Professor of Marketing
Zhongguancun Software Park, Bldg. 20
8 Dongbeiwang West Road
Haidian Dist., Beijing, 100193, China
Tel: 8610-8296－6803 Email: email@example.com
PhD, Sociology, 1998, Yale University
MA, Sociology, 1994, Yale University
BA, Demography, 1988, Renmin University of China
Professor of Marketing, Academic Director of the CMO Program, CEIBS
Associate Professor of Marketing, Deputy Chair, the Department of Marketing; Academic Director, Senior Executive Program in China (CEIBS, Tsinghua, HBS); Associate Director, Retail Research Center, School of Economics and Management, Tsinghua University
Manager, Strategic Analytics Group, Minute Maid Company, a division of Coca Cola
Senior Consultant, Information Resources, Inc. (IRI)
Assistant Research Fellow,
· Brand Equity and Branding Strategy
· Customer Equity and Customer Management
· Marketing Strategy
· Business Model and Business Growth Strategy
· Consumer Purchase and Consumption Behavior in China
· Marketing Management (EMBA, MBA, EDP)
· Various Topics in Marketing (EMBA, EDP)
· Disruptive Marketing Strategy (EDP)
· Business Model and Business Growth Strategy（EDP）
· Strategy Simulation (EMBA, EDP)
· Marketing Research (MBA)
· Marketing Models (Ph.D)
· Quantitative Methods in Marketing (Ph.D)
· Research Methods in Marketing (Ph.D)
· Front Issues of Marketing Theory (Ph.D)
Editorial Board and Area
Editor, Journal of Marketing Science (in Chinese, the Top Scholarly Journal
in Marketing in
Outstanding member and academic member of Chinese Marketing Association
Member of American Consumer Society
Frontiers of Business in
Peer Reviewed Journal Paper：
l Ma Baolong, Li Fei, Wang Gao, Li Chunqing, Stochastic RFM Model and Its Application in Customer Value Analysis, Journal of Industrial Engineering and Engineering Management, forthcoming.
l Li Hao, Wang Gao, Zhao Ping, Cooperating Strategy Analysis of the Store and the Concessionaire in a Shopping Mall, Journal of Systems Engineering, forthcoming.
l Baolong Ma, Lin Zhang, Fei Li, Gao Wang, Effect of Product Harm Crisis on Brand Performance, International Journal of Market Research, 2010, 52 (4): 443-458.
l Xu Yin, Wang Gao, Zhao Ping, Value Formation and Its Impact on Purchase Intention, Journal of Marketing Science, 2010, 6(1): 1-12.
l Li Fei, Wang Gao, Yang Bin, Ma Baolong, Lin Jian, Zhao Junxia, Chen Hao, The Marketing Myth of High-speed Growth: A Multi-cases Study Based on Ten Chinese Successful Companies, Management World, 2009, No. 2
l Li Hao, Wang Gao, Zhao Ping, Determinants of Brand Extension Evaluation: Literature Review and Future Research Discussion, Journal of Marketing Science, 2009, 5(2): 55-71
l Ma Baolong, Wang Gao, Li Jinlin, Li Chunqing, The Effect of Marketing Efforts on Customer Behavior under the Relationship Marketing Paradigm, Nankai Business Review, 2009, 12(3): 152-160.
l Liu Yong, Wang Gao, The Application of Discrete Choice Model on Retailing Research–Based on Comparation between MNL、MNP and Mixed Logit, Journal of Marketing Science, 2009, 5(3):
l Hao Li, Gao Wang, Ping Zhao, Yan Wang, A Qualitative Research of Tuangou: Modes, Characteristics and Roles of the New E-Business Model, The First International Symposium on Information Engineering and Electronic Commerce (IEEC 2009) Proceedings：750-753.
l Yan WANG, Gao WANG, Ping ZHAO, Hao LI, Asymmetric Competition Analysis Based on Consumer Choice Set, 2008 International Seminar on Business and Information Management, 2008, ???. (EI, ISTP)
l Gao WANG, Fei LI, Xi LIU, The Development of
the Retailing Industry in
l Huang Jinsong, Wang Gao, Li Fei, Extended NBD-Dirichlet Model and Its Application to the Research of Retail Store Choice, Chinese Journal of Management Science, 2008, 16(2): 62-68.
