researcher at the China Enterprise Reform and Development Research Society.In 2017, together with his collaborators, he founded Yuntu Qiqi (Shanghai) Technology Co. Ltd. and Yuntu Yuanrui (Shanghai) Technology Co. Ltd. and served as the company's chairman and CEO, and in 2019 he founded Yuntu Yuanrui Technology Co.
Chinese name: Wenshuang Zhang
Foreign name: WenshuangZhang
Nationality: Chinese
Occupation: entrepreneur, economics expert, marketing management expert
Graduate School: School of Management, Sun Yat-sen University
Representative Works: "Market Research Practice and Methods", "Statistical Analysis Methods in Market Research"
Personal Profile
Zhang Wenshuang, Chairman and main founder of Yuntu Yuanrui (Shanghai) Technology Co. He is an expert in economics and marketing management. He was the vice president and director of China of International Research Group, a subsidiary of WPP Group, a member of Product Evaluation Committee (PET) of global R&D organization, the head of China of Marketing Science Group (MSG), and a core member of Strategic Management Committee. He is a member of the American Marketing Association (AMA). Researcher of China Enterprise Reform and Development Research Society. 2017, together with his collaborators, he founded Yuntu Qiqi (Shanghai) Technology Co., Ltd. and Yuntu Yuanrui (Shanghai) Technology Co., Ltd. and served as the company's chairman and CEO, and in 2019, he founded Yuntu Yuanrui Technology Co. , Category Management Strategy, Brand Asset Assessment and Management, Customer Asset Assessment and Management, Talent Asset Assessment and Management, Multi-source Data Integration and Mining, Advanced Statistical Analysis and Modeling.
People Experience
Bachelor's Degree in Economics from Hebei University of Finance and Economics (now Hebei University of Economics and Trade) in 1993.
In 1996, he received his Master's degree in Economics (majoring in Business Management) from the School of Management, Sun Yat-sen University, where he was a recipient of the Guanghua Scholarship and Zeng Xianzi Scholarship. In 1994, he and his supervisor, Prof. Zheng Zongcheng***, undertook a research project on the development strategy of the home appliance industry in Guangdong with the Center for the Study of Economic Development and Management of the Pearl River Delta (a key research base of the Ministry of Education for the Humanities and Social Sciences) of Sun Yat-sen University. In 1995, he participated in the Academic Symposium on Hong Kong-Guangdong Economic Cooperation held at the Hong Kong University of Science and Technology with relevant papers.
1993-1995: Part-time participation in market research practice.
November 1995: Joined ResearchInternational China, the Chinese branch of WPP, as a researcher, and was soon promoted to Senior Researcher.
1996-2000: Research Manager and Senior Research Manager at ResearchInternational China.
2001: Became Associate Director of Research at ResearchInternationalChina and was absorbed as a shareholder.
2002: Started to participate in MarketingScienceGroup (MSG), an international market research group.
2003: Elected to the Board of Directors at the General Meeting of Shareholders.
2004-2005: Director of International Research in South China, member of the Strategic Management Committee (SMC), and head of the Technology Development Group, presiding over the company's technology development, training and communication, and knowledge management; during the same period, he was a visiting professor at the School of Communication and Arts of Tongji University, lecturing on brand management, and gave a lecture entitled "Understanding Brand Equity: The Practice of MSG in China" in Tongji University. He also gave a lecture entitled "Understanding Brand Equity: The Practice of Research International in China" at Tongji University.
2006-2007: Senior Director of Client Research, Director of Marketing Science Center China (MSCChina), and member of the core management team of the Strategic Management Committee; during this period, he gave a lecture on "Brand Architecture Management" for the Brand Strategy Department of COFCO in Beijing; and a lecture on "Canonical Segmentation: The Case of Analyzing Canonical Segmentation" for the Asia-Pacific Center for Marketing Science of International Marketing Research Group in Hong Kong. Canonical Segmentation: ACaseStudy" in Hong Kong, and "Canonical Correlation Analysis: Why and How It Works" for the International Marketing Research Group Asia Pacific Marketing Science Center in Hong Kong.
2008-2009: In addition to continuing in his previous role, the CEO of IMRG appointed him as one of 17 members of the Product Evaluation Team. ProductEvaluationTeam is the global technical research and development and audit organization of the International Marketing Research Group, responsible for the definition, selection, development, evaluation, promotion and improvement of the Group's worldwide research models; during this period, in 2008, he made a presentation in Singapore for the Asia-Pacific Center for Marketing Science of the International Marketing Research Group, titled "UsingConjointAssessment". UsingConjointAnalysisinMarketingResearch:PracticalGuidelines joint analysis in marketing research" training seminar; in London and the headquarters of the International Marketing Research Group Marketing Science Center entitled "Canonical Correlation". Canonical CorrelationAnalysisinMarketSegmentation:AnIntroduction to Market Segmentation with Canonical Correlation Analysis".
