bluuebunny/crossref_metadata_2025 huggingface dataset:
Localization of McDonald's and KFC in China
Authors: Wang Yifan
Published: March 2023

Localization strategy is a marketing strategy that addresses the buying habits, customer behavior, and overall cultural differences of a new consumer market. China is an emerging market with huge consumer potential and offers great opportunities for multinational companies to expand into the global market. However, joining the Chinese market is not easy and due to the vast social and cultural differences, Western companies need to discover the right marketing plan and adapt it quickly. This study uses China as the research site and the localized development of McDonald's and KFC in China as the research theme. It begins with a basic introduction of the two companies and then analyses what efforts they have made in localization by comparing supply chains, site selection and market positioning, respectively. The findings show that KFC has done a better job of localization in the Chinese consumer market than McDonald's, growing faster and expanding more, but that McDonald's has done a better job of standardization than KFC.
The Long-term Impact of Covid-19 on US Stock Market: Evidence from Time Series Model
Authors: Zhao Jingpeng
Published: March 2023

The COVID-19 had a obvious impact on the world economy. Both the real economy and the financial markets suffered a huge negative impact in the short term. Considerable studies have pointed out that stock markets suffered a considerable negative impact on yields and volatility in the short-term following the outbreak, but few studies have explored the long-term impact of COVID-19 on stock markets. This research hopes to complement this part of the study. This study investigates the impact of the number of daily new cases on the three major U.S. stock indices, i.e., NASDAQ, S&P 500, and DJI yields and volatility, by developing a VAR model and an ARMA-GARCHX model. The results of this study show that the number of COVID-19 new cases will only have a negative impact on stock yields on that day and will not have a long-term impact. And the number of new cases is negatively related to stock volatility. This study shows that after nearly three years of COVID-19 persistence, it no longer causes widespread panic and irrational behavior, and stock volatility has started to fall back. This result helps to build confidence that people will return to the stock market.
Portfolio Optimization for Several Industries among the U.S. Stock Market
Authors: Li Yanru
Published: March 2023

Optimizing portfolio has been a popular topic since it was proposed because it can reduce the investment risk. This study selected five active stocks from different industries, including Online E-Commerce, Commercial Banks, Motor Vehicles, Mobile Communication Production, and Telecommunications. Then they were allocated into five kinds of portfolios, which are tangency portfolios and minimum variance portfolios under Capital Asset Pricing Model and Fama-French three-factor Model, as well as the 1/N portfolio. The results found that ‘BAC’ and ‘T’ have the largest weight and the lowest weight respectively in the two models. The comparison of the five portfolios showed that the portfolio with the highest cumulative return is the tangency portfolio under FF3F Model, and the 1/N portfolio also performed well. Only these two portfolios outperformed the SPDR S&P 500EFT Trust. This research may help investors focused on the five sectors mentioned above to have a better idea of how to allocate their capital.
Application of portfolio optimization using pension and other 6 stocks
Authors: Zhang Suixin
Published: March 2023

This paper uses the Capital Asset Pricing Model and Fama-French Three-Factor Model (FF3F) to construct optimal portfolios with maximized Sharpe ratio, aiming to help retired firefighters decide between the pension’s annual benefits and the lump sum of the pension. Firstly, this paper selects six well-diversified assets from different industries. Secondly, this study estimates the expected return of each asset using the CAPM and FF3F Model, respectively. Thirdly, this paper constructs two ‘With Pension Portfolio’s using the expected return from the two models. Fourthly, this paper also builds two portfolios using the same results from the two models but keeping the pension’s weight to zero. By comparing the maximized Sharpe ratios from ‘With Pension Portfolio’s and ‘Without Pension Portfolio’s, we conclude that the firefighter should choose to take the benefits of the pension. The results in this paper can serve as a reference for retired people when they want to allocate their nest egg and pension better.
The Trap of Anchoring Effect: A Study on the Impact of Anchoring Effect on Decision-Making
Authors: He Yutong
Published: March 2023

This paper investigates the effect of anchoring effect on individuals’ decision-making process. Anchoring effect is a psychological phenomenon where people make a judgment based a reference point and then make adjustments based on upon that. Due to insufficient judgement the final judgment is subject to the influence of the reference point. This paper discusses the role anchoring plays in decision-making, its positive effect and negative effect. In addition, this paper explains why the negative effects exist and how to solve them, thereby optimising our decision-making process. The paper would introduce prevalence of this mental heuristics in retail industry and showcase how anchoring effect could be used to boost sales of healthier organic product, thereby improving on quality of life, and how it may be used against consumers, resulting in overconsumption of goods and services. Possible solutions that could be used to deal with the negative impacts include educating the general public about this phenomenon and using an anti-anchor.
Research on the Pricing Strategy of New Energy Medium-sized Vehicles Based on Game Theory: Taking Tesla and BYD as Examples
Authors: Chen Yingqi , Zhang Ruiyang
Published: March 2023