l Huang Jinsong, Wang Gao, Application Extension of Weibull Distribution for New Product Market Penetration Research, Application of Statistics and Management, 2008, 27(2): 320-328.
l Songting Dong, Ping Zhao, Gao Wang, Raymond Liu, Decomposition Model of the Total Store Purchase and Its Application, Advances in Consumer Research, 2007, pp. 669-670.
l Huang Jinsong, Chen Rong, Wang Gao, An Empirical Comparison of Weibull and Its Extended Models for New Product Trial Calibration and Forecasting, Proceedings of IEEE 2007 International Conference on Wireless Communications, Networking and Mobile Computing, Vol. 1: 3689-3692, 2007.
l Wang Gao, Huang Jinsong, An Empirical Comparison of Bass, Exponential Gama and Mixed Weibull of New Product Penetration, Journal of Marketing Science, 2007, 3(4): 26-27.
l Wang Gao, Huang Jinsong, Zhao Zijun, Li Shilei, Segmenting the Market Using Conjoint Analysis and Mixed Regression Model, Application of Statistics and Management, 2007, 26(6): 941-950.
l Huang Jinsong, Wang Gao, Evaluation of Marketing Communication Effects Based on Extended BB Model, Chinese Journal of Management Science, 2008, 15(Special Issue): 549-552.
l Zou Deqiang, Wang Gao, Zhao Ping, Wang Yan, The Impact of Functional Value and Symbolic Value on Brand Loyalty, Nankai Business Review, 2007, 10(3): 4-12.
l Guo Yongxin, Wang Gao, Qi Ershi, Model Study of Brand, Price and Promotion on Market Share, Journal of Management Sciences in China, 2007, 10(2): 59-65.
l Wang Gao, Li Chunqing, Zhao Ping, Tong Luqiong, The Application of Stochastic Models in the Estimation of Future Economic Value of Retail Customers, Chinese Journal of Management Science, 2007, 15(2): 104-110.
l Ma Baolong, Li Jinlin, Li Chunqing, Wang Gao, Effect of Reward Programs on Repeat-Purchase Behavior Pattern, Application of Statistics and Management, 2007, 26(3): 457-467.
l Wang Xuhui, Wang Gao, A Conceptual Framework for Modern Commercial Streets Planning, Modern Finance and Economics, 2007, 27(1): 71-76.
l Zou Deqiang, Wang Gao, Zhao Ping, How Perceived Risk Affects Information Search: The Moderating Role of Consumer Knowledge, Journal of Marketing Science, 2006, 2(4): 83-95.
l Wang Gao, Li Fei, Lu Qibin, An Empirical Study of Customer Satisfaction for Large Scale Retail Super Markets, Management World, 2006, 6: 101-110.
l Li Fei, Wang Gao, On the Improvement of Marketing Mix 4 Ps, Management World, 2006, 9: 147-148.
l Huang Jinsong, Wang Gao, Zhao Ping, Advertising Persuasion for Brand Extension: Revising the Dual Moderation Model, Acta Psychologica Sinica, 2006, 38(6): 924-933.
l Liu Xi, Wang Gao, Crisis Management: Major Theoretical Approaches and Their Application, Studies in Science of Science, 2006, 24(Supp): 255-260.
l Li Fei, Wang Gao, Li Xiang, An Empirical Study on the Positioning Point of Successful Retail Enterprises in China, Nankai Business Review, 2006, 9(4): 24-28.
l Ma Baolong, Li Jinlin, Li Chunqing, Wang Gao, Value Perception of Reward Programs and Its Effects on Program Loyalty and Brand Loyalty, Nankai Business Review, 2006, 9(5): 44-51.
l Wang Gao, Huang Jinsong, Applications of Finite Mixture Weibull-Gamma Model for New Product Penetration Research, Chinese Journal of Management Science, 2006, 14(Special Issue): 136-139.
l Wang Gao, Li Chunqing, Ma Baolong, An Empirical Research on Brand Performance Measures Using Dirichlet Model, Chinese Journal of Management Science, 2006, 14(Special Issue): 698-703.
