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






    978-1-915371-67-6 (Print)

    978-1-915371-68-3 (Online)

    Published Date



    Canh Thien Dang, King's College London

    Javier Cifuentes-Faura, University of Murcia


  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230578

    Coca-Cola Company Revenue Policy Analysis and Forecast

    As the beverage market grows and gradually reaches saturation, the focus of beverage companies' future development and revenue strategies has gradually changed. From the beginning of only focusing on the needs of consumers, to the current judgment of the market environment and the existence of factors affecting sales volume and revenue, and formulating appropriate strategies. Therefore, for Coca-Cola or other beverage companies, in order to make the company develop in the long term, we should not only focus on the needs of consumers, but also pay attention to the current development trend of the market and the possible factors that may have an impact on revenue and sales, and formulate policies that will affect the development of the company. Avoiding risks and maintaining and developing the company's current policies that can promote the development of the company, in order to achieve the promotion of sales volume and revenue, so that the company can continue to develop in the beverage market.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230581

    Research on the Influence and Countermeasures of Racial Discrimination in America

    George Floyd, an African-American man, was killed by a white police officer on May 25, 2020. Floyd's words "I can't breathe" appeal once again exposed the long-term pain of racial discrimination in the United States, and the resulting wave of protests has swept the United States. This article investigates the impact of racism in the economy and emerging social issues. The research was gathered from authoritative academic resources examining the causes of racism and its impact on society. The results showed that people will be treated differently based on their skin color. The study concluded that racism would affect American society more severely and deeply if without strong and effective methods and policies. It is suggested that the U.S. government can introduce relevant policies to gradually eliminate the influence of racial discrimination and ensure that the voices of those who suffer from racial discrimination can be heard by the public.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230582

    Factors Affecting Young Customer Choice of Mobile Phones: Based on a Questionnaire Survey

    The sales of mobile phones have increased dramatically since 2010, and over one billion mobile phones have been sold per year since 2014. The competition in the mobile phone market is ever-growing, leading to greater variation in design characteristics, prices, and functions of mobile phones. As younger generations are overrepresented in the purchasing of mobile phones, their product expectations are a significant factor in the market behavior. This paper conducts a questionnaire survey on the ways that young people receive information on mobile phones and the factors that influence their purchasing decisions, and it further discusses the factors that are crucial for attracting consumers, and suggestions will be provided for manufactures about which functions and characteristics that they should develop further to fill consumer needs. The survey indicates that the young generation mostly get information of mobile phones from advertising, accept much higher prices than general population, attach great importance to the brand, pixel and build-in speaker of mobile phones.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230586

    The Influence of Consumer Sentiment onMarketing Effect in Cause Marketing-- Take Hongxing Erke as an Example

    With the frequent occurrence of unfortunate events that affect both the public and businesses, such as the COVID-19 pandemic, the importance of cause marketing has become increasingly prominent. However, while the number of studies on cause marketing has increased, there is still a lack of validation and interpretation of the relationship between consumer sentiment and cause marketing. Based on the case of cause marketing of Hongxing Erke and domestic and foreign literature, this study mainly uses the process tracking method to analyze the impact of public sentiment on marketing effect. It is found that after the unfortunate event, enterprises can properly reduce the price of goods in the cause marketing, choose the right point to cause marketing and enhance public sincerity, to better use the consumers' emotional resources, to improve the effect of cause marketing, ultimately stimulate consumption, and set up socially responsible for the enterprise brand image.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230587

    The New Approach to Channel Marketing in the FMCG Industry: Based on the Comparative Analysis of Few Cases of Blue Moon and NAIS

    The epidemic’s impact has led to the adjustment of global supply chains, and the upgrading of Chinese consumers' consumption concepts has brought challenges to the FMCG (Fast Moving Consumer Goods) industry. At the same time, the product homogenization of the consumer goods daily chemical industry is serious, and the brand lacks innovation and vitality. The development of the IT (Information Technology) era to the DT (Data Technology) era has changed the mainstream publicity method of advertising media. In this context, innovation has become the core product of the FMCG industry. Therefore, this paper will analyze the effective new channel marketing scheme from the perspective of channel marketing through the comparison method of a few cases, and study how to use channel marketing to improve the marketing vitality of brands and obtain market growth. The research in this paper will provide theoretical support for the channel marketing of FMCG daily chemical products, and propose a channel marketing model from a new perspective to solve the lack of product innovation and improve brand vitality.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230589

    Marketing Challenges and Countermeasures of Streaming Media in the Post-Epidemic Era: Taking Netflix as an Example

    Since 2019, the outbreak of the epidemic has brought huge customer subscriptions to Netflix, and the stock price has also risen as a result. However, according to its Q1 2022 earnings report, Netflix experienced its first single-quarter loss of sub-scribers in a decade, with high numbers. Using the case analy-sis method, this paper takes the sharp decline in subscribers of Netflix in the latest quarter as the starting point, thinks about how to retain users, analyzes the three reasons for the decline in the number of Netflix users, gives solutions with Product and Promotion as the core, and finally plans new marketing ideas for the streaming media in the post-epidemic era. It pro-vides a marketing model that can be promoted for the industry to retain users, return to peak performance, and develop sus-tainably under the normal epidemic situation.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230593

    What is the Role of Greater Gender Equity in Improving Health and Education in Developing Countries?

