●Overview

Ø Education

2013-2016, School of Agricultural Economics and Rural Development, Renmin University of China, Doctoral degree of Management

2009-2012, School of Economics and Management, Fujian Agriculture and Forestry University, Master’s degree of Management

2005-2009, School of Life Science and Bioengineering, Ningbo University, Bachelor degree of Agriculture

Ø Working Experiences

2018.06-present, Lecturer, School of business, Beijing Technology and Business University

2016.06-2018.06, Full-time Postdoctoral Research Fellow& Teaching Assistant, Guanghua School of Management, Peking University

2013.09-2016.06, Assistant for the General Secretary, Steering Committee of Agricultural Economic Management, Ministry of Education & Beijing Association of Agricultural Economics

●Research Interests

Retail Management, Business Model, Consumer Behavior, Pricing Strategy

●Courses

Marketing Management, Retail Management

●Publications

Ø Papers

Selected Academic Articles

1. Wengang Liu, Mingfu Zheng (corresponding author), Xuesong Lv, et al. CSF‘supermarket + catering’: how to realize value co-creation through cross-border integration of traditional supermarkets? [R]. Dalian: China Management Case-sharing Center, 2021.

2. Mingfu Zheng, Xueyi Cao, Wengang Liu, et al. Thousand stores with thousand faces in CSF supermarket：stores image updating by module combination under demand changing [R]. Dalian: China Management Case-sharing Center, 2020.

1. Mingfu Zheng. The influencing factors of consumers' willingness to pay for organic food: a comparative study between rice and pork [J]. Enterprise Economy, 2018(04): 80-86.

2. Mingfu Zheng. The actors’ relationship in business model innovation from the perspective of value Network [J]. Modern Management Science, 2018(02): 39-41.

3. Mingfu Zheng. A literature review of the impact of EWOM on consumer behavior [J]. Modern Management Science, 2017(11): 42-44.

4. Mingfu Zheng. Impact of attribute evaluation and label trust on consumers’ willing to pay: a case study of organic rice [J]. Food and Nutrition in China, 2016(02): 41-45.

5. Mingfu Zheng. The fluctuation characteristics of corn futures price in China: based on GED-GARCH Model [J]. China Prices, 2016(02): 50-53.

6. Mingfu Zheng. A literature review of willingness to pay for organic food [J]. Journal of Tianjin University of Commerce, 2016(01): 42-47.

7. Mingfu Zheng, Yinchu Zeng. Adjustment of the EU rural development policy and its enlightenment to China [J]. Journal of Hunan Agricultural University (Social Sciences Edition), 2014 (06): 86-91+115.

8. Mingfu Zheng. An empirical study of Fujian real estate cycle based on principle component and spectral analyses [J]. Journal of Fujian Agriculture and Forestry University (Philosophy and Social Sciences), 2013(02): 45-48.

Ø Book

1. Mingfu Zheng. Consumer Preference, Labeling Strategy and Marketing Management for Organic Food [M]. Beijing: Posts and Telecom Press, 2021.

●Services & Awards

Ø Awards

1. Twice Annual prize on Top 100 Excellent Management Cases in China (2020, 2021)

2. Excellence Award of the 9th College Young Teachers' Basic Teaching Skills Competition (2019)

3. Annual Best Conference Paper of China Society of Agricultural Economy (2014)