name: haixia gao
professional title：professor
research area: marketing
biography
resarch intrests
•consumer behavior
•marketing and strategy
education and work experience:
•ph.d. (september 2001~ july 2003)
enterprise management, school of management, zhejiang university, hangzhou, china
•m.s. (september 1998~july 2001)
management science and engineering, school of management, hebei university of technology
•b.s. (september 1994~july1998)
international trade, school of management, hebei university of technology
teaching
•assistant professor of school of management, hangzhou dianzi university,2004~2006
•associate professor of school of management, hangzhou dianzi university,2006~2016
•professor of school of management, hangzhou dianzi university,2016~
honors and awards
•outstanding teacher of hangzhou dianzi university, 2012.
•“2011 family-teaching balance teacher” of zhejiang province education department.
•“2010 top ten teacher” of hangzhou dianzi university.
research projects
• study on the enhancement of zhejiang regional brand premium ability under the internet environment,zhejiang association of social sciences（16jdskl07）,2016-2018, accomplished.
• purchase intention of local brands based on perception psychology of consumers, national natural science foundation for young scholars（70902047）, 2010-2012，accomplished.
• countermeasure research on expansion of rural markets based on comparison of urban and rural consumer behaviors, humanities and social sciences youth fund of ministry of education（09yjc630051）,2010-2012,accomplished.
• interaction mechani** of manufacturing enterprises-consumers and promotion of innovation capabilities on self-developed products, soft science foundation of zhejiang science department（2012c35020）,2012-2014 ,accomplished.
• study on consumers behaviors on brands transaction of zhejiang provinces based on perception psychology, zhejiang natural science foundation for young scholars (y607098)，2008-2009，accomplished.
publications
1. gao haixia. research on the relationship between tourist self-concept and rural touri** motivation[j].areal research and development,2018, 37(2).
2. gao haixia. summary and future prospects of virtual brand community user participation research[j]. journal of hangzhou dianzi university,2017, 13(3).
3. gao haixia.a literature review of consumer attitudinal ambivalence and prospects[j].foreign economics and management,2016(2).(cssci indexed)
4. gao haixia,relationship of trustworthiness and relational benefit in electronic catalog markets[j]. electronic markets, 2014(3). (ssci indexed)
5. gao haixia. customer participation in enterprise product innovation： literature review and prospects[j]. technoeconomics & management research,2014(7). (cssci indexed)
6. gao haixia&yaoyao, review of rural tourists’ perceived value and discussion of its market expanding strategies[j]. future and development,2014(6).
7. gao haixia&hu ping, luxury consumption research overview and future prospects[j]. future and development, 2012(8).
8. gao haixia. marketing strategy of expanding the rural market [j]. rural economy and science,2012(7).
9. gao haixia. the new features of contemporary rural consumers and strategies of expanding rural market[j]. reformation & strategy, 2011(7).
10. gao haixia. analysis of the features of male shoppers and strategies of market development for male consumers [j].china market,2011(12).
11. gao haixia. marketing strategies for consumer-oriented online retailers based on b to c e-commerce [j]. future and development, 2011(8).
12. gao haixia. study on matching path of products innovation and customers needs [j]. science and technology management research, 2011(21).
courses
* marketing
* service marketing