Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences

Volume Info.

  • Title

    Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1

    Conference Date






    978-1-915371-21-8 (Print)

    978-1-915371-22-5 (Online)

    Published Date



    Javier Cifuentes-Faura, University of Murcia

    Canh Thien Dang, King's College London


  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220051

    The Rise of Online Shopping after the Epidemic in the Perspective of Integrated Marketing Communication

    Integrated Marketing Communications (IMC) has been associated with improved sales. Marketers have long relied upon IMC strategies to boost brand awareness, product appeal, and brand discrimination. The COVID-19 pandemic incited e-shopping behavior resulting from limited mobility. To arrest the spread, governments increased travel restrictions. Citizens also reduced movement to curb infections. Until then, shopping was a mobility-driven venture, and consumers readily took to online shopping, which hit $5 trillion in global value. The upward trajectory was maintained even after the restrictions were lifted, raising the question of whether IMC programs influenced post-pandemic e-shopping. This research sought to test IMC stimulation of post-COVID e-shopping. Specifically, the researcher tested IMC’s role in maintaining consumer interest and persuading impulse purchase -factors that eventually fostered post-pandemic online shopping. Using qualitative descriptive research, the researcher executed surveys and a case study that revealed IMC as a leading driver of post-pandemic online shopping. It is essential to research the importance of IMC as it is associated with the rise of internet shopping after the epidemic.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220052

    A Comparative Study of Carbon Trading in China and Internationally

    With the development of society and industry, global warming has become an important environmental issue, and carbon trading is a powerful tool to limit greenhouse gas emissions, and more and more countries have started to adopt carbon trading systems to decrease carbon emissions and to improve the environment. This paper lists the major carbon trading markets in the world and compares them with China's carbon trading, examining the development status, implementation and achievements of carbon trading in each country. This study investigates the carbon trading mechanisms in the EU, Japan and New Zealand, conducts a detailed study on carbon pricing, voluntary emission reduction, and policy promotion, points out the strengths and weaknesses of carbon trading in China, and makes suggestions for development and improvement. This will be useful for other carbon trading markets as well, and the expansion of the ranges of carbon trading mechanisms employed will further control carbon emissions. There is a need to establish a multi-level emissions trading system using various market-based instruments from central to provincial levels and to maintain the carbon market using more flexible carbon pricing. This paper hopes to establish a solid market system to achieve the goal of combating global warming by improving all aspects of carbon trading.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220053

    Analysis of Factors Affecting Chinese Consumers’ Purchase of New Energy Electric Vehicles

    According to the public data of each country, the production and sales of electric vehicles have grown rapidly, especially after 2018. As for China, in 2014 the government polished some policies to let pure electric vehicles appear on the market as a commodity, and now China has the biggest potential market for electric vehicles. Therefore, this article aims to explore the causal factors that may influence the willingness of Chinese people to buy electric vehicles based on existing literature and data. Case comparison and analysis were chosen as the research methods. This study analyzed the sales data and prices of two chief electric car brands: Tesla and BYD, all around the world in 2021 and 2022. The results of the data analysis show that the factors influencing Chinese consumers to purchase new energy electric vehicles include basic factors such as price and sales. In addition, national policy support is also at play.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220054

    Using the PESTEL Analysis to Determine the Effectiveness of New Digital Media Strategies

    In recent years, new digital media marketing strategies, for example, online streaming, NFTs, and Metaverse have been frequently seen and discussed. However, the effectiveness of these strategies has varied between countries. The PESTEL analysis is a tool that can help to explain the answer to this inconsistency. This paper aims to discuss and analyze emerging digital media strategies by using the PESTEL analysis. The analysis focuses on six aspects, which are political, economic, social, technological, environmental, and legal, to examine each digital media strategy. Through the PESTEL analysis and real-life examples, the results have shown that these strategies have the potential to attract new customers and raise public attention. Each digital media strategy can help to boost sales and increase brand recognition. The PESTEL analysis shown the advantages of implementing these strategies, but the analysis also addresses the shortage of these strategies.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220055

    Research on Integrated Marketing Strategy of Domestic E-Commerce Platforms——Taking Pinduoduo as an Example

    The arrival of the current Internet wave has made many Internet companies rise from the ground. With the help of the current great form, the Internet industry has developed rapidly, and China's e-commerce industry has also begun to move to a new height. But if an enterprise wants to develop long-term in the fierce competition, good integrated marketing is the key to its survival. Integrated marketing has also become the focus of attention of various e-commerce platforms in recent years. This paper takes the Pinduoduo e-commerce platform, which has good development momentum, as the research object. First, it expounds its current research status, purpose, significance and method. Relevant information and the current status of Pinduoduo’s integrated marketing, analyze its current problems from multiple dimensions, and finally put forward corresponding integrated marketing promotion strategies for the challenges in the current market, providing a little insight for the development of China’s e-commerce platform.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220056

    Research on the Marketing Strategy of Domestic Beauty Brands —Taking Florasis as an Example

    In recent years, with the continuous development of the Internet, people have received more information among them. The market for domestic cosmetics is becoming larger and larger in this era, even setting off a "national tide fever," and its competition is also very fierce. Florasis has successfully occupied a leading position in the domestic cosmetics industry by virtue of its novel concept of "Oriental color makeup, flower-based makeup." This paper takes Florasis as the research object, analyzes its advantages and problems in marketing, and provides reference and avoidance for other domestic cosmetics.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220057