In recent years, the demand for new energy vehicles has been increasing. As foreign cars enter the Chinese market, the competition for new energy vehicles in China has become increasingly fierce; inevitably resulting in price wars, but blind price wars will only damage the interests of all parties. This paper uses a static game and a repeated game to analyze how firms can adopt pricing strategies to maximize their benefits. The results show that no matter what the situation is, if a company uses price cuts to capture the market, it may increase its own revenue in the short term, but in the long term, it will cause losses to itself and other companies. Finally, reasonable suggestions are made for new energy vehicle companies facing pricing problems. The research conducted in this paper on pricing can, to a certain extent, enable enterprises to carry out the correct pricing strategy, improve the interests of the enterprises as well as the whole enterprise, and thus promote the development of the new energy vehicle industry.
Comparison of the Performances for Mean Reversion Strategy for DDAIF, Ford and VWAGY
Authors: Bian Rongfan
Published: March 2023

The mean reversion strategy argues that investors should buy low and sell high, for there is an average line for the stock prices. The price will always meet the average line of it. When the price is higher than the average line, it will drop. When the price is lower, it will increase. To test and validate the effectiveness of this strategy, this study chose three stocks in auto industry to comparison the performance of this strategy on them. According to the analysis, when it is in volatility market, the strategy performances good in auto industry, but in unilateral tendency market, it may get a bad profit. This paper gives an exact way to calculate the buy and sell method point, which can make direction for people to trade. Besides, it makes comparison for the strategy in 3 different stocks in same field. Therefore, one can learn the performance of it on different shape of stocks. These results shed light on guiding further exploration of mean reversion strategy on auto industry.
Comparison of Sales Prediction in Conventional Insights and Machine Learning Perspective
Authors: Xu Shiman
Published: March 2023

Generally, the predictions of sales volume can be regarded as using the system of the forecasting model to estimate the future sales quantity and amount for products and services. Accurate sales forecasting based on the previous sales situation can promote enterprise do better in the future income and encourage enterprises to establish and maintain a highly efficient sales management teamThis paper will analyze traditional sales forecasting methods and sales forecasting methods based on big data models which related to the perspective of machine learning, and then compare them. According to the analysis, the two sales forecasting methods have their own advantages and disadvantages. In the future, enterprises can adopt the two sales forecasting methods in parallel to maximize the utilization advantage of sales forecasting for enterprises. These results shed light on guiding further exploration of choosing appropriate sales model for enterprises.
China’s Supply Chain During COVID-19: Disruption and Mitigation
Authors: Chang Suixuan
Published: March 2023

COVID-19 (SARS-CoV-2) is a contagious virus that damages the respiratory system and has been spread worldwide from the end of 2019 until present. Most countries have implemented border closures, city closures, and quarantine to stop the spread of the virus, which led to mobility restrictions. China, being one of the most critical roles in the global supply chain, has faced stress from product supply, inefficient logistics and transportation, and financial crises on firms. Thus, this paper suggests three solutions to resolve China's supply chain disruption: unclog the foreign logistics system, strengthen foreign cooperation, and ensure financial security. In this way, China's supply chain can regain its robustness and resilience, which benefits the global supply chain and the global economy as a whole.
Why European Super League failed—from the management perspective analysis
Authors: Zhong Zhuoxi
Published: March 2023

Due to the financial strain of the COVID-19 pandemic, Real Madrid football club’s president, Florentino Perez initiated the idea of the European Super League, which included, and was supported by a consortium of football’s most recognizable clubs. This breakaway league was formed with the goal to provide extra competition, as well as incomes for the competing clubs and hoped to eventually serve as an alternative for pre-existing competitions such as UEFA’s Champions, Europa and Conference leagues. This interrogation will include how the league and its leaders failed to rally popular support for its inauguration, how the league faced constant legal action, as well as sanctions, from pre-existing governing bodies from FIFA and UEFA as it failed to gain their cooperation, and how the infrastructure and aim of the novel league also faced staunch opposition from the players themselves. Towards the conclusion of this essay, a series of suggestions will also be provided, primarily detailing how the league and its leaders could’ve, to an extent, remedied these problems, such as the major conflict of interest it provides for the clubs, as well as the exclusive structure which it proposed.
Comparison of the Performances for the Mean-Reversion Strategy for Exchange Rate
Authors: Zhang Zeyu
Published: March 2023

