周易军  Yijun Zhou

职称

副教授(Associate Professor)

  

职务

广告学系主任( Director, Advertising Department)

全国大学生广告艺术大赛北京赛区联系人 (Coordinator,Beijing District,National Advertising Art Design Competition For College Students)

  

主要研究方向及研究成果(Main research directions and achievements):

研究方向(Areas of Expertise):

品牌传播;时尚文创产业;时尚智能广告

Brand Communication;Cultural Creative Fashion Industry;Intelligent Advertising in Fashion industry

  

研究成果(Refereed Publications):

学术论文(Articles):

周易军. 论近二十年中国大陆时尚传播研究的轨迹与特征[100]. 赵春华. 时尚传播教学与研究. 北京:中国纺织出版社,2020:36-44.

周易军.空中书写广告的历史分期与发展趋势[J].青年记者,2018(33):89-90.

周易军.美国密苏里大学新闻学院新闻传播实践教育平台探析[J].传播与版权,2016(06):127-129.

周易军.我国高校文化创意产业园区形成原因探析[J].艺术教育,2016(06):269-271.

周易军.英国创意产业教育特点初探[J].艺术教育,2015(11):128-129.

周易军.论服装表演活动二次传播的传播效果评估指标构建[J].传播与版权,2015(10):86-88.

周易军.论服装表演活动现场人际传播的传播效果评估指标构建[J].传播与版权,2015(05):59-61.

周易军.2014年度全国服装品牌广告投放特征研究[J].商业经济研究,2015(11):64-66.

周易军,宣翘楚.论服装表演活动的传播要素与传播模式[J].传播与版权,2015(02):114-116.

周易军.自动识别技术在广告创意中的应用及其影响初探[J].传播与版权,2015(01):109-110.

周易军.微信公众账号统计功能对企业微信营销的意义[J].商业时代,2014(36):55-56.

周易军.八大美院文化创意产业园区开办情况调查与反思[J].艺术教育,2014(11):54-55.

周易军.论我国高等教育对文化产业人才培养的支撑[J].艺术教育,2014(10):70-72.

周易军.陆费逵书刊营销思想对现代书业的启示[J].出版参考,2014(09):16-17.

周易军. 论伦敦文化创意产业对世界城市建设的作用——世界城市评价指标的视角[100].范周. 海峡两岸文化创意产业高校研究联盟论文集, 2013.

周易军.广告即将迎来3D时代[J].新闻爱好者,2012(15):57-58.

Yijun Zhou. China Online Marketing Effectiveness Monitoring Systems: Features,Problems and Solutions[100]. Konglai Zhu. 2011  Innovation and Development of Management Science in Today’s World. Scientific Research Publishing,2011:964-967.

周易军.论高校对文化创意产业发展的作用[J].北京教育(高教),2012(02):30-32.

周易军.“品牌提升”还是“品牌升级”?[J].中国品牌与防伪,2010(08):42-45.

周易军.绝地求生——《中国国家地理》的成功之道[J].出版发行研究,2005(04):61-66.

周易军.中国图书广告[J].出版经济,2004(11):48-49.

Articles:

Yijun Zhou . On the Features of Fashion Communication Research in Mainland of China in the Past Twenty Years[100]. Zhao Chunhua. Fashion Communicaiton Teaching and Research. Beijing: China Textile Publishing House,2020:36-44.

Yijun Zhou . On the Historical Development Stages and Future Trends of Skywriting Advertising[J]. Youth Journalist ,2018(33):89-90.

Yijun Zhou . The Learning-by-doing Platforms on Campus in J-School, University of Missouri[J].  Communication and Intellectual Property,2016(06):127-129..

Yijun Zhou . On the Forming of University-run Cultural Creative Parks in China[J]. Art Education,2016(06):269-271.

Yijun Zhou . On the Media Strategy of Garment Advertising in 2014 [J].Journal of Commercial Economics,2015(11):64-66.

Yijun Zhou , Xuan Qiaochu. On the Communication Model and Communication Components of Fashion Show [J]. Communication and Intellectual Property,2015(11):64-66.

Yijun Zhou . The Application and Impact of Auto-ID Technology on Advertising Creativity [J]. Communication and Intellectual Property,,2015(01):109-110.

Yijun Zhou . Study on the Statistical Function of Public Platform Social Media WeChat to the Marketing [J]. Commercial Times, 2014(36):55-56.

Yijun Zhou . An Empirical Research on the Features and Problems of Creative Parks run by the Most Famous Eight Fine Arts Institutions in China[J]. Art Education,2014(11):54-55.

