Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences

Volume Info.

  • Title

    Proceedings of the 2nd International Conference on Business and Policy Studies

    Conference Date






    978-1-915371-47-8 (Print)

    978-1-915371-48-5 (Online)

    Published Date



    Javier Cifuentes-Faura, University of Murcia

    Canh Thien Dang, King's College London


  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230414

    A Study on the Continued Development of Darry Ring Based on "True Love Marketing" in the Future Chinese Market

    With fierce competition in nowadays Chinese jewelry market, Darry Ring has become one of the most popular brands by using integrated marketing communication based on the “True Love Marketing”. The aim of this paper is to analyze the strengths and possible problems that Darry Ring may face in its future continued development, in the Chinese market. And the possible of continued development is investigated from four aspects, which are: brand concept, marketing, sales model, and consumer stability. This paper mainly uses methods of desk study and SWOT analysis. And there are four main findings. Firstly, the Darry Ring brand concept will be its unique selling point in the future Chinese market. Secondly, the marketing method used by Darry Ring, i.e., new media marketing, will be one of the strengths for its future development. Thirdly, DR's existing sales model will help it improve its market sensitivity. However, with the used of organizational behavior theory, over-reliance on “Ture Love Marketing” will reduce customer brand loyalty to Darry Ring. And it might become a serious hidden problem in the future development of Darry Ring. The conclusion is that the "True Love Marketing" is not only an opportunity for Darry Ring, but also a pitfall.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230415

    Analysis of Disney's Globalization Development

    Disney, a global leader in family entertainment and media, but Disney will also face certain difficulties with the development of globalization more and more mature. This study looks into Disney's position and growth around the globe and uses SWOT analysis to assess its present state of development and operating environment, and evaluates the issues that have arisen during the internationalisation of Disney by looking into secondary data. Disney has benefits like brand recognition, a variety of products, and strong financial assets, but it also confronts threats from rising competition and unreliable external factors. The first is that stakeholders disagree because of misunderstandings between cultures. Second, the rationality of product design and the flaws in culture will cause reputation to deteriorate. Third, having a wide variety of products presents challenges for marketing. Finally, the instability brought on by a change in leadership. This study offers a number of recommendations for Disney to better manage future worldwide development on the basis of these findings.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230419

    How does the Economic Development Level Cause Difference in the Gender Income Gap: Comparative Political-Economic Research Based on the USA and India

    Since the middle of the 1970s, the variance of the global GDP per capita in the logarithm of PPP prices has been declining. It grew from 1960 to 1968. Later, the growth in intra-country inequality was more than countered by the convergence of income between nations. Two-thirds of the measures of inequality in the world are between nations, three tenths are between families within nations, and twenty percent are variations in gender-based educational outcomes between nations. By contrasting a few situations, this essay seeks to clarify the connection between economic growth and the gender wage gap. Comparing the size of the gender pay gap in nations with various levels of economic development using the USA and India as examples. Then, from three aspects, education, culture, and feminism, and specific policies for reducing the gender income gap, how the variance of economic development level leads to the difference in the gender income gap will be explained and evaluated.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230420

    Research on the Comparison of Sampling with and Without Replacement in Quality Control Test

    The choice of a reasonable and scientific sampling method and the implementation of efficient quality control tests can help companies achieve economic and social benefits. In this paper, probability theory and statistics are applied to provide a basis for enterprises to consider the choice of sampling with and without replacement through case studies and modeling. These two sampling methods lead to binomial and hypergeometric distributions of probabilities, respectively. The differences between them are found to be negligible in the case of large population size by calculations at N→∞. Based on comparison of sampling methods, this paper further divides the manufacturing industry into the chemical industry, which is sensitive to the reliability of quality control test, and other manufacturing industries, which are more sensitive to cost while controlling quality. In the end, suggestions are proposed for improving quality control tests for the category industries respectively.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230424

    The Impact of Public Resource Allocation on Housing Prices – Taking Chengdu as an Example

    This paper examines the impact of public resource allocation on housing prices and uses Chengdu as an example for analysis. By comparing education, healthcare, and transportation in each district of Chengdu, the study finds that public resource allocation and housing prices in Chengdu are positively correlated and that education and healthcare resources are more strongly correlated with property prices. Both public resources and property prices in Chengdu show a general trend of "circle + radial" diffusion, decreasing from the first to the third circle. After comparing the public resources and property prices in each district, it is clear that there is still a large gap between districts. This paper argues that the government should increase the construction of public resources and optimize talent policies in the surrounding areas in order to alleviate the disparity between districts, disperse the pressure on public resources in each district in the first circle, and promote coordinated urban development.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230425

    Small and Medium-sized Enterprises Private Equity Risk Management

    Small and medium-sized enterprises are playing an important role in Chinese economic development. However, due to the lag in system construction, the scale of small and medium-sized enterprises is relatively small; many of these enterprises lack funds, and it is difficult to get loans. The financing difficulty of small and medium-sized enterprises always exists in China, which has become an important reason restricting their further development. In the past, smes used to borrow money from banks to finance their development. They have been borrowing from banks with their assets as collateral, but as the country has adopted a tight monetary policy, most of the loans applied for by smes have been rejected by banks. Private equity fund has the characteristics of low financing threshold and high added value of enterprises, helping many small and medium-sized enterprises to solve the capital problem, enabling them to develop and grow. In the process of private equity fund financing, the macro environment and micro factors bring huge risks to the whole financing process. Therefore, it is necessary to evaluate, analyze and control every risk that may cause financing failure in the financing process. This paper uses the method of literature review, qualitative and quantitative combination, through the construction of small and medium-sized enterprise private equity fund investment risk evaluation index system, from the micro and macro environment to evaluate and analyze the risk, for the analysis of small and medium-sized enterprises may face financing risk to provide effective avoidance measures.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230426