Mean-reversion theory predicts that historical returns and asset price volatility will eventually return to the long-run mean or average level of the entire dataset. The mean-reversion strategy applies the fundamental idea of selling high and attracting low to stock market investment. Researchers studying the international exchange market have shown that foreign exchange rates display momentum and mean reversion behavior. This study aims to assess the effectiveness of the mean-reversion approach on exchange rates and improve it. Using historical data, the author assessed the mean-reversion method's impact on the exchange rate. According to the study, the method offers a risk-to-reward ratio that is conservative. The clear disadvantage is that for most of the exchange rate, mean-reversion methods yield lesser profits. Furthermore, the return is significantly influenced by the mean-reversion lookback period. Quantitatively, exchange rates with significant volatility and variation often outperform when using the mean-reversion approach. Overall, these results shed light on guiding further exploration of mean-revision strategy.
Comparison of the Performances for Mean Revision Strategy Based on Three Underlying Assets
Authors: Zhao Ziyi
Published: March 2023

The predictability of funds returns has always been a hot topic in academic circles. Relevant scholars have carried out a lot of empirical studies and found that funds prices tend to revert to the mean after rising and falling for a while. In view of the fund long-term return forecast problem, this study investigates the performances of three underlying assets, i.e ., ZhongOu Medical And Health Hybrid A, Fullgoal China Securities New Energy Vehicle Index (LOF)A, and ZhongRong Securities Coal Index. To be specific, this study starts with introducing theory for mean reversion. Three analytical metrics were adopted for quantitative analysis: Sharpe Ratio, Mean-Variance and Price Discovery. Based on the evaluations, the mean-reverting of stock returns is estimated from both theoretical and empirical perspectives. Besides, the performances for the mean revision strategy are compared. According to the analysis, stock prices tend to revert after rising and falling for a while; therefore, the mean reversion phenomenon in the track stock is more obvious. These results indicate that the mean reversion is suitable for higher market maturity. These results shed light on guiding further exploration of choosing appropriate investing time and strategy.
Prediction of Diabetes at Early Stage Using Machine Learning Algorithms
Authors: Luo Jieping
Published: March 2023

Diabetes is a chronic illness caused by a lack of insulin produced in the pancreas, which leads to an elevated blood glucose level. Diabetes leads to complications, such as loss of vision and kidney function, heart attacks, and strokes, which could ultimately shorten life. Diabetes has many different symptoms, for example, obesity, polydipsia, and itching. This study aimed to use these symptoms to predict diabetes using machine learning algorithms and to find the best classifier. The result is that random forest had the highest accuracy of 97% on this dataset.
P2P Investment Data Analytics: A Case Study of Lending Club
Authors: Yi Bowen
Published: March 2023

In this study, a forecasting model is constructed for default risk by applying several machine learning models, including logistic regression, random forest, gaussian naive bayes, artificial neural networks, support vector machine, and XGBoost. Cross validation and voting ensemble learning are also utilized for best suitable hyperparameters as well. Dataset comes from Lending Club and then cleaned, normalized and standardized it into an ideal input dataset which are splitting into training and testing ones later. Among the methods, XGBoost achieved the best performance.
Differences Between Equity Merger and Asset Reorganization: Evidence from Jingao Technology and Wingtac Technology
Authors: Fu Xicheng , Xu Weijie , Zhou Rong
Published: March 2023

Mergers and acquisitions (M&A) are an important process that companies may go through contemporarily, where there are mainly two aspects of M&A, i.e., equity M&A and asset M&A. This article will analyze the difference between equity M&A and asset M&A restructuring by comparing the events of the M&A of two companies, JA Technology and Wintel Technology. The nature and operational process of asset restructuring and equity acquisition are distinctly different, and the risks are different. In addition, it should be carefully planned and weighed in accordance with the actual situation of the company. In the capital markets, there are many different options for restructuring a company, and any one of them may affect the survival of the company. In this case, the choice of M&A is an important topic. It is hoped that the results in this paper will be utilized to company decision makers. These results shed light on guiding further exploration of how companies make decisions.
Business Restructuring of New Oriental Education Technology Group Under the Double Reduction
Authors: Du Hanyue , Wu Chenyu , Yu Haosheng
Published: March 2023

