Professional Title：Associate Professor
E-mail：hanxiao@whut.edu.cn
Research Interests: Digital Marketing, consumer behavior, game theory and individual decision-making.
Personal Profile
Dr. Xiao Han, born in February 1989, received her bachelor’s degree in engineering management from the School of Economics and Management, Wuhan University, in 2010. She obtained her Ph.D. in Management Science and Engineering from the same school in June 2015. She is currently an Associate Professor at the School of Management, Wuhan University of Technology, and has been honored as a Young Teaching Excellence Awardee at the university.
Main Courses Taught
Consumer Behavior, Principles of Management
Honors & Awards
1. One of the First National Blended Online and Offline First-Class Undergraduate Courses, 2020 (Ranked 5th)
2. One of the First National Online First-Class Undergraduate Courses, 2020 (Ranked 7th)
3. National Scholarship for Doctoral Students, Wuhan University, 2012
4. National Scholarship for Undergraduate Students, Wuhan University, 2009
5. First-Class Virtual Simulation Experimental Teaching Course of Hubei Province, 2021 (Ranked 2nd)
6. First-Class Online Course of Hubei Province, 2022 (Ranked 3rd)
7. Third Prize of Excellent Social Science Achievement Award, Hubei Province, 2015 (Ranked 3rd)
8. First Prize of Excellent Undergraduate Thesis, Hubei Province, 2010
9. Advanced Individual in Teacher Ethics, Wuhan University of Technology, 2023
10. First Prize in Teaching Achievement, Wuhan University of Technology, 2022 (Ranked 4th)
11. Second Prize in University-Level Teaching Innovation Competition, Wuhan University of Technology, 2022
12. Excellent Undergraduate Thesis Supervisor Award, Wuhan University of Technology, 2021
13. Third Prize in Young Teacher Teaching Competition, Wuhan University of Technology, 2018 & 2020
14. Outstanding Graduate of Wuhan University, 2010 & 2015
Preside Research Projects
1. National Natural Science Foundation of China: Research on the Design of Government Consumption Vouchers Incentive Mechanism Considering Consumer Heterogeneity (NO. 72202166), 2023.01- 2025.12.
2. General Project of Hubei Social Science Foundation (Post-Funded Projects): Research on Digital Transformation of Cost Consultation Enterprises Based on Data Driven (NO.2021198), 2021.12-2022.12.
3. Fundamental Research Foundation for the Central Universities of China: Theoretical Mechanism and Path Exploration of Digital Technology Empowering Enterprise Digital Transformation (NO.2022VI01-07), 2022.01-2023.10.
4. Fundamental Research Foundation for the Central Universities of China: Research on Evolution Mechanism of New Energy Vehicle Technology Innovation Cooperation Network Based on Data Mining (NO.2020VI028), 2020.01-2021.12.
5. Fundamental Research Foundation for the Central Universities of China: Research on the Prevention and Countermeasure of Overcapacity Based on Cognitive Psychology and Evolutionary Game (NO.2017VI011), 2016.01-2019.12.
6. The Ministry of Education's Cooperative Education Project: Research and Practice on The Mixed Teaching Reform of Entrepreneurial Enterprise Management Oriented to The Construction of New Engineering Courses（NO. 202101225005），2021.09-2022.09.
Research Publications (* indicates corresponding author)
1. Han, X., Wu, Q., Tian, J., & Shen, J. (Accepted 2025). The Effect of Voucher Distribution Timing on Residents’ Well-being: Evidence from Government Consumption Coupons. Nankai Business Review, (A-category journal recognized by the National Natural Science Foundation of China).
2. Liu, Q., Wen, X., & Han, X.* (2024). A Dynamic Mechanism of New Energy Vehicle Policies on Key Core Technology Innovation Driven by Big Data. Operations Research and Management, 33(04), 125–132. (A-category journal recognized by the National Natural Science Foundation of China)
3. Han, X., Huang, Z., & Huang, Y. (2023). Research on Financial Digital Transformation Based on Dynamic Middle Platform Architecture. Management Review, (12), 333–352. (A-category journal recognized by the National Natural Science Foundation of China)
4. Hao Zhang, Xiao Han*, Shiyong Zheng. Mohan Gu.(2023). How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution, Frontiers in Psychology, 13:1104770.
5. Xiao Han*, Jiayun Zhang.( 2022). Business Model Innovation Paths of Manufacturing Oriented towards Green Development in Digital Economy, International Journal of Environmental Research and Public Health, 19(24):16454.
6. Xiao Han, Menghan Zhang, Yixuan Hu, Yuan Huang*. (2022).Study on the Digital Transformation Capability of Cost Consultation Enterprises Based on Maturity Model，Sustainability, 14(16): 10038.
7. Han Xiao, Zhang Yulu, Lu Tao. (2022).Research on the Influencing Factors of Digital Empowerment of Cost Consultation Companies. Journal of Wuhan University of Technology (Information & Management Engineering), 44(4):674-682.
