Zhang Wenshuang, an expert in economics and marketing management, used to be the vice president of WPP Group in China and the director of the international research group, a member of the Product Review Committee (PET) of global R&D institutions, and the head of the Marketing Science Group (MSG) in China. Member of American Marketing Association (AMA). Researcher, China Enterprise Reform and Development Research Association. 20 17 co-founded Yuntu Kistler (Shanghai) Technology Co., Ltd. and Yuntu Yuan Rui (Shanghai) Technology Co., Ltd., and served as the chairman and CEO of the company. 20 19 founded Yuntu Yuanrui Technology Co., Ltd., and is currently the chairman and CEO of the company.

Chinese name: Zhang Wenshuang.

Zhang Wenshuang Mbth

Nationality: China.

Occupation: entrepreneur, economic expert, marketing management expert.

Graduate school: School of Management, Sun Yat-sen University

Masterpieces: Practice and methods of market research, statistical analysis methods in market research.

outline

Zhang Wenshuang, chairman and main founder of Yuntu Yuan Rui (Shanghai) Technology Co., Ltd. He is an expert in economics and marketing management. He used to be the vice president and director of international research group in China, a member of product review committee (PET) of global R&D institutions, the head of marketing science group (MSG) in China, and a core member of strategic management committee. Member of American Marketing Association (AMA). Researcher, China Enterprise Reform and Development Research Association. 20 17 co-founded Yuntu Kistler (Shanghai) Technology Co., Ltd. and Yuntu Yuan Rui (Shanghai) Technology Co., Ltd., and served as the chairman and CEO of the company. 20 19 founded Yuntu Yuanrui Technology Co., Ltd., and is currently the chairman and CEO of the company.

Main research and consulting fields: market segmentation strategy, new product research and development strategy, category management strategy, brand asset evaluation and management, customer asset evaluation and management, talent asset evaluation and management, multi-source data integration and mining, advanced statistical analysis and modeling.

Character experience

1993 obtained a bachelor's degree in economics from Hebei University of Finance and Economics (now Hebei University of Economics and Business).

65438-0996, Master of Economics (major in business management), School of Management, Sun Yat-sen University, winner of Guanghua Scholarship and Ceng Xianzi Scholarship. 1994 undertook the research project on the development strategy of Guangdong household appliance industry with the tutor Professor Zheng Zongcheng * * * at the Pearl River Delta Economic Development and Management Research Center of Sun Yat-sen University (the key research base of humanities and social sciences of the Ministry of Education), and took relevant papers to participate in the academic seminar on economic cooperation between Guangdong and Hong Kong held at the Hong Kong University of Science and Technology in 1995.

1993- 1995: Part-time participation in market research practice.

1995165438+1October: joined the China branch of ResearchInternationalChina as a researcher, and was soon promoted to a senior researcher.

1996-2000: served as South China International Research Manager and Senior Research Manager.

200 1: Deputy Director of South China International Studies Department, accepted as a shareholder.

2002: I started working in the international market research group MarketingScienceGroup (MSG).

2003: Elected as a director of the board of directors at the general meeting of shareholders.

2004 -2005: Director of South China International Research, member of Strategic Management Committee (SMC), head of technical development team, presiding over technical development, training exchange and knowledge management of the whole company; At the same time, he served as a visiting professor at the School of Communication and Art of Tongji University, teaching brand management, and gave a special lecture entitled "Understanding brand equity: the practice of international market research group in China: studying international practice in China" at Tongji University.

2006-2007: Senior Director of Customer Research, Director of Marketing Science Center in China, member of the core management team of Strategic Management Committee; During this period, I gave a special lecture on brand structure management for the brand strategy department of COFCO in Beijing. In Hong Kong, he gave an English training lecture entitled "Typical Segmentation: Case Study" for the Asia-Pacific Marketing Science Center of the International Market Research Group. In Hong Kong, he delivered a speech entitled Canonical Correlation Analysis: Why and How It Works: Use and Principles at the annual meeting of the Asia-Pacific Marketing Science Center of the International Market Research Group.