2010: Left WPP Group and worked as an independent consultant during the non-compete period, providing free technical support and consulting services to some clients and partners; joined the American Marketing Association (AMA) in the same year.
2011-2016: Founded and managed boutique marketing consulting firm IDA, focusing on providing high-end customized services to industry leaders such as Budweiser InBev, Abbott, IKEA, Interbrand, IHG, Pfizer, Yili, SAIC, Tencent, and Fontaine. During the period, Zhang Wenshuang gave a lecture entitled "BrandArchitecture,BrandPortfolio,andQuantitativeResearch" for Interbrand, and gave a lecture entitled "Statistical Analysis of Business Information in the Era of Big Data" for Shanghai Municipal Business Development Research Center. The lecture entitled "Statistical Analysis of Business Information in the Era of Data" for Shanghai Municipal Business Development Research Center, "Promotion Effectiveness Research: Methods and Practices" for Fantasia Group, and "Action-Oriented Innovation Research" for Master Kong Company. During the period, he has also given many lectures on marketing research and internal training on marketing research for many companies such as Denken Co, IKEA, Abbott and so on.
In 2015, Wenshuang Zhang proposed the concept of "Big Data of Motivation", and put it alongside "Big Data of Expression" and "Big Data of Trace" as the "third pole" of Big Data. "The third pole". When attending the "15th China Enterprise Development Forum Business Environment Summit", he introduced the essential difference between motivational big data and traditional big data to some of the delegates, and said, "We call the big data generated by consumers expressing their opinions, attitudes, and value orientations through social media and self-media platforms as expression big data. We call the big data generated by consumers' expression of opinions, attitudes and value orientations through social media platforms as expression big data, which is characterized by miscellaneous and unfocused; we call the big data formed by their transactions, trips, searches, browsing and other operations on e-commerce and service platforms as trace big data, which is after-the-fact and fragmented; and the value of kinetic big data is in the exploration of the attitudes, psychology and scenario factors behind the expressions and traces, which is strongly proactive, purposeful and prescient, and better interprets the deep relationship behind the phenomena and deciphers the causes of the phenomena. The value of kinetic big data is in exploring the attitude, psychology and scene factors behind the expressions, traces, with strong initiative, purpose and prediction, better interpreting the deep relationship behind the phenomenon, deciphering the reasons and predicting the unknown. He believes that motive big data will form the third pole of big data based on expression big data and trace big data. These three kinds of big data support each other and complement each other, which is the complete picture of big data.
2017-present: together with his partners, he founded Yuntu Qiqi (Shanghai) Technology Co., Ltd. and Yuntu Yuanrui (Shanghai Science and Technology Co., Ltd.), and served as Chairman and Chief Executive Officer (CEO), dedicated to promoting the supply-side reform of the insight industry, relying on the trinity of data, technology, and knowledge to provide decision-supporting infrastructure for various decision-makers, and to create Expression Big Data, traces of big data outside the third pole of big data - motivation big data, for decision-making scientific empowerment.
In April 2018, we completed the strategic cooperation between Yuntu Yuanrui (Shanghai) Technology Co. Ltd. and the School of Electrical and Electronic Engineering of the Shanghai University of Engineering and Technology, and at the same time upgraded the Yuntu Research Institute into the Insight Intelligent Research Institute of Intelligent Intelligence Generation (IIIG), which was jointly constructed by the two parties.
Zhang Wenshuang attended the "4th International Cooperation Summit on Park Construction and the 15th Business Environment Summit of China Enterprise Development Forum" at Diaoyutai State Guesthouse on July 22, 2018, and put forward the following: Against the background of China's rapid development of the new economy, information technology, the Internet, artificial intelligence, and big data are rapidly entering every aspect of business operations and people's lives. All aspects of business operations and people's lives, data has become a fundamental strategic resource of the country, and scientific decision-making based on facts and data has become a general trend.
On August 29, 2018, Zhang Wenshuang was invited to attend the 2018 Top 500 Chinese Private Enterprises Summit. Yuntu Yuanrui's proposition of scientific decision-making and the intelligent insight platform developed for this purpose attracted a lot of high attention. During the meeting, Zhang Wenshuang said in an interview with reporters that with the rapid development of China's economy, China has become the second largest economy in the world, and many world-class enterprises have emerged, however, we can not help but see that there is still a huge gap between the overall management and decision-making level of China's enterprises and the world's advanced level. The management and decision-making level of the head of the enterprise, and does not represent the general level, besides China's entry into the world's top 500 enterprises, is still the state-owned and state-controlled enterprises as the main force. Chinese enterprises, especially private enterprises to catch up with the world's advanced level, an important driving force is the management and decision-making level. Only by paying real attention to the scientificization of decision-making from the conception and practice, learning to support decision-making with data, extensively obtaining and integrating data from various sources, and striving to build and utilize various decision-making tools and platforms, can the overall competitiveness and sustainable development ability of Chinese enterprises be generally enhanced.