Double Reduction Policy has strongly affected the education industry in China, especially to those mainly rely on the revenue coming from K-12 education. Since the policy prohibits education organizations gaining revenue from academic tutoring including K-12 education. Thus, many education giant companies bankrupted while New Oriental re-emerged through this crisis. The reason behind this phenomenon is worth exploring. Therefore, this study will investigate the case of New Oriental to analyze how they catch up the opportunity in this crisis. This article will mainly focus on two parts that the success of its business restructuring and its attempt to enter the live-streaming selling market. Specifically, Quantitative Analysis is presented to compare the financial data before and after business restructuring. EFE and IFE matrix method are adopted to analyze the external and internal environment of New Oriental. In addition, SWOT analysis is used to weigh the pros and cons of entering the live-streaming selling markets. According to the analysis, threat and opportunity coexist and New oriental make full use of its strengths to re-emerge under Double Reduction Policy. The basic strategy is following the relevant national policies. In addition, this paper also provides some investment suggestions for those are still struggling to survive from the change. These results shed light on research the impact of national policy to the educational industry.
Research on Enterprise Internationalization Strategy from the Perspective of Resource Endowment
Authors: Liu He
Published: March 2023

Resource endowment is a preferable theory to refer when analyzing the development and management of companies. In this era of globalization, international trade accounts more for the socialized division of labor, making significant contributions to the high efficiency of economic functioning. Hence, enterprises tend to value internationalization more when setting long-term development goals, actively participating in the global division of labor. The previous research and paper into this area are mentioned to explain the connection and difference between the findings of this article and previous research. In general, this article focuses on the internationalization of companies by studying Huawei as a case company in the perspective of resource endowment. It gives a brief introduction to the case company Huawei and conducting analysis on internal resource endowment of Huawei as a case study. In addition, analysis of external risks in internationalization of Huawei is carried out by utilizing PEST model. Then, this article makes some suggestions on how enterprises can better allocate internal resource endowment to face or avoid external risks. The aim of this article is to provide experience and reference to companies undertaking the internationalization, aiding more Chinese companies to develop internationally.
Spillover Effect Caused by the MNEs on the Host States
Authors: Wu Xiaotong
Published: March 2023

Being a prominent promoter in the process of economic globalization, the MNEs help promote the development of the economy both in the parent country and the host states by acting as an indispensable market subject. The MNEs root the host states' or even the global market, relying on the advanced technology of the parent country-usually developed country. During the process, the companies focus on training not only relevant but also extraordinary employees and promote the proportion of exporting and renewing the structure of manufacturing, establishing maker factories directly in the host states, thus accelerating the process of the spillover effect invisibly. From this perspective, the technology spillover effect seems to bring a win-win result. But it is worth noticing that the technology which can be transferred to the host states or provided by the MNEs is limited both in quality and quantity. Furthermore, the economic spillover effect may also cause the capital crowding out from the host states' market, the suppression of the national enterprises, and the formation of monopolies are also worth studying. However, the current researches on the spillover effect mainly are about solving the practical problems, and the general plus comprehensive study is in deficiency. Therefore, this study focuses on the different aspects that the spillover effect can impose on the host states. Finally, it finds out that the spillover effect can operate in both negative and positive manners, which provides a groundbreaking perspective to deeply discover the MNEs and the spillover effect.
Multinational Enterprises and Consumer Human Rights
Authors: Xu Xiyao
Published: March 2023

In the last few decades, most lawsuits alleging human rights violations by multinational enterprises reveal massive infringements of labor standards or environmental pollution. Additionally, most domestic studies have focused on the choice of law in Conflict of Laws and the social responsibility of multinational enterprises. However, with the development of the market economy and the deepening of foreign relations, consumer rights and interest protection have become increasingly significant to individuals and countries. As a result, this paper, in addition to the international human rights obligations of MNEs, will further discuss the internal and external causes of MNEs’ violations of consumers’ human rights from the perspective of multinational enterprises, host states, home states, and international law. And its corresponding countermeasures from the parent company and host states which includes administrative actions, criminal penalties, consumers’ civil remedies, and the broad influence of the media, will provide access to protection for a wide range of consumers.
The Legislative Defects of Public-Private Partnership in China and Lessons Drawn
Authors: Liu Mohan
Published: March 2023

Over the recent decades of economic growth, the Public-Private Partnership (PPP) has been an emerging business model for the Chinese government to establish an efficient relationship with the private sector for public policy. However, there exist obstacles to truly implementing a PPP in place. Apart from inexperienced PPP implementation, the lack of appropriate legal guidance is another major barrier to carrying out a PPP project. A shortage in a well-structured legal system, encompassing relevant legislative deficiency, leaves the scholars the duty to navigate the way for enhancing legislative structure for PPP. Even loads of research have been done on defining the role of the government and the private capital, in hopes that the risk-bearing process involved in a PPP project would be properly designed. But little discussion thereof has been carried out, combining the analysis with the legal nature of public-private partnership itself. Therefore, this paper presents a theoretical framework for examining the legal nature of PPP and analyses the legislative defects regarding PPP with a case. In this paper, the fragmented nature of PPP legislation in China is figured out, pointing to the absence of laws with higher hierarchies regulating PPP, which reveals the vague legal nature of PPP contracts and little legal constraints on the government. What is also surfaced from the fragmented and chaotic PPP legislative state is the ill categorized legal nature of the government, with overlapping roles from different governmental departments, exacerbating the unevenly distributed risks imposed on different parties involved in PPP. This paper then ends with conclusions extracted from experience drawn from both inside and outside China, particularly making an analogy with France, and stresses the need to build a more detailed and logically clarified legislative system for PPP.
Research on Risk Avoidance Methods of Venture Capital
Authors: Lu Jing , Zhang Hanyue , Zhang Xinxin , Zhuang Yutong
Published: March 2023