    Analysis of Supermarket Supply Chain Management

    Supply chain management is one of the main challenges in the development of the retail industry. As an important form of retail trade, supermarkets have attracted the attention of the whole retail industry. At present, large, medium, and small supermarkets are facing complete market competition, and each supermarket enterprise has more or less problems in its own supply chain relationship. The problem of how to solve the problems of various types of supermarket enterprises, improve their management programs, and win the market has become particularly important. Based on the existing literature and statistical data, this paper analyzes the problems existing in the supermarket retail industry in China, focusing on the deficiencies of the current supply chain and how to manage and optimize the supply chain. The result shows that the supply chain in domestic supermarkets still has a long way to improve. There are mainly five types of problems, which are supplier problems; delivery problems; location problems; display problems; and pricing problems. These kinds of problems might cause the loss of customer loyalty. The solution consists of three parts: diversifying the product supplier to ensure that the popular product never runs out; replacing the product’s shelf so that the customer can grab the popular product at first sight; and replacing the product’s shelf so that the customer can grab the popular product at first sight. Finally, be precise with the product’s pricing strategy; stress the price of the popular products and increase the profit for the unpopular ones.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220058

    Social Media Influencer in Hospitality: Literature Review and Proposals

    The COVID-19 has had a significant impact on hospitality marketing, and hospitality marketing strategies urgently need to change to meet the current challenges. The epidemic, on the other hand, has caused people to pay more and more attention to social media, which has increased the prominence of social media influencers (SMI) in this industry. In addition, it is becoming increasingly common for many companies to use influencer marketing as a new development strategy. Therefore, in this context, this article reviews the literature on SMI in hospitality and identifies significant thematic research directions. The study finds two primary thematic directions currently being researched by scholars: External Influence Mechanisms of SMI and Intrinsic Properties of SMI. However, there is less research on the thematic directions of "Psychological-related influential factors and consumer outcomes" and "Strategic assessment of SMIs as a marketing tool". Therefore, the author proposes new research ideas for scholars' reference. At the same time, this study puts forward new ideas for developing hospitality marketing in the post-epidemic era.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220059

    The Influence of We Media on the Brand Construction of Agricultural Products -- Based on Xin Nong Ren Brother Yang’s Case Study

    This paper studies the influence of We Media on the brand construction of agricultural products and takes Xin Nong Ren Brother Yang as an example to make an in-depth analysis. This paper finds that compared with traditional media, We Media has strong advantages in strengthening the awareness of enterprise and government brand construction, improving brand credibility, expanding sales channels, digging brand culture, building brand image, and increasing user engagement. We Media is helpful to the construction of agricultural products brands and the revitalization of rural economies. This paper is expected to provide reference for We-media to efficiently empower the brand construction of agricultural products and provide reference for the implementation of rural revitalization strategy and the issues relating to agriculture, rural areas, and rural people.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220060

    An Analysis of Competition Strategies of Note-taking App Market based on Hotelling Model Theory

    Responses to COVID-19 have speeded the adoption of digital technologies by several years, resulting in flourishing Note-taking software markets. This paper studies the competition between the two most popular note-taking apps with horizontal differentiations for tablet users: Notability and GoodNotes 5. A modified Hotelling model is used where firms' persuasive advertisements will affect consumers' preferences, hence implicitly changing their location and their overall travel costs. A two-stage process is considered during firm competition when building up models. In the first stage, firms decide on the levels of advertisement of their products in the first stage, then set different prices to maximize profits. By solving this modified model and analyzing the equilibrium profits, the result shows that advertising leads to the same price tactics for the two firms. However, due to the existence of advertising strategies, firms have to bear the cost of this extra advertising competition. Therefore, both firms in the end will receive lower levels of profits compared to the standard model. Indicating that persuasive advertisement has caused Pareto inefficiency, leading to deadweight loss and reduced profit gains for the two firms.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220062

    Impact of Stock Repurchase on the Capital Markets

    This study intends to examine, from an economic and accounting standpoint, how the share repurchase procedure affect financial markets by specifically testing their effects on the financial performance of the specific companies. The OLS regression analysis was used on 66 companies that were traded on the American Stock Exchange between 2009 and 2020 as part of the study sample. The results reveal that share repurchases improve financial results, as evidenced by return on equity (ROE) and Added Economic Value (EVA). The results, however, show that share repurchases have little effect on the return on assets (ROA). The study found that the management's justifications for share buybacks affect a company's financial success. The study also found that the management's aim to produce a cash surplus improves the company's financial performance. The management objective of increasing earnings per share, which also improves the firm's financial success, was found to be one of the most significant motivations for the company to repurchase shares, according to the study. The study also showed that share repurchases significantly outperform returns on assets or returns on equity in terms of the Economic Value Added (EVA), one of the most important measures of financial success. The study, however, found little proof that the companies' share repurchases caused by higher financial leverage have an effect on their financial performance. This research, therefore, provided an insight on how share purchases affect the capital markets is dependent on the source of the surplus cash, and relatedly, share purchases through improved earnings per share increases the desirability of the company from their improving their financial standpoint.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220063

    Research on the Relationship between Undergraduate Major and Income

    With the increase of the number of college graduates, the scale has gradually exceeded 10 million. With the influence of external environmental factors, more and more college students are facing employment problems, which has become the focus of social attention. This paper mainly uses the method of data analysis to explore the changes in the income of Chinese college students in the past five years. The researcher will discuss the differences in professional income caused by different factors such as professional division, year, university level, gender and region. Based on the project data of MyCOS's "MyCOS 2021 Employment Report for Chinese College Students," this research conducts an empirical analysis of the influencing factors of the monthly starting salary income of undergraduates. The results show that gender, major category, university level, gender and university location all affect the monthly income of college students six months after graduation to some extent.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220064

    Research on the Influence of E-commerce Development on Social Economy

    The rapid development of e-commerce has indirectly contributed to the development of the national economy as it moves into people's lives and changes and influences their lives. As a new transaction mode different from the traditional one, e-commerce introduces manufacturers, distributors, consumers, and governments into a digital virtual space, allowing people to quickly accomplish more complex business activities without being restricted by geography and time. Integrating manual and electronic information processing into an inseparable whole optimizes the allocation of resources and improves the rigor and efficiency of business system operations. Therefore, the development of e-commerce has a multifaceted impact on society, the economy, and life. This paper analyzes the influence of e-commerce on people's consumption modes, the operation of enterprises, and the development of the financial market from many angles. Through the summary of these previous views, we will describe the impact of e-commerce on the social economy. The results show that the combination of e-commerce and traditional enterprises will be the future direction of economic development.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220065

