Gui Shihe Associate Professor Department of Marketing and Tourism Management Email: guishihe@163.com Phone : +86-27-68753153 PhD, Communication, Wuhan University, China (2004-2008) MSc, Communication, Wuhan University, China (2001-2004) On-the-job Training Course，Major Courses of Marketing，Zhongnan University of Finance and Economics, China（1994-1996） B.A., Education in Ideology and Politics, Wuhan University of Hydraulic and Electric Engineering, China (1989-1994) Curriculum Vitae

TEACHING AND RESEARCH AREAS

Ÿ TeachingCourses: Advertising Management（undergraduate,36）; Marketing（undergraduate,54）; Marketing Management Practices（MBA，54）; ChineseConsumer Behavior（master，36）

Ÿ Research Areas : MarketingCommunications andConsumer Behavior

ACADEMIC EXPERIENCE

Ÿ Associate Professor of Marketing, Wuhan University, Dec.2009 - present

Ÿ Lecturer of Marketing, Wuhan University, Dec.1999 - Nov. 2009

Ÿ Teaching Assistants of Marketing,WuhanTechnologyUniversity ofSurveying andMapping, Jun. 1994- Nov.1999

MANAGERAL AND PRACTICAL EXPERIENCE

Ÿ General Manager, Wuhan Branch of Beijing Yida Mapping Technology Company,1996-1999.

CONSULTING AND TRAINING EXPERIENCE (GOVERNMENT OR CORPORATE)

Ÿ AdvertisingPlanning，State Grid Hubei Electric Power Co., LTD，2017

Ÿ Consumer Behavior and Marketing Innovation, Guangxi Small & Medium-sided Enterprises Federation Union，2016.

Ÿ Consumer Behavior，Ningxia Branch of China Construction Bank，2015.

Ÿ The Brand and MarketingStrategies，HBTV，2014.

Ÿ Changes in Entrepreneurship Condition andMarketingStrategies, Science and Technology Department of Hubei Province, 2014.

Ÿ MarketingInnovation under the NewEnvironment, HubeiJoint Investment Company，2014.

Ÿ The Planning,Organizing andExecutingof Chinese CultureActivities, Hanban/Confucius Institute Headquarters, 2014.

Ÿ Consumer Behavior, Liaoning Branch of China Construction Bank, 2014.

Ÿ How to Improve the Communication Skills for Marketers of theWater Supply Company,2013.

Ÿ The Crux of Insurance Marketing and Its Countermeasure, Zhengzhou Branch of PICC, 2013.

Ÿ Decision-Oriented ModelandSelected Creative in Financial Advertising, Founder Group, 2012.

Ÿ The Developing Path and StrategyInnovation of Strategic Emerging Industries,National Administration of Surveying,Mapping andGeoinformation of Ministry of Land and Resources of PRC, 2011.

Ÿ Marketing of Sports Lottery , Hubei Sports Lottery Center, 2011.

Ÿ Channel Strategies for Dealers, Jia Jia Le Wood Group, 2006.

Ÿ The Visual Identity of Brand, Daye Meige Aluminum Company, 2005.

Ÿ Research on Company Image, Wuhan Gas & Heat Group Co., ltd，2004-2005.

Ÿ TV Program Planning forAnimationMessage,HBTV and Wuhan Phoenix Media Company, 2004-2006.

Ÿ Organizational Innovation, Wuhan Jiutong Car Factory, 2007.

Ÿ Research on Brand Development, UnitePharmacyCompany, 2003.

Ÿ Screening of Business Plan, Labor Bureau of Hubei Province andWuhan TV,2003.

Ÿ Advertising Strategies, Hubei Branch of China Telecom Group, 2002.

Ÿ Promotion in Wuhan Market, Inner Mongolia Hailar Dairy Company,1998.

Ÿ Promotion for Yedao Lugui Wine in Wuhan Market, Hainan Yedao Group, 1997.

SELECTED PUBLICATIONS

Journal Papers (International)

Ÿ WANG Zhi-yu, QIU Yan-lin and GUI Shi-he, 2006. “Quality Competence: a Source of Sustained Competitive Advantage”,The Journal of China Universities of Posts and Telecommunications,Vol.13, No.1, pp.104-108.

