bluuebunny/crossref_metadata_2025 huggingface dataset:
Analysis of Factors Lead to the Success of Sexy Tea
Authors: Huo Weixin , Liu Yarong , Yang Yi
Published: March 2023

Since 2018, many people have been obsessed with Sexy Tea, a well-known milk tea chain brand that originated and is rooted in Changsha but recently expanded into new markets that opened new stores in Chongqing, Wuhan, and Nanjing. The fans of Sexy Tea are willing to wait for six to eight hours just for a cup of milk tea. What is Sexy Tea’s charm? Why are people so crazy about it? The purpose of this research was to detect the reasons behind Sexy Tea’s success. This research paper adopted the marketing mix theory to analyze Sexy Tea’s present business strategies including price, promotion, place, and product. In addition, based on SWOT analysis, this paper fully analyzed the strengths, weaknesses, opportunities, and threats of Sexy Tea, which can help the brand to formulate further relevant business strategies. At last, the research result can help Sexy Tea make reasonable improvements and become a better representative Chinese milk tea brand.
Market Scene of China’s Cultured Meat Market Over the Next Five Years
Authors: He Xiaoyan
Published: March 2023

In recent years, cultured meat has blown a craze all over the world and has become popular in many European and American countries. China is also vigorously developing the cultured meat industry and has also achieved initial results. The goal of this research was to look at the Chinese cultured meat business over the next few years. To figure out the Chinese cultured meat market, this paper mainly applied the marketing mix theory and SWOT analysis tool to comprehensively analyze the internal and external factors of cultured meat from the perspective of consumers. This research concluded that the future development of cultured meat in China is still objective, but a lot of promotion needed to be done in the induction stage of the cultured meat product life cycle to improve the acceptance of consumers. More importantly, let the cultured meat technology mature as soon as possible since this is the main factor affecting the acceptance of consumers.
Portfolio Optimization for Six Companies in Different Industries
Authors: Han Yu , Li Yuquan
Published: March 2023

Portfolio optimization is an essential step in the process of asset management. Studying portfolio can help people gain greater benefits after investing their assets. This paper makes a subjective analysis of the stocks in the American stock market, and finally selects six stocks from different fields, including health care, finance, public utilities, Internet software and services, non-energy minerals, and industry for portfolio analysis. This paper uses mean-variance analysis, CAPM model and Fama-French model to get the best portfolios, and analyses portfolio performance under different methods. The results show that, in the CAPM model, "GS" gets the largest weight in the maximum Sharpe ratio portfolio and "AWK" gains the largest weights in the minimum variance portfolio. At the same time, in the Fama-French model, "GS" and "AWK" still get the largest weight in the maximum Sharpe ratio portfolio and minimum variance portfolio, respectively. This paper will be helpful to investors who pay attention to the six areas involved in this paper.
Credit Card Fraud Detection Using Predictive Model
Authors: Zhang Jiayin
Published: March 2023

Credit card is a sign of credit that is given to customers with good credit by a commercial bank or credit card firm. It takes the shape of a card with signature blank space on the back and the name of the dissipated bank, expiration date, CVS number, and cardholder name on the front. A credit card is a payment card that can give the cardholders’ abilities to enable the cardholder to exchange for goods and services based on their credibility and debt score. In this paper, it will explore the credit card fraud detection predictive model to avoid fraudulent activity. Through different algorithms, the study could easily show the potentially fraudulent activities in the given dataset. In order to effectively combat credit card fraud, a number of techniques have been developed and put into practice, including different supervised and unsupervised machine learning algorithms to predict fraudulent activities. These techniques will be used to compare between the actual dataset and estimated models to illustrate the full picture. The credit card fraud is a challenging problem, especially it is prevalent during college students.
Current Situation, Problems and Countermeasures of China’s Insurance Industry
Authors: Wang Xinpei
Published: March 2023

Insurance is a contractual economic relationship, an effective way to plan for risk and an important pillar of the financial system and the social security system. This article introduces the basic overview of Chinese insurance industry: the scale of insurance premium and the number of market players, insurance depth and insurance density, loss ratio and expense rate, claim timeliness and payout rates. And point out the difficulties meet by the insurance industry at this stage of development: difficulty to make new customers, Employees slumped, Industry losses public trust, the quality of employees is low. Then analyze the reason behind these problems. About four problems mentioned earlier, this article proposes countermeasures to solve the dilemma of Chinese insurance industry from many aspects such as employment mechanism, laws and regulations, and mass public.
Economic Impacts of China’s Double Reduction Policy
Authors: Tao Muqiao
Published: March 2023