On September 1-2, 2018, Zhang Wenshuang was invited to attend the Summit Forum of China's Top 500 Enterprises. Zhang Wenshuang said that it is exciting that this year's summit forum is themed "practicing high-quality development and striving to become a world-class enterprise". In the latest Fortune Global 500 list, there are already 120 Chinese companies, second only to the United States with 126 companies. Against this background, it has become a trend to make Chinese enterprises truly world-class. So what is a world-class enterprise? It is still necessary to propose some specific, measurable and operable standards through international comparative research, combined with China's reality, to provide enterprises with scales and pointers. In the practice of providing scientific decision-making consulting services and data-based insights for global leading enterprises, Yuntu Yuanrui's team has summarized a series of indicators, including: scale, market share, profitability, growth sustainability, entrepreneurial vision, scientific decision-making, brand asset value, talent asset value, customer asset value, innovation, governance, compliance, social responsibility, internationalization, and so on. responsibility, internationalization, etc. Yuntu Yuanrui hopes to make its contribution to the construction of more and more world-class enterprises in China through its scientific decision-making platform covering big data insights, questionnaire surveys, retail terminal monitoring, expert consulting, and intelligent data query.
On November 29, 2018, Zhang Wenshuang, Chairman of Yuntu Yuanrui (Shanghai) Technology Co., Ltd. was invited by the 2018 (9th) China's Top 500 Enterprises in Foreign Trade Forum to attend the roundtable and serve as the co-chairman of the Bureau of the meeting, together with Lee Yiu, Chief Investment Officer of the Asia-Pacific Region of the International Finance Corporation (IFC) of the World Bank Group, and Fong Wee Cheng, Chairman of the Malaysian Chamber of Commerce in China, Xie Tangyong, the representative of Polish-Chinese Business Federation in China, and Kung Enguang, the executive president of TCGROUP, etc. They discussed and exchanged views on international market expansion under trade disputes.
On December 15-16, 2018, Mr. Zhang Wenshuang, Chairman of Yuntu Yuanrui (Shanghai) Technology Co., Ltd. was invited to attend the 2018 "Decision Science and Insight Industry Development Summit" hosted by the Liaoning Federation of Industry and Commerce and gave a keynote speech on "Empowering Scientific Decision Making and Assisting Liaoning's Development". "The keynote speech.
On December 28, 2018, Zhang Wenshuang, Chairman of Yuntu Yuanrui (Shanghai) Technology Co., Ltd. attended the 16th China Enterprise Development Forum Top 10 News Releases of Chinese Enterprises and China Enterprise Business Environment Symposium at the Great Hall of the People in Beijing, with the theme of "Optimizing the Business Environment, Carrying Forward the Spirit of Entrepreneurs, and Promoting the High Quality of Enterprises. Business Environment Seminar.
On March 27, 2019, Mr. Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd. attended the kick-off meeting of the 2019 World Robotics Competition for Coal Industry Selection and Artificial Intelligence Summit Forum and made a special report.
In July 2019, he founded Yuntu Yuanrui Technology Co. Ltd. in Beijing and served as the Chairman and CEO of the company.
On August 31, 2019, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co. Ltd. attended the "2019 China's Top 500 Enterprises Development Forum".
On December 17, 2019, Zhang Wenshuang, Chairman and Chief Executive Officer of Yun Tu Yuan Rui Technology Co., Ltd. attended and delivered a keynote speech at the "2019 China's Intelligent Enterprises Development Forum" hosted by China Enterprise Confederation and China Entrepreneurs Association.
On January 12, 2020, Zhang Wenshuang, Chairman and Chief Executive Officer of Yun Tu Yuan Rui Technology Co., Ltd. attended the "2020 China Enterprise Credit Development Forum and the 11th Integrity Public Welfare Ceremony" and delivered a keynote speech titled "Constructing an Enterprise Integrity Intelligent Service Platform and Enabling Value He also delivered a keynote speech entitled "Building an Intelligent Service Platform for Corporate Integrity, Empowering Value Building on the Internet", and was appointed as a researcher by the China Enterprise Reform and Development Research Association.
Zhang Wenshuang has been in the research field for 25 years, mainly serving Colgate-Palmolive, Wrigley, Coca-Cola, DanoneGroupe, ABInBev, Johnson & Johnson, Pfizer, Pfizer, and others. Pfizer, GlaxoSmithKline, General Electric, Honeywell, and B
Statistical Analysis Methods in Market Research: The Fundamentals by Zhang Wenshuang, published by Guangdong Publishing Group, Guangdong Economy Publishing House, December 2012, ISBN: 9787545418040;
Market Research Practices and Methods edited by Zheng Zongcheng, Chen Jin, and Zhang Wenshuang, published by Guangdong Provincial Publishing Group Guangdong Economic Publishing House, August 2011, ISBN: 9787545408775;Academic Research
Brand Extension: A High-Risk Feast published in Twenty-First Century Business Review;,
Humanistic Research Methods. Effective Market Research Methods for Areas Outside of Central Cities published in Journal of Marketing;,