    Nowadays, since health and education are essential to both individual happiness & countries' growth and at the same time, gender equity is not only a fundamental human right but also an essential part of realizing human potential, promoting sustainable development, and achieving peaceful societies, this paper is about the role of more significant gender equity in improving health and education in developing countries. Data is collected from Global Gender Gap Report and the World Bank dataset website in a period of 14 years until 2020. We choose 2 of 4 dimensions from the Global Gender Gap Index to become the new index as the X variable and two indicators literacy rate, adult total(%of people ages 15 and above) and mortality rate, infant(per 1000 lives birth)as the Y variable. We expect to have correlations between X and Y indicators by making a regression. The findings are aimed at raising the awareness of improving gender equity.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230595

    Effects of Canceling the Policy of 44% Limitation on the First Day of Chinese Stock Market

    The 44% limitation policy has long been a subject that has attracted researchers from a diverse range of fields including corporate finance, economics, and the stock market since it caused a couple of effects on the Chinese stock market and reflected the major buyers of stocks. To be more specific, most of the buyers are investment banks, in other words, retail investors have less probability to buy stocks on the first day. In this work, new thinking is proposed to analyze the canceling of this policy. Using the data collected from csmar (China Stock Market and Accounting Research Database), this paper compares the turnover rate and stock gains on the first day of the STAR (Science and Technology Innovation Board) market and the A-share market to figure out who are the major buyers, and at the same time, analyzes whether the investments in the STAR market is reasonable under this policy. To conclude, canceling the policy of 44% limitation of stock gains is effective. It is able to diminish the monopoly of the investment bank. Besides, retail investors are allowed to have more chances to buy the stock on the first day, which means the investment circumstance becomes more balanced.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230597

    The Impact of Zero-COVID Policy on the Economic Conditions from Chinese Citizens’ Perspective

    Chinese social environment faces a transition. More and more citizens get tired of the current situation. This work selects 12 citizens from different regions in mainland China and analyzes their current conditions and the impacts to each industry. Many occupations’ interests have been severely damaged and thus most citizens are looking forward to the end of zero-COVID policy. The research exhibits the conditions and real willingness of Chinese citizens in mainland. It is not only a theoretic analysis but also with real cases. This work provides unprecedented details of the Chinese public.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230598

    Analysis of Corporate Financial Statements Based on Strategic Perspective - Taking BYD Company Limited as an Example

    As global oil prices continue to rise, new energy vehicles are gradually becoming a popular choice for many consumers. At present, both traditional and emerging car companies are focusing on the new energy vehicle market. In this situation, new energy vehicle enterprises must improve their own competitiveness. Financial statements can give a clear idea of the solvency, development potential and operational capacity of an enterprise. This paper analyzes the financial reports of BYD, one of the most representative new energy vehicle companies in China. By analyzing the company's financial reports in recent years, this paper studies how to give full play to the influence of financial statement analysis on business decisions. The aim of this paper is to propose effective measures as well as reasonable suggestions, so as to facilitate better business decisions by business operators.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230600

    The marketing strategy of Dell

    For this entire article, we're talking about how Dell has changed their marketing strategy during the pandemic. Before the pandemic, everything was going relatively well, as managers could sell their products faster and earn high revenue. However, when they faced the epidemic, the sales of products fell sharply, and they were more thinking about new strategies such as discounting or offering some perks to ensure that they could continue to attract more customers. Therefore, the importance of research on consumer psychology is also increasing. In addition, we have a lot of information on how to help businesses earn more revenue, it may be difficult to solve, but these ideas can help people analyze the problem. We also talked about the entire company, such as its background or future plans for the entire company. At the same time, we also put forward our own ideas for improving the current marketing strategy.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230602

    Graphic Cards Supply Chain Problems During COVID-19

    The pandemic had generated various impacts towards businesses due to its effects towards the supply chain. One of the most substantially impacted sector was the graphic card supply chain.As such, the main aim of this study would be to investigate the impact of the pandemic towards the supply chain of graphic cards and how to mitigate similar problems in the future. In this endeavor, the author would adopt a qualitative research approach, focusing on narrative analysis of various news articles and studies on the impact of pandemics on supply chains. The data for this study would be mostly obtained through internet searches, focusing on a combination of various news websites and empirical studies obtained from Google Scholar's database. Accordingly, the results of this study indicate that the problem in the graphic card supply chain was mainly caused by the mistaken predictions of the graphic card producers that caused them to reduce their inventories in the face of rising consumer demands, which is caused mainly by the inability of the producers to switch their suppliers due to the centralized and small nature of the producers in the industry.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230603

    The Impact of the Internet of Things on Supply Chains

    Under the influence of COVID-19, the offline trading channel is gradually shrinking. However, with the help of the Internet of Things, the economy has not declined significantly and a variety of online trading platforms have come into view. This paper talks about different types of the Internet of Things, such as E-commerce platforms, P2P model, and network transportation. They have all contributed to people's lives and to the development of society. The passage compares the traditional supply chain model with the current stage of supply chain model in relation to its advantages and disadvantages, focusing on some of the new models and businesses that have been extended by the Internet of Things. Many companies have taken advantage of this business opportunity to optimise many of the traditional methods, making their labour time and labour costs much lower and realising greater business benefits. The IoT and the supply chain are progressing together, with the two reinforcing and influencing each other. However, we still need to be aware of the privacy protection issues of the Internet of Things. Further strengthening of the management of security systems.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230604

    Comparison of Investment Banking Models in the US and China

    Investment banks in the United States first emerged in the early 19th century, with a focus on securities underwriting. Compared with other countries, the United States investment banks were established earlier, and after the subprime crisis, the United States investment banks, through their own exposure to business problems, improved so that they have a more perfect regulatory system and a more advanced business model. As a result, in the process of developing its own business, China's investment banks should take the essence and discard the dross in order to find a suitable development direction for themselves, gaining recognition in the capital market construction and promoting the further improvement of China's international status. This paper uses literature analysis and comparative analysis to explore the differences between the operating models of investment banks in China and the US, and to provide insights and suggestions for the development of Chinese investment banks. The study finds that investment banks in China should expand the attribution model, thereby increasing the concentration of capital. At the same time, the proportion of securities brokerage business should be adjusted and the leverage ratio in the industry should be strictly controlled to avoid excessive internal consumption.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230605

    Financial Investment Analysis of the Chinese Film Industry in the Post-epidemic Era