    Analysis on McDonald's Localization Strategy

    McDonald's is a company that was established in 1940 in the United States. Since then, the company has grown in different parts of the world and increased its profitability over time. However, McDonald's has also faced a lot of challenges, including the lack of understanding of cultures in different countries, which resulted in its poor performance. Without completely understanding what the local people think about food, McDonald's expanded its operations to different parts of the world while carrying the culture of the United States to those parts. As a result, the company performed poorly and was unable to expand its operations further. However, through localization strategies, McDonald's has gradually become one of the world's most successful restaurants and food chains. This paper introduces McDonald's localization strategies from five aspects, namely its menu, business model, advertising translation, staff management, and market pricing. To conclude, the company has been able to adapt its menu to be in line with the local culture, and the prices are set according to the local economy. What is more, the localized translation and management also enable the company to avoid and timely solve the problems that are specific to a region. The localization strategies have made McDonald's one of the world’s most successful fast food companies.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230427

    How does Word-of-mouth Marketing Affect Customer Loyalty

    With the development of social media, commercial marketing means are increasing rapidly. Among all the marketing strategies, word-of-mouth still plays a critical role. In addition, there has been a variety of innovations to apply this procedure in promotions. Thus, this article will focus on the relationship between word-of-mouth marketing and consumer loyalty to answer how word-of-mouth marketing improves consumer trust and wins long-term stable consumer groups.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230428

    Impact of COVID-19 on Cost and Profitability---Taking the Service Agency for Studying Abroad as an Example

    After the outbreak of COVID-19 since the beginning of 2020, people were more cautious about the decision to study abroad. Objectively, it was difficult for people to get visas and buy air tickets because of the inconvenience of going abroad caused by the fuse of flights. Subjectively, people were worried about COVID-19 infection, so they tried to avoid leaving their country. As an intermediary, the business mode and the profit model of service agencies for studying abroad were also affected to some degree. In order to figure out how the costs and profitability changes according to COVID-19, many researchers had done some investigations on students who are prone to study abroad. From the perspective of economics, the costs of agencies were found to be rising significantly due to the uncertainty of COVID-19. It included fixed cost, sunk cost, opportunity cost and variable cost. But from another perspective, if an agency could adapt to the new situation as quickly as possible and grasp the new opportunities to offer a wider range of services, it might greatly increase its profits instead. Faced with this, agencies should focus on improving service quality and constantly expanding new service, such as language courses, career planning and internship training. Through cooperation with more high-level universities and famous enterprises at home and abroad, they could provide customers with more comprehensive services, as well as gain more profits.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230429

    The Influences of Pricing Based on Consumer Preference---Taking the ‘Hype Shoes’ Phenomenon as an Example

    In recent years, the phenomenon of “hype shoes” has attracted more and more attention. The “hype shoes” uses consumer preferences to make special pricing and make money on the price difference. To understand how consumer preferences influence pricing strategy, many studies have dissected consumer preferences from the producer’s perspective. In this paper, we analyzed whether a firm’s pricing strategy is reasonable from an economic perspective, and also clarify the importance of consumer preferences in business competition. There are many economic principles behind this phenomenon and it is worth reflecting on them. Studies have found that consumers’ age, gender, occupation and even body size can be used as pricing factors by businesses. Therefore, once a company has more information about a consumer, it can provide personalized services to the consumer, and on the other hand it may use big data discriminatory pricing (BDDP) to earn more money. Through the analysis of the “hype shoes” phenomenon, businesses should learn to correctly grasp consumer preferences and then raise pricing appropriately based on cost. Finally, businesses should know how to properly invest in market research to obtain more consumer data and ultimately adopt a successful pricing strategy.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230432

    Research on China's Economic Situation and Future Expectations under the Epidemic

    The outbreak of the new crown epidemic in 2020 has had a huge impact on societies and economies around the world. The economic downturn has been the norm for the last two years, but it is still important to stay on target and grow. As the world's second largest economy, China's economic development and the factors affecting it in the event of an epidemic are particularly crucial. It is also relevant to sustainable development. This paper examines the extent to which the factors affect the economy through a combination of qualitative and quantitative methods. The current state of the Chinese economy and expectations for future development are analyzed two main topics, the situation of the Chinese economy, and the future development of China and the Sustainable Development Goal. The ratios show that consumption is the main factor influencing the economy. This is followed by unemployment, investment and even taxation. Also comparing the way the US and China stimulate consumption, the conclusion is that because of the different national conditions, the way to stimulate the economy will be different. Finally, in the context of Sustainable Development Goal 8.1 sustainable development goals, it is difficult to achieve an economic growth rate of at least 7% by 2030 because of the unstable economic situation and the constant blow of the epidemic. However, there is a positive expectation for China's future economic development and the economy will gradually recover. There is still a need for a strong development in technology and new energy economy to reach the sustainable development goals.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230434

    The Influence of Status Quo Bias on the Behavior of Micro Subject

    The article uses an online experiment to set a questionnaire to participants in order to investigate the effectiveness of status quo bias in people’s daily life based on the Coca-Cola’s real case in 1985. Since in 1985 Coca-Cola met the commercial failure because of the reformulation of new coke and ignore the effectiveness of status quo bias for consumers. By asking their preferences of two types of coke in different situations, the research tested the impacts almost each explanation of status quo bias on participants’ decision making of which type of coke to buy. The result shows that transition cost, uncertainty and loss aversion all influenced participants decision since most of the participants chose the coke classic instead of new coke. And the article deepened the research of the effectiveness of status quo bias in decision for consumption. Companies could learn from it in order to value the importance of status quo bias in order to avoid the happening of commercial failure, especially when they plan to do the reformulation. And consumers can based on it when they need to make purchasing decision.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230436

    Will Specific Consumer Traits Affect Shopping Behavior, under the Condition of Influencer Marketing?