The situation of domestic and foreign financial markets is turbulent. How to effectively guide residents to make financial investment, improve the quality of financial investment and prevent investment risks is a very important topic. Venture capital is a kind of investment behavior which aims to promote the commercialization of high-tech achievements as soon as possible in order to obtain high capital returns. Venture capitalists should not only invest capital, but also play their long-term accumulated experience and knowledge as equity owners, and use the information network to help enterprise management. This paper studies the avoidance method of risk investment through the analysis of risk investment cases. Through the study of the failure cases of venture capital, it is found that the problems of venture capital mainly appear in the failure of technology commercialization, internal disputes of equity, defects in business model, and fierce competition environment. The study suggests that when using high-tech venture capital, technical research must follow the commercial model. All rules and systems of shareholder cooperation are very important, such as equity distribution, entry conditions, exit mechanism, conflict resolution mechanism, profit distribution, etc. When an enterprise introduces investors or engages in financing, it must design the basic path to control the control of the company. Otherwise, once you lose control of the company, it will be difficult to return. Also, venture capital should have a clear understanding of the business model, keep up with the changing sales environment, and understand people's needs to make venture capital. Moreover, the key factor determining investment success is that investors must consider natural monopoly when looking at macro industries through products
Research on Customer Value of E-commerce Data Based on Machine Learning
Authors: Zou Jiazhen
Published: March 2023

Nowadays, online shopping has popularized all over the world, the e-commerce platforms have to make every effort to compete with each other. In order to survive from the fierce competition, the e-commerce platforms have to make more profits with less cost which means that high-quality customers should be the most important resource for the e-commerce platforms. Therefore, the purpose of this passage is to measure the customer value by analyzing the e-commerce data with the methods of K-Means, RFM model and logistic regression. In the experiment, the RFM model shows that the customers in different clusters have different value for the e-commerce platform, the prediction model formed by logistic regression, visualized by confusion matrix and evaluated by 4 indicators shows that only 50.4% of the customers will repurchase on this e-commerce platform in the future. So, it is necessary for the e-commerce platform to carry out the personalized strategies for the customers in different clusters.
Gain or Loss from this Turn’s Rate Hike: Evidence from Tesla and USD Index
Authors: He Junjie , Yang Siming , Yao Yuan
Published: March 2023

A series of grave problems caused by energy scarcity and environmental pollution have gradually become the focus of governments and automobile manufacturers, and all countries agree that energy saving, and emission reduction are the inevitable directions of the future development of industrial automobile technology. As a global pioneer of new energy pure electric vehicles, Tesla has created a new concept of using Internet thinking to produce cars. At the same time, under the influence of the epidemic disturbance and the conflict between Russia and Ukraine, the supply and demand of global commodities such as crude oil and grain are tense. In addition, the Fed has raised interest rates for three rounds since June 2022, leading to rising inflationary pressure in the global market. Rising cost pressure in industries with a high degree of global value chain integration (such as automobiles, batteries, and mechanical equipment) and Tesla's earnings are also affected by exchange rate fluctuations. This paper uses the VAR model to explain the dynamic relationship between the exchange rate of USD/offshore RMB and Tesla stock price, establishes the ARMA-GARCH model to predict and analyze how the change of exchange rate affects the volatility of Tesla stock returns, and predicts the impact on industrial enterprises like Tesla.
The Globalization Driven by Digital Platform Marketing of the Online Retail Industry
Authors: Wen Jiazheng
Published: March 2023