Journal Papers (Domestic)

Ÿ Gui Shihe and Tang Mei, “Review and Outlook the Ideological andPoliticalEducation Embedding into MajorCourses In Colleges andUniversities”,Contemporary Education Research and Teaching Practice, No.12,pp.30-31,2017.

Ÿ Gui Shihe and Tang Mei,“The Feature and Its Enlightenment of Advertising Literacy Education Embedded into Chinese In the Period of Republic of China”，Science and Technology Trend，No.22, pp.39-41,2017.

Ÿ Gui Shihe，“On the Evolution of the Concepts of Nearest Genus in Popular Definitions of Advertising and Its Enlightenments”，Journal of Shanxi University ( Philosophy＆Social Science)，No.6,pp.43-49,2016.

Ÿ Tang Mei, Gui Shihe， “Did theEtymologyof ‘Advertising’ in Chinese Language Originate from Latin”，News Research, No.8, pp.20-24,2016.

Ÿ Tang Mei, Gui Shihe, “A Curriculumafter the Age of the Protection of Intangible Cultural Heritage:Cultural Self-confidence Education for Inheritors”,New curriculum Research, No.17, pp.4-6,2016.

Ÿ Gui Shihe and Ouyang Xiaozhen, “Research Commentary on Advertising Ecology”，Theses of China Marketing Association of University Annual Session,2012.

Ÿ Gui Shihe,“A NewResearch on the Theory Orientation of Critical School of Communication”,Journal of Jiangxi University of Finance and Economics,No.2,pp.73-76, 2008.

Ÿ Wang Xiao andGui Shihe,“Education of Media Literacy and the Re-establishing of Ecology of Modern Communication”, ContemporaryCommunication,No.5,pp.93-94, 2008.

Ÿ Gui Shihe,“Appreciation of documents of Advertising Industrial Organization in China”,Modern Advertising,No.149,pp.4-6, 2007.

Ÿ Gui Shihe,“On Selection of Television System Based on the Ways of Television Power Resource Allocation”,Journal of Wuhan University of Technology,No.5,pp.695-699, 2007.

Ÿ Gui Shihe,“A New Research on the Essential Functions of Product Advertising in the Age of Sign Consumption”, Economic Management Journal,No.9,pp.45-47, 2006.

Ÿ Gui Shihe,“ACritique ofCriticizing forSignConsumption”,The Journal of Humanities,No.5, pp. 144-147, 2006.

Ÿ Gui Shihe and Mo Meifeng,“Clustering, Integratization andEcologization: Three Development Trends of China Media Industry”,Editor＇s Friend,No.1,pp.66-70, 2006.

Ÿ Tang Mei and Gui Shihe, “On the Advantages and Disadvantages of Nonce Words in Advertising”,Journal of Hubei Institute of Education,No.1, pp.29-30, 2006.

Ÿ Zhou shuai andGui Shihe,“On the Beneficial results of a System of Public Finance from a Viewpoint ofBureaucracy Governance Structure”,Commercial Times,No.13,pp.54-55, 2006.

Ÿ Gui Shihe,“Is the Sign Value the Commodity's Third Value”,Journal of Xidian University(Social Science Edition)，No.3,pp.33-36, 2005.

Ÿ Gui Shihe,“On the Competitive Profile in Retail Industry in Wuhan”,China Market,No.7,pp.132-133, 2005.

Ÿ Zhang Minggui and Gui Shihe,“Supply for Advertising Amativeness”,Advertising Panorama,No.7, pp.159-161, 2005.

Ÿ Zhang Minggui and Gui Shihe,“The Problem and Countermeasures of Brand Sharing in Small and Medium- sized Taxi Enterprises”,The Border Economy and Culture,No.9，pp.18-20, 2005.

Ÿ Gui Shihe and Liu Yinglei, “When the Creative collide with the Local culture: Saying from the Advertising of Toyota Motor Corporation”,Modern Advertising,No.1, pp. 113-114, 2004.

Ÿ Mei Qionglin andGui Shihe,“The Globalization and The Communication Strategies of Chinese Culture”, Contemporary（Taipel）, No.7，pp. 74-83, 2003.

Ÿ Gui Shihe,“Advertising Can Cluster as Well”,TV Research,No.11, pp.74-76, 2003.

Ÿ Gui Shihe,“The Perspective on Reasons of Brand Sharing in Small and Medium- sized Taxi Enterprises”,Commercial Times,No.10, pp. 39-40, 2003.

