WANG, Gao
Professor of Marketing
Zhongguancun Software Park, Bldg. 20
8 Dongbeiwang West Road
Haidian Dist., Beijing, 100193, China
Tel: 8610-8296－6803 Email: wgao@ceibs.edu
PhD, Sociology, 1998, Yale University
MA, Sociology, 1994, Yale University
BA, Demography, 1988, Renmin University of China
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2009/01-Present |
Professor of Marketing, Academic Director of the CMO Program, CEIBS |
|
2002/11-2008/12 |
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 |
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2001/06-2002/10 |
Manager, Strategic Analytics Group, Minute Maid Company, a division of Coca Cola |
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1998/08-2001/06 |
Senior Consultant, Information Resources, Inc. (IRI) |
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1997/01-1997/08 |
Intern Analyst, |
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1988/07-1992/08 |
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)
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2005-Present |
Editorial Board and Area
Editor, Journal of Marketing Science (in Chinese, the Top Scholarly Journal
in Marketing in |
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2006-Present |
Outstanding member and
academic member of Chinese Marketing Association |
|
2006-Present |
Member of American
Consumer Society |
|
2006-Present |
Editorial Board,
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.
l
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.
l
Wang Gao,
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.
Book Chapters:
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.
Books:
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
Translated Books:
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
Cases:
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