bluuebunny/crossref_metadata_2025 huggingface dataset:
The Practical Application and Marginal Expansion of Keynesian Model
Authors: Lin Xiren
Published: March 2023

Recently, there have been a lot of discussion about how variable change will affect output, real wages, and the nominal values of stock in certain assumptions. This paper describes improved new Keynesian model in closed economy for showing the adjustment of different component. Firstly, it will discuss the condition when an increase in tax by using mathematical derivation and examine the change when a rise in nominal wage through the use of macroeconomic analysis, then it will analyze the process when changing the target interest rate. Lastly, it will provide some evaluations of these several conditions. The results of the studies indicate that while an increase in tax, the real wages will rise, output will decline and the nominal money stock will do the same. Besides, the analysis has revealed that when a growth in nominal wages will result in a boost in price level and nominal money stock, and production remains constant. Additionally, when the target interest rate is raised, output will fall, real wages will rise as a result of a declining price level and a fixed nominal wage, and the nominal money stock will drop. All these preliminary results throw light on real life scenarios of central banks and countries.
Regulations of Home and Host States on the Protection of Human Rights of Multinational Enterprises
Authors: Liu Wenjie
Published: March 2023

With the continuous development of modern society, transnational corporations have played an increasingly important role in the world economy. They promote economic exchanges between countries, are conducive to the development of economic globalization, and also bring considerable economic benefits to the local area. At the same time, however, MNEs have also violated human rights from time to time. Many multinational companies choose not to consider the human rights of workers in the host country in order to pursue economic benefits. This situation has become increasingly serious in recent years, which has attracted the attention and research of many scholars. There is no unified conclusion and solution on how to regulate MNEs, especially on the regulatory responsibilities and methods of home and host countries. Considering that the current situation of human rights violations by MNEs is terrible, more solutions are needed to solve this problem. This article introduces some difficulties faced by home and host countries and their efforts to regulate Multinational Enterprises’ human rights violations. Converting soft law into hard law according to the national conditions of each country, improving supervision, and signing bilateral or multilateral regulatory agreements between countries may be the solutions to this problem.
Comparative Analysis of Investment Methods and Retail Investors Based on Graham Value Investment Theory
Authors: Jiang Yulong
Published: March 2023

China's A-share market has many retail investors, and individual investors are easily affected by emotions and impulse to buy and sell, so they will be a lot of losses in the market. This paper imitates the investment model of retail investors, chases after going up trading behavior, and constructs investment strategies based on Graham's value investment theory through screening out several simple, clear, and measurable indicators, and selecting the appropriate trading cycle. Finally, in the past decade of A-shares, through back-testing, the proposed relevant strategy proves that it can get a return much higher than the return of retail investors' investment returns, inflation rates and government bond return. The sensitivity analysis of various indicators of the strategy is carried out. This paper hopes that through the analysis and comparison of the two investment methods, a better investment model can be obtained, and a stable preservation and appreciation of wealth can be realized.
Predictions of the Outcomes for League of Legends and Diamond Price Using Regression Method
Authors: Fang Qizhi , Zhang Minghao
Published: March 2023

Intensified worldwide inflation has added panic to the public about confidence of monetary currency value. People devote themselves to searching for relative constant measurement on country or world economic level evaluation frequently. Under economic uncertainty and on account of precious metal being a great hedge against inflation, gold or diamond are usually applied into economic analysis or prediction. ​The Diamond, as an equivalent to currency, has extensive acceptance worldwide. Hence, predicting diamond price has the same function compared to economic future forecasting through financial fluctuation. Advances in information technology have facilitated the development of video games and provided opportunities for video game competitions. More and more international tournaments are recognized by sports and sports organizations, and some competitive sports have become official events of the Asian Games. As a sport, fairness is essential, and League of Legends as a 5V5 combat game, fairness on both sides is the basis to maintain the game environment, which means that the winning rate of both sides will be close to 50%. This paper intends to predict diamond price by using simple linear regression. Besides, the forecasting of outcome for League of Legends will be also displayed in this paper, based on the platform R as analysis tool and standard indication. These results shed light on two practical applications of regression models in statistics and the corresponding explanations of their causes will be discussed.
Analysis of Chanel's Marketing Under The Global Epidemic and Consumption "Younger"
Authors: Yang Shengjia
Published: March 2023