The concept of digital marketing firstly occurred in the market from1980s when computer and internet technologies were in the beginning phase of development. The initial understanding of digital marketing was using digital tools to process advertising strategies. The era of digital marketing began with an email sent by Ray Tomlinson. Technology developments and innovations are significant for digital marketing. The evolution of digital marketing started with email as the carrier. The capability of digital technologies kept upgrading, including memory size, storage capacity, computer analyzing ability, internet coverage range, and more. People are able to continuously enhance the digital experience comprehensively. In the 2000s, digital platforms started to prevail, which created a new field for businesses to exert digital advertising with a new mind. Digital platforms are becoming an essential part of people's lives, and their influence on globalization cannot be ignored. Therefore, the digital platform would be the major consideration for this essay. Globalization, the process of immersing the world in one, is definitely influenced by digital platforms.  How the situation would change, and in what way will it change under the fast revolution of the digital environment?  Considering those questions, this article would discuss both the positive and negative influences of digital platforms in commerce to the world globalization. By analyze the data and figures, as well as discovering report and professional opinions. From discovering the details and understanding the rules behind the phenomenon that arouse by digital platforms, move to the correct track on how the internet platform should develop, and the better usage on it that would benefit the globalization and world society.
Celebrity Beauty Brand Digital Marketing Strategy：A Case Study of Fenty Beauty
Authors: Teng Qingyang
Published: March 2023

Rihanna began a trend of celebrity-owned beauty brands by inaugurating Fenty Beauty in 2017. As an outstanding celebrity brand, Fenty Beauty has generated $100 in its first 40 days. Its success is greatly determined by its marketing strategies. This study focuses on the interaction between the rise of social media and marketing strategies. It is important to understand the current global cosmetics industry. Due to the rise of social media, the global beauty market utilizes it as a key marketing tool. Fenty Beauty, a celebrity-owned beauty brand, explores the possibilities of digital marketing and the application of celebrity endorsement. The launch of Fenty Beauty challenged legacy conglomerates by turning the beauty industry online. The brand's mission is to provide beauty for everyone and promote diversity, acceptance, and inclusivity. This paper will further analyze Fenty Beauty and its marketing strategies by using SWOT (strengths, weaknesses, opportunities, threats) analysis and marketing mix theory (product, price, place, promotion) through a new e-marketing lens.
Analysis of the Impact of Digital Marketing -- Based on Coca-Cola Marketing Methods
Authors: Liu Zhiyuan
Published: March 2023

Out of the need to expand the market, marketing is one of the key topics that all companies will pay attention to today. With the development of the times, marketers have found the significance of digital marketing, however, the impact and the role of it still lack a unified understanding. Therefore, the research topic of this paper is digital marketing‘s impact on traditional marketing methods. There are a lot of meanings learning about the impacts of digital marketing. First, it can enable companies and marketers to make better use of digital marketing to expand their markets and get more customers. Second, a marketer can make better choices when making marketing plans if he knows more about the digital marketing in this era. This paper is trying to analyze these impacts of digital marketing for marketers aiming to give an understanding of it. The research methods of this paper are as follows: Based on the differences between Coca-Cola's past marketing methods and the marketing methods after digital marketing, the case results are analyzed. The analysis found that digital marketing has a significant impact on traditional marketing in terms of marketing methods. The creation of real-time, cost and product image is a significant impact of digital marketing. In response to these impacts, marketers should formulate a more detailed work plan to expand the scale of the industry in an era when digital marketing is becoming more and more common.
Marketing Strategy of New Energy Vehicles: A Case Study of Ford and Audi Sports based on Marketing 4p Theory
Authors: Tang Mingjun
Published: March 2023

The background of this paper is based on the worldwide improvement of the traditional automotive industry in response to the environmental degradation and energy crisis. The research question is since new energy vehicles are entering the market with a new concept, how traditional car companies will pre-empt the market share through marketing strategies, and how they will face the challenges of new energy companies. The research significance of this paper is based on marketing guidelines and two new energy vehicle case studies, hoping to give market reference to some traditional car companies in the market that have to transform due to global environmental policies or car companies that have been working on new energy vehicle development. Also, to improve the efficiency of the use of new energy vehicle enterprise marketing resources so that the use of enterprise resources maximizes efficiency. Based on the marketing strategies of different car companies, it is hoped to give them and the car companies some ways to grab market share. It is also hoped that this paper will provide some ideas and references in an academic sense to companies and individuals studying marketing programs for new energy vehicles. This thesis uses a case study research method to explore the marketing strategy of the automotive industry for new energy vehicles to give the rest of the market car companies for market reference and competitive product analysis. The study concludes that the 4P marketing theory can still help both traditional and new car companies' new energy vehicles to earn the purchasing power of users in the market.
A Comprehensive Analysis of The Modern Portfolio Theory
Authors: Yu Jingchen , Zhang Juntai
Published: March 2023