2008-2009: In addition to continuing his original position, he was appointed as one of the 17 members of the product evaluation team by the CEO of International Market Research Group. The Product Review Committee is the global technology research and development and audit organization of the International Market Research Group, which is responsible for the definition, selection, development, evaluation, promotion and improvement of the research model of the Group on a global scale. In the meantime, in 2008, he gave a training lecture entitled "Using Joint Analysis in Marketing Research: The Application of Practical Guide Joint Analysis in Marketing Research" to the Asia-Pacific Marketing Science Center of the International Market Research Group in Singapore. In London, I gave an English speech at the Marketing Science Center at the headquarters of International Market Research Group, entitled Canonical Correlation Analysis of Market Segmentation: An Introduction to Canonical Correlation Analysis of Market Segmentation.

20 10: left WPP group and worked as an independent consultant during the non-competition period, providing free technical support and consulting services to some customers and partners; In the same year, he joined the American Marketing Association (AMA).

20 1 1-20 16: Established and managed Ruiyida Marketing Planning (Shanghai) Co., Ltd. (ida) as the managing director, focusing on Anheuser-Busch InBev, Abbott, IKEA, Interbrand, Liuzhou Hotel Group (IHG) and Pfizer. During this period, Zhang Wenshuang gave Interbrand a special lecture entitled "Brand Structure, Brand Combination and Quantitative Research of Brand Structure, Brand Combination and Quantitative Research". Give a special lecture on "Statistical Analysis of Business Information in Big Data Era" for Shanghai Commercial Development Research Center and "Promotion Effect Research: Method and Practice" for Tai Fang Group; Give a special lecture entitled "Action-oriented Innovation Research" for Master Kong Company. During the period, he also gave lectures and internal training on market research for many companies such as Dencom, IKEA and Abbott.

20 15 Zhang Wenshuang put forward the concept of "motivational big data", and listed it as the "roof of the world" of big data along with "expression big data" and "trace big data". When attending the 15th Business Environment Summit of China Enterprise Development Forum, he introduced the essential difference between motivational big data and traditional big data to some participants. He said: "When consumers express their views, attitudes and values through social media and self-media platforms, we call it expressing big data, which is characterized by being jumbled and unfocused; The big data they form through transactions, trips, searches, browsing and other operations in e-commerce and service platforms is called trace big data, which is afterwards and fragmented; The value of inspirational big data lies in excavating the attitude, psychology and scene factors behind the expression and traces. It has strong initiative, purpose and predictability, and can better interpret the deep relationship behind the phenomenon, interpret the reasons and predict the unknown. He believes that big data will form the roof of the big data world on the basis of expressing big data and tracing big data. These three kinds of big data support each other and complement each other, which is the whole picture of big data.

20 17 till now: co-founded Yuntu Kistler (Shanghai) Technology Co., Ltd. and Yuntu Yuan Rui (Shanghai Science and Technology Co., Ltd.) with partners, and served as the chairman and CEO, committed to promoting the supply-side reform of insight industry, relying on the trinity of data, technology and knowledge, providing decision support infrastructure for various decision makers, and building the roof of world big data that expresses and traces big data.

2065438+April 2008, the strategic cooperation between Yuntu Yuan Rui (Shanghai) Technology Co., Ltd. and School of Electronic and Electrical Engineering of Shanghai University of Engineering Science was completed, and at the same time, Yuntu Research Institute was upgraded to an intelligent insight generation research institute (IIIG) jointly established by both parties.

On July 22nd, 20 18, 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. He pointed out that under the background of the rapid development of China's new economy, information technology, Internet, artificial intelligence and big data have rapidly entered all aspects of business operations and people's lives, and data has become the basic strategic resource of the country, and scientific decision-making based on facts and data has become the general trend.

On August 29th, 20 18, Zhang Wenshuang was invited to attend the China Top 500 Private Enterprises Summit on August 29th, 20 18. Yuan Rui's scientific decision-making thought and the intelligent insight platform developed for it have attracted a lot of attention. During the meeting, Zhang Wenshuang told 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't help but see that there is still a huge gap between the overall management and decision-making level of enterprises in China and the advanced level in the world. The management and decision-making level of head enterprises cannot represent the general level. Moreover, state-owned and state-holding enterprises are still the main force of China Fortune 500 enterprises. The improvement of management and decision-making level is an important driving force for China enterprises, especially private enterprises, to catch up with the advanced world level. Only when we really attach importance to scientific decision-making in theory and practice, learn to use data to support decision-making, widely obtain and integrate data from various sources, and strive to build and use various decision-making tools and platforms can we generally improve the overall competitiveness and sustainable development ability of enterprises in China.

