Education

Ph D in Economics at Renmin University of China
1983.09-1986.07 Master in Economics at Renmin University of China
1979.09-1983.07 Bachelor in Economics at Renmin University of China

Working Experiences

1995.06- present   Professor of Marketing, Renmin University of China
2003.09-2004.10   Vice Secretary General, Zhuhai Municipal People’s Government,
Guangdong Province ,China
2001.02-2001.08   Visiting Professor, School of Business, The University of Hong Kong
2000.10-2000.11   Visiting Professor, Templeton College, University of Oxford, UK, sponsored by the EU-China Higher Education Cooperation Program
1996.03-2001.06   Associate Dean of School of Business, Renmin University of China
1993.11-1994.02 Visiting Professor, Faculty of Management, McGill University, supported by Canadian International Development Agency
1987.06-1989.12   Associate Professor, Renmin University of China
1986.09-1987.06   Lecturer, Renmin University of China

History of marketing thought and marketing innovation
Services marketing
Marketing strategy

Principles of marketing
History of marketing thought and marketing innovation
Services marketing and digital operation

Papers

Selected Academic Articles

1. Haiyang Li, Kwaku Atuahene-Gima,Guo Guoqing, “Agency Business Diversification, Product Innovation, and Performance: A Study of New Technology Ventures in China” , the 7^th International Conference on Marketing and Development, at the School of Administration, University of Ghana, January 3-8,2000.

2. Guo Guoqing, and Susan Tai, “Retail Promotion Practices in China”, Proceedings of the International Conference on Comparative Management, organized by American Chinese Management Educators, Los Angeles, August 6-8, 1993, 280-282.

3. Guo Guoqing, “The Regain of China’s Membership for WTO and Its Influences on the International Strategies of Rural Enterprises in China,” 21^st Century Projects Monthly in Singapore,Vol. 3, 1994, 24-27.

4. Guo Guoqing, Haipeng Niu, and Leslie S. C. Yip, “Firm’s Media Strategy in the Advertising Industry of China”, Proceedings of the Fifth International Conference on Marketing and Development, edited by Kunal Basu, Annamma Joy, and Zheng Hangsheng, June 1995, 403-405.

5. Guo Guoqing, and Thomas K. P. Leung, “The Influences of Government policies on New Product Development in State-owned Enterprises in China”, Proceedings of the Fifth International Conference on Marketing and Development, edited by Kunal Basu, Annamma Joy, and Zheng Hangsheng, , June 1995, 305-311.

6. Guo Guoqing, “Nonprofit Organizations: the Dominant Mode in the Reform of China’s Institutions”, USA-China Business Review, Vol. 2（6）, Jun 2002, 1-25.

7. Guoqing Guo，Fanny Sau-Lan Cheung，Wing-Fai Leung，Cheris Wing-Chi Chow ,“Attitudes toward Internet Advertising: Cross-cultural Study”，International Journal of Internet Marketing and Advertising，Vol.3（2）, 2006,158-176

8. Guoqing Guo, Fanny Sau-Lan Cheung, and Wing-Fai Leung, Cross-Cultural Differences in Attitude towards TV Advertising among Beijing, Hong Kong and Warwick Viewers, International Journal of Integrated Marketing Communications, Vol.4(1), 2012，43-60.

9. Ying Ding, Jiaqi Zhong, Guoqing Guo, Fengchao Chen. The impact of reduced visibility caused by air pollution on construal level, Psychology & Marketing,2021;38:129-141.

10. Chongyou Ruan and Guoqing Guo . Leader-Member Exchange and Employee Creativity: Mediating Role of Perceived Obligation. International Journal of Management, Business, and Economics, Vol 7( 2), May - August 2020: 19-30.

11. Li Ruiqin, Guo Guoqing, Fanny Cheung, The impact of food information boundaries on health perception and purchase intention, Journal of Mraketing Science,2022(4)，37-55.