In July 2021, The Ministry of Education of the PRC published “Opinions on Further Reducing the Burden of Homework and Off-campus Training for Students in Compulsory Education” (also known as “double reduction policy”), which includes restrictions on after-school training industry, reduction of homework burden, and so on. This essay summarizes the economic impacts of this policy, including impacts on training institutions, employment, distribution of expenditure, and future economy growth based on existed researches. This passage also talks about the effectiveness and timing of the policy and considers loosening the restrictions on smart education industry as an effective measure alongside the “double reduction policy”.
The Impact of Covid-19 on China's Real Estate Market
Authors: Yu Kehan
Published: March 2023

The real estate industry is one of the most vital industries in any economy. The industry entails improvements to structures, roads, utility systems, and buildings and is responsible for creating many jobs. Many challenges have faced the real estate industry, including outbreaks of COVID-19 and Pneumoconiosis. The COVID-19 pandemic had a huge effect on the real estate industry, with sales of property declining significantly. There are three scenarios that can be used to explain the trajectory of the real estate industry after the pandemic. The first scenario, which is the negative scenario, shows that commercial property sales will decline by 13% year on year. The second optimistic scenario points out that sales will increase during the second half of the year and cause a 7% decrease year-on-year. Lastly, under the neutral scenario, sales will be the same as those of the previous years, and the decrease may exceed 10%. In conclusion, the real estate industry faces significant challenges due to the pandemic. There are likely to be differences in recovery as first-tier cities such as Shanghai and Beijing are expected to rebound due to a fall in mortgage rates and strong talent recruiting. Second-tier cities will experience the quickest recovery due to strong urban foundations, high population, housing demand, and economic resilience.
Investment Value Analysis and Regulatory Trends in China's Medical Cosmetology Industry
Authors: Zhang Xinyuan
Published: March 2023

With the rapid rise of the Internet celebrity economy and the live broadcasting industry, medical beauty has become a hot spot sought after by consumers and operators with its advantages of low risk and fast start-up. However, considering that China's medical beauty industry started late compared with other developed countries, both the social foundation and the theoretical research foundation are relatively weak to cultivate the medical cosmetology industry to become a truly valuable investment track, we must analyze and study. Given the recent rise of the medical beauty industry in the capital market, many investors and consumers lack understanding and analysis of the medical beauty industry. This paper first analyzes the development status and trend of the medical cosmetology industry from the perspective of investment. Analyze the investment value of several listed companies in the medical beauty industry from a macro and micro perspective. Second, analyze the current problems in the beauty industry and regulatory measures.
Bigdata Analysis in Supply Chain Management and the Potential of Sustainable Development in the Future
Authors: Dai Yicong
Published: March 2023

As big data (BD) technology becomes more and more mature, its application in sustainable supply chain management (SSCM) is also more and more extensive. With the rapid growth of the global population and the globalization of the market, the applications based on big data techiniqes are also increasing rapidly and dynamically. Therefore, this article selects the manufacturing and food supply two ways to make their comparative analysis to the status quo and future predictions suggest, hope to strengthen the management of talent and SC partners of cooperation and sustainable development. In the meantime, this research gives priority to study of the present higher yield of BDA application of supply chain management according to the truth. However, the whole industrial chain is still in a relatively primitive and fragmented state to be developed at present with insufficient documentary evidence to link theory to practice. Overall, these results shed light on guiding further exploration of SCM.
The Government Subsidies effect on the Company Strategic Change-Theory and Emprical
Authors: Zhong Daheng
Published: March 2023

Government environmental regulation is an important policy to promote industrial development. In view of the fact that the implementation of the enterprise's production strategy is not motivated enough, the government will directly subsidize the enterprise, healthy and stable development of the enterprise. Based on dynamic managerial capabilities theory and top management team theory, this paper takes Chinese A-share listed companies from 2012 to 2020 as research samples to theoretically analyze and empirically test the impact of government subsidies on strategic change. This paper also demonstrates the moderating effect of property right nature, tenure of top management team and career background of top management team on the above mentioned two relationships. The results in the research show as follows. Firstly, government subsidies are significantly positively correlated with the degree of strategic change. Secondly, in state-owned enterprises, government subsidies are positively correlated with strategic change, while in non-state-owned enterprises, they are not significantly correlated. Thirdly, tenure of the executive team weakens the positive correlation between government subsidies and the degree of strategic change. Fourthly, the "productive style" career background of the top management can enhance the positive correlation between government subsidies and strategic change. This paper not only enriches the research results of dynamic management ability and strategic decision-making, but also provides beneficial enlightenment for enterprises to implement strategic reform, which can response to the changing external environment and absorbing external social resources.
Predict Gold Yields with ARIMA and LSTM
Authors: Zhang Ruoqi
Published: March 2023

