Li, Fei

Biography

LI Fei is a Professor of Marketing at the School of Economics and Management, where he teaches courses on Marketing Management, Luxury Marketing, and Retailing Management in the required curriculum. He is Deputy Director of the China Retail Research Center of Tsinghua University. Li graduated from Beijing Institute of Business (B.A. in Economics, 1983) and went on to earn an M.A. in 1988 and a Ph.D. in Economics (2002) from Renmin University of China.

Research Interest

His research has focused on marketing positioning decisions, retailing strategy, Chinese-style marketing and luxury marketing. Professor Li is an expert in conducting research by analyzing real cases and he has proposed the Diamond Model and Positioning Map in the marketing positioning area. Four books in a series called Lifei’s Research on Positioning have been published. The books are Map of Positioning, Case of Positioning, Stories of Positioning, and Luxury Marketing. He has published more than 60 papers in state level journals including Journal of Management World, Chinese Journal of Management Science, Journal of China Industrial Economy, Studies in Science of Science, China Soft Science, and Nankai Business Review. A number of his research also appeared in the international leading journals including Journal of Marketing Channels (ABI) and International Journal of Marketing Research (SSCI). Professor Li is the co-author of two Harvard Business School Cases, Case 9-308-025 and Case 9-308-026. Moreover, he had conducted or participated in over 20 top level research projects, including the projects funded by Ministry of Commerce of China, National Natural Science Foundation of China (NSFC), National Social Science Foundation of China, as well as the ‘95 National Research Project'. In addition, professor Li has served as a consultant to government agencies on commodity circulation, chain operation, standardization of logistic terminology and foreign investment policy.