Li Fei, Wang
Gao, A Study on the Retail Types in
l Wang Xuhui, Wang Gao, New Thoughts on the Mode of Access to Overseas Market for Retailers, Journal of Beijing Technology and Business University (Social Science), 2006, 21(3): 4-8.
l Wang Gao, Estimating Conjoint Analysis Using Random Coefficients Model, Journal of Quantitative and Technical Economics, 2005, 7, 96-107.
l Wang Xia, Zhao Ping, Wang Gao, Liu Jia, Market Segmentation Based on the Customer Satisfaction-Loyalty Links, Nankai Business Review, 2005, 8(5): 26-30.
l Lu Qibin, Zhao Ping, Wang Gao, Huang Jinsong, The Halo Effect in the Customer Satisfaction Measurement, Acta Psychologica Sinica, 37(4): 524-534.
Customer Value and
l Bu Ying, Zhao Ping, Wang Gao, Wang Xia, An Empirical Study of Customer Satisfaction in The Steel Industry, Management World, 2004, 8: 141-143.
l Huang Jinsong, Zhao Ping, Wang Gao, Lu Qibin, An Research on Customers Repurchase Intention in China, Journal of Management Sciences in China, 2004, 7(6): 79-86.
l Wang Xia, Zhao Ping, Wang Gao, Liu Jia, Characteristics of Chinese Consumers’ Price Tolerance, Acta Psychologica Sinica, 2004, 36(5): 593-600.
l Huang Jinsong, Zhao Ping, Wang Gao, Lu Qibin, Market Share Research Based on Customer Orientatoin, Chinese Journal of Management Science, 2004, 12(2): 95-101.
l Lu Qibin, Zhao Ping, Wang Gao, Huag Jinsong, Relationship between Market Structure and Market Efficiency in China, China Industrial Economy, 2004, 10, 28-35.
l Hu Zuohao and Wang Gao, International Marketing Strategies of Chinese Multinationals: The Experience of Bird, Haier, and TCL, pp. 99-126, in Chinese Multinationals, 2009, edited by Jean-Paul Larcon, World Scientific Publishing, Singapore.
l Wang Gao, Marketing Strategy, pp. 254-270, in Chinese General Management: Tsinghua-Harvard Text and Cases, 2009, edited by F. Warren McFarlan and Chen Guoqing, Tsinghua University Press, Beijing.
l Customer Satisfaction in the Retail Industry, Wang Gao, Li Fei, et. al, Economic Science Press, Beijing, 2008
l Innovation of Retail Management in China, Li Fei, Wang Gao, et. al, Economic Science Press, Beijing, 2007
l The Development of the Retail Industry in China, Li Fei, Wang Gao, et. al, Chinese Academic Press, 2006
l Population Sampling Techniques, Xiao Zhenyu, Wang Gao, Northern Women and Children Press, 1992
l Strategic Market Management, by David Aaker, translated by Wang Xia and Shen Yue, approved by Wang Gao, Renmin University of China Press, Beijing, 2005
l International Marketing Management, translated by Wang Gao, Wang Xia, et. al., Renmin University of China Press, Beijing, 2004
l Brand Gap, translated by Wang Gao, Yu Chunling, Zou Deqiang, Renmin University of China Press, Beijing, 2004
l Li Ning: Everything Is Possible, HBS Case (9-507-024），with Luc Wathieu, and Medha Samant, revised in 2007
l Gome: Evolution of Business Model, HBS Case (9-308-026），with Regina Abrami, Warren McFarlen, et al., 2007
l Fiyta: HBS Cases (9-308-025)), with Regina Abrami, Warren McFarlen, et al., 2007
l Joyoung, CEIBS Case, with Raymond Xu and Zhang Rui, revised in 2010
l 360Buy.com, CEIBS Case, with Zhang Rui and Raymond Xu, 2010