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Industrial Organization and Marketing Management Research Center
promulgator:   2013-06-06 00:00:00

BUPT Industrial Organization and Marketing Management Research Center (IOMMRC) was established in 2005. Professor Jing Yongsheng is the Director of the center. Members include Professor Wang Ning, Associate Professor Zhang Yongze, Associate Professor Yan Changle, Lecturer Liang Yan, 15 doctoral candidates and 26 master-degree candidates. IOMMRC has kept academic cooperation and friendly exchanges with the following institutions: State-owned Assets Supervision and Administration Commission of the State Council, College of Management of National Sun Yat-sen University in Taiwan, School of Economics and Management of Tsinghua University, Institute of Psychology of Chinese Academy of Sciences, and Beijing R&D Distribution and Economy Institute, etc.
IOMMRC takes a national leading position in the field of “No-store retailing operation and legal regulation”. It has undertaken the Emergency Program of the Department of Treaty and Law of the Ministry of Commerce - “Study on Operational and Regulatory Problems of No Store Retailing in China,” providing theoretical support for direct sales in China. The research team has done systematic studies on the history, development, current situation and problems of no-store retailing in China. Based on these research findings, systematic analysis of, and in-depth thinking about no-store retailing legislation, the research team put forward some specific measures for the Chinese government to regulate the direct sales industry effectively. The center believes that China’s no-store retailing regulatory law should include the following four aspects: general provisions, subjects, behavior and legal responsibilities. “General provisions” mainly include direct sales definition, classification, and general principles which reflect direct retailing concepts. “Subjects” mainly defines direct retailing companies. “Behavior” mainly distinguishes legal and illegal direct retailing behavior or activities. In terms of legal responsibilities, similar to commercial law provisions, direct retailing legal responsibilities reflect the comprehensive feature of liabilities forms, including civil, administrative and criminal liabilities, aiming to punish illegal behaviors. The center’s many research findings, including the definition of the no-store retailing model, direct retailing operational models, background of China and overseas no-store (direct) retailing legislation, and strategies of no-store retailing, etc. have become scientific basis for the government’s legislation and management of no-store retailing. The evaluation report of the Ministry of Commerce believes that “the research findings of this project have significant theoretical and application significance, and provided beneficial reference for government’s legislation and management of no-store retailing.
Doctor Zhang Yongze and Doctor Yan Changle have undertaken many projects, whose research findings have provided theoretical support and policy suggestions for the reform of and effective application of governance models to state-owned enterprises. The projects include the following: Study on China’s Economic Development Model Under the Restraint of Resources, funded by the Department of National Economy of the National Development and Reform Commission; Study on the Mid and Long-term Incentive Measures for State-owned Enterprises under the Central Government, funded by the Performance Evaluation Bureau of the State-owned Assets Supervision and Administration Commission of the State Council (SASAC); Study on Important Aspects of Management Reform and Improvement Direction for State-owned Assets in the Eleventh Five-year Plan; Study on Functions of State-owned Enterprises and Development Strategies of State-owned Enterprises under the Central Government under the Market Economic Condition, funded by the Young People’s Theory Study Association of SASAC; and Study on Term Length of Leaders of State-owned Enterprises under the Central Government, funded by the Second Management Bureau of Leaders of Enterprises of SASAC, etc. The research findings of these projects are at the forefront in China, particularly the center’s research into circulation industry and its innovation.
Through studies on the concentration degree of China’s circulation industry, the following findings have been summarized: the appropriate scale of circulation industrial organizations is determined by the market; the concentration degree of China’s circulation industry is low while its scale is small; the development model of circulation industry is still extensive; the problem of excessive entry into the circulation industry should be curbed based on current development of the industry; industrial management of the circulation industry needs to be strengthened and mergers and acquisitions should be encouraged; reforms need to be undertaken to eliminate the micro basis for local market divisions; the deconcentration of the circulation industry is an inevitable stage of development, which is also a feature of a certain phase in the circulation industry development. In the past 50 years, circulation organization development has been experiencing constant up and downs in the shift between bureaucratic organization and market-mechanism, the essence of which is the determination of the circulation organization model by lowering transaction cost. During the 1950s, the bureaucratic organization took the place of market mechanism; while in the 1980s, market mechanism regained its function and created new circulation organizations. During such development, various factors have exerted impact; however, in general, the organizational model changes are all related to transaction cost.
Research fields of the center include the following: industrial organization theory and telecommunication industrial organization, telecommunication marketing management, enterprise governance model, telecommunication consumption psychology and behavior, and brand asset evaluation, etc.

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