The volatility of the gold price has a profound effect on many financial activities around the world. Developing a reliable forecasting model can provide insight into the volatility, behavior and dynamics of the gold price and can ultimately provide the opportunity to make significant profits. Common forecasting models fall into two categories: classical linear models and deep learning models using neural networks. In this paper, the ARIMA model and the LSTM model are selected as representatives of the two types mentioned above to forecast the gold return on May 1, 2020.The experimental results show that the 90% confidence interval of ARIMA includes the actual gold return, but there is a substantial discrepancy between the point forecast and the gold return rate itself. And the prediction accuracy of the LSTM model depends heavily on the data size of the training set. Finally, by comparing the forecasting results with the actual results, this paper analyzes the shortcomings of each model and proposes improvement directions for future gold return rate forecasting research.
The study of the investment value of Activision Blizzard based on SWOT analysis
Authors: Liu Jianan
Published: March 2023

In the last twenty years, there are a phenomenal growth of Internet users and the spread of Internet infrastructure that lead by the development of advanced technology. As the Internet industry has grown exponentially, the video game industry has attracted massive public attention and become a popular topic among investors, and the user base of online games has grown as well. Under the influence of Covid-19, people are spending more time and money on online and video games. Additionally, It has also been proved that the online gaming industry is a promising investment target. Activision Blizzard, one of the biggest video game companies in the world, is been taken as an example to analyze the investment value of this industry. Recently, Microsoft announced its intention of acquiring Activision Blizzard and it brought up the topic of whether to invest in Activision Blizzard. This paper introduces the company, Activision Blizzard, through the video game industry, background information, activity, and the acquisition by Microsoft. The SWOT analysis method is used to study its financial situation and the investment suggestion is finally proposed.
China Chipmaking Industry’s Countermeasures Toward U.S. Sanctions and the Most Recent Achievements
Authors: Song Zihui
Published: March 2023

The Sino-US technology war has greatly impacted China’s technological sector, including the semiconductor industry, which is instrumental in the production of technological products that are crucial in commercial and military technology. Previous research has failed to explore the specific development situation and development prospects of the leading emerging technology companies in China. Hence, this research aimed at addressing the identified gap in the literature on the Sino-US technology war, using a case study approach that focused on three main companies in China’s RF chip industry: Maxscend, Vanchip, and Microgate. Generally, the results reveal that although China’s domestic RF chip industry has grown rapidly in preparation for self-sufficiency, local companies in the industry are still facing several obstacles that are hindering self-sufficiency, mainly competition from the US, Japan, and other developed RF chip industries. Consistent with previous research, this case study urges the Chinese government to continue providing subsidies to its semiconductor industry and ensure that local technology companies have adequate funding for their development projects. Additionally, this case study proposes that the Chinese government should collaborate with local technology companies to increase human capital, since inadequate human capital is identified as a key barrier in China’s progress toward achieving self-sufficiency. Furthermore, China should make improvements in explicit knowledge transfers, as advancements in aspects such as intellectual property theft will assist local companies in keeping pace with the competition in the global semiconductor industry.
The Development of Private Equity in China
Authors: Wang Chenlai
Published: March 2023

Private equity fund is a sort of fund for a small number of specific investors, with institutional investors as the main investors. Although private equity fund has formed a certain scale after ten years of rapid development in China, there are still some problems. Considering the problems of medium and long-term value revaluation and industrial upgrading, private equity fund will have a broad development prospect in China. While the opportunity and risk coexist, this paper analyses the development of private equity fund in recent years from the macro-viewpoint, then tries to discuss the challenges ahead of it and predict the possible future direction.
Personal Pension Plan: International Enlightening for Aging China
Authors: Song Shuqi
Published: March 2023

The Implementation Measures for Personal Pensions were jointly released in November 2022 by five agencies, including the Chinese Ministry of Finance and the Ministry of Human Resources and Social Security. The Communist Party of China's report on its 20th Congress makes clear recommendations for the welfare of the populace, including "improving the national coordination system of basic pension insurance and building a multi-level and multi-pillar pension insurance system." China is currently dealing with the strains of an ageing population and the uneven development of its pension system. One of the primary challenges China's social security system is currently experiencing is effectively encouraging the development of individual pensions to satisfy higher-level pension needs. Individual retirement accounts have been developed in the US for a very long time. China should undertake a range of various measures based on the Chinese situation while relying on the prior experience of the United States to promote personal pensions from the perspectives of public bodies, financial institutions, and investors.
Financial Support for High-quality Development in the Context of Digital Economy
Authors: Bai Yun
Published: March 2023