In the era of gradually "younger" consumption, luxury goods are still a category of products sought after by consumers, and Chanel is one of the many sought-after luxury brands. The purpose of this article was to explore what advantages Chanel has in marketing to secure its position in luxury goods and how Chanel can better develop in the future in the context of "younger" consumption and the global impact of the Corona Virus Disease 2019. This article utilized the Marketing Mix Theory in the SWOT analysis method to analyze Chanel. This article concludes that Chanel has the characteristics of high-quality products. This meets the needs of different consumers and can gain customer loyalty to a large extent. However, the target group of the product is locked, which makes the male customers the potential to lose. The means of promotion is too single, and the market positioning of place is too It is too limited. As a result, the consumer group does not increase but decreases, and there are problems in the location of publicity and physical stores, which will lead to the loss of potential customers.
Case Study of Model Selection on Customer Information Task Based on Machine Learning Algorithms
Authors: Cai Qingyu
Published: March 2023

In today's era of high-speed development, more and more companies are finding customers with different needs in the market. Due to the large market size, each company cannot tailor its market for each customer, it’s difficult for them to predict the customer’s need, so market segmentation has emerged. This paper will use a case study about an automotive company to choose a best prediction modelusing the information of existing products and customers. The company divides the customer into 4 segmentations A, B, C and D. The quantitative method of study will be used to find the relationship between products and customers. Logistic Regression,KNN,SVM, Random Forest, and Decision Tree are used to compute the accurate rate. Decision Tree model was found to be the most accurate and the accuracy is 53%. In this paper, business objectives were defined, features and distribution of data were explored, data were processed, relevant features were selected, data were modeled, and accurate values between five different models were calculated. These steps can help the company find the nearest algorithmic model that allows it to use the best marketing strategy for its customers.
Analysis of Current Situation, Problems, and Countermeasures of the US Banking Industry
Authors: Li Yushan
Published: March 2023

Nowadays, the US banking industry is confronting various challenges, including the procyclicality of bank lending, increased competition and failures, and the effects of the 2007/2008 financial crisis on large US banking. Moreover, the unanticipated global pandemic of COVID-19 undoubtedly added a burden to the banking industry. This paper unmasks the current situation of the banking industry and introduces several problems that the US banking industry is confronting and provides potential resolutions and recommendations regarding these problems by thoroughly synthesizing information from other literature reviews. By integrating information from diverse studies, it can accumulate different perspectives from various fields of expertise, which could further deepen this problem and encourage further investigation. Resolutions include adjusting the monitoring of the bank loan portfolios, using models to make predictions on the bank's assets, and disclosing the process of ERM. However, there are many more critical problems that the US banking industry is facing that are not covered in this paper; and other potential resolutions to the addressed problems are possible, thus, further research is recommended.
Boston House Price Prediction Based on Machine Leaning Methods
Authors: Li Ze
Published: March 2023

A significant part of the U.S. economy is real estate and the housing industry. The level of housing prices influences the market's total price level to some extent. Data from Kaggle website is evaluated by using linear regression, random forest regressor and SVM regressor. There are 505 samples and the relationships between aim price with 13 different features. In terms of accuracy of the prediction, the method random forest is best method to predict house price. However, better model like XGboost could be chosen to improve prediction results.
Improved credit card fraud detection method based on XGBoost algorithm
Authors: Zhang Fanrui
Published: March 2023

With the development of the Internet and technology, credit cards are more widely used and transaction data are larger. The data set of credit card fraud is a typical imbalanced data problem. The model should ensure that fraud is detected and customer service quality is guaranteed. Improving both the precision and the recall rate is the focus of current research. However, when the precision is constrained by the current level of machine learning, it is a good choice to use different models to evaluate and obtain more data for manual use. Few papers use the results of both models for comprehensive judgment. In this paper, two sampling methods (undersampling-NearMiss, oversampling-SMOTE) and three algorithms (Logistic, Neural Network, XGBoost) are used to analyze data based on the transaction records in Europe within two days in September 2013. The above six cases were compared to explore appropriate detection methods. The study found that Nearmiss-XGBoost had the best recall rate, SMOTE -XGBoost had the best comprehensive result and precision. Compounding the results of the two models can improve the precision and recall.
Stock price prediction of Chinese company using support vector machine
Authors: Qi Chuchu
Published: March 2023

The accuracy of the prediction in the stock market has gained increasing importance in both research and investment in the market. Support vector machine which can be called SVM is one of important algorithms that plays a role dealing with classification problem and regression measure and the SVM with Pearson VII function-based universal kernel gained great accuracy of prediction of stock price in this paper with the lowest value of mean absolute error of 0.0006 among six selected measures such as random forest to make the prediction and the highest correlation coefficient (0.9999). Based on the collected data and the result of experiment, the efficiency of applying SVM in prediction of stock price has been strongly approved.
Portfolio Optimization Analysis in American Industry
Authors: Zhou Siqi , Zhang Shuxin
Published: March 2023

