Zhang Wenshuang's introduction

Zhang Wenshuang, an expert in economics and marketing management, used to be the vice president and director of the international research group under WPP Group in China, 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. In 217, he founded Yuntu Qishi (Shanghai) Technology Co., Ltd. and Yuntu Yuanrui (Shanghai) Technology Co., Ltd. and served as the chairman and CEO of the company. In 219, he founded Yuntu Yuanrui Technology Co., Ltd. and is currently the chairman and CEO of the company.

Chinese name: Zhang Wenshuang

mbth: WenshuangZhang

Nationality: China

Occupation: entrepreneur, economic expert, marketing management expert

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

Representative works: Practice and Methods of Market Research, Statistical Analysis Methods in Market Research

Profile < He is an expert in economics and marketing management. He used to be the vice president and director of the international research group in China, a member of the Product Review Committee (PET) of global R&D institutions, the head of the Marketing Science Group (MSG) in China, and a core member of the strategic management committee. Member of American Marketing Association (AMA). Researcher, China Enterprise Reform and Development Research Association. In 217, he founded Yuntu Qishi (Shanghai) Technology Co., Ltd. and Yuntu Yuanrui (Shanghai) Technology Co., Ltd. and served as the chairman and CEO of the company. In 219, he 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.

characters experience

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

In p>1996, he obtained a master's degree in economics (majoring in business management) from the School of Management of Sun Yat-sen University, and was the winner of Guanghua Scholarship and Ceng Xianzi Scholarship. In 1994, together with his tutor Professor Zheng Zongcheng, he undertook the research project on the development strategy of Guangdong household appliances industry by 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). In 1995, he participated in the academic seminar on economic cooperation between Guangdong and Hong Kong held in the Hong Kong University of Science and Technology with relevant papers.

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

in November, 1995, he joined ResearchInternationalChina, the China branch of WPP, as a researcher, and was soon promoted to a senior researcher.

1996-2: served as South China International Research Manager and Senior Research Manager.

in p>21, he served as deputy director of South China International Studies and was admitted as a shareholder.

in p>22, I began to work in the MarketingScienceGroup (MSG), an international market research group.

in p>23, he was elected as a director of the board of directors at the general meeting of shareholders.

24 -25: Director of South China International Research, member of the Strategic Management Committee (SMC) and head of the technical development team, and presided over the technical development, training exchange and knowledge management of the whole company; At the same time, he was a visiting professor at Tongji University School of Communication and Art, giving lectures on brand management, and gave a special lecture at Tongji University entitled "Understanding brand equity: the practice of international market research group in China: the practice of research international inchina".

26-27: Senior Director of Customer Research, Director of China, Marketing Science Center, and member of the core management team of the Strategic Management Committee; During this period, I gave a special lecture on Brand Architecture Management for the Brand Strategy Department of COFCO in Beijing. In Hong Kong, he gave an English training lecture entitled "Canonical Segmentation: Acase Study" for Asia-Pacific Marketing Science Center of International Market Research Group; In Hong Kong, he gave a lecture at the annual meeting of the Asia-Pacific Marketing Science Center of the International Market Research Group entitled Canonical Correlation Analysis: Why and How Works: Use and Principle.

28-29: In addition to continuing to hold the original position, he was appointed as one of the 17 members of the ProductEvaluationTeam 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 worldwide. During the period, in 28, he gave a training lecture entitled "Using Conjoined Analytics in Marketing Research: Application of Practical Guidelines Joint Analysis in Marketing Research" for Asia-Pacific Marketing Science Center of International Market Research Group in Singapore. In London, I gave an English lecture with the Marketing Science Center of the headquarters of the International Market Research Group entitled Canonical Correlation Analysis for Market Segmentation: An Introduction for Market Segmentation with Canonical Correlation Analysis.

In p>21, I 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).

211-216: Established and managed the boutique marketing consulting company Ruiyida Marketing Planning (Shanghai) Co., Ltd. (IDA) as the managing director, focusing on the industries of Anheuser-Busch InBev, Abbott, IKEA, Interbrand, Liuzhou Hotel Group (IHG), Pfizer, Yili, SAIC, Tencent and Fangtai. During this period, Zhang Wenshuang gave a special lecture entitled "Brand Architecture, Brand Portfolio, and Quantitative Research on Brand Structure, Brand Combination and Quantitative Research" for Interbrand. Give a special lecture entitled "Statistical Analysis of Business Information in Big Data Era" for Shanghai Business Development Research Center, and give a special lecture entitled "Research on Promotion Effect: Method and Practice" for Fangtai Group; Give a special lecture entitled "Action-oriented Innovation Research" for Master Kong Company. During this period, I also gave lectures on marketing research and internal training on marketing research for many companies, such as Dencom, IKEA and Abbott.

in p>215, Zhang Wenshuang put forward the concept of "big data for motivation" and juxtaposed it with "big data for expression" and "big data for trace" as the "roof of the world" of 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 delegates. He said: "We call it expressing big data when consumers express their opinions, attitudes and values through social media and self-media platforms, 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 ex post facto and fragmented; The value of motivational big data is to explore the attitude, psychology and scene factors behind the expression and traces, with strong initiative, purpose and foretelling, to better interpret the deep relationship behind the phenomenon, to interpret the reasons and to predict the unknown. He believes that big data will form the roof of the world of big data on the basis of expressing 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.

from p>217 to present: together with partners, he founded Yuntu Qishi (Shanghai) Technology Co., Ltd. and Yuntu Yuanrui (Shanghai Technology Co., Ltd.), 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 to provide decision-making support infrastructure for various decision makers, and to create a big data roof of the world that expresses big data and traces big data-with great motivation.

in April p>218, the strategic cooperation between Yuntu Yuanrui (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 Institute of Intelligent Insights (IIIG) jointly built by both parties.