    With the deepening of the reform of China's market economy development system and the establishment of the orientation of cultural industrialization development, China's film industry has gained unprecedented opportunities and opportunities for industrial development. At present, China has become the second largest film market in the world. Based on the pursuit of profits in the film industry, a large amount of capital has flooded into the Chinese film industry, and the scale of film investment and financing has been expanding. At the same time, the economic downturn in China and the world since the pandemic in 2020 has put great pressure on the film industry. Therefore, how to better finance film investment in the post-pandemic era has become a big problem. By literature analysis, this paper analyzes the financial investment environment of China's film industry and the development status of China's film finance, finds out the investment path and effectiveness of China's film and draws some suggestions for the future development of China's film finance.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230606

    The Introversion of Education: The Landing Dilemma of the Double Reduction Policy and Its Countermeasures

    A major issue in today's society is the "double reduction," and some studies have discovered that in recent years, the "education in-volume" has progressively gotten worse, leading to the emergence of school districts with exorbitant rents and the growth of training institutions. The implementation of the "double reduction" program is thus urgently needed. The policy's mechanism and its impacts on the ground, however, are not yet fully understood. The "double reduction" policy's effects and possible responses are the subject of this paper's investigation. The following describes the study methodology used in this paper: first, the author polled primary and secondary school students in Fuzhou on their opinions of the "double reduction" policy's actual implementation impact, level of satisfaction, and potential for improvement. The study's findings demonstrated that the "double reduction" policy may be effectively implemented by constructing a diverse evaluation system and offering many options for students' achievement. The study's findings demonstrate that the "double reduction" has a favorable effect on reducing the load on students and parents and can successfully address issues with the "school district" and uneven distribution of educational resources.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230607

    Risk Management of Small and Medium-sized Enterprises under the Epidemic

    At the beginning of 2020, the sudden outbreak of covid-19 not only causes harm to the human body health, but also produces some influence on the normal operation of Chinese enterprises, especially affecting the financial rotation of small and medium enterprises. Small and medium-sized enterprises have made a great contribution to the economic development of our country. It is very necessary to manage and research its financial risk. Therefore, this paper analyzes the impact of the epidemic on small and medium-sized enterprises, as well as the background and risk factors of the epidemic, and finally puts forward the impact measures of the outbreak on the financial risk management of small and medium-sized enterprises, hoping to further improve the management system of small and medium-sized enterprises and help them improve their risk management ability.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230609

    Elements Affect Japan GDP Growth

    After a severe economic crisis, the Japanese economy entered a recessionary phase. Since the 1990 bubble economy, consumption, investment, and export became essential factors to support Japan GDP growth. This paper is supported by data collected by the International Financial Statistics (the base year is the 2015 Japanese Yen). Therefore, this paper also applies the Hodrick-Prescott filter to extract the cyclical rate of change of the variables and analyze the de-trend correlation of each factor with GDP. This method estimates the best-fitting directional line from a frequently fluctuating data set. According to the analysis, Japan's GDP remained generally unchanged with a slight increase after the bubble crisis, which again proved the country's economic stagnation. However, Japan's exports grew significantly this year, effectively giving a short-term increase in GDP. In addition, consumption has the least fluctuation with GDP, and focusing on the development of consumption can bring stable long-term growth to GDP. In summary, this paper analyzes and argues that factors of production such as consumption and exports may get Japan out of this predicament.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230610

    Digital Marketing Transformation of China’s SMEs in the Post-epidemic Era: Crisis, Trends and Strategies

    The influence of the coronavirus pandemic on China is complicated. A great deal of small and medium-sized enterprises (SMEs) are struggling economically. As a substantial amount of customer demand transfers online, people are beginning to see the hidden economic opportunities brought by the epidemic. In the post-epidemic period, digital initiatives have helped small and medium-sized enterprises adapt to the shifting market conditions, recover, and succeed. The use of digital technology has emerged as an essential component of SME growth strategies, and the deployment of digital marketing represents the initial step in their digital transformation process. SMEs contribute significantly to the growth of the national economy, the alleviation of employment-related stress, and the promotion of social stability. Based on the existing research, this study will focus on the impact of the epidemic on the operation of China’s SMEs and the difficulties and demands faced by them. This paper will investigate the new potential for China’s SMEs to contribute to the growth of the digital economy using digital marketing as an entrance point. This study aims to help SMEs discover potential opportunities in the complex environment; nonetheless, they should still adopt the most appropriate strategies for their particular circumstances.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230612

    Dilemma and Countermeasures to National Security Review in M&A by Chinese Companies in the US

    The national security review is an inescapable area for foreign investors to invest in the US. In recent years, the number of CFIUS reviews of cross-border mergers and acquisitions has been on the rise, as well as the number of vetoes, reflecting concerns that the US may lose its global leadership. At a time when competition between the US, and China is intensifying, CFIUS has shown a natural hostility towards Chinese investors, and the situation for Chinese companies in the US is not promising, with a higher rate of failed M&A than in other countries. This has seriously impacted Chinese direct investment in the US. This paper suggests that the reasons for this problem are twofold. On the one hand, there is the deviant treatment of Chinese companies by CFIUS. On the other hand, Chinese companies have their reasons for failing to enter the US including the fact that most of their acquisitions occur in sensitive areas involving national security and ignoring the CFIUS review process. Based on this, this paper argues that Chinese companies should not only formulate a clear M&A strategy before the M&A process but also take the initiative to negotiate with CFIUS and seek judicial remedies when necessary.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230613

