General Manager, Guangxi Zuolüe Brand Management Co., Ltd.
Chairman, Guangxi Nanxiaoyang Health Services Co., Ltd.
DBA, IPAG Business School, 2023
Zhang Chengwei is an entrepreneur, brand strategist and business researcher with extensive experience in market development and brand building. After several years working in multinational companies, he moved into entrepreneurship and has developed businesses across sectors including healthcare and health-related services.
His professional expertise centers on using brand strategy to develop new products and strengthen products with relatively weak market positions. Across his managerial career, he has worked extensively with brand positioning, brand-building tools and market-development strategies designed to translate brand value into business growth.
Brand Strategy for Micro and Small Enterprises under Hypercompetition: The Value and Role of Brand Tools
Zhang’s doctoral research explores brand strategy in micro and small enterprises operating under conditions of hypercompetition, with particular attention to the value and role of brand tools. His work considers how relatively resource-constrained firms can use brand development, positioning and market-oriented tools to strengthen competitiveness and support business growth.