As a new form of business of international concern and a new force to promote the world economy, the digital economy is considered by many countries as a difficult choice to promote economic growth and improve business structure, and also provide new opportunities and new ways for China's economic development and construction of technical infrastructure business today. Economic development is the most important of the real economy, and the development of a good economic system is very important to integrate China's economic base. The financial market is considered as another important force to support the positive development of the manufacturing industry after the concept of "Internet plus", because the resources can be distributed the contents. Recently, the financial industry has been considered as a good development of business development. In research, the paper analyzes the current situation and the problems of the integration of finance and production in the background of the digital economy, and proposes solutions. better to direct resources to production.
Review: Application of Machine Learning to Investment Portfolios
Authors: Wang Yifei
Published: March 2023

This review focuses on the use of three machine learning methods in portfolios using reinforcement learning, recurrent neural networks and random forests. Machine learning algorithms create a model from training or sample data, train themselves by continuously learning from the data, and then adjust their actions based on the insights found to gain the ability to make better predictions and decisions. As today's big data continues to expand and grow, the market demand for machine learning is expected to increase significantly. This is because companies can use it to understand trends in customer behavior and business operation patterns to support the development of new products. Thus, the use of machine learning methods to build an optimal portfolio can help investors minimize risk and maximize returns. Asset management firms enable investors to invest in the best investment opportunities by developing investment plans based on specific client requirements and return expectations.
Monster, Coca-Cola, And Pepsi Investment Prospect Analysis
Authors: Qiu Zhipeng , Shang Haoran , Su Huaiwen , Tian Jiaqi
Published: March 2023

In the business world, an investor needs to decide which company is better to invest in in the same industry. In the beverages industry, there are a large number of companies which means it is hard to choose the best company to invest in. Therefore, this research compared three companies in the beverages industry, Coca-Cola, Pepsi, and Monster, to find out which company is not advised to invest. As stated by Templin in the Method of Investment analysis, investment analysis is the analysis of the financial information of a company to make investment decisions. There are four basic approaches to investment analysis, fundamental analysis, technical analysis, quantitative analysis, and behavioral analysis. This research collected financial information from the three companies and used financial formulas in order to calculate the business risk of each company to find out a company which has the highest business risk. the research found that Monster had the highest business risk while the other two have a lot lesser business risk compared to the monster. Overall Monster is not advised to invest, and the other two companies can be considered.
Cracking The Dilemma of Network Service Providers' Duty of Care: Based on The Perspective of Direct Benefit Acquisition
Authors: Liu Dong , Zhong Zhaojie
Published: March 2023

With the increasing scale of the domestic network economy, legal issues in this field continue to appear in our field of vision, such as the endless infringement of network users, which has become an important issue in the governance of the current network economy. Although China has introduced the "notice-delete" rule in the legislative field for the indirect infringement of network service providers, with the passage of time, the "notice-delete" rule has shown many shortcomings in terms of response speed and efficiency in protecting the rights and interests of right holders. Although some scholars have proposed the duty of care for network service providers in response to this phenomenon, there are many controversies in the field of domestic and foreign legal science and judicial circles on the duty of care. From the perspective of direct benefit acquisition, this paper takes how network service provider shall bear the responsibility the duty of care as the research object, analyzes the problem by case analysis and comparative research methods, and draws the conclusion that the conditions for obtaining direct benefits should be reasonably and appropriately used, so that network service providers can bear the corresponding duty of care for the direct benefits they have obtained, in order to promote the continuous improvement of the network service provider responsibility system, and make corresponding contributions to completely clearing up the chaos of network infringement and purifying the network environment.
Calendar Effect in The Chinese Securities Market
Authors: Fan Yiwen
Published: March 2023

The existence of the calendar effect as a market anomaly problem proves that there are loopholes in the Efficient Market Hypothesis (EMH). By studying the calendar effect, scholars can gradually identify and solve the problems of regulatory loopholes and information asymmetry in the financial market. This paper divides the Chinese securities market into stock market, bond market, fund market and financial derivatives market, focusing on the weekday effect and the month effect. By summarizing and comparing the weekday effect and the month effect of the above four sub-markets, the paper shows that the calendar effect is more significant in all four markets on Mondays and Fridays, also January and December. The calendar effect of the four sub-markets is not similar in other periods, which may be due to the fact that each market is affected by uniform regulation and the same policies, but also has its own unique characteristics. The purpose of this paper is to summarize the research results on the calendar effects in the four sub-markets of the Chinese securities market and to promote the development and maturity of the Chinese securities market.
The Impact of Digital Payment on Consumer Behavior in China
Authors: Wang Zhuoer
Published: March 2023