    Typical Tax Risks of Overseas M & A of Enterprises and Their Countermeasures

    In recent years, the proportion of Chinese enterprises participating in overseas M & A has increased year by year. Accordingly, tax disputes caused by mergers and acquisitions are not uncommon, and the disputes are followed by heavy tax fines, resulting in unprovoked losses. The reason is that it ignores the different risk points brought by different stages of M & transactions. Based on the perspective of the M & A stage, this paper makes a comprehensive analysis of the tax-related risk points of enterprises that are easy to be ignored and destructive in the process of M & A. Tax due diligence is a very important impact which could influence the entire activity. At the same time, in order to avoid such tax risks, this paper puts forward preventive measures. In the decision-making and management of overseas mergers and acquisitions of Chinese enterprises, we should constantly strengthen the awareness of tax risk prevention, and effectively integrate tax risk prevention and control into the daily work of enterprise management and financial personnel. At the same time, enterprises should establish domestic and foreign tax risk control systems, so as to better deal with the opportunities and challenges brought by economic globalization.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230614

    Optimization of Government Regulation Paths in Cross-Border M&A of Chinese-Funded Listed Companies

    Cross-border M&A has become the main content of overseas investment of Chinese enterprises. As an important subject of cross-border M&A, the government's regulatory measures on Chinese-Funded Listed Companies have particularity and the necessity of further optimization. At present, the Chinese government has issued a series of legal documents to improve the investment environment. Notably, there are still deficiencies in the process of the supervision of overseas assets, administrative approval, information sharing between departments and supervision of intermediaries, which have potential negative impacts on the implementation of M&A or subsequent operations. This paper argues that the reasons lie in the insufficiency of legislative authority, information sharing mechanism and supervision mechanism of some government departments. In view of this, this paper seeks effective measures to optimize the government's regulatory path for this kind of M&A. The measures from the aspects of institutional improvement, coordination of government departments, overseas investment supervision system and official cooperation between countries in special fields will be expounded. The investigation in this paper may has a potential reference value for the relevant government departments to optimize the regulatory path of cross-border M&A of Chinese-Funded Listed Companies.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230615

    The Efficiency of Horizonal Mergers: Evidence from Mengniu Dairy's Merger with Milkground

    Contemporarily, the dairy industry is a compulsory industry that relevant to the daily life of human beings. In particular, the dairy industry is a signature industry for the modernization of Chinese agriculture. Local production in China's dairy industry holds a huge market potential. In this paper, the efficiency of the horizontal mergers is investigated of Chinese dairy industry. To be specific, the case of Mengniu Dairy's Merger with Milkground is selected. Mengniu Group is the leading company in China's dairy industry and Milkground is the number one brand of domestic cheese. In recent years, there have been more and more cases of horizontal mergers and acquisitions. The value of horizontal mergers and acquisitions to the development of a company lies in making up for the lack of asset allocation. This paper will analyze the effectiveness of Mengniu's horizontal merger with Milkground through three financial indicators. According to the analysis, the corresponding suggestions will be given accordingly. Overall, these results shed light on guiding further exploration of horizontal merger.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230617

    Analysis on the Currency Policies in Respond to the Economic Recession after COVID-19 in the United States

    The March 2020 onset of the COVID-19 recession precipitated an unparalleled fall in economic activity throughout the planet. To combat recessions, central bank policymakers employed various expansionary monetary policies. Through a literature study, the paper focuses on a discussion of the monetary policies adopted by the Federal Reserve of the United States. This paper examines three basic areas of monetary policy: regulatory changes led by the Federal Reserve, interest rate changes, and loan and asset acquisitions or quantitative easing. The study not only provides a full explanation of the adopted policies, but also takes a critical and objective look at the overall currency policies adopted by the Federal Reserve of the United States. Following an economic downturn, the report concludes that the Fed's measures were effective in commencing a period of economic recovery for the nation.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230619

    How Stereotypes about the Impact of Female Childbearing Arise: An Example of the Impact of Fertility Policy on Women in the Workplace

    With the gradual development of the fertility policy, the working environment for women has become worse and worse. The balance between women’s career development and the impact of childbearing has become a key concern of society and the country. This paper explains and sorts out the problems from various aspects, involving the background of the new era. It aims to find the root cause of the problems by analyzing the performance of the problems and providing some opinions and suggestions for changing the stereotype of female employment. Through a large number of literature reading and online data inquiry, the research team makes hypotheses and designs questionnaires. These included the women’s questionnaire, which surveyed women on their understanding of the fertility policy, from relevant laws to potential measures, as well as the men’s version as an auxiliary survey. Next, a detailed analysis will be made based on the conclusion of several interviews. Thus, in the current new era, this paper explains gender discrimination against women in the workplace and the formation of stereotypes. It fills the current academic gap, gives a contemporary perspective, calls for more reflection on the formation of stereotypes, and improves the related gender discrimination and stereotypes.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230620

    The Impact of the Epidemic on the Eeconomy

    In early 2020, COVID-19 swept the world, and the impact of the epidemic was very large all over the world. Through qualitative and quantitative investigation, this paper conducted an in-depth investigation on the impact of the epidemic on people. Through the comparison of GDP and Engel coefficient before and after the epidemic, it is found that the economy was in a declining stage after the outbreak of the epidemic, and people's living standards also declined with the spread of the epidemic, reversing the trend of continuous improvement in previous years. The questionnaire and interview summarized the views of different Chinese people on the epidemic and expressed their practical views. The impact of the pandemic on people's lives is mainly through both indirect effects on the economy and direct effects on people's lives. There is no denying that the epidemic has had a huge negative impact on people's lives. Only by controlling the development of the epidemic can the impact on people's lives be minimized in a real sense. Although the development trend of the epidemic is still not clear, it has been controlled in general, and the future economic development and people's living standards will also turn the decline into a rise.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230621