12. Guo guoqing,  Liu Renjie ,Wang Jianguo ,Research on the Inner Mechanism of Ant Forest Users Turning to Offline Green Consumption: Based on the Perspective of Behavioral Reasoning Theory, Management Journal, 2023(1)：1-14.

Competitive Research Grants

1. "Research on the Impact and Realistic Value of Traditional Chinese Marketing Culture on Asian Countries",2023

2. Special Research Program on Modern Chinese Civilization at Renmin University of China, "Research on the Creative Transformation and Innovative Development of Traditional Chinese Marketing Concepts",2023

3. Renmin University of China's Independent Knowledge System and New Civilization History Engineering Project, "Research on the Construction of China's Autonomous Marketing Knowledge System",2022

4. Competitive Earmarked Research Grant from Research Project on Education and Teaching Reform at Renmin University of China,on "Research on the Mutual Construction Mechanism of Textbook System and Knowledge System in Marketing Discipline",2022

5. Competitive Earmarked Research Grant from Major planning projects of Renmin University of China,on "the History of  Chinese marketing thought" ,2021

6. Competitive Earmarked Research Grant from the National Natural Science Foundation of China, on “A positive study of the managerial regulations and external environments for the innovation oriented non-public enterprises in China”.

7.Competitive Earmarked Research Grant from the Ministry of Education of China, on “the Development Trends of Hi-tech Industry in Taiwan and the Cooperative Modes between the Straits ”.

8. Competitive Earmarked Travel Grant (USD 2500) from the AMA Foundation for the Winter Educator Conference, February 2002.

9. Competitive Earmarked Research Grant from the State Natural Science Foundation of China, on “the Research into the Environmental Changes and Marketing Strategies of China’s NPO after the WTO Accession”.

10. Competitive Earmarked Research Grant (EURO 2500) from EU-China Higher Education Cooperation Program, on “the Positive Study of the Consumer Protection Practices in the European Union and the Significance to the Chinese Marketers”.

11. Competitive Earmarked Research Grant from the China Publishing Foundation for Outstanding Chinese, on “the Research into Contemporary Nonprofit Organizations”.

12. Competitive Earmarked Research Grant from the Beijing Publishing Foundation for Philosophy and Social Sciences, on “the Study of Nonprofit Organizations in Modern Society”.

13. Competitive Earmarked Research Grant from the State Natural Science Foundation of China, on “the Positive Study of the Complementary and Competitive Relationships between the Industries of Science and Technology on the both Sides of the Taiwan Straits”.

14. Competitive Earmarked Research Grant from the State Social Science Foundation of China, on “the Comparative Study between the Developed and Developing Countries on the Growth Models of the Nonprofit Organizations”.

15. Competitive Earmarked Research Grant from the State Natural Science Foundation of China, on “Research into the Development and Management of Nonprofit Organizations in Foreign Countries”.

16. Competitive Earmarked Research Grant from the Ministry of Education of China, on “the Study on the Strategies and Tactics of Marketing Internationalization in Large and Medium- Sized Enterprises in China”.

17. Competitive Earmarked Research Grant (CAD$ 10,000) from CIDA and McGill-Renmin University of China Linkage, on “Innovation in Developing Countries: Contingencies, Intra-Firm Processes and Success Requirements” with Professor Kunal Basu,1994-1995.

18. Competitive Earmarked Research Grant (CAD$ 10,000) from CIDA and McGill-Renmin University of China Linkage, on “Marketing Audit and Control Processes in Chinese Enterprises” with Professor Kunal Basu, 1993-1994.

Cases and Textbooks

Guo Guoqing. History of the Development of Marketing Discipline in China，Renmin University of China Press，2022.

Guo Guoqing，Chen Kai. Marketing, 7^th Edition, Digital Edition, Renmin University of China Press，2022.

Guo Guoqing. Fundamentals of Marketing,  9^th Edition, Digital Edition，Renmin University of China Press，2022.

