Xianguo Li

Education

• 1999.09-2002.07 Ph.D., Management, Renmin University of China
• 1987.09-1990.07 Master, Economics, Renmin University of China
• 1983.09-1987.07 Bachelor, Economics, Hunan University

Working Experiences

• 1993.09-Present Academic, Marketing Department, School of Business, Renmin University of China
• 1990.07-1993.09 Project Leader, China Animal Husbandry Group

Research Interests

Marketing Theory, Marketing Strategy, Channel and Sales Management, Consumer Behavior

Courses

Marketing, Marketing Strategy, Channel Management, Sales Management, Freshman Seminar

Publications

Papers

Selected Academic Articles

• Jing Yang, Xianguo Li, Chao Wang, The Effect of Game Embedding Advertising Frequency on Brand Advertising Effectiveness - Moderating Effect of Game Involvement and Interactivity, China Soft Science (College Class B) , No.10 (2016);
• Xianguo Li, Xiaoyu Yu, Research on Contribution Rate of Production and Marketing Link Costs to Agricultural Product Price Formation - A Case Study Based on Beijing Market, Journal of Southeast University Philosophy and Social Science (college core journal), No.1 (2016);
• Jing Yang, Xianguo Li, Xiaoyang Wang, The Dilution Effect of Brand Alliance on Partnership Brand Personality, China Soft Science (College Class B) , No.10 (2015);
• Xianguo Li, Qian Zhang, AHP-based resources and environment efficiency evaluation index system construction about the west side of Taiwan Straits, ANNALS OF OPERATIONS RESEARCH. No.5 (2015);
• Jing Yang, Xianguo Li, Chao Wang, Strategic Thinking on Improving the Docking Mode of Agricultural-Supermarket in China, Scientific Decision Making, No. 9 (2014);
• Xianguo Li, Jiang Du, Strategic Conception of Logistics Development of Agricultural Products in China, Jiangsu Provincial Academy Of Social Sciences (college core journal), No.5 (2013);
• Xianguo Li, Jing Yang, Xia Wang, Da Lei, The Impact of Country-of-Origin Image, Consumer Ethnocentrism and Animosity on Purchase Intention，Journal of Software (EI), No.10 (2012);
• Xianguo Li, Jing Yang, Xuejing Liu, The Influence of Time Pressure and Reference Group on Consumers' Group Buying Willingness Online, China Soft Science (College Class B), No.4 (2012);
• Xianguo Li, Xiangkun Duan, Switching Cost, Customer Satisfaction and Customer Loyalty: A Study Based on Mobile Communication Customer Behaviors, China Soft Science (College Class B), No.4 (2011);
• Xianguo Li, Xiaoyang Wang, Review and Development Trend of Channel Relationship Theory, Economic Perspectives (College Class B), No.5 (2011);

Book

Monographs

• Xianguo Li, New Theory of Customer Management, China Commercial Publishing House, 2005.

Textbooks

• Xianguo Li, Liang Yang, Chief Editors, Sales Management, China Renmin University Press, “13th Five-Year” Ordinary Higher Education Application Planning Textbooks, 2017;
• Xianguo Li, Chief Editor, Marketing (revised version), Shanghai Jiao Tong University Press, 2016;
• Xianguo Li, Jing Yang, Chief Editors, Sales Management (4th Edition), China Renmin University Press, “12th Five-Year National Planning Textbook” of the Ministry of Education, First Prize of National Teaching Achievements, 2016;
• Xianguo Li, Jing Yang, Chief Editors, Distribution Channel Management (2nd Edition), Tsinghua University Press, “11th Five-Year National Planning Textbook” of the Ministry of Education, 2014;
• Xianguo Li, Yugu Liang, Chief Editors, Entrepreneurial Consultant (National Professional Qualification Level II), China Labour and Social Security Publishing House, 2008;
• Xianguo Li, Chief Editor, Entrepreneurial Consultant (National Professional Qualification Level III), China Labour and Social Security Publishing House, 2008;
• Xianguo Li, Chief Editor, Modern Marketing Theory and Practice, Capital University of Economics & Business Press, 2008;
• Xianguo Li, Chief Editor, Marketing, Chinese Financial & Economic Publishing House, “11th Five-Year National Planning Textbook” of the Ministry of Education, 2006;
• Xianguo Li, Chief Editor, Sales Management Guide, Peking University Press, Beijing Excellent Textbook, 2006;
• Xianguo Li, Editor, Distribution, Enterprise Management Publishing House, 2003;
• Xianguo Li, Sheng Wang, Case Development: Marketing Innovation Mode of DOUYU.COM, 2017;
• Xianguo Li, He Su, Case Development: The Glory and Challenge of Easyhome, 2015

Services & Awards

Key community services

• Chief Editor, Digest of Marketing, Books and Materials Center, Renmin University of China;
• Associate Chairman of China University Marketing Research Society;
• Experts, the National Vocational Skills Appraisal Center of the Ministry of Human Resources and Social Security;
• Professional Consultant, Department of Economics, Beijing City University

Honors and Awards

• 2008 Second Prize of Excellent Paper in Chinese University Marketing Research Association 2008 Annual Meeting;
• 2006 Sales Management (Chief Editor, Peking University Press) Awarded Beijing Excellent Textbook;
• 2005 First Prize of National Teaching Achievement Awarded by the Ministry of Education;
• 2005 First Prize of Beijing Education and Teaching Achievement Awarded by Beijing Government;
• 2004 First Prize of Excellent Teaching in Renmin University of China;
• 2003 Third Prize of the 6th Selection of Excellent Paper in Chinese University Marketing Research Association.