Portfolio optimization, as a process of reorganizing investment and dispersing risks by considering the established target return and risk tolerance, is widely used in the financial field. This paper analyzes the asset allocation of six kinds of assets. It uses three methods, namely, mean-variance analysis, CAPM, and the FF3F model, to optimize the investment portfolio. At the same time, the proportion of assets in the portfolio should be considered under the conditions of maximizing the return or minimizing the risk at a specific risk level. The results show that in the mean-variance model, the AEP and Gold ETF have the most considerable weight in the combination of maximum Sharpe ratio and minimum variance, respectively. In the FF3F model, AT&T and Gold ETF have the most prominent weight in the combination of maximum Sharpe ratio and minimum variance, while in CAPM, Google and Gold ETF have the most significant weight in the combination of maximum Sharpe ratio and minimum variance respectively. This research may help potential investors interested in power, communication, science and technology, gold, and automobile industries.
The Interest Hike of Fed: How Will It Influence China And The World Economy?
Authors: Shang Yuwei , Zhou Caipeilin
Published: March 2023

This paper reviews the background, impact and law of the previous Federal Reserve interest rate hikes, and on this basis analyzes the impact of this interest rate hike on the world's major economies. This paper holds that the impact of us dollar interest rate hike on China's asset prices, foreign debt repayment, RMB exchange rate and monetary policy is still under control, but the world economy with an already weak recovery is facing a recession crisis.
Comparative Analysis of Portfolio Optimization Between Markowitz Model And Single Index Model
Authors: Chen Yiyun , Liu Zi , Zou Zhijie
Published: March 2023

The key factors which investors consider when investing are the risks and returns of the assets. Moreover, they may determine efficient investment portfolios using some financial models. The goal of this paper is to compare the various optimal portfolios constructed using the Markowitz Model and the Index Model and give possible explanations for the results. The data selected for this paper are stocks from ten companies, which are Adobe Inc., International Machines Corporation, SAP SE, Bank of America Corporation, Citigroup Inc., Wells Fargo & Company, The Travelers Companies, Southwest Airline Corporation, Alaska Air Group Inc., and Hawaiian Holdings Inc. The companies are selected from the technology sector, financial services sector, and the industrial sector of the economy in order to simulate real investment decisions. In specific, twenty years of total daily return data from the companies and the S&P 500 index are collected. The statistical analysis shows that the expected return of the optimal portfolio calculated by the Single Index Model is always higher than that of the Markowitz Model. The assumption, that all stocks are independent of each other, made by the Single Index Model may provide a partial explanation for the difference in the expected returns. Nonetheless, the specific effect of the difference is yet to be examined.
Analysis and Improvement Research of Home Property Insurance Under the Trend of Smart Home
Authors: Cheng Xinyi
Published: March 2023

Although home insurance is one of the earliest property insurance types in China, its development has been unsatisfactory. At present, the coverage rate of household insurance in China is less than 10%, accounting for less than 1% of the total premium of property insurance. Therefore, the research topic of this paper is the analysis and improvement research of home property insurance under the trend of smart homes. The main contents of the study are as follows. Home property insurance products and existing problems under the condition of existing insurance technology- the form of services about insurance is singular and less attractive than the insurance. The second is to introduce a new product and it can improve the present situation in these aspects- the probability of property loss and the number of property losses will be reduced and moral hazard decreases. The final part is the analysis of the way that the new product solves the problem- customization of underwriting content and intelligent loss settlement.
Research and Countermeasures of Long-Arm Jurisdiction in the United States
Authors: Liu Chang
Published: March 2023

The long-arm jurisdiction of the United States is a policy of applying laws within the region to those outside the region. Through the evolution of different periods, it has gradually changed from a tool for managing affairs outside the region to a weapon for hegemony and turned into a political choice to serve national interests. As trade has globalized and America’s long-arm rule has intensified, more and more countries and multinational companies have been hurt. At present, the international research on the long-arm jurisdiction of the United States is insufficient, and the defense mechanism to deal with the improper extraterritorial jurisdiction in the legal system of some countries is not perfect. This paper will study the nature and characteristics of the long-arm jurisdiction of the United States through its development history, and put forward countermeasures against the improper long-arm jurisdiction of the United States according to the international situation and the defects of the legal system of various countries. The fundamental measures are to improve the defense mechanism in the legal system and actively promote the extraterritorial application of domestic law while forming alliances with other countries to strengthen the resistance and try to reach bilateral treaties to prevent unnecessary disputes.
Topic: Environmental Impacts of the US-China Trade War and Possible Solutions
Authors: Zhou Jialan
Published: March 2023