Ÿ Gui Shihe,“Don’tmake money ina national disaster”, Modern Advertising,No.6, pp. 14-15, 2003.

Ÿ Gui Shihe,“The S-DEW Give a Challenge to the Head & Shoulders”,Commercial Times,No.7, pp.36-37, 2003.

Ÿ Gui Shihe,“The Fifth Season Didn’t Make Mistakes in Its Brand Working”,Enterprise Vitality, No.3, pp.34-35, 2003.

Ÿ Gui Shihe,“On the Conditions of Existence of Advertising Agency in the Future”,Admen,No.4, pp.29-31, 2003.

Ÿ Gui Shihe,“Self-examination intoPlanning Industry for the Past Three Years”,Corporation Research,No.1, pp.25-26, 2003.

Ÿ Chen Jie and Gui Shihe, “An Imperative forMarketing Upgrading to the Clothing Industry in Hubei afterEntering into WTO”,Wuhan University Journal (Social Sciences),No.56,pp.218-221, 2003.

Ÿ Gui Shihe,“A Rustic Opinion ofcultural PR for Enterprises”, Journal of Tianjin Modern Enterprise Management College for Staff and Workers,No.4, pp.38-40, 2002.

Ÿ Gui Shihe,“To Decide theAdvertising Themethrough Means-endChains”, Advertising Panorama,No.11, pp.29-31, 2002.

Ÿ Gui Shihe and Sun Huimin, “Opportunities and Challenges for PR IndustryResult from Entering into WTO”,A Treasure-house of ContemporaryChinese Thinking, ChinaEconomy Press,pp.472-475, 2001.

Ÿ Gui Shihe,“Enhancing S/M Marketing and Opening Up S/M Markets”,Research on Soft science of Surveying and Mapping,No.1, pp.36-38, 2001.

Cases and Practical Papers

Ÿ Tang Mei and Gui Shihe, “A Curriculumafter the Age of the Protection of Intangible Cultural Heritage:Cultural Self-confidence Education for Inheritors”,New curriculum Research, No.17, pp.4-6,2016.

Ÿ Gui Shihe,“On the Competitive Profile in Retail Industry in Wuhan”,China Market,No.7,pp.132-133, 2005.

Ÿ Zhang Minggui and Gui Shihe,“Supply for Advertising Amativeness”,Advertising Panorama,No.7, pp.159-161, 2005.

Ÿ Zhang Minggui and Gui Shihe,“The Problem and Countermeasures of Brand Sharing in Small and Medium- sized Taxi Enterprises”,The Border Economy and Culture,No.9，pp.18-20, 2005.

Ÿ Gui Shihe and Liu Yinglei, “When the Creative collide with the Local culture: Saying from the Advertising of Toyota Motor Corporation”,Modern Advertising,No.1, pp. 113-114, 2004.

Ÿ Gui Shihe,“Advertising Can Cluster as Well”,TV Research,No.11, pp.74-76, 2003.

Ÿ Gui Shihe,“The Perspective on Reasons of Brand Sharing in Small and Medium- sized Taxi Enterprises”,Commercial Times,No.10, pp. 39-40, 2003.

Ÿ Gui Shihe,“The S-DEW Give a Challenge to the Head & Shoulders”,Commercial Times,No.7, pp.36-37, 2003.

Ÿ Gui Shihe,“The Fifth Season Didn’t Make Mistakes in Its Brand Working”,Enterprise Vitality, No.3, pp.34-35, 2003.

Ÿ Gui Shihe,“On the Conditions of Existence of Advertising Agency in the Future”,Admen,No.4, pp.29-31, 2003.

Ÿ Gui Shihe,“Self-examination intoPlanning Industry for the Past Three Years”,Corporation Research,No.1, pp.25-26, 2003.

Ÿ Chen Jie and Gui Shihe, “An Imperative forMarketing Upgrading to the Clothing Industry in Hubei afterEntering into WTO”,Wuhan University Journal (Social Sciences),No.56,pp.218-221, 2003.

Textbooks

Ÿ Gui Shihe, William Wells, Sandra Moriarty and Nancy Mitchell, 2013.Advertising: Principles & Practice, 9^thEnglish Edition,Beijing:China Renmin University Press.