    This article will mainly talk about the analysis of influencer marketing. We will discuss this topic in 3 different parts, which are gender, age, and location. The data showed that females are generally more affected by influencer marketing, and people under the age of 26 are more affected by influencer marketing. However, the data we collect cannot successfully get the conclusion of location. We have concluded whether the gender, age, and region of customers will affect their degree of influence by influencer marketing. In addition, our research outcome could help brands decide which kind of consumers they should implement influencer marketing to achieve the best results.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230439

    U.S.-China Real Estate Markets in Times of COVID-19

    In 2020, the world experienced the COVID-19 pandemic. This has had an extremely serious impact on the global economy. All industries have been greatly affected by such a severe economic situation. This paper assumes that the real estate market, as a part of the economic market, was also greatly affected. The purpose of this paper is to examine the effects that the real estate markets in China and the United States have suffered under this pandemic and to analyze the specific reasons and motivations behind these effects. Using statistical data from 2017 to 2022, this paper compares housing prices and transaction volumes in six major cities in China and the United States. The results of the study show a result contrary to the hypothesis that the real estate markets in China and the United States recovered after a period of recession and were able to reach higher levels than before the epidemic. Based on this result, the paper analyzes the causes of the impact on the real estate markets in China and the United States. There is evidence that the main causes affecting the Chinese real estate market are real estate policies and cultural phenomena, while the factors behind the impact on the U.S. real estate market are economic policies and epidemic management strategies.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230440

    Analysis of Mobile Game Marketing Strategy - Taking “Honor of Kings” as an Example

    With the development of mobile Internet technology and the upgrading of smart phones, the mobile game market has ushered in a huge space for development. If a mobile game wants to occupy a certain position in the highly competitive market and can develop for a long time, it is necessary to formulate an appropriate marketing Strategy. This paper takes "Honor of Kings" as the main research object, and combines the marketing theory to research and analyze the current marketing strategies of "Honor of Kings", in order to provide reference plans and improvement directions for the marketing strategies of mobile games. In general, strategy of “Honor of Kings” is based on interactive marketing, supplemented by others such as dissemination of live-broadcast platforms.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230441

    Lessons Learned from the Development of the American Venture Capital Industry

    At present, there is a gap between the Chinese entrepreneurial investment industry and the developed countries, and the corresponding regulations of supporting policies are not perfect, which makes it difficult to withdraw funds. Therefore, it can provide a reference for the development of the Chinese venture capital industry by drawing lessons from the past development experience of the American venture capital industry and analyzing the characteristics of the construction and post-stage development of venture capital centers. This paper summarizes the development experience of the American venture capital industry, and puts forward four suggestions for the development of China's venture capital industry: first, the government's active guidance and policy support. Second, pay attention to the management of professional talents. Third, establish a mature exit mechanism; Fourth, diversify the sources of funds.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230442

    The Impact of Status Quo Bias on People’s Choices

    In behavioral economics, status quo bias is a cognitive bias that refers to when people are faced with the choice of maintaining the status quo versus making changes. People tend to maintain the current state rather than take actions to change it. The existence of status quo bias challenges the traditional economic hypothesis that people are rational. In this essay, we show the impact of status quo bias on people’s decision-making, and its possible impacts through three experiments, namely, beverage manufacturers’ new products, elections, and food preferences. Our analysis proves that managers need to fully consider people’s preferences for the status quo when launching new products, and then appropriately reduce their estimates of expected profits to ensure the accuracy of forecasts.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230443

    Analysis of the Current Situation of Starbucks' Operation in Chinese Market

    With the gradual expansion of the Chinese coffee market, Starbucks has continued to increase its investment in the Chinese market, which has made China the largest overseas market for Starbucks in the world. With its unique corporate culture, Starbucks has maintained good relationships with its customers while ensuring the quality of the products, and there is much to learn from its success of Starbucks. This paper uses SWOT theory, comparative analysis, and strategic research to analyze the current situation of Starbucks in the Chinese market. The primary data for this paper is obtained from the Starbucks website and other journal papers. This paper will examine the current brand positioning and operations of Starbucks in-depth and provide analysis and recommendations. As Starbucks is proliferating in the Chinese market, certain previous studies may have issues such as untimely information, and there is still a need to update relevant information for this type of business to meet the accuracy of the information.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230444

    Analysis of Factors Influencing the Development of China's Insurance Industry

    The insurance industry is closely linked to individual interests and the overall economy of the country. Nowadays, in the context of Covid-9, the stable development of the insurance industry is particularly important. However, much of the literature focuses on the role of the insurance industry in economic development, but there are few studies that focus on the industry in general and analyze the impact factors of the insurance industry itself from multiple perspectives. To fill the academic gap in the overview of the insurance industry and better promote its future development, this paper explores the role of seven factors such as economic growth, inflation, disposable income of the population, and the scale of social security on the development of the insurance industry from three aspects: macro, micro, and China-specific social background conditions. Through a comprehensive analysis of relevant domestic and international literature in recent years, this paper concludes that: economic growth, higher individual disposable income and better legal system and regulation have a positive effect on the development of the insurance industry; inflation inhibits the insurance industry development. The effects of demographics, social security size and residents' education level on China’s insurance industry are somewhat complicated.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230445