The US-China trade war has been in the spotlight since 2018. However, many papers have only examined the economic issues arising from the trade war without paying much attention to the impact it has on the environment. This paper focuses on the environmental impact of the trade war on the two direct participants, which are China and the United States. It is concluded that the main environmental impact suffered by China is the increase in carbon emissions. This has led to an increase in domestic temperatures, which further leads to economic and social problems for vulnerable populations. This can be addressed through two policies, which are using green premium to implement targeted policy and investing more into the research of the new energy industry. Furthermore, the decrease in soybean production in the United States has led to environmental problems of over-nutrition and increased demand for blue water, which can further lead to water scarcity, triggering a reduction in farmers' income and a decrease in GDP. In this regard, different regulatory standards set in each state to monitor water quality can protect and enhance water quality in watersheds. in addition, investing money in controlling nutrient overload and water scarcity is also an effective measure. Moreover, this paper gives policy recommendations that governments could take to deal with difficult situations, and an assessment of the different policies mentioned.
What factors affect corporate bond financing costs? -- Taking the corporate bonds of Shanghai and Shenzhen Stock Exchanges of China as an example
Authors: Xu Lan
Published: March 2023

This paper focuses on the factors which influence the corporate bond financing cost. Based on the complexity and diversity of influencing factors of corporate bond financing costs, this paper discusses them from macro and micro dimensions. This paper discovers that PMI, a macroeconomic indicator, influences bond financing costs positively; the higher the PMI, the more prosperous the economy is, and the more expensive bond financing is. Other macroeconomic variables have varying effects on the financing costs of corporate bonds with various ratings and maturities. Among the individual bond characteristic variables at the micro level, the bond maturity, the issuer's asset liability ratio, and whether the bonds are guaranteed have a positive impact on the bond financing cost, while the bond issuance amount, the issuer's return on equity, and the issuer's corporate nature negatively affect the cost of bond financing. Therefore, the suggestions are: Firstly, for the governments, when PMI increases, it is necessary to introduce corresponding policies to reduce the financing costs of enterprises; Secondly, for the issuer, it should improve its ROE and reduce the asset liability ratio, select the appropriate bond covenants, and consider the macroeconomic situation to choose the appropriate time to issue bonds to reduce financing costs; Thirdly, for bond investors, they should pay attention to macroeconomic fluctuations, study bond covenants and financial indicators.
The Stock Price Forecasting Based on Time Series Model and Neural Network
Authors: Zhang Boming
Published: March 2023

The ARIMA model and LSTM model are commonly seen in stock price forecasting, and their excellent performance in processing and forecasting time series data has made them widely used and popular. They are used to predict future values with relatively high accuracy and small error values. Based on the excellent performance of LSTM model and ARIMA model on time series, this paper discusses the use and findings of ARIMA model and LSTM model in empirical studies and indicates whether they can be used for stock forecasting. This paper highlights the advantages and disadvantages of ARIMA model and LSTM model by comparing and summarizing the different applications. This paper finally finds that ARIMA model and LSTM model have high accuracy in predicting stock market. In this paper, the performance results of the ARIMA model and the LSTM model are extensively illustrated by using different approaches to the use of these two models. It also shows the accuracy of ARIMA model and LSTM model.
The environmental effect of service trade:A Summary and Prospect
Authors: Liang Hongze
Published: March 2023

The environmental impact of trade has long been a topical issue in academic research. In previous studies, most of the research focused on trade in goods, whereas the environmental effect of service trade received less interest. This paper compares existing research and outlines three main academic insights into the study of the environmental effect of service trade: firstly, service trade positively affects the environment, i.e. trade in services helps to reduce environmental pollution and improve environmental quality; secondly, service trade negatively affects the environment, i.e. trade in services exacerbates pollution and emission; thirdly, the environmental effects of service trade are comprehensive and complex. Based on this, the existing literature is reviewed, and future research is prospected.
Preface: 2022 International Conference on Innovations in Marketing and Investment Management (IMIM 2022)
Authors: Hewlett Ansel , Bai Jun
Published: March 2023

The 2022 International Conference on Innovations in Marketing and Investment Management (IMIM 2022) took place online in Tianjin, China from December 10 to 11, 2022. More than 90 participants from worldwide attended the conference. The main purpose of the conference is to convene academicians, scientists, engineers and researchers working in various disciplines in these fields to exchange opinions and exchange their expertise, experience and research results, and discuss challenges and future directions. They specialize in the areas of marketing, institutional economics, commercial policy, financing policy and investment management.

