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孙亚程

市场营销系     教授、系主任

电话:(86) (10) 62794163

办公室:李华楼 B436

邮箱:sunyc@sem.tsinghua.edu.cn

开放时间:周五 14:00-15:00(营销分析,1-8周) 周日 16:00-17:00(营销管理,1-13周)

教育经历

孙亚程,kaiyun体育登录网页入口长聘教授。国家杰出青年基金获得者("数字经济时代的消费者洞察和营销创新"),入选教育部国家级青年人才项目。2001年获得华中理工大学理学学士学位;2002年获得印第安纳大学经济学硕士学位;2008年获得印第安纳大学营销学博士学位。

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讲授课程

孙亚程教授加入清华经管公司后,共教授包括《营销管理》(本科, MBA),《营销分析》(管理硕士),《定价策略》(管理硕士),《大数据营销与创新》(硕士,2021年秋教评4.96/5.0)在内的10门课程。其中独立开发英文课程2门,中文课程1门。

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研究领域

孙亚程教授主要研究领域为大数据营销、互联网平台营销、定价策略和顾客关系管理。在国际管理/营销顶级期刊Operations Research, Management Science, Marketing Science, Journal of Consumer Research, Harvard Business Review上发表多篇论文。研究成果被Marketing Science编委会选为当期首发文章,INFORMS媒体推介文章,被美国营销科学学会(American Marketing Association) 选为荐读论文。研究成果被《哈佛商业评论》、《多伦多星报》、《赫芬顿邮报》、《每日邮报》、《印度时报》、美国全国广播公司(NBC News)、加拿大广播公司(CBC News)、Phys.org、EurekAlert!、 ScienceDaily、Lab Manager、Consumer Affairs、Analytics Magazine等多家媒体报道。

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学术成果

学术论文(国际)


Yang et al., "Unraveling Controversies over Civic Honesty Measurement: An Extended Field Replication in China", The Proceedings of the National Academy of Sciences (2023), forthcoming

Xiaochi Sun, Xuebin Cui and Yacheng Sun, "Understanding the Sequential Interdependence of Mobile App Adoption Within and Across Categories," International Journal of Research in Marketing (2023), forthcoming

● Xuebin Cui, Yacheng Sun, Yubo Chen and Banggang Wu, "The impact of mobile social app usage on offline shopping store visits." Journal of Interactive Marketing, 57, no.3, (2022): 457-471, https://doi.org/10.1177/10949968221095554

● Yan Liu, Yacheng Sun and Dan Zhang, "An analysis of 'Buy X, Get One Free' reward programs," Operations Research, 69, no. 6 (2021): 1823-1841. https://doi.org/10.1287/opre.2021.2128

● Kumar, Vineet and Yacheng Sun. "Designing pricing strategy for operational and technological transformation." Management Science, 66, no. 6 (2020): 2706-2734. https://doi.org/10.1287/mnsc.2019.3315

● Sun, Yacheng and Dan Zhang. "A model of customer reward programs with finite expiration terms." Management Science, 65, no. 8 (2019): 3889-3903. https://doi.org/10.1287/mnsc.2018.3115

● Sun, Yacheng, Xiaojing Dong, and Shelby McIntyre. "Motivation of user-generated content: Social connectedness moderates the effects of monetary rewards." Marketing Science, 36, no. 3 (2017): 329-337. (Lead Article). https://doi.org/10.1287/mksc.2016.1022

● Sun, Yacheng, Shibo Li, and Baohong Sun. "An empirical analysis of consumer purchase decisions under bucket-based price discrimination." Marketing Science, 34, no. 5 (2015): 646-668. https://doi.org/10.1287/mksc.2015.0942

● Kopalle, Praveen K., Yacheng Sun, Scott A. Neslin, Baohong Sun, and Vanitha Swaminathan. "The joint sales impact of frequency reward and customer tier components of loyalty programs." Marketing Science, 31, no. 2 (2012): 216-235. https://doi.org/10.1287/mksc.1110.0687

● Hong, Jiewen and Yacheng Sun. "Warm it up with love: The effect of physical coldness on liking of romance movies." Journal of Consumer Research, 39, no. 2 (2012): 293-306. https://doi.org/10.1086/662613


实践期刊论文


● Yacheng Sun, Jonathan Zhang and Dan Zhang, "When — and How — to Build Hurdles into a Loyalty Program", Harvard Business Review. June 27, 2022. Digital article. https://hbr.org/2022/06/when-and-how-to-build-hurdles-into-a-loyalty-program

孙亚程,李艾珅,“AI智慧营销”,清华管理评论, 2021年第1-2期,22-29.

孙亚程,姚岱,邹逸浚,“走向乌托邦的智慧零售业”,清华管理评论


研究项目


●“Customer coalition loyalty program,” with Yan Liu and Dan Zhang

●“Offline channel downsizing,” with Yue Qian and Yilong Liang

●“The influence of mobile non-shopping app usage on offline retail store visits,” with Xuebin Cui, Banggang Wu and Yubo Chen

●“The value of live streaming on product sales in emerging rural e-commerce markets,” with Xuebin Cui and Benjinag Lu

●“Social crowdedness and customer purchases,” with Dai Yao and Jia Li

●“Online infomediary for one-of-a-kind services,” with Atanu R. Sinha

●“When is the juice worth the squeeze?–an empirical study on optimal structuring of win-back strategy in the presence of customer dynamics,” with Shibo Li and Baohong Sun.

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业界经历

孙亚程教授任《营销科学学报》编委会副主任、专业主编,Asia Marketing Journal 编委,为Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Retailing, International Journal of Research in Marketing, Sloan Management Review,《管理科学学报》、《营销科学学报》等顶级期刊匿名评审专家,同时任kaiyun体育登录网页入口管理硕士项目学术主任,kaiyun体育登录网页入口经管公司市场营销系副主任。孙亚程教授为腾讯、阿里、美团、汽车之家、宏图物流等多家公司提供咨询服务。

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所获荣誉

孙亚程教授入选国家杰出青年科学基金项目(管理学部),教育部国家级青年人才计划。获教育部第八届高等学校科学研究优秀成果奖(人文社会科学)著作论文类一等奖(第一完成人)和北京市第十六届哲学社会科学优秀成果奖二等奖(第一完成人),并获kaiyun体育登录网页入口2019年度教学成果一等奖和北京市2022年度教学成果二等奖,及2021年kaiyun体育登录网页入口先进工作者。

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其他

媒体报道


Harvard Business Review

The Wall Street Journal

Phys.org

Science Daily

Eureka Alert

NBC News

Fox News

CBC News

The Medill News Service

The Toronto Star

The Huffington Post

The Daily Mail

Times of India

Men’s Health

Psychology Today

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