    Research on the Impact of COVID-19 on Futures Market

    This paper focuses on the specific impacts of COVID-19 on the performance and trading conditions of various global futures markets. The major impact of COVID-19 on the economy includes the raised concern of market stress, city lockdowns and travel restrictions. These factors can negatively affect the performance of future markets in different ways and to different degrees. This paper will explore the topics of the interconnectedness of several commodity futures’ performances, the volatility and return of major commodity futures, the relationship between various contemporary financial indicators and the performance of crude oil future, as well as the general performance of innovative future types. The study has found that the interconnected linkages between several commodity futures appeared under COVID pandemics. Furthermore, the study shows that COVID-19 has a considerable influence on both the short-term and long-term volatilities of industry-related and consumer staple-related futures to different degrees. Lastly, the coronavirus crisis has an overwhelmingly negative impact on the prices of innovative forms of the future, including the carbon future and Bitcoin future.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230447

    Coca Cola’s Colors Bring out the Concept of Happiness to the Consumers

    Through reading this article, we will discover that Coca-Cola doesn’t sell coke, it sells happiness. This paper investigates in the history of Coca Cola, and we will investigate in what is bottled happiness. We will also investigate in the advanced marketing team behind which helped coca cola to spread happiness to all its customers through a series of research and investigation. The power of Coca Cola’s marketing department is massive, and they even changed a culture. To be more specifically, the commentary is more focused on the one tiny part of the packaging marketing of Coca Cola, a part that has some miraculous influences on Coca Cola --- The Color Red.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230448

    Research on Financial Position of Apple

    Today, with the rapid development of economy and technology, the new products and new technologies launched by Apple, which has been innovating, have changed people's way of life, so it stands out from many technology companies and is widely recognized around the world. And many investors are also turning their investment winds to technology companies, so it will be necessary to further analyze Apple's development through stock value and financial information. This paper mainly determines whether Apple is worth investing by analyzing its financial information and stock growth trend. This paper is based on previous literature and comparative study. It is concluded that Apple's stock is on the rise in general and has high profitability. However, its liquidity and credit are poor, but apple is still a company worth investing in.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230450

    The Analysis of the Marketing Strategy of Kering Group

    Luxury is now defined internationally as a unique, scarce consumer good that is beyond the scope of people's existence and is known as a non-essential item. Because of its scarcity and uniqueness, there is always a group of people in life who are obsessed with buying the hottest and latest items of the moment. They share details, photos, and more on social media. This article evaluates three marketing strategies used by the Kering Group, biodiversity strategy measures, diverse business strategy, and Sustainable Development Strategy. Developing sustainable development strategy and biodiversity strategy measures not only enhances its reputation but also effectively protects the environment. In the past, many consumers often associated environmental pollution with fashionable clothing. There is no denying that fashion clothing does have a significant impact on the environment. According to statistics, the fashion industry has been found to be responsible for 10% of global greenhouse gas emissions and it is one of the four largest sources of pollution in the world. A diverse business strategy can not only diversifies risks but also bring more consumer experience to consumers.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230457

    Interaction between social media influencers (SMI) and followers with different demographic characteristics: Understanding user’s behavior on Douyin short-video platform in China

    The growth of social media in China provides an innovative marketing strategy - influencer marketing- demonstrating colossal profit potential and social effects. In the context of influencer marketing, this study illustrates the consumers' preferences when they follow an SMI, their parasocial relationship and endorsement effectiveness with followers based on research on the Douyin platform. To empirically test the assumptions, quantitative and qualitative studies (N=341) were conducted focusing on the Douyin short video platform. The results confirmed that people prefer to follow SMIs of their gender and age. Moreover, the more SMIs people follow, the more time and money they spend affected by SMIs. The theoretical and optimizing implications for marketers and further research are suggested.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230458

    Is Willingness for Organic Agriculturepractice Adequate and Well-supported? Evidence from China Based on AMO Theory

    The Chinese government is promoting and publicizing organic farming to address the environmental problems that arise from using chemical materials in agriculture. Nevertheless, these promotions and propaganda are impractical at the current stage, and the willingness to adopt organic farming by farmers is unrevealed. This paper aims to investigate the main factors influencing the adoption of organic farming by developing a scale and conducting interviews through AMO theory. Twenty self-owned agribusiness owners from Anhui province were selected in our study, seven of whom were given in-depth interviewed and 13 of whom were given designed questionnaire. Through the research, we found that the participants had limited interest in organic agriculture and consistently believed that organic farming in China is only a public stunt. Participant indicates that the company's agriculture is not technologically advanced enough, and the cultivation method is mainly manual. The market for organic products is also quite scarce, and the willingness of consumers to buy organic products is extremely low. The reputation and certification process of organic certification organizations need to be improved.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230459

    Price dispersion in the phenomenon of big data discriminatory pricing (BDDP)

    Theoretically, competition between firms producing homogeneous products would lead to price convergence. However, there is persistent price dispersion in real markets for homogeneous products. Many scholars have built models from different perspectives to explain the existence of price dispersion in retail markets. Moreover, this price dispersion still exists after entering the Internet era. My paper builds a model based on the phenomenon of many monopolies charging different prices to consumers through big data discriminatory pricing (BDDP) since entering the Internet Big Data era to find price dispersion equilibrium from the perspective of firms. My model adds some variables to a Varian-style model in which consumers are divided into three types and firms charge different prices to maximise profits. Moreover, my study simplifies the actual market situation and is theoretically ideal. It does not perform a multi-stage analysis of consumer switching costs and consideration of consumers entering and leaving the market. However, my paper provides some ideas for subsequent research on price dispersion in Internet monopolies and provides a direction for multi-stage research.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230461