IMIM 2022 was held as a virtual meeting due to the impact of COVID-19 and the limitations on the entry and exit. There were 12 oral presentations and 6 poster presentations were arranged during the conference. Every presentation was about 15-20 minutes, including 5 minutes for the Q&A part. Though the authors and speakers couldn't communicate face to face, the passion for involvement wasn't affected. Here we would like to thank all the scientific committee members who made great efforts on paper reviewing. The appreciation also goes to the program chairs, keynote speakers, session chairs and all the authors. Thanks for their understanding and support in this special time.

The IMIM Committees

Tianjin, China
Spread Option Pricing Based on Black-Scholes Model and Monte Carlo Simulation Under the Situation of Russia-Ukraine
Authors: Lin Yuchen , Yang Yi
Published: March 2023

In 2022, under the current situation of Russia and Ukraine as well as the outbreak of epidemics, the price of crude oil and gasoline are fluctuating dramatically. On this basis, investors face great uncertainty in the future markets. To find out a way to help investors benefit from the war, we used the current information to estimate future trends. By applying the Monte Carlo model to generate random numbers, Black-Scholes model is applied to price the future option based on the data from Yahoo Finance. In addition, the benchmark simulation is employed to obtain a more accurate option value. Spread option has both strengths and weaknesses. Specifically, it can help investors to earn their profits and minimize the risks, while will fluctuate the price of the option when the two assets are highly correlated thus reducing the value of the option. According to sensitive analysis, the positive relationship is clarified between the option pricing as well as the volatility and time period. These results shed light on the best strategy for the clients to make more profits. It is concluded that customers should hold their stocks for the long term and sell them for a higher profit when the war is over.
Business Risk Analysis of Ferrari, Mercedes and Toyota in The Automotive Industry
Authors: Li Ruobing
Published: March 2023

As one of the largest industries in the world, the automotive industry is booming in recent years. Recently, engine fuels have also undergone a change from conventional fuels to electric vehicles. With the emergence of electronic vehicles and the deterioration of the environment, traditional car companies are facing critical challenges. The purpose of this paper is to analyze which is the better investment for Ferrari, Mercedes and Toyota from various financial data such as Equity Beta and Assets Beta. This paper also compares different financial data of the three companies to explain the business risks. Then, two sets of comparisons between luxury cars and commercial cars, electric cars and fuel cars are applied to argue the reasons for the business risk for each company. From the data, it can be seen that Ferrari has the highest business risk, which means that they are more sensitive to market fluctuations, followed by Mercedes. On the contrary, Toyota's share price fluctuations are stable throughout the year. Finally, this paper provides investors with advice on investing in the automotive industry from their perspective, to help them make savvy decisions whenever possible.
Comparison of Herding Effect Between Developed Countries and Developing Countries
Authors: Chen Tianhe
Published: March 2023

How to properly invest in the stock market is a hot issue of social concern, and some studies have shown that the herding effect will have a certain impact on the market stability and market efficiency of the stock market, and the herding effect between countries with different levels of development can be studied in more depth. The research topic of this paper is the study of herding effects in countries with different levels of development. The research methodology of this paper is as follows: developed and developing countries are divided into two categories, and four countries, the United States, the United Kingdom, China, and Indonesia, are selected to explore the causes and effects of the herding effect in developed and developing countries, respectively. The study found that the herding effect was more pronounced in developing countries compared to developed countries. The herding effect is more pronounced in developing countries because of the relatively imperfect construction of financial markets, the lack of financial literacy of the people, and so on, so these internal factors lead to the herding effect. In contrast, developed countries need to pay more attention to the herding effect caused by external influences such as epidemics and financial crises.
Development Status, Problems and Countermeasures of E-Commerce During the Epidemic Period
Authors: Xing Yi
Published: March 2023

The COVID-19 pandemic imposed a significant need for innovative and creative approaches across all industries. Indeed, the pandemic provided a viable breeding ground for the development of ecommerce in China. The paper examines the impact of COVID-19 on three of the most influential sectors in China, namely makeup industry, food industry and agriculture industry. Summarizing the status, problems, and countermeasures of these three industries separately. Overall, the empirical findings demonstrate high level of ecommerce transactions in the makeup industry affirm the continued development of the industry in the post pandemic period. Moreover, during the pandemic and post pandemic era, Chinese consumers increasingly opted for online purchases by transitioning from conventional and traditional purchases. Similarly, Chinese farmers are increasingly adopting ecommerce as a way of reducing costs and enhancing the efficiency in the agriculture sector.
Process of the Study on The Influencing Factors of Airlines Stock Market
Authors: Li Shengning , Ling Jiayao
Published: March 2023