Yijun Zhou . On The Support of Higher Education to the Cultivation of Cultural Industries Talents In The View of Undergraduate Major Settings. Art Education,2014(10):70-72.

Yijun Zhou . The Enlightenment of Lu Feikui’s Marketing Thoughts on Modern Publishing [J]. Information on Publication, 2014(09):16-17.

Yijun Zhou . Advertising’s Leap into the Age of 3D [J]. Journalism Lover ,2012(15):57-58.

Yijun Zhou . Challenging and Solution:The Course of Advertising Media Planning in the Internet Era. The 4th China Advertising Education Forum. Hosted by Advertising Education Committee, China Society of Higher Education, Guangxi Arts Institute, April. 2012.

Yijun Zhou . On the Function of Higher School to the Development of Cultural and Creative Industries [J]. Beijing Education (Higher Education), 2012(02):30-32.

Yijun Zhou. China Online Marketing Effectiveness Monitoring Systems: Features,Problems and Solutions[100]. Konglai Zhu. 2011   Innovation and Development of Management Science in Today’s World. Scientific Research Publishing,2011:964-967.

Yijun Zhou . Brand Upgrade or Brand Lifting [J]. China Brand and Anti-counterfeiting, ,2010(08):42-45.

Yijun Zhou . The Key Successful Factors of China National Geography [J]. Publishing Research,2005(04):61-66.

Yijun Zhou . Brief History of Newspaper and Magazine Distribution [N]. China Press Journal, Page 7, Sep. 3rd, 2004.

Yijun Zhou . Study on the Advertisements of Books [J]. Publishing Economy, 2004, (11).

 

图书著作(Books):

赵春华,钱婧曦,周易军译. 时尚趋势预测[M]. 北京:中国纺织出版社,2020年。

周易军. Web3.0时代的服装网络营销:理论与实务[M]. 北京:经济日报出版社,2016年。

参编《北京服装产业发展研究报告——品牌篇》,北京:中国纺织出版社,2018年。

参编《创意是著名城市的灵魂》第1、8章, 北京:经济日报出版社,2014年。

参编《世界城市 创意北京》第1、8章, 北京:经济日报出版社,2013年。

参编《世界城市 文化力量》第4章,北京:经济日报出版社,2012年。

参编《时尚之都-郑州服装纺织产业发展透视》布局篇,北京:中国纺织出版社,2011年。

Books:

ZHAO Chunhua, QIAN Jingxi, Yijun Zhou  as translators. Fashion Trends Forecasting [M]. Beijing: China Textile Publishing House, 2020.

Yijun Zhou . Fashion Marketing in Web 3.0 [M]. Beijing: Economic Daily Press,2015.

Yijun Zhou (Chapter author). London of UK. Creativity is the Soul of World City [M]. Beijing: Economic Daily Press, 2014.

Yijun Zhou (Chapter author). The Outlook of London’s Creative Industries. World City, Culture Power [M]. Beijing: Economic Daily Press, 2012.

Yijun Zhou (Chapter author). The Layout of Zhengzhou Fashion Industries. Fashion Capital: A Perspective on Textile and Fashion Industries in Zhengzhou [M]. Beijing: China Textile Press, 2011.

 

部分纵向科研项目:

品牌时尚化广告传播及时尚广告人才培养模式研究,北京服装学院2020青年拔尖人才培养计划资助项目,主持,在研。

中国纺织服装产品在美主流媒介中的品牌形象及提升策略研究,北京市社科规划项目青年项目,主持,在研。

服装表演活动的传播效果评价指标体系构建及评估方法研究,北京市委组织部优秀人才培养项目,主持。

新媒体环境下的中国服饰文化国际传播研究,北京市教委,参与。

高校文化创意产业园区的形成机理与运营机制研究,北京市教委,参与。

3D新媒体广告及其在服饰品牌推广中的应用,北京服装学院校内科研项目,主持。

世界城市背景下北京文化创意产业发展研究,北京服装学院学术创新团队项目,参与。

基于时尚语境的流行趋势研究,北京市社科规划项目重点项目, 2009-2011,参与,负责问卷统计分析、撰写调查报告。

北京服装学院品牌推广策略研究,北京服装学院校内课题,主持。  

部分横向/实践项目:

国家信息中心“泛Z世代汽车消费研究”,负责定性部分整体设计与实施,201903-08,共同负责人。

国家信息中心“新中产汽车消费研究”,负责定性部分整体设计与实施,201803-07,共同负责人。

国家信息中心“85后豪华汽车品牌消费研究”,负责定性部分整体设计与实施,201704-07,共同负责人。

琥珀传播“乐儿宝婴幼品牌消费者调研”,负责定量设计与洞察输出,201702-03。

浙江金蝉家纺品牌战略咨询项目,负责品牌推广策划,参与调研执行并提出了除甲醛窗帘的新产品开发建议,2014。

顺美品牌与消费者研究报告,顺美公司,200908-09,负责问卷统计分析、撰写调查报告,结项。

敦煌研究院、莉舍国际:第三届敦煌文博会“绝色敦煌”迎宾演出媒体总监,2018年9月。

陕西榆林市纺织服装产业发展规划,2016,参与,调研、内容撰写等,结项。

江西服装产业城商业计划书,2015,参与,调研、内容撰写等,结项。

杭州萧山服装产业发展规划(2011—2015),2010年,杭州萧山市经发局,参会,负责调研、产业布局与部分内容撰写,结项。

郑州市纺织服装产业发展专项规划,郑州市经委,2008-2009,参与,负责调研、产业布局规划部分、国家服装产业政策部分内容撰写及图表制作等,结项。

CCTV-1 《我们有一套》20110720 毕业歌北京服装学院专场,撰稿。

CCTV每周收视动态分析报告,2009年10月-2010年5月,结项。

CCTV-1《新闻调查》《艺术人生》《小崔说事》节目定性评价分析,2009年10月-2010年5月,结项。

BTV-8《搜索第八区》《动感秀场》节目收视率分析,2007年5月-10月,结项。

Projects:

Project Host, On the Brand Fashionable Advertising Communication and Advertising Talents Training sponsored by BIFT

Project Host, On the Promotion Strategy and the Brand Image of Made-in-China Textiles and Garments in the Mainstream Media in USA sponsored by BSSF

2019/03-2019/08   Co-host, Qualitative Research on Gen-Z’s Consumption on Cars sponsored by SIC

2018/03-2018/07   Co-host, Qualitative Research on New Middle Class’s Consumption on Cars sponsored by SIC

2017/04-2017/07   Co-host, Qualitative Research on Post-85’s Consumption on Luxury Cars sponsored by SIC

2014/01-2016/06   Leading researcher of the project team, On the Evaluation System of Communication Effectiveness of Fashion Show

sponsored by the the Organization Department of Beijing Municipal Committee.

2013/10-2014/11   Planner&Copywriter, Jinchan’s Business Plan in 2015, sponsored by Jinchan(China Famous Brand) Wrap Company

2013/07-2015/07   Participant, On Fashion Brand Value Analytic Model and Ranking System  sponsored by BIFT.

2012/05-2015/05  Participant, The Development and Application of Online Fashion Marketing Effectiveness Monitoring and Evaluation System

This project was sponsored by Beijing Education Committee. Preparing the application, designing and implementing the survey, setting the evaluation index.

2011/06-2014/06  Participant, Research on the Development of Cultural and Creative Industries in  Major Cities of the World

In charge of the study of creative industries in London. 

2009/06-2011/06  Participant, Study on the Beijing Higher Education's Contribution to Cultural Creative Industries in Beijing

This project was sponsored by Beijing Education Committee. Preparing the application of the project, designing and implementing the interviews. 

2009/08-2009/09  Analyst, Empirical Research on the Brand and Consumer of Shunmei Garment

In charge of designing and implementing the survey and interview, analyzing the data, and writing part of the final report.

2009/10-2010/05  Analyst, Channel One of China Central Television(CCTV1)

Analyzing the rating data of CCTV1 and writing reports on the trends, problems and proposing solutions weekly;Carrying out weekly qualitative evaluation on three programs : News Investigation ,Life of Artists(A Famous Talkshow), Cui's Interview.  

2007/05-2007/10   Analyst, Channel Eight of Beijing Television(BTV-8)

Analyzing the rating data of two programs, Searching in BTV8(a news program ) and Dynamic Show(A true-man show program) and writing weekly.reports on the features, problems and proposing solutions

2007/06-2009/06  Leading researcher,Study on the Brand Promotion Strategy of BIFT

As the only author, designing and implementing the field research and survey research, completing a report on the brand promotion strategy of BIFT

  

主讲课程(Courses):

本科生(Undergraduate Student):

市场调查   (Marketing Research)

广告效果研究   (Advertising Effectiveness Research)

计算广告学   (Computational Advertising)

 

研究生课程 (Postgraduate courses):

国际时尚新闻(双语)   (International Fashion News)

传播学研究前沿和方法论   (Cutting-edge Communication Research and Methodology)