    Research on the Current Status of Real Estate Development in the Era of Epidemic Situation

    This paper mainly studies the impact of the epidemic on the real estate industry through consumer investment concepts, the reduction of rigid demand for real estate, insufficient housing production and supply, and other internal and external factors in the market to study the relationship between the economy and the development of the real estate industry in the post-epidemic era and propose solutions to some problems in the current traditional real estate industry and future development trends and directions. This paper adopts the literature review method and the survey method to demonstrate and elaborate on the above issues; conduct further research and discussion on the basis of existing views; make suggestions for the future development of real estate; and summarize and demonstrate the existing views. First of all, real estate enterprises need to combine the current trend of Internet development, integrate big data analysis and artificial intelligence and other high and new technologies into the future development to offset the impact of uncertainties such as the epidemic on the real estate industry. Additionally, practitioners in the traditional real estate industry usually show characteristics such as low education and low professionalism, so it is imperative for real estate companies to build a flat management structure in the post-epidemic era and realize the rejuvenation and specialization of sales personnel.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220066

    Can Hedge Fund Returns Be Predicted?

    After the 2008 financial crisis, hedge funds regained their popularity. Investors naturally wonder whether it is possible to predict and explain hedge fund returns just as its constituents. To answer this question, we examined hedge fund performance of 14 strategies from 2000 to 2017 by separating them into 3 groups. After deriving a statistical model, we applied it to the period of 2017-2022 and examined the errors. We observed that most strategies have a positive risk-adjusted rate of return and the current period’s returns have a positive relationship with the previous period’s. We concluded that monthly return has too much randomness while 3 strategies’ yearly returns in the middle quantile could be predicted. More historical return data can improve the accuracy of the model.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220067

    Research on the Current Situation of Live Streaming - Taking DouYin as an Example

    According to the study backdrop for this work, the formal debut of Douyin on September 20, 2016, means that it is accessible to users of all ages. The emergence of Douyin instantly drew a sizable number of users because, in recent years, as the economy has grown, people's entertainment lives have been richer. influx. The live broadcast feature and the shopping cart were successfully opened by Douyin in March 2018. Live streaming advanced when Douyin introduced the red man product window in May 2018. The history of Douyin's development and its effects as the primary platform for live streaming will be examined in this article. This article will conduct study using data comparison, yearly report comparison, and particular head anchor situations. The primary information includes the transaction trend graph, traffic source, order source, GMV (total cumulative transaction value in the live broadcast room), GPM (thousand views), UV (gross transaction value per view), CUP (customer unit price) (gross transaction value per number of transactions), percentage of transaction fans, and per capita viewing time (stay), among other things. This article analyzes the market structure and environment of live broadcast delivery, as well as the advantages and disadvantages of development for live broadcast delivery from the consumer's point of view. It also analyzes the viability of personal and business development. Finally, it offers some development recommendations.The findings of the study demonstrate that Douyin has benefited from the present e-commerce live broadcast delivery by attracting a sizable flood of users due to its unique qualities. The popularity of Douyin is not a coincidence, yet it doesa natural outcome of the ongoing shift in societal tendencies.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220068

    Effectiveness Analysis of Stock KDJ Indicator Method based on K-means Clustering

    The application of data mining technology expands various techniques in stock investment. Among them, cluster analysis is one of the common means to study stock technical indicators. There is a problem in the current cluster analysis of stock technical indicators -- the lack of validation of large-scale stock technical indicators data sets. Most of them are suitable for the comprehensive analysis of technical indicators of a single stock or multiple stocks. Aiming at this problem, this paper takes "the validity analysis of the large-scale stock KDJ index set method based on K-means clustering" as the theme. Firstly, the k-means clustering algorithm was used to construct a deep analysis model (KDJ-k-means) for the KDJ index set of the Shenzhen Index component data group. Secondly, the K, D and J index sets of 2697 constituent stocks of Shenzhen Composite Index are analyzed experimentally. Finally, the results of integrated data mining are obtained. The KDJ-k-means model is an optimization scheme based on the KDJ index set using clustering technology, which provides an intuitive and efficient visual application for deep analysis of large-scale stock data groups.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220069

    Comparison of Sales Models in the Post-epidemic Era

    Compared with the traditional sales forecast based on human experience calculation and intuition prediction, combining existing sales data and model predictions can often accurately determine the market trend and reduce the probability of judgment error. A high degree of precision in market forecasting is essential for business leaders to develop policies and plans, increase store turnover and reduce operating costs. Based on the analysis of the historical sales data of China’s liquor retail industry in the post-epidemic era, this study compared two existing forecasting models for forecast accuracy to determine the most suitable model for long-term sales forecasting. In this study, the sales data were collected from Suhe Bar Chain under the company of Alliance Art Group. The raw data set was screened and cleaned to suit each model, and then applied to Linear Regression Model (LRM) and Autoregressive Integrated Moving Average Model (ARIMA) to generate new forecast data. The predicted data were compared with the real sales data, and Root Mean Square Error (RMSE) was used to judge the accuracy of the model prediction. Finally, ARMIA is the better model to predict China’s liquor retail in the post-epidemic era. According to the model predictions, reducing inventory, maintaining efficient cash flow, improving the turnover efficiency of goods, and strengthening the ability to adjust market strategy are the more suitable strategies for current liquor sales enterprises.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220070

    The Impact of Social Networks on Consumer Behavior in Tiktok E-commerce Live Broadcast