On July 22nd, 218, Zhang Wenshuang attended the 4th International Cooperation Summit on Park Construction and the 15th Business Environment Summit of China Enterprise Development Forum. 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 operation and people's lives. 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, 218, Zhang Wenshuang was invited to attend the 218 China Top 5 Private Enterprises Summit. Yuntu Yuanrui's idea of scientific decision-making and the intelligent insight platform developed for it have attracted a lot of 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 cannot help but see that there is still a huge gap between the overall management and decision-making level of Chinese enterprises and the world's advanced level. The management and decision-making level of head enterprises can't represent the general level. Moreover, state-owned and state-controlled enterprises are still the main force of China's top 5 enterprises in the world. 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 concept and practice, learn to support decision-making with data, widely obtain and integrate data from various sources, and strive to build and use various decision-making tools and platforms, can the overall competitiveness and sustainable development ability of China enterprises be generally improved.

On September 1-2, 218, Zhang Wenshuang was invited to attend the China Top 5 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 5 list, there are already 12 enterprises in China, only 126 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 operational standards through international comparative research and combining with the reality of China, so as to provide scales and guidelines for enterprises. In the long-term practice of providing scientific consulting services for global leading enterprises and providing insight based on data for enterprises, Yuntu Yuanrui team has summarized a series of indicators, including: scale, market share, profitability, growth sustainability, entrepreneur's foresight, scientific decision-making, brand asset value, talent asset value, customer asset value, innovation ability, governance level, business compliance, social responsibility, internationalization degree and so on. Yuntu Yuanrui 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.

on November 29th, 218, Zhang Wenshuang, the chairman of Yuntu Yuanrui (Shanghai) Technology Co., Ltd., was invited by the 9th China Foreign Trade Top 5 Enterprise Forum in 218 to attend the round table, and served as the co-chairman of the presidium of this meeting, and was executed by 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 Chamber of Commerce in China, Xie Tangyong, representative of-China Business Federation in China, and TCGROUP.

on December 15-16, 218, Zhang Wenshuang, chairman of Yuntu Yuanrui (Shanghai) Technology Co., Ltd., was invited to attend the 218 "Scientific Decision-making and Insight into Industrial Development Summit" hosted by Liaoning Federation of Industry and Commerce and gave a keynote speech on "Empowering Scientific Decision-making and Helping Liaoning's Development".

on December 28th, 218, Zhang Wenshuang, Chairman of Yuntu Yuanrui (Shanghai) Technology Co., Ltd. attended the 16th China Enterprise Development Forum's Top Ten Press Release of China Enterprises and China Enterprise Business Environment Seminar with the theme of "Optimizing Business Environment, Promoting Entrepreneurship and Promoting High-quality Development of Enterprises" in the Great Hall of the People.

On March 27th, 219, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd. attended the kick-off meeting of the 219 World robot contest Coal Industry Trial and the Artificial Intelligence Summit Forum and made a special report.

In July p>219, Yuntu Yuanrui Technology Co., Ltd. was founded in Beijing and served as the chairman and CEO of the company.

On August 31st, 219, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd., attended the "219 China Top 5 Enterprise Development Forum" hosted by china enterprise confederation and China Entrepreneurs Association.

On December 17th, 219, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd., attended the "219 China Smart Enterprise Development Forum" hosted by china enterprise confederation and China Entrepreneurs Association and delivered a special speech.

on January 12th, 22, Zhang Wenshuang, Chairman and CEO of Yuntu Yuanrui Technology Co., Ltd. attended the "22 China Enterprise Credit Development Forum and the 11th Integrity Public Welfare Festival" and delivered a keynote speech entitled "Building an Enterprise Integrity Intelligent Service Platform and Empowering the Construction of Value Internet". At the same time, he was hired as a researcher by China Enterprise Reform and Development Research Association.

Zhang Wenshuang has been working in the research field for 25 years. Mainly served Colgate-Palmolive, Wrigley, Coca-Cola, DanoneGroupe, ABInBev, Johnson & Johnson (Pfizer, GlaxoSmithKline (GSK), General Electric (GE) in Johnson's pharmaceutical field), Honeywell and B&Q (B

Statistical Analysis Methods in Market Research: Basic Articles) by Zhang Wenshuang, published by Guangdong Economic Publishing House, Guangdong Publishing Group, in December 212, ISBN：97875454184；;

Market Research Practices and Methods, edited by Zheng Zongcheng, Jin Chen and Zhang Wenshuang, was published by Guangdong Economic Publishing House, a Guangdong publishing group, in August 211.