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

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

Marketing, Marketing Strategy, Channel Management, Sales Management

Papers

Selected Academic Articles

Huang Yuanhao, Li Xianguo, Li Jingyi, Liu Yuetong, "The Impact of Judgment Bias on Waste of Sub-Optimal Food: Psychological Mechanisms and Coping Strategies," Nankai Business Review, 2022-09.

LI Jingyi;LI Xianguo;HUANG Yuanhao, Influence of Face Recognition Technology on Consumers′ Uniqueness Seeking, Journal of Management Science, 2022-02

"Li Jingyi, Li Xianguo, Huang Yuanhao, Peng Huijia, Research on the Impact of Face Recognition on Consumer Preferences for Self-Improvement Products, Nankai Business Review, 2022-03

Mingrui Song , Yijun Zhao, Xianguo Li ，and Lu Meng， The Influence Exerted by Time Frames on Consumers’ Willingness to Buy Nearly Expired Food，Frontiers in Psychology，2021-12

Yuanhao Huang, Xiaoke Yang, and Xianguo Li and Qian Chen， Less Is Better: How Nutrition and Low‐Carbon Labels Jointly Backfire on the Evaluation of Food Products，Nutrients，2021-13

Li Xianguo;Zheng Chenyu,  Research on the Influence Mechanism of Service Robot Anthropomorphism on Customers'Variety-Seeking Behavior,  Journal of Industrial Technological Economics, 2021-05

Li Xianguo, Zheng Chenyu, the Impact of Brand Information Presentation Frequency on Consumer Brand Attitudes: A Study Based on Social Media Storytelling Advertising, Social Science Front, 2021.01

JIAO Teng-xiao;LI Xian-guo;MENG Lu,  Effect of Geographical Distribution of Online Customers on Operational Decisions for Take-out Service Retailers--Empirical Analysis Based on Order Data from Eleme,  China Soft Science, 2020-03

HUANG Yuanhao;LI Xianguo;LI Jingyi,  The Influence Mechanism of Web Celebrity’s Product Placement on the Avoidant Behavior of User——Based on the Matching Element of Short Video,  Modernization of Management, 2020-03

HUANG Yuanhao;LI Xianguo;LI Jingyi, Analogying with Memory or Simulating the Results?——The Matching Effect of Learning Strategy and Regulatory Focus on Consumers'Intelligent Hardware Adoption, Collected Essays On Finance and Economics, 2020-09

Li Xianguo et al., Activity Fragmentation of Consumers: Literature Review, Scientific Decision Making, 2019-03

Zheng Chenyu, Li Xianguo, Zhang Xinsheng, Problems in Constructing the Modern Circulation System of Agricultural Products in China and Countermeasures, Economic Review, 2018-04

Wu Jianghua,Li Xianguo,  Reverse auction models for procurement contract under uncertain demand,  Journal of Systems Engineering, 2018-01

Li Xianguo, Chen Ningjie, Zhang Xinsheng, The Influence Mechanism of Virtual Brand Community 's Perceived Value on Purchase Intention of New Product——Based on the Double Mediation of Group Identity and Brand Identity, China Business and Market, 2017-02

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

Xianguo Li el al., Sales Management (6th edition of digital version), 2022, "12th Five Year Plan National Teaching Material" of the Ministry of Education, first prize of National Teaching Achievement, China Renmin University Press.

Xianguo Li, Jing Yang, Channel Management (digital version), 2019, China Renmin University Press.

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

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.

Other Appointments (In last 5 years)

Chief Editor, Digest of Marketing, Books and Materials Center, Renmin University of China;

Associate Chairman of China University Marketing Research Society;