    Chapter 9 in 'Social Media' written by Humphreys introduce a topic called Social Networks, which includes the social network in word of mouth communication, the role and influence of strong and weak relationships, the role of hubs and the powerful resource impact that the activation of social capital will bring. It is meaningful to have a deep understanding and exploration of the impacts, roles, advantages, and disadvantages of these contents in Tiktok’s e-commerce live broadcast. The study explores the impact of social networks through some methods, such as literature analysis, data comparison and case studies. These methods can use the ideas of some researchers to study similar aspects of the market, such as live broadcast and social media, and cite real-life cases of some companies to explore the impact of social networks. In this article, we raised some questions, such as how the positive and negative effects of social networks will play important roles in the Tiktok’s e-commerce live broadcast, how social networks will have an impact and how a key hub will play an essential role in social networks. We have also reached some conclusions through research, focusing on the spread of official media, using strong relationships to increase user loyalty, and using weak relationships to develop new users. The e-commerce team should actively seek operational strategies and marketing methods to optimize its impact.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220071

    The Underlying Factors of Argentina’s Inability to Escape the Middle Income Trap

    When the issue of climate change is brought to the general public, it is often a global disaster. Ironically, many people are deliberately unaware of the global climate disaster due to its wide breadth. To better frame the threats of climate change, there needs to be more focus on national or local economies. This paper uses the framework of the middle-income trap to examine the effects of climate change on Argentina's agriculture industry and national infrastructure. Through analysis, it is found that the fluctuation of Argentina's high-income and middle-income status closely correlates with climate change.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220072

    O2O Business Strategy Analysis in Legal Consulting Industry —-Take lawyer Fei Long as the Case

    This article analyzes the advantages of adopting O2O (online to offline) in the legal consulting industry and takes Lawyer Fei Long as a case study for in-depth analysis. The paper indicates four potential benefits of O2O’s implementation in law firms, including expanded consumer scope, accumulated reputation, reduced information asymmetry, and networking. Furthermore, the paper identifies uniqueness, personal image, and the inherent public-welfare purpose as the critical factors for Lawyer Fei Long’s business success. Overall, this paper seeks to provide insights and practical suggestions for both legal firms and other industries on whether to implement O2O for business innovation and continuous improvements.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220073

    Comparison of Markowitz Model and Index Model in Capital Markets

    We are searching for an optimal portfolio that plays a significant role in portfolio management by maximizing the expected return subject to a constant risk or minimizing the risk for a constant expected return. In this work, we first calculate the basic statistical information of our risky instruments, the probability density functions, and the Q-Q plot to compare the daily and monthly data for ten stocks and one broad equity index. We conclude that the monthly returns data is much closer to a normal distribution. Second, when calculating the correlation coefficients, we find that the stocks of the same industry are often highly correlated. Third, through the plotting of the feasible portfolio regions using the Markowitz Model (MM) and the Index Model (IM) consisting of various portfolios under different constraints, calculating two essential points on the efficient frontier, and analyzing the CAL, we generalize that the contrast between the MM model and IM model have similar results whether there is weighted SPX. Compared with the IM model, the MM minimal variance portfolio and maximum Sharpe Ratio the olio the MM model is more desirable than the IM model. The introduction of the generic index SPX affects the results of both models to a certain extent. Finally, we use the Monte Carlo method to simulate that the generated points are all within the feasible region, which indicates that the sample results are reasonable. Our research not only further supplementary the empirical research of the MM model and IM model, but we provide investors with some investment suggestions for constructing portfolios.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220075

    On Cooperative Game Approaches For Optimal Portfolio Selection

    Cooperative game theory is concerned with exploring schemes for allocating payoffs among rational participants in coalitions and has produced several solution designs due to the different emphasis on criteria such as stability and fairness, but this theory has not been widely applied in the field of portfolio selection. In this paper, we explore further applications of the solution concepts of cooperative games based on the model of optimal portfolio selection developed in previous studies, which is modelled in a static form of a non-cooperative zero-sum game between investors and the market and a cooperative game between investors. We propose a risk modified Shapley value based on the tradeoff between return and risk in the financial market based on the Shapley value, and the performance of this solution shows an evident improvement. We also introduce some other solution concepts of cooperative games and give an approach to construct a nucleolus-based portfolio using Maschler's scheme to compute the nucleolus, and the results demonstrate that the allocation schemes based on the cooperative game theory perform well.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220076

    The Competitiveness of Shake Shack in Chengdu under SWOT Analysis

    Recently, Shake Shack, a leading brand in the high-end overseas Western fast-food industry in China, opened its first store in southwest China in Chengdu, intending to enter and expand the market in southwest China. This paper mainly studies the first store of Shake Shack in Southwest China, which was established in Sino-Ocean Taikoo Li, Chengdu City, Sichuan Province, and explores the brand competitiveness of Shake Shack in Southwest China and the possibility of its future expansion. Based on SWOT theory, this paper analyzes the strengths, weaknesses, opportunities and threats of Shake Shack and its competitors in the same industry through literature analysis, case analysis, comparative analysis and data analysis. This paper finds that Shake Shack can quickly open up the channel with consumers, occupy the local high-end American simple meal market, and show other enterprises a new idea of "combining Chinese and Western" by relying on various resources provided by Chengdu, which shows its strong competitiveness. However, there are still some major obstacles to its expansion in the whole southwest market.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220078

    A Study on Strategy-making of Five Big Chinese Logistics Companies under the Impacts of COVID-19

    In this paper, we examine the impact of Covid-19 on the Chinese logistics industry, using both qualitative and quantitative analysis to examine the performance of the top five logistics companies in the months following the initial outbreak in early 2020. The top five companies are Shunfeng, Yuantong, Zhongtong, Shentong, and Yunda. Using a linear regression model and a questionnaire of 251 individuals, we analyze the strengths and weaknesses of the top five companies. We then conclude with our financial recommendations for the five companies, based on our analysis.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220079

    Research On Fashion Trends and Brand Strategies - A Case Study of Balenciaga Marketing Strategy