On September 2065438+2008 1-2, Zhang Wenshuang was invited to attend the China Top 500 Enterprise Summit Forum. Zhang Wenshuang said that the theme of this year's summit forum is "practicing high-quality development and striving for world-class enterprises", which is exciting. In the latest Fortune Global 500 list, there are 120 enterprises in China, second only to 126 enterprises in the United States. In this context, it is the general trend to make China enterprises truly world-class. So what is a world-class enterprise? It is also necessary to put forward some concrete, measurable and operable standards through international comparative research and combining with the reality of China, so as to provide standards and guidance for enterprises. In the long-term practice of providing scientific consulting services to the world's leading enterprises and providing data-based insight for enterprises, Yuntu Yuan Rui team summarized a series of indicators, including: scale, market share, profitability, growth sustainability, entrepreneur's foresight, scientific decision-making, brand equity value, talent equity value, customer equity value, innovation ability, governance level, business compliance, social responsibility, internationalization degree and so on. Cloud Map Yuan Rui hopes to make its own contribution to building more and more world-class enterprises in China through its scientific decision-making platform covering big data insight, questionnaire survey, retail terminal monitoring, expert consultation and intelligent data query.

2011654381On October 29th, Zhang Wenshuang, Chairman of Yuntu Yuan Rui (Shanghai) Technology Co., Ltd., was invited by the 9th China Top 500 Foreign Trade Enterprises Forum on October 20th18th to attend the round table meeting and served as co-chairman of the presidium of this meeting. Li Yao, chief investment officer of the Asia-Pacific region of the International Finance Corporation (IFC) of the World Bank Group, Fang Weicheng, president of Malaysian China Chamber of Commerce, Xie, representative of Bozhong Business Federation in China, and Gong Enguang, executive director of TCGROUP, discussed and exchanged views on international market expansion under trade disputes.

20 181215-16 Yuan Rui (Shanghai) technology co., ltd. Chairman Zhang Wenshuang was invited to attend the 2018 "Insight Summit on Scientific Decision-making and Industrial Development" hosted by Liaoning Federation of Industry and Commerce, and made a speech on "Empowering Scientific Decision-making to Help Liaoning's Development".

On February 28th, 2065438+0818, Zhang Wenshuang, Chairman of Yuntu Yuan Rui (Shanghai) Technology Co., Ltd. attended the 16th China Enterprise Development Forum, the top ten press conferences of China enterprises and the business environment seminar of China enterprises in the Great Hall of the People.

On March 27th, 20 19, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd., attended the kick-off meeting and artificial intelligence summit forum of the 20 19 World robot contest Coal Industry Trial, and made a special report.

2065438+In July 2009, Yuntu Yuanrui Technology Co., Ltd. was established in Beijing and served as the chairman and CEO of the company.

On August 3rd, 2065438, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd. attended the "20 19 China Top 500 Enterprise Development Forum" sponsored by china enterprise confederation and China Entrepreneurs Association.

20 19 12 17 Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd., attended the "20 19 China Smart Enterprise Development Forum" hosted by china enterprise confederation and China Entrepreneurs Association and delivered a special speech.

June 5438+1October 65438+February 2020, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd., attended the "2020 China Enterprise Credit Development Forum and the 11th Integrity Public Welfare Festival" and delivered a keynote speech entitled "Building an Enterprise Credit Intelligent Service Platform and Empowering the Construction of Value Internet", and was also hired as a researcher by China Enterprise Reform and Development Research Association.

Zhang Wenshuang has worked in the research field for 25 years, mainly serving Colgate-Palmolive, Wrigley, Coca-Cola, Danone Group, ABInBev, Johnson & Johnson (Pfizer in Johnson & Johnson medical field), GlaxoSmithKline (GSK) and General Electric.

Statistical Analysis Method in Market Research: Zhang Wenshuang's Basic Chapter, published by Guangdong Economic Publishing House, Guangdong Publishing Group 20 12, ISBN: 9787545418040;

Practice and Methods of Market Research, edited by Zheng Zongcheng, Jin Chen and Zhang Wenshuang, published by Guangdong Economic Publishing House and Guangdong Publishing Group in 201August, ISBN:9787545408775；; ;

academic research

Brand extension: the high-risk feast was published in 2 1 century business review; 、

Humanistic research method-an effective market research method outside the central city is published in the Marketing Guide;