Ÿ Gui Shihe and Tang Mei, 2013.Advertising: Principles & Practice, 9^thChinese Edition,Beijing:China Renmin University Press.

Ÿ Gui Shihe and Wang Changzheng, 2009.Advertising: Principles & Practice, 7^thChinese Edition,Beijing:China Renmin University Press.

Ÿ Chen Huizhong, Guo Xiaolin, Gui Shihe, ect., Public Relations，Huazhong University of Science and Technology Press,2003.

Ÿ Song Bingbin, Sun Panxing, Gui Shihe, ect., EconomicLaw Textbook，Harbin Institute of Technology,1995.

RESEARCH GRANTS

Government-funded grants

Ÿ Educational Science Planning Project of Hubei Province: On the Incentive Mechanism of Ideological and Political Educationin MajorCourses in the Teachers’ Multitask Environment, 2017-2019, Ref. 2017GB001.

Ÿ Teaching ResearchProjectof theStateBureau ofSurveying andMapping:On the Development andCurriculum Construction of MarketingMajor,￥15000,1997-1999.

Corporate-funded grants

Ÿ The Corporate Identity System of Wuhan Gas & Heat Group, Wuhan Gas & Heat Group,￥900000, 2005-2006, Ref.103233523

AWARDS AND HONORS

Ÿ The Third Prize ofArt Education Research Paperfor the6^th Hubei College Students Arts Festival, Hubei Provincial Department of Education,2018.

Ÿ Outstanding Tutor Award, Economics and Management School of Wuhan University, 2013.

Ÿ Outstanding Tutor Award, Wuhan University, 2007.

Ÿ TheThird Prize ofOutstanding Young Teacher Award for the3^th TeachingSkillsCompetition , Wuhan University, 2006.

Ÿ The First Prize ofOutstanding Young Teacher Award for theTeachingSkillsCompetition, Economics and Management School of Wuhan University, 2006.

Ÿ ExcellenceAcademicAward inthe New Century, Academic Committee of Society of Management Science of China, 2001.

Ÿ The First Prize of ShenhongTeacher Award, President AwardFoundation forTeachers, 2000.

MEMBERSHIPS, CERTIFICATIONS

Ÿ A director,Hubei Marketing Academy(HBMA),2009- present

Ÿ Broker license,Wuhan Administrator for Industry and Commerce, 2003

Ÿ The vice-chairman, The Association of National Unity and Progress of Wuhan University, 2001-present

Ÿ Higher Certified PR Teacher，The Public Relations Education Society of China Higher Education Institue,2000

Ÿ Member of Hubei Public Relations Association,1999

INVITED SPEECH AND MEDIA COVERAGE

Ÿ “Marketing Analysis of Sharing Boyfriend”，Economic Channel of Wuhan TV, April 13,2018.

Ÿ “Review on the Group Boss Model of Shenglong Electric Group”，5^th Entrepreneurship and Fortune Forum of MBA Alumni Association of Wuhan University, March 31, 2018.

Ÿ “My Views on Gambling of 1BillionbetweenLei Jun and Dong Mingzhu”, Tencent Website,April 28, 2015.

Ÿ Wen Jun, Fan Min and Song ZhangQin, “CrowdfundingPay for the Dream”, Hubei Daily, April 28^th ,2014,page8

Ÿ “Online Shopping Don’t ExposeHome Address, Convenience Stores Have Become the Express’sAgency Shops”, Chutian Metro Daily, November2^nd,2012, page12

Ÿ “Weaving Brand Microblog, Hubei’s Enterprises Need to Work Hard ”,Chutian Metro Daily, January13^th,2011, page44

Ÿ “Is Free Group-buying Reliable? Winning Rate is Less Than 1%”,Chutian Metro Daily, January7^th,2011, page10

Ÿ “Chinese PRTheory & Practice”,Lecture WebSite Wuhan University, Renren, a Big Lecture Hall of PR, October 28^th,2011

Ÿ “Wuhan Branch of China Unicom Started theIphone4 Defense”,Chutian Metro Daily, December 3^rd,2010, page16

Ÿ “Alcohol and Tobacco Shoppe: Expensive or Convenience”，East Tobacco Newspaper,December1^st, 2006

Ÿ “The Public Relations Education Society of China Higher EducationInstitute HeldA Higher PR Teacher Conference”,Public Relations World, 2000, No.10 , page35.