Guo Guoqing. Services Marketing,  5^th Edition，Renmin University of China Press，2021.

Guo Guoqing. Marketing, 4^th Edition, Digital Edition，Renmin University of China Press，2021.

Guo Guoqing. History of Marketing，Higher Education Press，2019.

Guo Guoqing，Wang Xia，Liang Dong. Marketing Decision Models，Higher Education Press，2019

Key community services

2001     Visiting Professor, School of Business, The University of Hong Kong, taught Marketing Strategy in China at the IMBA Programme by HKU and Fudan University

2000 Visiting Professor, Templeton College, University of Oxford

1999    Visiting Professor, taught seminar on Consumer Behavior in China at faculty of Business, Hong Kong Baptist University

1997    Visiting Professor, taught seminar on Promotional Practices in China at faculty of Business, City University of Hong Kong

1996 Key Speaker at the First Management Forum on New Product Development jointly organized by the City University of Hong Kong, and Asia-Pacific Product Development and Management Association, 13-14 December, Hong Kong

1995 Secretary-General, Fifth International Conference on Marketing and Development, Beijing

1995 “Marketing Audit and Control Processes in Chinese Enterprises”, McGill - Renmin University of China Linkage ( with Professor Kunal Basu)

1993-1994 Visiting Professor, taught seminar on Marketing in Developing Countries at Faculty of Management, McGill University, supported by Canadian International Development Agency Visiting Professor, joint research on the topic “Innovation in Developing Countries: Contingencies, Intra-Firm Processes and Success Requirements”, McGill - Renmin University of China Linkage ( with Professor Kunal Basu)

Honors and Awards

2023  The Textbook of “Fundamentals of Marketing (9th Edition)”was awarded the Second Prize of the 5th Renmin University of China Business School High level Copyright Achievement Award (Textbook Category)

2022  Honorary title of "Excellent Guidance Teacher" in the Innovation Experiment Program for Students at Renmin University of China

2021  The Textbook of “Principles of Marketing (6th Edition)”First Prize of the 4th High level Copyright Achievement Award (Textbook Category) by RMBS

2021  Renmin University of China Dahua Outstanding Teaching Contribution Award

2021  The Textbook of “ Marketing (fth Edition)” was awarded the high quality undergraduate textbooks and  courseware for universities in Beijing

2021  The Textbook of “Fundamentals of Marketing (8th Edition)” was awarded the Second Prize of the Excellent Textbook Award of the First National Excellent Textbook Construction Award in China

2010   The book of “History of Marketing Theory” was awarded the Second Rank of the Excellence Achievement Prizes of Beijing Philosophy and Social Science, China
2008   The Textbook of “An Introduction to Marketing” was awarded the National
Excellent Textbook by the Ministry of Education, China
2008   The Textbook of “Fundamentals of Marketing (Third Edition)” was awarded the
National Excellent Textbook by the Chinese Marketing Association
2007   The Textbook of “Fundamentals of Marketing (Third Edition)” was awarded the
National Excellent Textbook by the Ministry of Education, China
2004   Candidates of the New Century Excellent Talents in University by the Ministry of
Education, China
2002   The Textbook of “Fundamentals of Marketing (First Edition)” was awarded the
First Rank of the National Excellent Textbook by the Ministry of Education,
China
2002   The Textbook of “Marketing” was awarded the First Rank of the National
Excellent Textbook by the Ministry of Education, China
1996   The book of “Marketing Management: Theories and Models” was awarded the
Second Rank of the Excellence Achievement Prizes of Beijing Philosophy and
Social Science, China
1996   Distinguished Professor Award of Fok Yeung Tung Education Foundation, China
1995 Selected as one of the 100-Academic-Scholar Project of Beijing Municipal
Theoretical Talents in Social Sciences for New Century
1995 Selected as an expert who is entitled to special grants from the State Council