    In the current era of fashion driven by social media such as Instagram, Balenciaga's creative director Demna's grasp of the brand has won more attention and social share. And Balenciaga as a successful brand that has emerged in recent years, this paper focuses on the marketing strategy of Spanish luxury brand Balenciaga in recent years under the pandemic environment. Through the compilation, review, and analysis of several media, consulting, business, trend, and academic research reports on the brand, we first present the current status of the brand and then list several key marketing strategies of Balenciaga (including social media communication strategies, environmental friendliness, brand IP co-branding, and the celebrity effect). This study aims to analyze how Balenciaga, as almost the most popular fashion brand today, has been successful in terms of product and marketing. The final results of the study also show that Balenciaga's popularity is mainly due to the 'crazy' 'bold' brand strategy and the attitude of embracing pop culture and rebellious spirit.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220080

    The Evolution of Chevrolet’s Corvette Sports Car in the US from the Economic and Financial Strategy Perspective

    Under the trend of economic development, market competition is becoming fiercer than before. All walks of life are focused on introducing new technologies to increase the competitiveness of their own brands. Currently, the revolution of technology in the automotive industry is faster and more innovative. More and more auto parts have been replaced, and more advanced model designs have been constantly updated. Brands occupy market share by increasing the technological level of their products and setting more strategic pricing. Moreover, due to the impact of Covid-19, the price of chips required for automobile production has also enhanced significantly, and the purchase price of related products has also increased by different ranges. Affected by Covid-19, the primary target for brands in the automobile field is to maintain and attract customers. This paper mainly studies the price changes and market strategies of Chevrolet's Corvette during the epidemic, by consulting relevant literature and news. This paper finds that even in the context of the impact of the epidemic and the shortage of chips, the Corvette C8 has successfully ensured its market share, and the reasonable pricing adjustment based on market fluctuations makes it a leader.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220081

    Loan Prediction Using Machine Learning Methods

    Credit risk has always been the most important risk faced by commercial banks. Credit risk management has important practical significance for preventing credit risk. With the emerging of machine learning algorithms, numerous frameworks, including linear regression, support vector machine, random forest and decision tree are proposed with satisfying performance and robust accuracy. This paper will focus on predicting credit outcomes and calculating forecast accuracy from a given dataset. This paper adopts three algorithms, decision tree, random forest and logistic regression, to calculate the dataset from the Bank of Portugal separately and obtain relevant conclusions. Finally, the authors evaluate the advantages and disadvantages of the three methods according to the accuracy of the prediction results, and the conclusion is described as follow, First, all three methods have great potential on handling loan prediction task. Second, the logistic regression algorithm is the most accurate, which obtains 86.4% accuracy.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220082

    Loan Risk Prediction Model based on Random Forest

    As people's consumption habits change, loan plays a crucial role in our modern society. It provides individuals who do not have sufficient money with funds to purchase residential property or start a business. However, for avoiding unpleasant loan defaults, all financial institutions will first assess the borrower's risk index. By predicting the default risk of the borrower to decide whether to lend money. Machine learning algorithms, including random forest, linear regression and so on, have been benefited most of the real-world applications. With the development of machine learning methods, this paper, based on the personal history loan data of an institution studies the loan default risk, and uses the random forest classification model to predict the possibility of loan default. The result showed that the accuracy of this method was 85.62%, which show its application ability of real-world loan prediction and benefits the manager to decide the degree of risk for loan grant.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220084

    The Influence of Corporate Governance on the Company’s Value

    This paper critically analyzes corporate governance and its importance in es-tablishing a company's value. We mainly explore how corporate governance affects various aspects, such as the company's financial performance, inves-tor attraction, and ability to work without malpractices, all of which are per-ceived as helping the company gain its value. Findings from this paper show that companies with strong corporate governance are more likely to perform well in the market and attract more investors.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220085

    The Impact of Influencer Marketing Compared with Celebrity Endorsement on the Chinese Market

    This article discusses the impact of influencer marketing in the Chi-nese market. Due to the rapid growth of online shopping, influencer promotion has become an important marketing method in the Chinese market. The leading social media in China are Douyin, Red Book, and WeChat. And all of this software comes with an online shopping mall component. The presence of Taobao has also made online shopping more convenient. Social media professionals often have their shops on Taobao. We surveyed consumers of all ages across China using a ques-tionnaire and obtained a sample of 241. The questionnaire was de-signed to compare the impact of online marketing and celebrity en-dorsement on consumers in the Chinese market. Our survey showed that Chinese consumers are likelier to choose products promoted by internet celebrities, with female consumers being the majority. And the majority prefer beauty and garment products. Based on the ques-tionnaire analysis, it can be concluded that influencer marketing is more prevalent in the Chinese market. Due to the development of technology, people do not need to go to offline shops to buy products. Online shopping is more convenient for consumers. And influencer promotion just makes up for the lack of online shopping. Influencer demonstrations of products allow consumers to visualize the effec-tiveness of the products and thus feel confident in their purchases. This is also the reason why most consumers choose influencer market-ing.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220086

    Consumer Characteristics and Behavior in the Era of Covid Epidemic

    A pandemic brings change to health and quality of life, it may also adversely impact financial and food security. These changes also alter how humans react to the situation, sometimes in a very contrasting way from their normal behaviors. Consumer behavior is not general human behavior, it is rather a very specific behavior directed toward the search, purchase, sale, or disposal of goods or services. In times of crisis, consumer behavior can go through a three-step cycle of reacting, coping, and long-term adaptation. The pandemic can also impact food consumption in the face of shrinking income, closure of food service, and managing the household as a unit of consumption in the face of any uncertain shortages. The pandemic has impacted consumer behavior by impacting the shopping habits of people. During the pandemic, impulsive buying was caused by the emotion of fear. These studies used the theory of fear appeal to explain the three important concepts of “perceived efficacy, threat, and fear.” This theory suggests that fear generates an emotional reaction from customers. Covid-19 has brought extreme challenges for governments, businesses, and societies across the world. These challenges have affected psychological, social, and economic changes. Unemployment without an alternate employment option available during the pandemic has impacted household finances severely. Along with its financial impact it has also caused stress and changed consumer behavior. With the uncertainty that existed and shrinking incomes, the way consumers buy, shop, and consume items changed.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220087