The outbreak of COVID-19 in 2020 has brought a huge shock to the world stock markets, especially to the airlines in the service industry. It can be seen that the occurrence of public emergencies is an important factor affecting the airline stock market, which will have a significant negative impact in the short term. In addition to that, due to the international business activities of airlines, exchange rates, and international fuel prices will also have a greater impact on the airline stock. Although airlines can reduce the impact of these factors through active control, the depreciation of domestic currency or the rise of international oil prices will still have a negative impact on the airline stock market in the short term.
Effect of COVID-19 on Tourism Stocks in Developing Countries
Authors: Sun Hanqi
Published: March 2023

The sudden beginning of COVID-19 pandemic of 2019 has had an extraordinary influence on the world's tourist economy, especially for some developing countries, as those countries rely on tourism to gain a large amount of their national income. Many scholars believed that this severe pandemic made the tourism stock market more volatile, and a significant decrease in tourism stock prices could always be found. This Paper looks at how the COVID-19 epidemic has affected the tourist stock market in some developing countries. Tourism stocks in China, India, and Thailand will be three examples of countries to discuss in this paper. In the research of this paper, it is observed that COVID-19 negatively affects the tourism stock prices in the market.
Analysis of the Influential Factors on the Consumers’ Purchase Intentions of POP MART
Authors: Wu Xingye
Published: March 2023

Fashion toys are a multi-element concept that incorporates art, design and painting, The POP MART (PM) become one of the most fashionable toy brands worldwide. This paper examined the reasons that PM 's blind box products have become very popular in recent years, in terms of marketing mix theory, and why more and more young people are also becoming more willing to buy blind boxes. In addition, this paper used SWOT to conduct a comprehensive analysis of PM, which showed that PM not only has unique advantages in terms of product IP, such as cooperation with well-known brand IP, but also analyzed the trend chart of the blind box market, which clearly shows that the blind box market has the potential to grow, so if PM wanted their products to become better and attract more young people's attention, they need to constantly improve their marketing and product IP, and design better blind box products for their customers, and eventually broaden their business.
Analysis of Customer’s Intention of Meituan Delivery
Authors: Lu Ziye
Published: March 2023

Nowadays, with the Internet's explosive growth in the twenty-first century, online shopping appeals to customers since it is more convenient. In 2019, with the emergency of the COVID-19 pandemic, there are more customers now choosing online food delivery platforms. Therefore, the number of users of Meituan is increasing. In this case, the study aimed to examine how the Marketing Mix Theory (Price, Product, Place, Promotion) affects customers’ attention to use the online delivery platform by using SWOT Analysis. This paper further developed previous studies by analyzing customers’ intentions during COVID-19. The study’s findings indicated that the four factors Marketing Mix theory (product, promotion, price, and place) all have a significant impact on customers’ purchasing intention on Meituan Delivery during COVID-19. However, with a better situation of COVID-19, there will be fewer customers choosing an online delivery platform. Thus, it is recommended that online delivery platform should increase their promotions to promote customers’ intentions more.
Technology Companies Acquiring Game Companies: Evidence from Microsoft's Acquisition of Activision Blizzard
Authors: Dong Shutong , Li Yating , Qiu Ziyu , Yan Shuwei
Published: March 2023

With the rapid development of the game industry and the continuous advancement of technology, the game industry has experienced various kinds of mergers and acquisitions cases one after another. Contemporarily, many companies try to optimize their strategic layout in the metaverse industry. This paper chooses the acquiring of Blizzard by Microsoft as a specific example to investigate the acquisition of game companies by technology companies. Primarily, the acquisition parties and the acquisition information in the case are introduced from macro and micro perspectives respectively. In addition, this article analyzes and predicts the performance of the acquisition from market, financial and risk perspectives. Finally, it summarizes conclusions of the study and makes recommendations to address the problems. According to the analysis, the forecast for this acquisition is basically positive, which is beneficial to Microsoft's development in the game industry and metaverse. Meanwhile, there are also risks in various aspects (e.g., information asymmetry, culture and management risks), which can be reduced by strengthening the research and integrating the management mode. These results shed light on guiding further exploration of similar M&A cases.
Analyze the Phenomenon of Perceived Ease-of-use and Perceived Usefulness for Consumers' Purchase Intention
Authors: Wang Sijie
Published: March 2023