    Analysis of the Factors Influencing the Box Office of Domestic Animated Films

    This paper mainly discusses the influencing factors of domestic animation film box office. In the early days, the domestic animation market was mainly occupied by American animated films. Although development was difficult, domestic animation films have undergone many changes in the 21st century. To help people better understand the development status and market situation of domestic animated films, this experiment aims to study the influencing factors of box office. This experiment takes 5 influencing factors that are easy to quantify as research objects: genre, production method, duration, release schedule and rating. Data on these factors can be found online and processed. Preliminary processed data is then drawn into charts. To be rigorous, this experiment also makes linear regression analysis on some influencing factors to see the relationship between box office and factors. The study finds a moderate correlation between box office and duration, and a weak correlation between rating. 3D animated films generally outperform 2D films at the box office. Animated films that focus on "family" have lower box office receipts than films in other genres. Movies released during the summer and Spring Festival outperform those released during other seasons.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230462

    Application of Game Theory in Different Auction Forms

    Auctions are employed in many areas all across the world. It is a key topic of study in game theory. This article primarily summarizes the winning strategies in auctions from a game theory perspective. To examine this issue, this paper reviews the past literature from three auction angles. The winning strategies applied in English auctions, Dutch auctions, and first-price auctions will differ depending on the form of auction. During a customary English auction, the winning strategy is to bid at their genius willingness. However, when multiple goods and deadlines are added to the auction, the winning strategy becomes to bid lower than the valuation. In Dutch auctions, bidders should bid at the beginning at a lower price. In first-price auctions, bidders should bid for all combinations when there are many items, and overbid when there is standard information feedback. This article is a review of previous relevant articles and provides references to related articles.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230463

    Research on LV Cosmetics Product Line Extension and Luxury Brand Construction

    During the Post Covid-19 Era, the luxury brand production category have boomed in two directions, high pricing production & lower pricing production. Western markets have suffered from an economic recession because of the War and the energy tension. Luxury brands how to perform the strategies in different markets to keep the growth and make up the loss from the western markets, minimizing the negative from the mass production. Firstly, this paper talk about the ideological reasons for luxury brand expansion. After that, this paper talks about the economic reasons for luxury brand expansion: why it is so urgent to do the production turn down. Finally, this paper talks about how luxury brands’ growth is through product line extensions: “galaxy” mode product line expansion, not the pyramid mode & LV brand growth; Control create product process tightly; Pricing strategy in two directions. This paper defines the principle rarity domain of Luxury brand management. Still, cultural differences exist in Western and Eastern markets, meaning those two markets perceive the rarity principle quite differently. The two paradox discussions in social ideology, the economic perspective from different lands, have managerial implications.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230465

    Research on the Supply Chain Management of Fresh Agricultural Products in Shenyang Yonghui Supermarket

    Fresh agricultural products have become the most important part of supermarkets. Since fresh agri-products are perishable and have a relatively short shelf life, there are always some key problems that need to be solved in the operation of fresh agricultural products in supermarkets, such as building an efficient fresh agricultural product supply chain management system, improving logistics efficiency and storage level, reducing the cost and loss of products, and ensuring the standardized quality and safety of fresh agri-products. This article takes Shenyang Yonghui Supermarket, which operates fresh agricultural products as an example. Firstly, by analyzing the structure, logistics and procurement of Yonghui's fresh food supply chain, and combined with SWOT analysis, it puts forward countermeasures and suggestions for the optimal design of Shenyang Yonghui's fresh food supply chain.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230466

    The Analysis of the Marketing Strategy of Burberry

    The motivation for buying luxury goods has become generalized: to bring psychological pleasure and satisfaction, to gain social prestige, to demonstrate purchasing power to others, and so on. This paper will focus on Burberry and analyze the position and reputation it has gained in the marketplace by evaluating three of its marketing strategies (social media, determining consumer buying tendencies and preferences, and public relations). In addition, this paper identifies the behavior and psychology of consumers when purchasing Burberry, respectively consumption for the image of the Burberry brand and the history of the brand, and consumption for Burberry materials. Burberry's marketing strategy has been successful to a certain extent, attracting loyal customers and gaining market share and status. Even though, the company has also faced numerous threats from fake Burberry products.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230467

    The Analysis of Beneunder's Marketingstrategy Based on Consumer Psychology

    As living standards improve and knowledge becomes more widespread, people are becoming more and more aware of sun protection and the discussion of sun protection products has now become a hot topic in life. In terms of annual data, the number of sunscreen-related company registrations in China increased year on year from 2015 to 2019, while Brand Beneunder stood out from the crowds as the number one popular Chinese sunscreen brand of the moment. Therefore, this paper will analyze the reasons for Beneunder's success by collecting its financial data and social media placement data, and conducting a swot analysis of Beneunder based on consumer psychology data to analyze marketing strategies. The analysis finds that the success of Beneunder is inextricably linked to differentiated marketing but in addition to maintaining this excellent marketing strategy, the quality of the product itself has to be strengthened because good products are the most important factor for the long-term survival of the brand. The significance of this paper is to analyze the marketing strategies of successful brands to provide implications for other companies so that they can organize their business activities in a planned manner and promote healthy and sustainable growth.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230468

    Research on the Value of Stock Investment based on Factor Analysis and Cluster Analysis