    The Marketing Strategy in Times of Crisis

    Throughout the article, we focus on the business situation of the catering industry before and after COVID-19, intending to investigate what strategies could use in the catering industry to survive. the essay aims to investigate strategies and solve the current problems we are facing, the restaurant industry can use to survive through these difficult times. In the literature review section, it is, therefore, necessary to summarise the solutions that have been developed for each industry through the marketing mix in the context of the epidemic. To get a clear explanation of how the restaurant industry has solved its problems, we took the example of Haidilao Hotpot and interviewed customers and employees in the industry, combining their answers and marketing mix to summarise the current solutions used by Haidilao Hotpot and recommend these solutions to other restaurant industries as a reference. And we recommend these solutions to other catering industries as a reference.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220088

    Analysis on the Marketing Strategy of New Tea Drinks in China: A Case Study of HEYTEA

    With an improvement in living standards, more and more people choose to buy tea drinks or coffee to improve their daily satisfaction with life. As consumers prefer to consume in the tea shops they are familiar with, for instance, some old brands, new companies entering the tea market will soon be eliminated or even bankrupt because they are not well-known enough and consumers do not consume their products. Therefore, how to stand out from homogeneous products and seize more market share is the main problem for companies in the tea market. Through a literature review and a case study, this paper analyzes HEYTEA's marketing strategy in detail. In conclusion, HEYTEA uses effective strategies such as co-branding and different forms of sales and publicity to differentiate its products from other products, thereby avoiding excessive homogeneity and seizing a huge share of the competitive tea market.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220089

    Research on the Reason why Live Streaming is a Useful Marketing Strategy

    Live commerce has become a popular trend in the rapid development of a new media society. It gradually takes the place of those traditional retail forms like the previous TV shopping channel and then some social platform videos, which are also popular for companies to improve sales. In other words, an increasing number of businesses are entering the competition of live commerce, which has become a necessary marketing strategy for them. The purpose of this research is to determine why live commerce has been a useful marketing strategy and what impact it has had. The results are shown in two aspects: companies and consumers. For companies, live commerce creates more sales and improves brand attraction. Consumers prefer to watch visual mediums rather than read blogs from various brands. Furthermore, live commerce allows audience members to ask questions concurrently when products are sold, which not only meets the desire for remote shopping but also helps people answer questions in the shortest time possible. The influence of live commerce is gradually changing the structure of e-commerce, which means live commerce is transforming online shopping.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220090

    Challenging Hedge Funds by Mimicking Their Strategies

    Since the launching of the first hedge fund, its ability to have a greater return with less volatility has attracted more and more people to get involved in this investment tool. Numbers of people either invest in hedge funds, or simply simulate the hedge fund strategy in order to obtain a higher return. This paper studies whether people can beat hedge funds by simply mimicking hedge funds’ strategies. The results are shown by comparing data from Goldman Sachs Hedge Industry VIP ETF, which stands for GVIP, and the long-short hedge fund index from November 2016 to July 2022. According to yahoo finance, GVIP seeks to invest 80% of its assets in its underlying index, depositary receipts representing securities included in its underlying index, and in underlying stocks in turns of depositary receipts included in its underlying index. First of all, the statistical return of GVIP and the long-short hedge fund index are analyzed in terms of their mean, standard deviation, and sharpe ratio. The number of months that GVIP outperforms hedge funds, and the maximum return gap are also concluded by using cross-sectional comparison. Secondly, some regressions are applied to obtain the preliminary conclusions of this paper. Thirdly, the FamaFrench five-factor model is applied to improve the accuracy of the model, so as to further analyze and verify the previous conclusions. Based on the statistical analysis, we can conclude that investors cannot beat hedge funds by mimicking their strategies.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220091

    Economic Comparison between China and the UK under the Influence of Ideology in the Pandemic Era

    In the end of 2019, a virus called covid-19 on a press conference in Geneva held by the National Health Organization on February 11, that the novel corona-virus was officially named covid-19. It was initially found in Wuhan, China, which has a high contagious and a terrible death rate. The author studies the economic development of the two countries by describing the different measures taken by China and Britain in the face of the COVID-19 under the influence of ideology and system. The article finds that the ideology and institution will affect the decisions making by the government. In that case, different policies will lead to different outcome in economic growth and recovery in the epidemic and in the post-epidemic era.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220092

    Research on Stock Price of Two Listed Ship Companies

    The development of the manufacturing industries is crucial to the country’s economic growth and technological development. In this study, the stock price return rate of two listed companies (JIANIANHUA and JIALEIBI) are selected as data, and the VAR model is established to conduct impulse response analysis and variance decomposition analysis on the data. We may also find the economic relations by analysing the 2 ship companies’s stock under covid. Through the analysis of the results, the following findings can be given: first, VAR model indicates that the companies shows significant impact on each other. Second, in the cruise ship industry, both JIANIANHUA and JIALEIBI’s stock price have strong self-adjustment ability. Third, JIANIANHUA’s rate of return is less influenced by the rate of return of JIALEBI, while JIALEBI’s rate of return is much highly influenced by JIANIANHUA. The paper’s findings might be helpful to related investors interested in the cruise ship industry.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220093

    The Monetary Policy Preferences of Left- and Right-Wing Populism

    The paper uses a Taylor-rule model for central banks to examine the economic outcome of modern populism. Annual data of major OECD countries from 2001 to 2019 is applied to examine the overall level of populism in the regime, the left/right divide of the regime and the populist political force, the independence of the central bank from the political regime to model the target interest rate. The results verify the impact of populism on monetary policy and the invalidity of the traditional partisan approach, and distinguish the different effect of left- and right-wing populism. A populist regime favors low interest rate than a non-populist regime, and a leftist populist regime prefers expansionary monetary policies than rightist populist regime. Such a divide in monetary policy preference can be used as a classification criterion for classification of populist political forces, with The Five Star Movement in Italy as an example.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220094

    Evaluating Entrepreneurial Opportunities in the University Second-Hand Trading Market