To continue China's economic growth, plenty of research has been conducted to find the relationship between advancing payment methods and thriving consumption. Currently, digital payment is the latest and most mature way in China.Instead of being a single application for online transactions, digital payment represents a complete online shopping environment. To generally review the impact of digital payment on consumer behavior in China, literature containing research on consumers from different age groups and gender will be collected and concluded. This research takes women and undergraduate students as the critical research object because people ubiquitously consider these two groups of people as the primary consumers in the e-commerce market.After arranging information from the research about three stages that cover the shopping intention by digital payment, consumer psychology, and consumer behavior, this review concludes that economic growth is potentially attained by digital payment in a secure online environment, with the business target at profit maximization at the same time keep consumers rationale in a normal range, especially for woman and undergraduate students.
Theoretical Basis and Legal Analysis of Proportionate Joint Liability of Security False representation Disputes
Authors: Wu Ruidan
Published: March 2023

The way that securities service institutions assume tort liability in securities false representation disputes is limited to joint liability by law. Considering the discretion principle of punishment according quantity of securities service institutions, proportionate joint liability appears in judicial practice. The proportionate joint liability, different from the proportionate liability regulated by other countries in comparative field of vision, is still joint liability in nature, which in China is mainly specified in the field of environmental tort disputes. It is especially expressed as the bearing joint liability in the cause force overlap section of the respective tort of semi-superimposed majority of people. According to the principle of analogy, environmental tort disputes and securities false representation disputes share some similarities in certain circumstances, which conforms to the requirements of the analogy, and enables to apply environmental tort proportionate joint liability to securities false representation disputes in an analogy manner. However, it is still necessary to keep alert of the deficiencies of proportionate joint liability. For the tortfeasor needed to bear the final responsibility, to define the scope and proportion still requires to further improve the legislation and judicial technology.
Analysis the Marketing Strategy of Royal Canin - Based on SWOT Analysis
Authors: Xu Zhiyu
Published: March 2023

The pet food industry has grown rapidly in recent years due to the growing trend of pet ownership among Chinese people. Various pet food brands are emerging and the competition is fierce. The purpose of this paper was to explore how Royal Canin can better attract consumers to buy. This paper took the Marketing Mix Theory as the theoretical basis and applied SWOT analysis to the study. The relationship between price, place, product, promotion, and purchase intention, and the strengths, weaknesses, and situations faced by Royal Canin are examined. This paper concluded that product features and multiple sales channels that meet consumers' needs will increase consumers' purchase intention, while prices beyond expectations and less promotion will reduce consumers' purchase intention. Thus, Royal Canin needs to expand its market share and enhance brand appeal by developing high-quality, cost-effective products and media campaigns. This paper provided references and new research ideas and perspectives for other researchers in this field.
Combination of Artificial Intelligence with Mergers and Acquisitions
Authors: Wang He , Zhou You
Published: March 2023

Companies in charge of mergers and acquisitions (M&A), relying solely on a large number of manual calculations to analyze mergers and acquisitions has become a history, data analysis has completely changed the way mergers and acquisitions, artificial intelligence analysis to a new level. Make decisions smarter and faster throughout the life cycle. Artificial intelligence comes with its own risks as well as convenience. This paper uses case study to describe how AI is used in mergers and acquisitions, and how AI can facilitate mergers and acquisitions to the next level, and analyzes the pros and cons. This paper believes that artificial intelligence should be constrained by perfecting legal structure and meticulous legal provisions, so that its convenience can be maximized and its own information security can be fully maintained.
Boards' Governance of Hostile Takeovers in the US and the UK
Authors: Song Zihao
Published: March 2023

It is argued heatedly whether the governance of the board in a company against hostile takeovers is of necessity in the United States and in the United Kingdoms. This study aims to determine whether this intervention of boards should be legitimatized according to laws in these two countries in order to gain a better legal environment for the market. Literature research method had been used in this paper and conclusions were analyzed to reach the aim. The result in this study suggests that the effects of hostile takeovers on corporate governance are quite different owning to the different jurisdiction in the United States and in the United Kingdoms. Obvious as it is, corporate governance changes according to local legislations. The United States tends to have a more tolerate jurisdiction on whether the management of corporate should be entitled to intervene or block hostile takeovers. The United Kingdoms, on the contrary, tends to be more disciplined in administration for the board in a company issued on this type of governance.
Usage and Development of the Material Adverse Change Clause
Authors: Chen Qiaoran
Published: March 2023