    This paper mainly explores the important practical significance of stock investment factor analysis. The factor analysis method has been applied in economics, sociology, management, and other research fields, its main purpose is to describe the basic hidden variables hidden in a group of measured variables, which cannot be directly measured. This paper takes 62 listed companies of the North Exchange as examples for analysis. The formation mechanism of a stock price is very complex, which needs to be analyzed by many factors. Several different factors are analyzed by IMO and Bartlett tests and the orthogonal rotation method. Finally, the price factor, trade factor, debt factor, earnings factor and growth factor are determined. Factor scores are then calculated and compared for each stock. Descriptive analysis was used to get the final conclusion. Through the use of factor analysis, investors can make quantitative analysis of each index and extract the factors affecting the stock, so as to make a relatively objective evaluation of the listed company's stock, and provide an evaluation criterion for investors.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230469

    Analysis of Marketing Strategyand Consumer Psychology of Blind Box in China’s Market

    With the explosion of blind box industry in the 21st century, it has attracted numerous loyal users. The' marketer', who is behind the scenes, has made great contributions. In this article, the goal is to analyze the marketing strategy of blind box industry from two angles of marketers and consumers, and combine the psychological reasoning of consumers in this industry. For marketing practitioners to understand marketing strategies, and at the same time provide psychological analysis and suggestions for blind box consumers. This paper mainly introduces the blind box in detail. This paper may provide some implication to corporate managers, consumers, investors, policy makers. analyzes the marketing strategy of the blind box industry and analyzes the blind box consumers from the psychological point of view. At the same time, the social problems reflected by the present situation of blind box industry are discussed.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230471

    Research on Confirmation Bias and Its Influences on Purchase Decision-making

    Confirmation bias is a common problem for customers, brands, and decision-makers across society. And collectively, it can positively or negatively impact the accuracy and quality of decisions, especially for purchasers. This paper introduces the concept of confirmation bias in behavioral economics and overviews the definition and origin of this theory and its importance. Also, taking good advantage of three applications including Information Processing, Marketing & Branding and Stereotype proves that if the confirmation bias is affecting, this raises the psychological cost of making a purchase decision and reduces the desire to buy, thereby influencing people's thoughts on the purchase decision.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230472

    Research on Loss Aversion and Its Formation in Prospect Theory

    One of the most popular concepts in the social sciences is loss aversion, the idea that losses loom larger than rewards [1]. This paper begins with an overview of previous research on loss aversion and demonstrates the importance of the impact of loss aversion on social and individual decision-making. At the same time, this paper also lists three applications of loss aversion and their related research in psychology. Finally, the paper makes recommendations for future research on loss aversion. Few theoretical and mostly experimental studies have been done in the past on loss aversion. The endowment effect, the winner's curse, and consumer choice behaviour are the three specific areas of applied research that are covered in this paper. Future research on loss aversion is advised by this paper to consider the unique situational circumstances when examining people's exposure to losses and gains, as well as the psychological drivers of loss aversion formation.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230473

    Solutions to Corporate Governance in Improving the Existing Business Model in Luckin Coffee

    Luckin Coffee has dedicated to becoming a leading coffee brand in China but has kept a negative profitability growth rate for years before it was delisted and has lost stockholders’ faith in it. There are corporate governance issues within the company. Through the “variable interest entity” or “VIE” structures, Luckin obtained billions of dollars from US investors, but giving no equity shares in actual operation. However, two years after the delisting, Luckin Coffee obtained a new boom in national profitability inland. This paper aims to analyze what the organizational issue is for Luckin Coffee and how it should solve the problem within a corporate governance context. Both quantitative method and comparative analysis are used to compare Luckin Coffee with other competitor such as Starbucks. The research conclusion is that an improved VIE structure is needed for both Luckin Coffee and other Chinese companies that go listing overseas, and more attention needs to be paid to the method of corporate governance instead of financial performance.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230474

    Enterprise Supply Chain from the Perspective of Socioeconomics——Taking Taobao and Amazon as Examples

    With the rapid development of the Internet in the world, the Internet has connected the world as a whole, and online shopping has brought many conveniences to people. People can buy items from all over the world on their mobile phones or computers. Especially in the sudden epidemic period, people stay at home, so online shopping has gradually become the choice of more and more people. This paper mainly studies the corporate supply chains of Taobao and Amazon and their supply policy changes and impacts before and after the epidemic. This paper uses literature analysis method and others to analyze and study this topic. Research data are mainly obtained from professional articles or literature. The results of the study found that both companies found suitable measures for their own supply chain development during the epidemic, and adopted them in a timely manner, and finally achieved unexpectedly good results both at the economic level and social employment level.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230475

    Brand Operation and Economic Analysis in the New Media Eraof Short Video and Live Broadcast

    Nowadays, short videos have become more popular, and there are a lot of apps that show videos to others. Short videos will become a major trend in the future, and they currently occupy a large market share. The author aims to analyze the strategies and ways that the companies use to make the videos so popular and increase the market size. The author will use meta-synthesis to do research on the internet and get information from those materials. When people run a short video company, they should create different teams to be responsible for diverse jobs, like the operation team, the shooting team, and the investment team, to make the videos higher quality and more popular. The operations team is mainly responsible for the trend of content traffic. The shooting team is responsible for presenting the content of the script and finalizing the video. Besides, the investment promotion team is mainly responsible for the realization of traffic, so that the team has a strong realization.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230479

    Research on the Stock Valuation of S.F. Holding

    The development of the network and the completion of the logistics infrastructure have provided a development platform for China's express delivery industry, which is considered to be an important part of the economic system. S.F. Holding is a leader in the Chinese express delivery industry. Therefore, this paper provides help for investors to make reasonable and appropriate decisions by using the SWOT and PEST model to evaluate the investment value of S.F. Holding, and to improve the return of the capital market. At the same time, it aims to help the managers of S.F. Holding to recognize their own value and discover their potential risks in time.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230481