    The main purpose of this study is to detect and evaluate the entrepreneurial opportunities in the university second-hand trading market. Previous researches have noted that when people deal with used goods, the majority of them will choose to resale or donate these items. Moreover, online shopping platforms greatly promote the trading of second-hand goods, because people can obtain information of products conveniently and receive more perfect after-sales service. Despite the existence of prior studies, it is still unclear whether the segments of Chinese international students have a demand for second-hand trading websites. Our studies started with the business idea targeting Chinese international students, which we have branded as “Stuff”. In order to investigate this market segment, we conducted a questionnaire survey and analyzed the collected data. The results indicate that Chinese international students do have potential demand for second-hand trading platforms and they were willing to try our new website. After that, we tested the feasibility of our website. Finally, we also discuss the limitations of this study and the subsequent "go-to-market" strategy.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220095

    Research on Why China's Luxury Market Sustained Prosperity Under the Covid-19

    In recent years, with the rapid growth of China's economy and the increase of per capita disposable income of consumers, China's luxury consumption market has witnessed rapid development. Under the impact of Covid-19, the luxury market in Europe and the United States showed a downward trend, while the Chinese luxury market continued to be prosperous, which played an important role in the luxury market in this special period. This article will start with the existing psychological theory of luxury consumption, based on China's special cultural and social background, and analyze the specific consumption motivation of Chinese luxury consumers and find out the uniqueness of their consumption motivation compared with that of Western consumers. This paper aims to provide useful references for research in the field of luxury consumption through the analysis of China's luxury market and consumer psychology, and provide theoretical guidance for practitioners in this field, such as luxury marketing teams when actually formulating market strategies

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220097

    Prediction and Analysis of Financial Crisis

    Financial crisis forecasting (FCP) plays a crucial role in economic phenomena. An accurate forecast of the number and likelihood of failures indicates the growth and strength of a country's economy. Traditionally, several effective FCP methods have been proposed. On the other hand, classification performance, prediction accuracy, and data legitimacy are not good enough for practical applications. In addition, many developed methods perform well for some specific datasets but do not apply to different datasets. Therefore, there is a need to develop an effective prediction model to obtain better classification performance and to adapt to other datasets. In this paper, we improve the data characteristics of the existing methods, including introducing time series variables, macroeconomic indicators interaction terms, etc. Finally, this paper attempts to predict financial crises using logistic regression models. The analysis of the results ensures that the proposed FCP model outperforms other classification models based on different metrics and explores the essential factors affecting financial crises.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220099

    Portfolio Construction based on AMZN, JPM, CSCO, GM and TSLA

    Contemporarily, the sudden and rapid spread of the Newcastle pneumonia outbreak around the world caused stock markets in various countries to experience dramatic volatility in the early stages of the outbreak. The outbreak was an extreme stress test for global capital markets. On this occasion, investors change the risk strategy with high volatility to stable portfolio. On this basis, this paper will select relevant data of five listed companies in the United States in the last seven years through python, covering the period before and after the outbreak of New Canopy pneumonia. The aim of the study is to try to establish an optimal portfolio through CAPM model and asset allocation theory in order to maximize the acquisition return under investment risk diversification, facilitate investors to carry out practical exercises, further analyze the experimental results and discuss the limitations. Overall, these results shed light on guiding further exploration of portfolio construction under pandemic.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220100

    Take Consumers as the Center and Build an Unbounded Contact System

    With the improvement of consumers' personalized demand, each website provides consumers with a more convenient way of aggregation and information aggregation technology, which challenges the traditional enterprise-oriented e-commerce model and creates a new customer-centered unbounded contact model. This paper analyzes the background and application of unbounded contact mode, and discusses its possible development in the future.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220101

    Research on the Factors Affecting the Consumption Level of Migrant Workers

    The role of consumption is gaining prominence under the robust boost of economy, making it pivotal to release the consumption potential of farmer workers. Since parts related to employment quality, which would trigger the strong mobility and poor income stability, will probably affect the consumption level, the relationship between employment quality and consumption level of farmer workers seems crucial. Therefore, this article is aimed at researching the effect on consumption level of migrant farmer workers put by employment quality, as well as some other controlled variables and cities’ developmental differences, through OLS method. Through researching, the employment quality are found to improve the consumption level of farmer workers. Also, higher degree of urban development would pose higher consumption level. At last, suggestions are given to improve the consumption level of migrant farmer workers.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220102

    Co-coupling Analysis of China's OFDI and Digital Economy Development in Belt and Road Countries

    To explore China's OFDI and that of other regions in the collaborative development of digital economy under the construction of the Belt and Road, while studying the synergistic effect between China's OFDI and areas along the national digital economy coordination effect, based on the application of the entropy method (TOPSIS) method of coordination degree model, to build the development coordination degree evaluation model of China's foreign direct investment and national digital economy where areas are gradually developing along the Belt and Road, the model is applied to 38 countries and regions. The research proves that the coupling degree of this composite system between the two subsystems increases year by year, and is gradually close to 1. Research is helpful to test through the digital way to reduce risk and expanding the scope of the earnings of China's foreign direct investment and areas there specific effects between digital economy, new era in order to promote China's OFDI and area development of national digital economy all the way, can provide the new train of thought and the Chinese high quality investment ideas.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220103

    Research on the Relationship Between Inflation, GDP and Unemployment Rate

    Inflation in the United States has continued to rise since the second quarter of 2021, and the Fed's aggressive monetary tightening policy has sparked market concerns. This paper attempts to apply the Vector Autoregression (VAR) model to study the interaction mechanisms between GDP, inflation and unemployment rate between the first quarters of 2012 and 2022 in the United States. Try to disentangle the effects of shocks emanating from each source. As a result, the three macroeconomic factors have a specific causal relationship. GDP and unemployment rate can predict inflation one way, while GDP and unemployment can predict each other. The shocks of GDP and inflation are mainly derived from their own changes, while the shocks of unemployment are mainly derived from changes in GDP.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220104

    Drivers of Exports Competitiveness in Manufacturing: A Comparison between China and Germany