    The Impact of the COVID-19 on Xiaomi's Mobile Phone Supply Chain

    The outbreak of COVID-19 in January 2020 continues to this day and has significantly changed people's production and living habits. Many companies have seen dramatic changes in the way they produce, how they operate and how they sell. The COVID-19 has also disrupted the supply chains of many industries and companies, causing huge losses. According to statistics from the World Trade Organisation, world trade fell by 13% - 32% in 2020. Xiaomi mobile phones have developed as a representative of smartphones for several years, building an excellent brand image and rapidly growing sales, taking a large part of the market share in China's smartphone market with the strategic advantage of a low-key, high-end smartphone. This article analyses and compares the changes in Xia-omi's mobile phone supply chain based on the changes before and after the epidemic, and concludes with a summary. The research topic of this paper is the impact of the Xin Guan epidemic on Xiaomi's mobile phone supply chain. It is divided into five aspects, namely parts supply, procurement management, supply chain production resumption, supply chain logistics and supply chain market. The main sources of data are the National Bureau of Statistics and the China Academy of Communications.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230623

    Mass Media: Investors’ Sentiments and the Outcome of Stock Market

    Media has a huge influence on people's living style and changes the way of receiving information making messages of various sources available to the public, information that exposed by media should being able to influence investor on the decision-making process and such interaction would further trigger the outcome of stock market. But how was the process of has been made and why is that happened, plus where this action will lead to? Literature review is the primary research method that has been used in this paper to study mass media, investors, and the stock market through an electronic library and its resources. The statistics used in this paper are mostly from reading materials that have been listed in the reference section. The information and atmosphere leaked by the media reflect past situations and interact with investor sentiment, which further indirectly affects or predicts the market. For the correlation between volume and volatility, the number of messages leads to increased volume and increases volatility.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230624

    Comparison on Proof of Work Versus Proof of Stake and Analysis on Why Ethereum Converted to Proof of Stake

    As approaching the era of Ethereum 2.0, the already unique and innovative cryptocurrency will witness a game-changing upgrade, and in this context, there is a lively discussion of the Proof of Work (PoW) and Proof of Stake (PoS) consensus mechanism. Moving from a PoW consensus mechanism to a PoS consensus mechanism is one of the most anticipated changes in this update. A close comparison of the two most popular consensus mechanisms, PoW and PoS, provides some strengths and drawbacks to these mechanisms. This comparison then becomes the building block to identifying the reasons behind Ethereum's upgrade to Proof of Stake. With the help of the comparison, this paper identifies a few drawbacks of the PoW consensus mechanism that Ethereum is currently facing. This paper finds that Ethereum's shift to PoS has indeed reduced the drawbacks of the Proof of Work consensus mechanism, mainly in terms of energy consumption, transaction cost, and confirmation speed.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230625

    Analysis of Luckin Coffee’s Operating, Marketing and Expansion Strategies

    As the big data applications and online retail mode get increasingly involved in daily lives, differential marketing and operating strategies are continuously surfacing. With the exponential expansion, China's coffee industry is catching up to the average global consumption rate. More and more emerging companies are appearing in people's fields of vision in this cutthroat industry that is still far from being saturated. Luckin Coffee, the first Chinese coffee company, revolutionized the traditional coffee industry with its digital operations, big data planning, and fission marketing. This paper will focus on Luckin Coffee, a rising star in China’s coffee market, by examining and analyzing the operating and marketing schemes that they implement under such big environments. By exploiting case analysis, comparative analysis, data analysis, and document analysis, the advancement of Luckin’s operating and marketing strategies can be concluded, consisting of disparate positioning of offline coffee shops, mass implementation of fission marketing, alleviating time duration on delivery and self-pickup services, and innovation on taste and products by big data predictions.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230626

    Factors Affecting the Pricing of Starbucks in Different Countries

    In the traditional concept of Chinese people, "coffee consumption" belongs to the spiritual and cultural level, and the warm atmosphere of cafes can bring good experience to consumers. The most famous coffee brand in China is Starbucks. It has long been considered the most popular brand. Starbucks was honored as one of the ten most trusted brands and one of the most admired companies, and it also received many other honors. Many people who enjoy Starbucks coffee pay close attention to the price of coffee, and data and information show that Starbucks coffee prices vary in different countries. According to this pricing situation, the research topic is the primary factors that cause Starbucks coffee to be sold differently in different countries. This research subjects are Denmark, the United States, China, Brazil, and Turkey. This research method is to find data on the Internet, find the data of these countries for market analysis, and refer to part of the content of the paper on Starbucks price.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230628

    The Marketing Strategy of Haidilao

    Haidilao’s focus throughout its stores is customer service, which is one of its hallmarks. In order to attract customers, Haidilao focused its advert designs to capture the consumer’s attention. Haidilao focused its advert designs to capture the consumer’s attention. Haidilao’s great con stomper service creates a feeling of happiness and pleasantness for the consumers. These factors provide a clear image of Haidilao’s consumer attitudes. Haidilao’s advertising mainly uses four major persuasion techniques: First is the Foot-in-the-Door Technique. Haidilao’s services at the start make customers more willing to stay. Haidilao’s staff creates an environment where the customer is king and they get to enjoy themselves to their fullest. Moreover, Haidilao has successfully expanded their markets towards overseas, for example it has been a successful food dealer since opening its market in UK.[1] However, Haidilao had also faced challenges during the pandemic same with other catering industries, this means mainly economic damages from the Haidilao in the pandemic but also facing the fall in table turnover rate while forcing Haidilao to shut down some of their restaurants- slowing the expansion plan of Haidilao.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230629

    Focus topic: The Success of Tencent's Business Strategy Shows Results During the Middle Years of the Coronavirus Pandemic

    This Paper will focus on the technological and multimedia company Tencent. Throughout the years since it’s founding, Tencent have shown great success throughout the years. For a business to be successful, they need to have a successful business strategy. In this paper, there will be six major parts of research: Tencent’s Background, Tencent’s Business strategy and Model, Basis of their Successful Strategy, Tencent’s Marketing Mix, Tencent Customer Loyalty Strategy, and Tencent Business Performances in Q1 2021 and Q1 2022. These factors will lay out what is Tencent’s business strategy, how the differences between different markets and segments Tencent are in. This will also show Tencent’s customer loyalty strategy and show how they keep customers from all groups to use their different products. Finally, there will be an analysis on the Q1 reports of 2021 and 2022 showing the current state of the company and showing how the company is performing through the past two years.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230630