“Material Adverse Change Clause” (hereinafter referred to as MAC clause) refers to a clause arranged in the contract during the acquisition and merger of company in order to provide the buyer with an opportunity to terminate the transaction when the conditions of the target.MAC clause plays an essential role in international M&A. Almost all cross-border M&A agreements include MAC clause, and both parties often spend a lot of time negotiating and writing this clause. However, MAC clause writing is complicated in practice, and MAC clause content is often unsatisfactory. First, this paper analyzes the concept of MAC clause as the starting point, from its role and common types of MAC clause to explain. Secondly, based on the relevant data of MAC  clause in international M&A contracts in recent years, this paper analyzes the current situation of MAC clause use, especially the difference between the frustration system of use contract in the UK and the principle of change of use situation in China during the COVID-19 pandemic. Thirdly, starting from the case of LV's acquisition of Tiffany, this paper explains the use of MAC clause in actual cases and finds out the problems with its use. Finally, according to the above issues, this paper puts forward some suggestions for improving MAC clause and studies its development direction.
Transformation and Upgrading of Domestic Cosmetics Brands under the Consumption Characteristics of Generation Z: A case study of Huaxizi
Authors: Chen Yajie
Published: March 2023

China's cosmetics industry is booming. Its market recently reached about Rmb500bn, putting it on track to overtake the US. China will become the world's largest cosmetics market in the upcoming future. Generation Z, born between 1995 and 2009, is becoming the major consumer in the cosmetics market. Their consumption tendencies also influence the marketing decisions for cosmetics enterprises. The research on the social consumption structure of the consumer market of the beauty care industry is one of the key topics in the research field. Despite the rapid progress of domestic beauty brands, it is still difficult to compete with international ones with strong reputations. This paper focuses on three main problems of domestic brands, namely dull promotion tactics, product duplication, and illegibility of market orientation. Detailed measures are provided in the suggestion section based on the analysis of the successful cases of Huaxizi. Specifically, it includes three particular solutions that encourage domestic brands to emphasize online marketing, create hot items, and target the younger market.
The Impact of Online Celebrities Live Streaming on Consumers' Purchase Intention
Authors: Liu Yuxin , Wang Yiran
Published: March 2023

Under the vigorous development of the Internet and electronic commerce, online shopping has gradually become one of the mainstream shopping methods. The novel marketing method of "online celebrity" live delivery has also replaced the traditional marketing method in recent years. The particularity of "online celebrity" identity and the timeliness and authenticity of product information transmission stimulate consumers' desire to purchase when online celebrities sell goods live. Research shows that live broadcasts can stimulate consumers' purchase desire and increase the frequency of their impulse consumption, but there are few studies involving the influence of online celebrities' shopping on consumers' purchase desire. Therefore, this paper studies the impact of online celebrities' live delivery on consumers' purchase desire and extracts the factors that stimulate consumers' purchases by combing the relevant literature. The study found that online celebrity's communication and interaction ability, identity, commodity preference and promotion methods have a positive impact on consumers' purchase intention, among which consumers' satisfaction and trust play an intermediary role.
The Difference Analysis of the Effect of Different Types of Product Placements in the Film Advertisement on Young Consumers
Authors: Gao Ruyi
Published: March 2023

Product placement is a form of advertising that uses various media to advertise and promote a product to its audience. It has a long and dynamic history and a large number of studies have been carried out in this field to investigate the factors that affect the effectiveness of this type of advertising method. This research intends to investigate what types of products are best suited to this form of advertising by using data collected by means of an internet questionnaire and quantitative analysis. The study explores the attitudes of young people towards product placement in films from the perspective of potential consumers and analyses their preferences. It recognised that product placement is more likely to attract the attention of today's social media-using and highly globalised youth and increase their desire to consume. The final outcome of this search is the conclusion that food and drink products are the most suitable for this advertising format. The main reasons for the result include the limited spending power of teenagers and the fact that this type of product appears more frequently in films and is more likely to leave a deeper impact on the audience. However, businesses wishing to use this method of advertising need to be aware that product placement does not directly increase the sales of their products. It is therefore essential to combine this type of advertising approach with other marketing methods.
Analysis of The Problem of Low Sales of Insta360 Panoramic Cameras
Authors: Liu Feifan
Published: March 2023