In recent years, the worldwide smartphone market has gone from exponential growth to a downturn in the last two years, and the global smartphone market has transitioned from the incremental age to the stock era. The purpose of this study was to investigate consumers' willingness to purchase Samsung foldable screens. The major reason was that consumers were getting more sensible in their smartphone selection, the frequency of replacement of high-quality mobile phones is decreasing, and there are additional causes for smartphones' excess performance. Folding screen phones have increasingly gained popularity in recent years. Samsung, Huawei, and Motorola all debuted folding screen phones at the start of 2019, and folding screen phones started their first year of commercial production. This paper used the Technology Acceptance Model to study consumers' purchase intentions on the advantages and disadvantages of Samsung's folding screen. The research found that perceived usefulness and perceived ease of use directly affect online purchase intention. The results showed that Samsung should seek better battery capacity for folding screens and make improvements in folding screen materials to increase consumers' willingness to buy, thereby encouraging consumers to buy. This article helped to understand the impact of the advantages and disadvantages of Samsung’s folding screen more fully on consumers' purchase intention.
Research on the Existing Problems and Optimization Strategies of Social Media Marketing of Sports Clubs
Authors: Li Yudu
Published: March 2023

As more people focus on sports, the strategy for clubs to advertise them to the whole world becomes crucial. Using a good marketing strategy on social media can help clubs grow tens of thousands of fans. If not, they might lose their supporter. This paper aims to help to explore good ways to help clubs market effectively. This paper used the case study method and comparative analysis method. First, this paper looked at a previous study about sports clubs and fans. The author found out that there is a blank space on how sports clubs can have better social media strategies to improve their fan base. Second, this research studied how positive and negative social media posts can influence clubs' perforce on social media. Finally, this paper analyzed the characteristics of successful and unsuccessful campaigns and suggested how sports clubs can post successful campaigns. This includes but is not limited to using historical figures, revisiting highlights throughout the clubs' history, hosting giveaways, sharing behind-scene stories, posting at the right time, collaborating with influencers, and going live. This paper believes that sports clubs can better engage with fans and create bigger business value by using these methods.
Critical Analysis of Elon Musk’s takeover of Twitter
Authors: Tang Yiran
Published: March 2023

According to the latest news, Musk completed the acquisition of Twitter on 27 October, which is a foreseeable result of this paper. This paper will critically discuss how the parties of this deal achieved their results, terminating the transaction for Musk and continuing the trade for Twitter by reviewing the agreements' representations, warranties, and covenants, MAC, the case of Snow Phipps Group v KCAKE and Verizon v Yahoo acquisition, will be referred. Musk previously would like to terminate the transaction because Twitter has provided false statements despite Musk skipping the due diligence (business/finance, legal/regulatory, environmental, and other areas of the target company) of the acquisition of Twitter. Then, Musk added the whistleblower’s allegation about Twitter’s security holes to the list of reasons for the deal's termination. The intention of ending might be that Musk would purposely reduce his offer price from $44 billion to a lower price by threatening to cancel the acquisition if Twitter permitted the transaction to proceed in subsequent negotiations if Twitter is liable for breach of representations and warranties. As for the acquisition agreement's covenant, the essence of the deal is access rights, which allowed Musk to acquire additional information after the contract closing, and Twitter had performed its obligations under the agreement. As last, Twitter argues that the market decline did not trigger the MAC clause. Therefore, the deal should proceed as planned.
Comparative Analysis of Marketing Strategies of Fast Fashion Brands ZARA and H&M
Authors: Xie Yu , Yang Qinting
Published: March 2023

With the development of the social economy, people's pace of life has accelerated, and the concept of consumption has also been affected. Citizens to a high quality of life, as well as people to clothing inside and outside the high aesthetic requirements. In this demanding environment, fast fashion has shifted to the market and thus formed an important consumer trend. ZARA and H&M have become the most iconic brands of fast fashion. They occupy a large market share in the apparel retail industry through their unique marketing strategies. Therefore, this paper explores the marketing strategies of ZARA and H&M from three aspects: product, price, and promotion. The research methods were literature review and comparative analysis. This paper also compares the marketing strategies of ZARA and H&M to find out the existing problems and put forward suggestions.
Analysis of Hermès Marketing Strategy and Chinese Application
Authors: Zhang Xin
Published: March 2023