    The Development Trend and Policy Support of Cross-border E-commerce in China

    Due to the advanced technology of the 21st century, online shopping has been fully integrated into the daily life of human beings. China and the world are setting off a new trendy way of shopping: cross-border e-commerce. Since 2011, China has taken the lead in concluding transactions between trading entities in different country geographies using e-commerce, ordering online, paying, and settling. China's cross-border e-commerce can be divided into business-to-business (B2B) and business-to-consumer (B2C) trade models in terms of transaction modes. This paper is mainly based on the present Chinese cross-border e-commerce policy, using quotes, data analysis, and case studies to predict future developments and make policy recommendations.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230631

    The Implementation and Refinement Hedge Fund Strategy in Chinese Commodity Market: MACD Trend Following

    This work aims to explore the performance of the MACD Trend Following Strategy within the context of the Chinese market. This paper organizes a universe to study this strategy methodically and applies this traditional hedge fund strategy to the universe. This work gets a generally positive result by running a backtest using historical data. To solve some difficulties, the work includes double Confirmation of MACD and other technical indicators and adjusting the holding period. The strategy has been successful in Chinese futures trading. In addition, additional considerations for the strategy and trading recommendations are discussed. This work enhances the comprehension and application of the strategy.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230632

    The Application of Framing Effect in Marketing and Advertising

    In a market environment that is still highly competitive, the main task of advertising and marketing is to adopt and applying various approaches for increasing the purchase rate. Meanwhile, in people’s daily life, the way language is presented often plays a role in guiding individuals' decision-making behavior, which finally influences the consumption behavior. This paper aims to demonstrate and highlight the proper use of the framing effect of language as a psychological factor in the development of marketing programs. Specifically, this article clarifies the definition of marketing and framing as well as elaborates on three related applications, which include the framing effect in electronic word-of-mouth markets, processed organic food markets and health persuasion advertising. The last part of this paper will discuss the unignorable role of psychological factors in consumption behavior and economic decision-making. Consequently, the application of framing in marketing and advertising mentioned in this paper proves the necessity of studying it in the process of analyzing people's consumer behavior, which will provide marketing inspiration and ideas for marketers. At the same time, this paper provides evidence for the importance of psychological factors in the field of business.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230633

    Applications of the Anchoring Effect in Online Shopping Festivals

    Nowadays, online shopping festivals are prevalent and effective at boosting e-commerce. Research focused on online consumer behaviours did not consider anchoring, a heuristic consumers use, during the decision-making process of purchasing, whereas studies of the anchoring effect failed to shed light on online shopping. This paper aims to explain the psychology behind five major strategies used by online retailers to explore the applications of the anchoring effect on online shopping festivals, which are ideal for examining online consumer behaviours involving impulse buying. It was found that sellers can exploit the anchoring effect by discounts, brand images, quantity anchors, bundles, and coupons to attract consumers to buy their products during online shopping festivals. Consumers, noticing the anchors offered by sellers, such as previous prices of items on sale, adjust insufficiently from them, resulting in biased estimations of the true value of products. Finally, suggestions for consumers, online shopping platforms, and the government to mitigate the anchoring effect are given. This paper provides guidance on both using and mitigating the anchoring effect for sellers and consumers online.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230634

    Applications of the Status Quo Bias in Consumer Rationality, Predictive Analytics, and Medicine

    The status quo bias is a heuristic that indicates people are more likely to stick with the default option and not willing to make changes even if making the change is more beneficial when they are making choices, and the status quo bias gets more robust when there are more options, or the new choices appear to be more intricate. This heuristic dramatically influences people's behavior while making choices, so it’s essential to know how it modifies people's choice-making strategy in different markets to eliminate possible errors and make more precise predictions. Based on previous research and studies, this article explains the basic concept of status quo bias and discusses three applications of status quo bias in three different fields. The first application discusses the connection between consumer rationality and the status quo, which indicates that knowing the effect of the status quo helps companies to know better the consumers' willingness to switch to alternative options. The second application indicates that the status quo bias makes people underestimate the interest rate change in bond markets. Finally, the third application shows that the status quo bias helps the governments to enact better policies to encourage more organ donors.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230635

    Research on the Impact and Strategy of the Epidemic on the Macroeconomics of China and the United States

    At the end of 2019, it was Chinese’s new year, when everyone stayed at home and spent time with their family, the hospitals in Wuhan, Hubei province, have brought in patients with COVID-19. And then the pandemic started to spread out in China and to the whole world and influenced the health and lives of people all over the world. This paper selected China and the United States as the research objects, compared some economic indicators of the two countries and analyzed the negative impact of the epidemic on the economic development of China and the United States. The results showed that the pandemic had a huge negative impact on GDP growth, national income, and trading markets in China and the United States. Economic growth in both countries has slowed or reversed; traffic stagnation leads to a substantial drop in commodity liquidity; unemployment increases and affects people's personal income. Comparing the economic data of the two countries can help people face the negative impact of the pandemic and make decisions. It is also clear whether the policies implemented in both countries in response to the economic downturn caused by the pandemic have been effective in helping stabilize economic growth.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230636

    The Impacts of Different Economic Structures on Economy and Society

    The debate on the benefits and drawbacks of an economy's size is developed in this proposal. The researcher wants to use this background information to study the consequences of various economic structures after reading literature comparing and contrasting small and large economies. To be more precise, the researcher wants to start the suggested research by contrasting China's and Singapore's economic progress. Choosing a period allows us to study the effects of changes in the relative proportions of various industrial structures in China and Singapore on economic growth during that particular period.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230637