The Insta 360 panoramic camera simulates a two-dimensional floor plan into real three-dimensional space. Panoramic landscapes diversify the way an image is viewed, and at the same time, add interest. In addition to good interactive performance, the sense of realism is also very strong. Most importantly, objects can be seen in perspective, also known as naked-eye 3D. The purpose of this study was to explore why Insta 360's product is new and unique, and why sales are so low that the company has faced two innovation failures. After further analyzing its technical conditions, market atmosphere, and application scenarios, this paper improved product performance and development direction. This study concluded that only the novelty of the product is considered, ignoring immature technologies and markets and limited application scenarios. These led to low sales of the product in the first two times. Therefore, the panoramic camera is an emerging product, and it is necessary to determine the target user. Then, discuss the development model suitable for the Insta 360 panoramic camera under the above conditions.
Analysis on Marketing Strategy of New Style Tea Drinks-- Case Study of Cha Yan Yue Se
Authors: Hao Yingfan
Published: March 2023

In view of the vigorous development of China's new style tea beverage market, the market saturation has increased, and the competitiveness has become larger. Therefore, the way to seize the market share in the current market, brands are required to focus on differential development and highlight their own advantages. Based on the current development of the tea beverage market, this paper takes Cha Yan Yue Se as the object to make the research and analysis. Besides, the paper uses buzz marketing, 4C theory and other analysis methods to explore the marketing strategies that make the brand successful, and summarizes the current market trends, and proposes how to make full use of differentiated marketing in a saturated market environment to highlight the brand's own competitive advantages. It can provide reference for the development of Chinese new tea drinks.
Risk identification and risk response of tourism real estate development projects—— Nanxun ancient town
Authors: Wang Anning
Published: March 2023

In the 1980s, an ancient town took the lead in developing tourism, which led to a boom in the growth of tourism in ancient towns in China. Due to the in-depth development of ecological tourism in China and the promotion of social media, more customers recognize the attraction of the ancient town. Applying and updating project information and finding major risk factors can impact the Chinese ancient town projects. The main aim of this research is to utilize risk identification and risk response to manage major risks. In this research, the FMEA method was considered and then all information was inputted into the formula, finally, the RPN with eight risks of information was ready for risk identification and response. It creates a risk identification with three major risks and reduces the probability, which positively affects risk response at the right time. Discussing the major risks of the project and improving the ability of risk identification with some risk responses.
Risk Assessment Study of Academic Talent Data Management Platform Development Project
Authors: Qu Yifan , Sun Xinxin
Published: March 2023

With the continuous promotion of talent informatization, to improve the talent development index system for social needs and talent growth needs, academic evaluation and talent data management type platforms have gradually emerged and rapidly developed, and have been more widely used. However, there are many risks in the process of developing such emerging data platforms, which seriously affect the final benefit of the project. Therefore, this reaseach take the Global Unified Artifact Distributed Autonomous project as an example and apply the FMEA method for risk identification and risk assessment. The results show that the technical risks are the most serious and the schedule risks are the least serious. At the same time, the paper proposes strategies for optimizing the risk management of software projects to help the projects be carried out correctly and orderly.
The Research on the Relationship between Economic Growth and Unemployment in Spain
Authors: Pan Xingyi
Published: March 2023

Spain’s economy is so volatile that unemployment is extremely high. What’s more, Spain has a dual labor market with many temporary contracts, which contributes to high unemployment. Thus, this study investigates the relationship between unemployment and GDP in Spain by implementing Okun's Law. Using annual data for the period 1972-2021, JMP was used to obtain a simple regression between unemployment rate and GDP and Inflation rate. Empirical results show that GDP is not related to unemployment. However, inflation is related to unemployment. Therefore, Okun’s law cannot be confirmed by Spain, and the lack of GDP does not explain Spain's unemployment problem.
Analysis of Regional Economic Differences and Cooperative Development Paths between Jiangsu and Anhui
Authors: Duan Jinyi , Liu Fangyu , Luo Haonan
Published: March 2023

