Name : Jiagui Li
Sex : Male
Date of Birth : January 3, 1975
Nationality : Chinese
Civil Status : Married
Occupation : Associate Professor, postgraduate tutor
Working Institute : College of Enology, Northwest A&F University
Tele/Fax : + 86 29 87091994
Cell Phone: + 86 18792951369
Working Address : 22, Xinong Road, Yangling, Shaanxi, 712100, P.R. China
Education background:
2014, Ph.D. of Management, Northwest A&F University
2005, Master of Management, Northwest A&F University
1997, Bachelor of Economics, Northwest Agricultural University
Professional experience:
2008 – Present, Associate Professor at College of Enology, Northwest A & F University
2002 – 2008, Lecturer at College of Enology, Northwest A & F University
1997 – 2002, Assistant Professor at College of Enology, Northwest A & F University
2009 – 2010, visiting scholar at School of Agriculture, Food and Wine, The University of Adelaide, Australia
Research fields:
Wine consumer behavior, Wine marketing strategy, and Wine industry Policy
Courses offered:
Wine Marketing (11020), Wine Culture and Promotion (11021), Wine Market Survey (11029), and Wine Project Feasibility Study (11027) for undergraduate students
Research projects:
2010.1 – 2012.12, Consumer knowledge and market segmentation: An empirical study of wine consumption (QN2009062), China Central University Basic Scientific Fund
2006.7 – 2008.7, Establishment and application of Chinese wine tourism resource evaluation (06ZR049), Youth Fund Project of Northwest A&F University
2003.9 – 2005.9, Study on wine consumer behavior in China (200302030303), Youth Fund Project of Northwest A&F University
Articles:
Jiagui Li. (2012) An Empirical Study of Wine Advertising Strategies Based on Market Segmentation, Liquor-Making Science & Technology, (8): 129-133
Hua Li, Jiagui Li. (2012) Construction and Development of Chinese Wine’s Category: Perspectives of Chateau wine market in China, Journal of Northwest A&F University (Social Science Edition), 12(5): 146-150
Jiagui Li, Jinrong Jia, Dennis Taylor, Johan Bruwer, Elton Li. (2011) The wine drinking behaviour of Young Adults: an exploratory study in China, British Food Journal, 113(10): 1305-1317
Jiagui Li, Jinrong Jia. (2010) Australian Wine Industry Development Policy and Implications to China, Issues in Agricultural Economy, (6):106-109
Jiagui Li, Xiaomin Cheng, Jinrong Jia. (2009) Study on Grape Wine Marketing Strategies to X-generation, Liquor-Making Science & Technology, (9):29-33
Jiagui Li, Jinrong Jia, Jing Zhang. (2008) Preliminary Effects of Import Duty Decline on Grape Wine Market in China, Liquor-Making Science & Technology, (1)110-112
Jiagui Li, Huiling Yu. (2008) Evaluation on Grape Wine Tourism in Wuwei, Liquor-Making Science & Technology, (9)120-123
Jiagui Li, Xiaomin Cheng. (2007) Colony characteristics and consuming behaviour of X-Generation, Market Modernization, (33)37-38
Jiagui Li, Junqi Hou. (2005) Strategic thought of grape bases construction after China’s entrance to WTO, Liquor-Making Science & Technology, (1)99-102
Jiagui Li, Xuedan Cao. (2005) Study on regional wine market evaluation system, Statistics and decision, (2)36-37
Jiagui Li, Zhongxun Shen. (2001) Managerial risks and preventive measures in wine enterprises, Sino-Overseas Grapevine & Wine, (3)24-26
Book:
Hua Li, Junqi Hou and Jiagui Li (2000) Wine Marketing, Shaanxi People’s Publishing House, Xi’an, ISBN: 7-224-05480-1