    A Comparative Study of Chinese and American Stock Markets in the Context of the COVID-19- A Comparative Analysis of Several Crises

    In the context of COVID-19, this paper compares the stock market performance and financial policies between China and the United States, as well as the similarities and differences of SARS in 2002, the U.S. subprime mortgage crisis in 2008, the U.S.-China trade frictions in 2018 and the COVID-19 in terms of these events’ impact on stock markets. By reviewing literature and event studies, this paper conducts a cross-sectional comparison and a longitudinal comparison of the Chinese and U.S. stock markets respectively. The study shows that the impact of COVID-19 on China is far less than that of the U.S. China adopted a more accommodative and longer-lasting financial policy which increased the stock market’s independence significantly through sudden crisis events. The findings will help scholars to understand the performance of the U.S. and Chinese stock markets under several crisis events and the changes in the Chinese stock market over time.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230483

    The Analysis of the Differentiation Strategy as Marketing Strategy of Haidilao

    Haidilao has been in the leading position in the industry by virtue of its unique service approach. This paper evaluates the impact of the marketing strategy of differentiated services on consumers. To determine the pain points, mental activities, emotional changes, and behaviors of consumers during the dining process.The paper cite the marketing models of two brands for comparison.Haidilao's differentiated marketing model is more conducive to consumer repurchase than the experiential and celebrity effect marketing model. Haidilao has captured the hearts of most consumers in brand service concept, and the differentiation services helps to increase consumer loyalty.But small stores and high prices compared to competitors become the main threats. Through the stp analysis method, it was found that Haidilao is targeting the middle and high-end consumers among young people, both service and product are crucial factors to achieve success. With the change of time, consumers will feel no privacy because of the overly attentive service.The brand should maximize the use of modern technology for digital marketing and media outreach. This result could help Seabed establish a stronger foothold in the restaurant industry in the future and develop an optimal marketing strategy that takes into account consumer needs first.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230484

    Research on Influence of Covid Prevention Measures on China’s Economic

    Since 2020, governments around the world have taken different measures to prevent and control the new crown pneumonia epidemic, which has curbed the spread of the epidemic to a certain extent. However, the epidemic prevention and control measures have restricted people's travel and consumption, which has had a strong impact on the economic development of various countries. In March 2022, the new crown pneumonia epidemic broke out in Shanghai. In order to control the epidemic, the Chinese government ordered a blockade of Shanghai and restricted the normal flow of people. At the same time, the economy was also severely affected. This paper analyzes the negative impact of the 2022 COVID-19 prevention and control measures (taking Shanghai as an example), including lockdown and regular polymerase chain reaction tests, on the Chinese economy through qualitative analysis and review. These measures have lowered the growth rate of the economy to a certain extent.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230486

    Influences of Income on Luxury Products Consumption

    This report is aimed to investigate the influences of incomes on consumers’ consumption and demands of luxury vehicles in China. This study uses the summary of the sales performance of these four brands in China in each year to represent the sales performances of luxury vehicles in China. This report uses the units sold to represent the sales performances. This study uses the national data from the Chinese National Bureau of Statistics to collect the average disposable income data to represent the income conditions of Chinese consumers Based on secondary data collected about the sales performances of luxury vehicles and disposable income conditions of Chinese consumers, this study found that incomes have huge influences on consumers’ demands of luxury vehicles. Just as expected by theory, the income elasticity of demand for luxury vehicles is larger than 1. In China, as the increasing incomes of consumers, the demands of luxury vehicles are also increased and the percentages of increase in demands are larger than the percentages of increase in incomes. Moreover, this study found that the negative expectation of consumers to future incomes also seriously influence the demand of luxury vehicles.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230487

    How the Covid-19 Pandemic Magnifies Existing Urban-Rural Educational Inequality in China

    Through analyzing past essays on educational inequality, our group finds that such inequality is established very early and deep in Chinese society. The most crucial cause of urban-rural inequality is the family background – an extreme intergenerational inequality based on parents' educational level and family wealth. Other causes include technological differences and employment patterns. After identifying the causes, our group examines the influence of the pandemic on rural-urban inequality, and the result points out that covid elongates the gap. Furthermore, the financial capability of rural families is worsened under the covid since lots of small businesses owned by rural families shut down because the lockdown depleted their cash flows. Additionally, technology, which is very rare in rural areas compared to cities, has become vitally crucial under the context of Covid.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230488

    Successful Marketing of Video Games during COVID-19: A case study of Nintendo Switch

    In 2019, the new coronavirus began to spread around the world. Due to the home isolation policies adopted by various countries in response to the epidemic, and the online work forms adopted by various companies, people are forced to stay at home. This has severely hit the global real economy, especially the catering industry and tourism industry. At the same time, however, this lifestyle has also opened up new opportunities for online companies and the gaming industry, with Nintendo in particular. This paper focuses on how Nintendo used product-specific features and marketing methods to enable it to succeed during the epidemic. It adopts literature reading and analysis as the research method. It can be concluded that Nintendo Switch, through marketing with multiple media platforms and formats, being reasonable designed and owning strong social attributes, and the unique portability and fidelity of the product, combined with the background of the epidemic, made the Nintendo switch succeed.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230489

    A Survey of Availability Heuristics in Behavioral Economics and Its Application Analysis