After the Economic Reform and Opening up, China's economy has developed rapidly and taken the lead in many industries. However, the luxury industry is almost entirely dominated by European and American brands. It is difficult for Chinese luxury brands to compete with them in China. As a benchmark in the luxury industry, Hermès has been able to run for nearly 200 years. Its marketing strategies have significant implications for the development of luxury goods in China. This paper utilizes the marketing theory of the 4Ps to conclude that high-quality products, offline consumer services and aesthetic experience, the high-priced strategy with rarity as its core and unique publicity and promotion methods are its four main marketing advantages. Based on the current situation of Hermès, this article discusses the contradictions between digital business transactions and brand positioning, rarity strategy and service experience after the outbreak of the epidemic. Finally, the paper explores the application of its marketing methods in China. The experience gained from it is necessary to combine Chinese local culture with brand connotation, formulate a clear brand positioning, carry out bold innovation in combination with contemporary culture and combine with the digital economy, and walk out of the internationalization of luxury goods with Chinese characteristics.
Chinese Celebrity Culture and Influencers in Live-streaming
Authors: Jin Chunli
Published: March 2023

China is a country with a long history. The earliest academic recognition of China's founding was in 221 B.C.E. when the Qin Dynasty was established. Therefore, China is proud of its long history and impressed with the current code of conduct because of its history and culture. The analysis of China's history and long-lasting celebrity culture will enable us to better understand the underlying logic of the spread of fame in the current live culture. This can also lead to a better understanding of the underlying logic of live fame transmission. This essay focuses on the relationship between modern live streaming and the history of Chinese celebrities in terms of the Chinese celebrity culture. Wang Zhuo in the Han Dynasty, Li Lili in modern times, and Li Jiaqi in modern times as representative figures to analyze how people from ancient times have turned their fame into wealth through means. And the ways and means of these three are strongly related to the modern means of live-stream and the strategies that influencers used. Therefore, this thesis aims to propose a new method of analyzing modern Chinese live-stream and tries to draw attention to the celebrity culture in China through these three examples. By analyzing the cultural characteristics of Chinese celebrities from the middle Ages to the present, we build a model that is applicable to today's Chinese live-streaming industry and influencers and deliver more effective ways to effectively increase the realization rate of fame.
A Review of the Influence of Organizational Identity on Employee Performance
Authors: Lu Yingying
Published: March 2023

Modern enterprises pay more and more attention to employees' sense of organizational identity. Employees with high organizational identity may be more inclined to show their recognition of all aspects of the organization, make all kinds of behaviors beneficial to the organization, and make decisions consistent with organizational goals. From the perspective of research, the overall performance can be divided into organizational performance and employee performance, and the quality of employees' job performance has a particularly great impact on organizational performance. In order to improve the overall performance of enterprises, we must first improve employees' job performance. Internal identity perception is that employees perceive whether they are part of the organization, whether they are accepted by the organization, and what kind of development space they get in the organization. For employees' different degrees of organizational identification with the enterprise, employees form different behaviors based on different perceptions, which in turn affects employees' job performance. Based on the literature review and combing, the purpose of this study is to study the influence of organizational identity on employees' job performance and the moderating effect of insider identity perception on them, so as to clarify the relationship among them.
Effects of The Streaming Deal between Netflix and Sony
Authors: Bian FelixZhifan
Published: March 2023

Due to the unprecedented pandemic that started in 2020, many companies suffered miserably, including the filming industries as well. Since the pandemic is likely to become a long-term event, filming companies need to come up with corresponding countermeasures to deal with the rapid change in the world. Therefore, this research paper discussed the streaming deal between Netflix and Sony, in which Netflix is one of the biggest streaming companies in the world and Sony is one of the biggest filming companies in the world. They made a 5-year deal that allows all the films that Sony produced will also be released on Netflix from 2022-2026. This research paper focused on the outcome of the streaming deal and concluded that the deal is a win-win situation for both sides. Sony can stream their films on streaming services and Netflix gets Sony-produced content. This study implied that as technologies increasingly grow and play an unprecedented role in modern society, it is important that filming companies can also display their content somewhere else than just in theatres alone. Developing services both online and offline will become an important business model and strategy in the post-pandemic.
Risk identification of expressway project management based on WBS method
Authors: Liu Jiayu
Published: March 2023

With the rapid development of science and technology and the acceleration of people's life rhythm, the emergence of expressway is of great significance to the progress of our country. Based on the characteristics of expressway construction, the identification of risks is particularly important. Based on WBS method and combined with FMEA analysis method, this paper proposes a risk identification method for expressway. Taking Xiyu expressway as an example, the specific application of the method to Tuhe super large bridge is carried out. After the project is decomposed, the risk source is identified, and the experts score the project, calculate the risk priority number, and finally put forward the corresponding control method.