The emergence of the modern portfolio theory in 1952 marked the beginning of a new era in portfolio management. In addition to the con pets forwarded by active and passive portfolio theory, the MPT (modern portfolio theory) outlines the importance of diversification in reducing the risk associated with a portfolio, which is achieved thanks to the credentials of diversification in eliminating specific risk. The importance of contemplating assets as parts of a portfolio instead of individual investments, thus putting the criteria of low risk before high return is also a fundamental concept presented by MPT. This results in changes in investors’ behavior, more particularly in the way they evaluate assets and contemplate the financial market. However, despite its extensive use and recognition, the MPT still has alarming pitfalls due to the unrealistic character of its assumptions and its neglect of macroeconomic factors as well as the possible evolution of the companies. This essay will first present the evolution of MPT, its use, its influence on investors’ behavior as well as its limits.
Factors Contribute to Irrational Consumption Behaviors of College Students under New Consumption Environment
Authors: Li Yao
Published: March 2023

From the beginning of human society, economy is always the most vital component and principle of this society. It is well-known that the troika for economy growth is “consumption, investment, and export”. For most countries, consumption is the prior in these three factors. For the biggest economy, United State, consumption occupies ranging from 76.68% to 85.13% from 1960 to 2020 for the total GDP growth.  Under the rapid development of society and technology, there are more and more factors contribute to people’s decision making, especially in consumption: advertisement, social media, education, peer comparison, etc. For college students, who is in a phase that their view towards consumption and decision is forming and developing rapidly, they would be easily influenced by some extroverted factors and make irrational decisions.Irrational decision would lead to problems in different extent. From individual perspective, irrational decision may lead to impulse consumption and regrets afterward. From macro perspective, irrational consumption would make people overconsume the products they do not really need, and further cause under allocation of resources.
Problems and Countermeasures in Financial Analysis of SMEs
Authors: Huo Gengzhuo
Published: March 2023

The financial management of a company is an important part of the management of a company. Research shows that the main factors in business failure include lack of financial planning, limited access to capital, lack of capital, unplanned growth, inaccurate strategic and financial forecasts, excessive fixed asset investment and lack of capital management. These reasons come down to one thing, all related to the company's financial management. Some enterprise managers may not know where the problem is and how to solve it. Therefore, this article will focus on looking for some problems of some SMEs and put forward relevant countermeasures to solve this problem by determining which financial management skills. Therefore, this paper will be completed mainly through the indirect method, most of which come from some official websites. Then analyze these data to understand the current business situation and business model of SMEs. Finally, these problems are analysed, and countermeasures are put forward.
Research on the Existing Problems and Optimization Strategies of Nayuki Brand Marketing
Authors: Huang Jingjing , Yao Xinye
Published: March 2023

In recent years, China’s tea market has been developing continuously. Many local brands have continued to develop, but there is a high degree of industry concentration, and the development of a small number of enterprises is limited. We take Nayuki’s tea as a typical example to analyze the marketing strategies of such enterprises. The problem. At the same time, as the leader of new-style tea brands, Luckin Coffee stands out in the fierce competition in the market. Its innovative marketing strategy can achieve new development and breakthroughs of the brand and bring benefits to more Chinese new-style tea companies. In order to inspire, so the improvement strategy of Nayuki’s tea brand development can be drawn under comparison. This paper adopts the method of literature case study and comparative analysis. Through the analysis, some conclusions are drawn: Nayuki’s tea has good product quality, but its marketing strategy is not perfect. Compared with the Ruixing coffee brand, it has a good marketing strategy. From this, it can be inspired that Nayuki’s tea brand can improve its marketing strategy by expanding sales channels, reducing product prices, increasing product innovation, and strengthening brand co-branding effects.
Research on Luckin Coffee Brand Creative Design and Business Model
Authors: Liu Xuan
Published: March 2023

After a deep financial crisis, Luckin Coffee made a series of adjustments to the new retail business model and brand creative design. Let it re-establish a good image in front of the public. The product will have good economic and social benefits, which have certain reference significance for similar marketing enterprises. The article will use the Survey method to study. The article will cover the process and impact of the deep financial crisis, business model self-help, and the creation of popular products. An in-depth study explores Luckin Coffee’s Brand Creative Design, such as brand culture design, brand culture media, brand APP design, and offline brand experience store design. The article finds that design, as an effective marketing method, has a positive effect on establishing corporate brands. As a designer, the concept of marketing and the needs of the public must also be integrated into the design. This determines whether the design can succeed, whether it can open up and occupy the market for the enterprise, and whether it can help the enterprise survive and develop. In terms of business model, the company should use Internet technology and big data capabilities to empower product development and store operations.
Research on Apple iPhone’s Marketing Strategy in China
Authors: Zhang Guoqing
Published: March 2023