    Early in the 1990s, significant advancements were made in our understanding of the availability heuristic. Following that, economist Howard Kunreuther discovered that availability effects contribute to the explanation of the trend of insurance purchasing and sparing action after disaster during the initial phase of his profession investigating risk and insurance. The most significant research on availability biases was done in Eugene. They conducted ground-breaking research on how people perceive risks, including a study that has come to serve as the paradigmatic illustration of an availability heuristic [1]. This paper introduces the concept of the availability heuristic in behavioral economics, outlining the development of the theory and its importance. At the same time, this study demonstrates through three applications (investment decision, advertising, moral strength, and ethical decision-making). These three applications prove that if the availability heuristic is triggered, people will focus on facts that is current or readily recalled rather than analyzing every relevant details. As a result, this will increase the likelihood of an incident or the occurrence of a group they assess.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230490

    Hainan Airlines DevelopmentStrategy in the Post-Pandemic Era

    Since late 2017, Hainan Airlines Holdings Limited has experienced an outbreak of liquidity crisis, the COVID-19 pandemic, government takeover, and bankruptcy restructuring procedures. Against this background, this paper uses Porter's five forces model as well as the SWOT model to study the current internal and external situation of Hainan Airlines Holdings Ltd. and examine its potential strengths as well as the aspects that need to be improved. The study shows that Hainan Airlines' external environment is not competitive and its internal management still has potential for improvement. In addition, it should seize the potential development opportunity of the establishment of the Free Trade Zone in Hainan Province to revitalize the company.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230491

    Analysis on Marketing Strategy of “Blind Box Economy” — Taking POP Mart as an Example

    In recent years, the blind box has triggered a consumer buying boom with its own innovative concept. Blind box consumption has developed from a product purchase behavior to a brand-new marketing model. This paper will study the POP Mart through literature review and data analysis, and deeply understand its marketing strategies and concepts. Through research, POP Mart’s successful marketing methods include accurately catering to consumer psychology, IP co-branding and crossover marketing, and sales channels management strategy. After the discussion, this paper will sort out the marketing strategies of POP mart, and pointedly put forward two shortcomings of POP Mart in terms of operation: the lack of IP content and the expansion of sales channels.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230494

    Research on the Marketing Strategy of HEYTEA

    With the continuous improvement of people's material living standards, the current tea industry has gradually gained people's attention. Relying on the advantages of the fresh taste of the products, the exquisite packaging appearance and the comfortable layout of the store, it has won the hearts of many consumers. HEYTEA, the pioneer of the new tea beverage industry, stands out in the highly competitive ready-made tea industry. HEYTEA's successful marketing strategy is a major reason for its success. The purpose of this paper is to explore the different marketing strategies of HEYTEA to make it a leader in the development concept of current consumption trends. This research adopts the method of reading literature to browse various literature related to HEYTEA, and summarizes the successful marketing strategy of HEYTEA. This study found that HEYTEA's marketing strategies can be divided into three aspects: brand innovation, market expansion and hunger marketing.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230495

    Case study: The Adjusted Valuation of the High-tech Newly-listed Company in Mainland China

    Given the enormous contribution of high-tech startups to social development, a systematic approach to accurately evaluate these companies is significant for venture capital firms, equity investors, and other investors in the market. However, the conventional methods, including the cost and income approaches, cannot fulfill the valuation goal without any development due to the insufficient financial information and future uncertainty of these firms. This paper investigates a new valuation method that combines the beta coefficient adjustment and future cash flow scenario discussion. This newly established method is employed to value one of the most influential newly listed semiconductor firms: Semiconductor Manufacturing International Corporation in mainland China. If this new combination works well for firms under such circumstances, analytics could apply similar ideas to handle the lack of historical data and uncertainty of future cash flows.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230497

    Analysis of Marketing Mode and Current Situation of Major Chinese Game Manufacturers

    The mobile game industry is growing at a dramatic pace, and has been becoming more and more popular these years. Some of the successful mobile game products can have hundreds of millions of users. Because of the constantly changing environment of the mobile game industry, competition between mobile game manufacturers is incredibly fierce. The diversity of the newly developed advertising methods and new emerging channels build up the higher demands for the mobile game manufacturers. Under this complicated environment, effective marketing method and efficient managing strategy are crucial for the mobile game manufacturers. This article explains the concept of lean marketing and the background of the current situations of mobile game market and industry, and analyzes and compares the current major mobile game companies’ marketing methods, productions and their results. This article analyzes the mobile game companies’ actions in details and states their differences. This helps people to understand how the major mobile game manufacturers use lean marketing methods to clear user’s needs, match the exact user groups and optimize their feedbacks.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/10/20230455

    Challenges and improvement of National Security Clearance in M&A by Chinese MNCs

    With the accelerated integration of the world economy and the gradual development of China’s reform and opening-up, Chinese enterprises have been making outbound investments and cross-border mergers and acquisitions more frequently. In terms of the attitudes of countries around the world towards the entry of foreign capital, some countries welcome the entry of foreign capital. However, others restrict the cross-border M&A of foreign companies entering their countries for reasons of domestic resource, technology and industrial protection, or to protect the interests of their national industries. From the recent development trend, the national security of foreign capital is especially cleared. Hence, this paper mainly studies the national security clearance system of cross-border M&A in the United States and other developed Western countries through literature analysis and comparative analysis. It also tries to summarize the characteristics and rules from them in the light of China's national conditions, supplemented by systematic research on cases of failed cross-border M&A by Chinese enterprises that encountered national security. Based on this, it will be very beneficial to the future cross-border M&A activities of Chinese enterprises, laying a good foundation for Chinese enterprises in the world M&A field in the future.

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