    SWOT Analysis of Agricultural Products E-commerce Live Delivery Platform——Take Oriental Selection as an Example

    With the development of mobile Internet technology and the advent of the epidemic era, the new sales model of on-site delivery with goods is booming and accepted by more and more consumers. This paper takes "Oriental Selection", a live-streaming platform of agricultural products owned by Beijing New Oriental Education and Technology Co., Ltd. as an example, and uses SWOT analysis to study the advantages and disadvantages, opportunities and threats of Oriental Selection at present. In addition, our research puts forward a series of suggestions for the future development of Oriental Selection, such as strengthening personnel and cargo management, strengthening cooperation with local governments, establishing their own supply chains, and controlling the quality of agricultural products. Finally, we describe the limitations of the current research from the perspective of research methods and propose specific suggestions for further research in the future.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230638

    Digital Applications for the Catering Industry in the Context of new Infrastructure Construction

    Along with the policy implementation of new infrastructure construction, the penetration of digitalization into various industries has intensified. This paper takes the catering industry as an object, analyses its current situation, and studies its main development directions characterized by digitalization. It also explicitly selects three aspects supply chain, ordering mode, and financial management, and points out the problems that exist in each of them, such as platform construction, human and material resources, and the inability to meet the new demands of the industry. It also analyses the immediate digitization achievements and relevant cases, affirms the current application to enhance the catering industry, and clarifies the digitization. The study concludes that the digitalization of the catering industry is still at a preliminary stage of uneven development and low level. However, it has developed rapidly and has a promising future, driven by the new infrastructure background. Help the catering industry improve quality and efficiency, and promote high-quality development.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230639

    How to Promote Green Building Design in the City: Taking the Green Building of Shanghai Museum of Natural History as an Example

    At present, China is still in the primary stage of socialist development. With the change of the current global development situation and the concept of "sustainable development" put forward in the 1980s, this concept began to become more and more popular. In the process of urban development, the environment will be damaged to a certain extent, and the sustainable development of the city is inevitable. Green building design can save resources and has become one of the hallmarks of modern cities. But green building is not widespread in China. Low-carbon life is very necessary, therefore, we should pay attention to the reasons why green building design has not been paid attention to and how to increase efforts to promote green building design. Green building should be the development direction of current construction industry. Adhering to the concept of ecology, energy conservation and sustainable development, green buildings will bring great changes to China's urban development. The development of green architecture in our country is still in its infancy, the green building design has failed to scale to thousands, its purpose is to promote people highly harmonious and unified, architecture, natural, economic and environmental benefits, social benefits fully coordinated, prompting the harmonious development of national economy and social environment, ecological environment quickly and well.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230640

    The Transformation Policy of Energy Enterprises under the "Double Carbon" Policy and the Causes and Risks of the Green Premium

    When the climate problem is becoming more and more serious, and the impact of climate change factors on financial markets is becoming more and more significant, Chinese President Xi Jinping has put forward the 3060 "double carbon target." In order to respond positively to national policies, most energy enterprises have responded to obtain a green premium. This paper gives an example of the "green" measures taken by two different types of enterprises: the limited liability company and the joint stock limited company. It analyzes why they get the green premium. While bringing benefits, the green premium also brings macro and micro risks. This paper puts forward some solutions that these energy enterprises can use to deal with the risks posed by the green premium: ESG rating system is used to disclose the risk of energy enterprises, as well as the use of various means to disclose the possible behavior of the government to protect the risk and guide investors to invest rationally. It is hoped that through this paper, various energy enterprises can pay attention to the potential risks and remind investors to invest rationally in energy enterprises.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230642

    The Application of Endowment Effect on Marketing Strategies

    In this paper, we provide a comprehensive review and analysis of the endowment effect through aspects. The endowment effect is one of the most famous findings in behavioral economics and has been used as a reference for evidence of dependent preference and loss aversion theories [1]. The endowment effect was first explained and proved in three aspects, loss aversion, psychological inertia, and psychological ownership. In addition, by analyzing the retailing techniques of Starbucks Corporation's stores showing the psychological ownership and endowment effect. The application value of the endowment effect is also demonstrated. Meanwhile, the free test drive mentioned in the marketing report of Tesla proves the application of the endowment effect of loss aversion to the automobile industry. The two examples illustrate that the endowment effect is widely present in daily transactions and consumption behavior, and therefore the study of the endowment effect is essential to improve economic efficiency and help make economic decisions from a microeconomic perspective.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230643

    Hindsight Bias and its Application in Financial Investment, Legal Decisions, and Medical Diagnosis

    This essay seeks to explicate hindsight bias as a pervasive cognitive heuristic and discusses its manifestation in everyday judgment and decision-making, incorporating the representative psychological factors that underlie different conceptual constructs. With the combination of theoretical frameworks with past contextualized experiments, three essential applications of hindsight bias in financial investment, legal decisions, and medical diagnosis, including their significance in society, are introduced respectively by extrapolation. Judgment concerning financial investment and economic outlook necessitate an unprejudiced future-centric perspective but is often susceptible to a biased retrospection that results in unwise decisions. Similarly, in the criminal justice system, hindsight bias may be responsible for numerous impartial decisions made, which would interfere with legal impartiality. In medical settings, people also have a habitual tendency to overestimate their diagnostic abilities, which may have negative implications for future therapeutic treatment. Finally, potential methods to ameliorate the influence of hindsight bias are suggested to guide more sound decisions and enhance societal efficiency.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230647

    Research on the Transformation and Upgrading of Manufacturing Industry Driven by new Infrastructure in China

