Committed to the teaching and research of marketing and consumer behavior for 24 years. Together with Haier Group, Cargill, Lehua TV and other enterprises, it has 3 national key projects of the Ministry of Railways and the Ministry of Science and Technology, 4 provincial scientific research projects and more than 30 horizontal projects of well-known enterprises at home and abroad. He has won six provincial and ministerial awards such as the second prize of "Outstanding Achievements in Social Sciences in Shandong Province".
Establish a rural marketing database with 8 million data bars in China. In the past two years, the management world has published two papers. In the fourth issue of 2005, a paper with more than 20,000 words was published, The Study on Consumption Patterns and Behavior Characteristics of Rural Residents in China. This paper won awards from China Market Society and other professional academic societies, was reprinted by Management Science Abstracts, and published more than 20 papers in authoritative journals and international academic conferences such as Nankai Business Review, Economic Management and China Soft Science. Published the first academic monograph "Research and Practice of Rural Marketing in China".