On the afternoon of May 24, 2026, at the invitation of the School of Management at Northwestern Polytechnical University (NPU), distinguished university alumnus Zheng Yannong, who also serves as an adjunct professor at Shanghai International Studies University, Southwest Jiaotong University, and several other universities, delivered a special report titled "High-Quality Development and Brand Power Nation Building" in the school’s lecture hall. The report was chaired by Professor Tian Qingfeng of the School of Management, and was attended by some faculty members and students of the school.

The report centered on three core modules: the connotation of high-quality development, the logic of technological innovation, and the pathways to brand building. Drawing on extensive hands-on case studies, it provided academic guidance that was both thought-provoking and practical. Regarding high-quality development, Professor Zheng Yannong pointed out that it is the core objective of the country’s current economic and social development, with innovation at its heart. He identified AI-driven digital technology as the foundation, new quality productive forces as the driving force, a unified national market and dual-circulation economic pattern as the institutional safeguards, and brand power as the ultimate measure of high-quality development. On technological innovation, he traced the evolution of the four industrial revolutions through the lens of underlying technologies, while emphasizing that innovation must adhere to the principle of being green and beneficial. He stressed that companies must fulfill their social responsibilities while pursuing technological breakthroughs and guard against the potential risks of technology application. On brand building, Professor Zheng introduced a "triangular" model integrating product quality, corporate culture, and entrepreneur reputation. Using case studies of NIO, Tongrentang, and Haidilao, he analyzed the core pathway for Chinese brands to transition from being large to becoming strong.

The special report was substantial in content and clearly focused, systematically outlining the core logic and practical requirements of high-quality development and brand building. It offered valuable insights for faculty and students of the School of Management in understanding the national development strategy and engaging in relevant academic research and practical exploration. The report also helped guide students and faculty in aligning their professional studies with national needs, thereby contributing to the advancement of high-quality development and brand power nation building.

(Written by: Li Weixin Reviewed by: Jia Ming)

About the Speaker: Mr. Zheng Yannong holds a Master of Engineering degree from Northwestern Polytechnical University. He is former Secretary-General and Researcher of the International Technology and Economy Institute and the Institute for World Development under the Development Research Center of the State Council; Advisor and former Executive Vice President & Secretary-General of the China International Public Relations Association. He has concurrently served as Chief Advisor of the Brand Communication Committee of the China Culture Management Association; Director of the International Public Relations Research Center at Fudan University; Honorary Director of the New Communication Research Center at Central University of Finance and Economics; Chief Expert of the Beijing-Tianjin-Hebei Big Data Industry Expert Committee; and Chief Expert of Shanghai Bay Area Science and Innovation Center. He has been appointed Adjunct Professor or Guest Professor at Northwestern Polytechnical University, Communication University of China, Huazhong University of Science and Technology, Shanghai International Studies University, Southwest Jiaotong University, and University of International Relations. He served as an advisor to the Beijing 2008 Olympic Organizing Committee and the Shanghai 2010 World Expo, and was a member of the expert group for the national image promotional film. He has authored or edited books including E-commerce in the Cyber World, My Reflections on PR in the Past Decade, Vocational Education Textbook Series on Public Relations, and The Picture Album of Chai Zemin.