The imbalance of regional economic development is certainly an important feature of the imbalance. The impact of the current imbalance in China's regional economic development is mainly reflected in the ability of each region of the country to develop economically, its long-term expectations and its motivation to participate in the overall development of the national economy. This imbalance is not only reflected in the economic development gap between the east and the central and western regions, but also in the Yangtze River Delta economic zone in the east, where the difference in regional economic development between Jiangsu and Anhui is more obvious. In this paper, this paper will use the GDP and population of Anhui and Jiangsu from 2000 to 2021 to calculate the Thayer index to illustrate the changes of economic differences between the two provinces since the 21st century, and combine the commonly used indicators to compare regional economic differences, such as social fixed asset investment, local fiscal revenue, and the proportion of three industries to GDP. This paper analyzes the regional economic differences between Jiangsu and Anhui provinces in terms of GDP difference, industrial structure similarities and differences, degree of marketization and human capital differences, and explain the advantages of promoting the cooperation between Jiangsu and Anhui provinces in light of the literature, and give policy suggestions.
The Digital Marketing Strategy of Beauty Cosmetics Brands in The Post-epidemic Era
Authors: Ji Shuyi , Yang Xinyi , Yue Liang
Published: March 2023

Due to the impact of the COVID-19 pandemic, various industries have experienced a short period of sluggish consumption and a decline in sales. At the same time, the beauty industry, which is characterized by its main sales and promotion channels being online, has encountered certain setbacks as well as new development opportunities. This paper focused on the post-epidemic era, taking the beauty brand Perfect Diary as an example, and using SWOT analysis to explore how beauty brands can adjust their digital marketing strategies to break through the existing marketing dilemma and gain marketing advantages. As a new beauty brand in China, Perfect Diary achieved rapid growth at its inception, but sales have been declining year on year since its launch, which is directly related to its marketing problems. Using Perfect Diary as the research object can clearly and intuitively analyze the relationship between product, price, place, promotion and consumers' purchase intention to buy under the guidance of the Marketing Mix Theory, which is a reference for other beauty brands on how to adjust their marketing strategies in the post-epidemic era.
Using SWOT Analysis to Solve the Problem of Forbidden City Brand Influence under the Background of New Media
Authors: Xie Zhiyi , Zhang Jingyi , Zhou Xinyu
Published: March 2023

The Palace Museum is not only comprehensive but also the largest museum of ancient Chinese culture and art. The Palace Museum brand is a cultural and creative brand derived from the landmark buildings of the Palace Museum through publicity and transformation in the new media era. The cultural and creative brand refers to the value transformation and empowerment of products by relying on personal wisdom and modern scientific and technological means this research seek to analyze the connection between consumers’ impression of the Palace Museum brand and brand loyalty in the new media background of Z era. This analysis concluded that the Palace Museum brand should not be over-commercialized or influenced by the fast-selling atmosphere of the Z era to reduce the actual value of the brand. As a state-supported transformation brand, the Palace Museum brand had a rich cultural value base and production resource support, but it abused brand IP to produce low-quality products due to the atmosphere of the times, resulting in a decline in brand image and loyalty. Therefore, in this context, due to the negative impression brought by the sub-brand and the strong internal and external competitive factors, the brand's image positioning has deviated, the value is reduced, and the brand loyalty is reduced. This paper uses SWOT analysis to split the overall factors of the Palace Museum brand to find solutions.
A Comparative Study of the Features of Extracurricular Activities in China and the UK
Authors: Ying Yiqian
Published: March 2023

Extracurricular activities are gaining increasing attention all over the world, which is helpful in developing various aspects of students' capacities. In recent years, China has accelerated the development of extracurricular activities so that appropriate and quality means are needed to reform the original model. The target of this study is to compare the characteristics of extracurricular activities between China and Britain. This study is aimed at finding out the similarities and discrepancies between them and finally obtaining the approach to develop the level of Chinese students' extracurricular activities. The results show that the features of extracurricular activities in China and England are similar in dimensions, such as the variety of activities and corporation with organizations and cultivating the all-around development of people. However, there are differences between characteristics in schools in China and the UK. For instance, auxiliary teaching of textbook knowledge and voluntary attendance. Based on the results of the study, this paper suggests China that more focus should be put on teaching occupational skills, talent and life skills and strengthening cooperation between schools and institutions.
Grouping of Books Type Based by Time Borrowing (months) Using Fuzzy C-Means Algorithm. (case Study: Surabaya Public Library)
Authors: Azhari Bachtiar , Zainal Rifki Fahrial , Purbaningtyas Rani
Published: March 2023

Book lending transactions are the main activities that take place in the Library. With the method of grouping, it willget what kind of books are most often borrowed. The method used is Fuzzy C-Means. This thesis discusses theapplication of Fuzzy C-Means method to classify book data based on lending per month and measure the effectivenessof the use of methods in the process. This application has been tested by producing 3 clusters and classify the time(month) where the frequency of borrowing done by visitors in the Library.