    Manufacturing industry plays an important role in driving economic development and participating in international competition. Under the background of the layout of new infrastructure in China, it is urgent to drive the transformation and upgrading of manufacturing industry with the help of new infrastructure. This paper analyzes the difficulties in the transformation and upgrading of China's manufacturing industry, and then explores the main driving force of new infrastructure to promote the transformation and upgrading of manufacturing industry. This paper found that communication network infrastructure, new technology infrastructure and cloud computing infrastructure can improve the efficiency of manufacturing industry, and converged infrastructure can enable the transformation and upgrading of manufacturing industry. This paper is of great significance for solving the difficulties and shortcomings in the transformation and development of manufacturing industry and achieving high-quality economic development. It also provides a reference for further optimizing the investment direction of new infrastructure construction.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230649

    The Impact of Sports Sponsorship and How to Maximize the Effect of Sports Sponsorship

    The purpose of this study is to examine sports sponsorship to promote sporting events. Sports sponsorship is an equal and mutually beneficial combination between sports and enterprises. Sports sponsorship plays a positive role in the development of sports: it expands the financial resources of sports, releases the charm of sports, activates all kinds of competitions; satisfies people's viewing experiences and promotes mass sports; at the same time, it beautifies the corporate and brand image and improves the brand awareness and brand image of enterprises. To gain the wide goodwill and attention of the community. It creates a favorable environment for the survival and development of different enterprises. This paper discusses the origin and development of sports sponsorship through the literature analysis method analyzes the role of sports sponsorship in the sports industry and the benefits to the participating enterprises, as well as the development of countermeasures, and puts forward some suggestions on how to make sports sponsorship more effective.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230650

    Do Analyst Attention Help Improve the Growth of Enterprises: Perspective of Financial Constraint

    Based on the data of Chinese listed companies obtained by CSMAR, this paper examines the impact of analyst concerns on the growth rate of enterprises' main businesses. The OLS estimation results show that both analysts' attention and research reports' attention have a significant positive impact on the growth rate of the main business of the enterprise. Heterogeneity analysis shows that analysts' concerns have a greater impact on SMEs with total assets below the 50th percentile that year. Mechanism analysis shows that the positive impact of analysts on enterprises is achieved by easing financing constraints. Therefore, this paper believes that analysts' attention is the key factor to promote the growth of SMEs, and investors can also pay more attention to these enterprises. For small and medium-sized enterprises, financing constraints are a very difficult problem. This paper provides a new perspective and empirical evidence to ease the financing constraints of enterprises, especially SMEs.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230651

    Online Consumer Behavior: Framing Effects, Social Presence Theory and Flow Experience under E-commercial Environment

    The rapid development of Internet has propelled commerce into an electronic age, changing the way of how consumers buy products and services. However, internet purchase behavior does not always resemble the traditional consumer purchase behavior as there are significant distinctions between the two that warrant a distinguishing conceptualization. In a virtual environment, the limited accessibility to comprehensive and accurate product information increases the likelihood of risky decision-making (e.g., impulsive buying) with the presentation of cognitive biases. Noticing the limited published studies focusing exclusively on online purchasing behavior, this essay intends to understand the extent of which the present psychological theories (i.e., framing effects, social presence theory, and flow theory) contribute to an understanding of online consumer behavior and the decision-making process, when taking account of the specific and distinct characteristics of the Internet. This research is helpful to theoretically understand consumer behavior under the e-commercial environment and provides insights to develop effective market strategies to promote consumptions.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230653

    A Consumer Behavior Theory of Tutoring

    The paper aims to explore the behavior of consumers in the tutoring market in China, in which consumers’ perspectives would be divided into two parts: parents and students. Parents and students would consider and focus on different factors to maximize the utility based on their own standpoint, which is the reason why they usually make different decisions in reality. The paper would build a theory of consumer behavior in tutoring market based on the neoclassical consumer theory. There are several essential features that should be noticed in the paper: (1) for simplifying, the commodities consumed in the market are the average scores that are estimated to increase based on the original average scores; (2) the consumer’s decisions are subject to two resource constraints of money and time; (3) the utility is not only a function of goods but also of the time that is required to “finish consuming” it, in other words, the time a student needs to spend for earning one more score.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230654

    Research on the Correlation Between Company Performance and Its Share Price

    This paper mainly explores the correlation between corporate performance and stock price returns in the Chinese stock market. Theoretically, the stock value of a highly profitable company would also increase accordingly. But due to the structure of A-share investors, the extent of this correlation is yet to be proven. In this study, stock returns are set as explained variables, and market index returns, corporate earnings growth rates and momentum are used as explained variables. This article uses the financial statements and stock price information of Chinese listed companies as data for modeling. The selected companies are from the food and beverage industry, the medical industry and the home appliance industry. Multiple linear regression analysis was used as the method of this paper. From the regression results, it is concluded that the market index plays a leading role in stock returns. The study indicates that there is a certain positive correlation between company performance and stock price returns to a certain extent, and the degree of correlation varies with industries. The momentum factor has a positive or no correlation with returns, depending on the industry. This deviates from the theoretical assumption that momentum is a negative factor.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/12/20230655

    Customer Loyalty and Status Quo Bias

    Loyalty marketing has been popular topic among marketers of all regions, while status quo bias received only little to no attention in the marketing field. The main objective for this paper is to clarify the customer loyalty in relation to the status quo bias. Starting from an overview of relevant literature, this article explores the similarities between the two elements, using factors for status quo bias including regret aversion, sunk cost and loss aversion to help better understand customer loyalty. Furthermore, the paper introduces the soft-selling technique as practical marketing strategy and the New Coke issue to show how a marketing case can fail. In addition, the possible reasons for a failed survey according to the Coca-Cola case that generated opposite conclusion were discussed. A survey was also conducted to further investigate the factors for loyalty in smart phone industry. By relating the customer loyalty and status quo bias, this article provides a fresh perspective on the two terms and how they are alike in marketing. Discovering the intersections of the two concepts is mostly in terms of the psychological commitment section of interpreting status quo bias. The overall goal of this paper is to indicate the non-negligible effect of loyalty in the area of marketing.

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