8. Zheng Junjun, Shao Xiangmin, Han Xiao, Chen Zhiyuan. (2016).The research on the influence of cognitive hierarchy and belief update on the individuals’ cooperative behavior of the game. Systems Engineering-Theory & Practice, 36(1):113-120. (A-category journal recognized by the National Natural Science Foundation of China)
9. Zheng Junjun, Li Chengzhi, Han Xiao, Dong Jinhui.( 2016). The Effects of Individual Trust Cognition on Cooperative Game. Chinese Journal of Management Science, 24(10):164-170. (A-category journal recognized by the National Natural Science Foundation of China)
10. Zheng Junjun, Han Xiao, Zou Zuxu. (2015). Prospect Theory Embedded Evolutionary Stability Analysis on Bidding Strategies of Heterogeneous Bidders in Equity Auction. Journal of Industrial Engineering and Engineering Management, 29(04): 109-116. (A-category journal recognized by the National Natural Science Foundation of China)
11. Zheng Junjun, Han Xiao, Wu Yingli. (2015). Linear Equilibrium Auction Strategy of Asymmetric Bidders and Net Underpricing under Uncertain Supply. Systems Engineering, 33(2): 19-23. (B-category journal recognized by the National Natural Science Foundation of China)
12. Zheng Junjun, Han Xiao. (2014).The Effect of Psychological Heterogeneity on the Strategies Selection of Prospect Theory Game. Journal of Beijing Institute of Technology (Social Sciences Edition), 16(04): 64-69.
13. Zheng Junjun, Han Xiao, Pan Ziyi.(2013). Analysis on TFP Growth and Convergence in Real Estate Development Companies Based on Malmquist Index Method. China Soft Science, (3): 141-151. (A-category journal recognized by the National Natural Science Foundation of China)
14. Zheng Junjun, Han Xiao, Zou Zuxu, Fan Wentao.(2012). Analysis on venture capitalists’ strategies in IPO market based on evolutionary game. Journal of Management Sciences in China, 15(02): 72-82. (A-category journal recognized by the National Natural Science Foundation of China)
15. Zheng Junjun, Han Xiao.(2011). Research on the Pricing Mechanism and Underpricing of IPO Uniform Price Auction Based on Venture Capital. Wuhan University Journal (Philosophy & Social Science), 64(02):108-113.
16. Zheng, J., & Han, X. (2011). Design of a Multi-Attribute Auction Mechanism for Venture Capital Equity in the IPO Market. Luojia Management Review, (01): 117–125.
Educational Research Publications
1. Han Xiao, Hu Yixuan, Wang Chao. Research on the Construction of Innovation and Entrepreneurship Education Ecosystem in Universities Oriented to Artificial Intelligence [J]. Research in Higher Education of Engineering, 2023,199（3）: 12.
2. Han Xiao, Huang Zhixiang, Wang Chao. Research on the Application of Gamification Teaching Concept in Mass Entrepreneurship and Innovation Education in the Era of Artificial Intelligence [J]. Higher Education Development and Evaluation, 2022, 38(5): 22-38.
3. Han Xiao, Wang chao, Luo Ling. Research on the Blending Teaching Pattern Golden Course Construction of Double-Creation Education under the Background of “Two 10000-Plan” [J]. Higher Education Forum, 2021, 8:25-30+37.
Monographs
1. Han Xiao, Huang Yuan.A study on digital transformation of cost consulting enterprises based on data-driven[M].Wuhan:Wuhan University Press, 2022.
2. Wang Chao,Zhu Suli, Han Xiao. Emotional intelligence management and communication[M].Wuhan:Wuhan University of Technology Press, 2022.
Patents
1. Han Xiao, Zhang Jiayun, et al. Enterprise anti-epidemic science and technology propaganda management system: 2022SR0873101[P].202206.
2. Han Xiao, Yang Rui, et al. Integrated query system for enterprise employee epidemic information: 2022SR0951516[P].202207.
3. Han Xiao, Zhang Jie, et al. Database system for industrial and trade enterprises: 2022SR0612022[P].202205.
4. Han Xiao, Wei Zengyu, et al. Cloud Pet Innovation Management System: 2022SR0612034[P].202205.
5. Han Xiao, Zheng Yang, et al. Integrated system for corporate volunteering: 2022SR0683982.[P]. 202206.
6. Han Xiao, Huang Zhixiang, et al. Enterprise employee personal to-do management software: 2022SR0540003[P].202204.
7. Han Xiao, Zheng Xuhui, et al. Organizational financial intelligence management system: 2022SR0169074 [P]. 202201.
8. Han Xiao, Ye Jingyi, et al. Intelligent management system for enterprise information based on big data: 2021SR1267088[P].202108.
9. Han Xiao, Huang Zhixiang, et al. Internet Enterprise Digital Management Simulator Software: 2021SR15905[P]. 202111.
10. Han Xiao, Hu Yixuan, et al. Enterprise Employee Health Management System: 2021SR1390613[P]. 202109.
11. Han Xiao, Huang Yuan. Enterprise Management Human Resource Recruitment Service System: 2021SR0069251[P]. 202101.
12. Han Xiao, Huang Yuan, et al. Enterprise management accounting information system: 2021SR0069223[P]. 202101.
13. Han Xiao, Huang Yuan. Enterprise information data collection platform: 2020SR1593627[P]. 202011.