In recent years, people's income has increased due to economic development. Mobile phones have become one of the most popular consumer electronic products. As an international giant, Apple’s marketing strategy in the Chinese market has significantly impacted the iPhone’s success in the Chinese market. According to the statistics on Apple’s product category revenue from 2015- 2021, the percentage of iPhones has decreased from 20015 to 2021 in the past five years in the Chinese market. Focusing on this problem, this paper studies Apple’s marketing strategy in the Chinese Market. This research adopts the literature research/analysis method to analyze the marketing environment, marketing status, and trend of Apple mobile phones in China. Then, it analyzes the problems in its marketing mix strategy, the reasons for these problems, and gives corresponding suggestions, including implementing a differentiated product strategy, adopting a customer-oriented price strategy, adopting a diversified channel sales strategy, and diversified promotion strategies. This paper mainly analyzes the issues of Apple’s marketing strategy in the Chinese market, hoping to provide valuable suggestions for Apple’s marketing work in the Chinese market and provide a reference for the Chinese smartphone brand in delivering marketing strategies.
Why is the Bond Market Useful? Evidence from Risk Management
Authors: Jiang Yuhang , Li Jiashu , Zhang Yitong
Published: March 2023

The bond market is crucial for the financial market, because as long as a public company is faced with the birth of the bond market through the decentralization of shares at the same time. And risk management strategies are equally important for a company. A business can be exposed to significant risks causing losses within the business during the course of operations. It is then necessary for the managers of the company to develop risk management strategies to reduce the risk of the company. The topic of this paper is Why is the bond market so useful? What contributions can it make to risk management strategies? Through this analysis, we know that understanding the bond market can help managers to develop risk management strategies. In addition, the significance of this research paper is also shown in theprovide implications for investors.
Pricing Strategies of New Energy Automobile and Traditional Vehicles in the Post-subsidy Epoch
Authors: Lin Yuda
Published: March 2023

With the substantial decline in subsidies for new energy automobile, the domestic new energy car industry has undergone "earth-shaking" changes, and the market scale of these new energy automobiles have continued to decline. Even some auto parts suppliers went out of business. At the same time, with the introduction of Tesla in the Chinese market and the continuous expansion of the market size, the pricing strategy of Tesla in the Chinese market, domestic new energy vehicles and traditional fuel vehicles has undergone tremendous changes, so that the market has Get maximum profit. In this context, domestic new energy vehicles may require government departments and related companies to re-evaluate the market status, redefine new development strategies for new energy cars, and promote the healthy and continuous progress of all new energy vehicles. Based on the tripartite representatives in the oligopoly, namely domestic new energy vehicles, Tesla, and Conventional fuel automobile, a tripartite game model has been planned to discuss the tripartite pricing mechanism in this market competition. The research results found that in the future Chinese market, before the technology of domestic new energy vehicles has completely surpassed the technology of the joint venture industry represented by Tesla, it should try to keep the price as low as possible to obtain high profits.
Marketing Strategy Analysis on China’s Fast Food Industry: Case from KFC
Authors: Su Shenru
Published: March 2023

This study is in the context of digital marketing. It aims to study several marketing strategies of KFC: advertising marketing, brand marketing, word-of-mouth marketing, price strategy, and localization strategy. The study found that through multi-channel marketing, KFC consolidated its brand foundation to attract consumers and a variety of marketing strategies in parallel. Analyze customer preferences through digital dining, multi-platform operations, Clear target groups, improve service equipment while focusing on timely machine strategy, and improve the possibility of purchase; the most important thing is to use the localization strategy, seize the Chinese people’s eating habits really into the local market.
The impact of e-commerce live streaming on China's apparel industry - an exploratory study based on value chain analysis
Authors: Zheng Shijie
Published: March 2023

E-commerce live streaming (ECLS) has been a huge success in China's consumer goods industry, and the economic benefits of live streaming + e-commerce are widely discussed. Numerous researchers are intrigued by this burgeoning sales channel, but they prefer to examine how ECLS influences consumers' purchasing decisions from a psychological standpoint. Little is known about the influence of ECLS on industries such as the apparel sector. All elements that drive industry trends can have an impact on the profitability and sustainability of a business. China is the greatest producer and consumer of clothes in the world, with a significant number of apparel enterprises and international workers. Consequently, evaluating the success of ECLS in China's apparel business has significance for encouraging the strategic upgrading of global apparel enterprises. Due to the paucity of relevant empirical studies, the paper collects secondary data from ECLS reports and data analysis websites to perform an exploratory study based on Porter's value chain theory. The paper seeks to get a basic understanding of the primary elements that drive value creation in the value chain of ECLS in China's garment industry and to provide guidance and hints for future researchers. The findings show that: first, ECLS promotes consumer purchase intention; second, ECLS enhances consumer bargaining power; third, ECLS reduces upstream distributors' marketing costs; and fourth, ECLS promotes downstream suppliers' productivity improvement. Finally, the paper also provide some suggestions for the strategic upgrading of apparel companies.