    In recent years, globalization has brought significant development opportunities to various economies worldwide, including influences for export-oriented economies such as China and Germany. This paper examines the export competitiveness of China and Germany in terms of labor market conditions and non-price factors, as well as the impact of China as an emerging economy on German manufacturing export competitiveness. Labor costs, productivity, and market reforms are considered to analyze labor market competitiveness. Non-price competitiveness is examined through explorations of product innovation, quality, and high-tech products. This article found that China's manufacturing export advantage is primarily due to the low labor cost of its workers, and FDI contributes to China's technological and high-tech export advancements. The competitiveness of German exports is attributed to the labor market reforms in Germany and the innovation and high quality of its products. On the other hand, wage inequalities exist in both China's and Germany's manufacturing industries. The study also finds that while emerging economic giant China has gained significant export market share, Germany can remain competitive.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220105

    Analysis of the Possible Demand of Stablecoins

    Stablecoins, which are anchored by certain assets, have been gaining market attention in recent years as a branch of cryptocurrencies. The dollar domination in currency markets exists in cryptocurrency since some mainstream stablecoins anchor dollar. Looking back to when the Bretton Woods system was established, the dollar was pegged to gold and gradually became the world’s main currency. Dollar-based global stablecoins haven’t been completely developed, and their use on a global scale carries financial risks. This paper discusses the objectives of stablecoins and the differences between vision and reality based on existing literature and research data. In the process of realizing price stability, stablecoins also generate credit risk, and fall into the logical dilemma that “leaving fiat currency” and “achieving price stability” cannot be achieved simultaneously. This paper suggests that the compromise of stablecoin to centralization can solve part of current problems. Nevertheless, decentralization needs to be studied continuously in order to achieve stablecoin’s objectives.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220107

    Analysis on the Role of Social Media in Business Brand Building

    With the change of The Times, social media had taken a place in our daily life and work, and many companies also integrated social media with the business well. Although many enterprises had been engaged in social media marketing for many years, why could social media replace traditional marketing and become the mainstream marketing means in this era? How did social media work in a business? What role did it play and what good does it do? Through the research, we could find that through the counter-communication between the company and customers on social media, the company gradually penetrates its brand influence, leaves its unique brand logo on various social media platforms, and further guides consumers through the strategies of star spokespeople, diversified comments, etc., so that the brand could operate successfully and finally form a perfect closed loop in order to make a profit. This paper gives a preliminary understanding to small and medium-sized entrepreneurs who have not yet understood how social media works in business, and popularizes it to people who are interested in social media and business, so that the product of social media in the new era will continue to thrive under people's understanding.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220108

    Econometrics and Machine Learning Approach on Correlation in Stock Return between US Firms and Chinese Suppliers

    This study investigates machine learning on influential factors on the correlation of the stock return movements between US firms and their Chinese suppliers, given that the overall correlation has already been proven in the previous study. The present investigation was conducted by performing econometrical analysis and applying a variety of regression models to US firms' stock returns (independent variable) and their Chinese suppliers' stock returns (dependent variable) with various factors involved. From the results, it was evident that industry differences are a factor that caused variations in the degree of stock return correlations. Furthermore, firm size and stock trading volume yielded positive impacts on the significance of the correlation. Subsequently, predicated on said findings, a prediction model was generated using the Random Forest machine learning approach. Using US customer firms' monthly stock return data, as well as the three aforementioned factors, the monthly stock return value of their Chinese supplier firms can be predicted.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220109

    Customer Loyalty of Fruit WeChat Business

    WeChat groups are the simplest and most basic private communication software in China. Those who can enter a WeChat group share common values or specific consumer groups. The marketing cost of the WeChat group is meager, and it is widely used in the current Chinese market. Consumption feelings and purchase behaviors reflect the loyalty of WeChat group consumers. What factors are these two dimensions affected by? In this report, we chose the fruit WeChat purchase group as the research object and used the questionnaire for analysis. By constructing the indicators of purchase feeling and purchase behavior for analysis, we will get the factors that affect purchase intention and behavior, which provides a reference for improving the WeChat group shopping mode.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220110

    Whether the Mismatch between College Students' Employment Positions and Majors in Banking will Affect the Quality of Employment and the Salary Level

    This paper takes the two-way selection process of campus recruitment in commercial banks as the research object, using the Gale-Shapley algorithm, referred to as the "GS algorithm", to study whether the adaptation of college students' employment position and major will affect the employment quality and salary level. The conclusions are as follows: 1. The best job seekers are not necessarily in the highest-paid positions, and the worst-matched job seekers are not necessarily unable to find a job; 2. High-cost jobs are often difficult to match with the most qualified employees, and similarly if the medium-performance job seekers have higher requirements for the job, it is very difficult to find a suitable job; 3. Professional mismatch does not affect employment quality and salary level, but also depends on other factors such as job cost, the job seeker's personal utility preference, personal qualification, and so on.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220111

    The Effect of Federal Reserve’s Monetary Policy on Wealth Inequality During COVID-19

    The term ‘wealth’ in wealth inequality is referred to the total asset of a household, and the wealth inequality implies the uneven distribution of wealth within a community. While many papers have discussed and investigated the change in wealth inequality in the past, this paper aims to investigate the change in wealth inequality during the COVID-19 pandemic (Q4 2019 to Q2 2022) in the United States. This approach was to take a snapshot of the wealth distribution of the top 0.1% and the bottom 50% at the start of Q4 2019 and forecast the change in wealth from changes in asset prices. Conclusive evidence from this paper and from prior research indicates that wealth inequality and the Federal Reserve’s monetary policy are inversely proportional; in other words, as the FED loosens its policy, wealth inequality expands.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220112

    Examination of the Relationship Between Executive Ownership and Firm Performance Based on Evidence from Chinese Publicly Listed Companies

    Nowadays, increasing attention has been placed on monitoring managers on their contribution to firm performance. It is important to design the correct compensation contract to motivate the best behaviors. This study examines the impact of executive ownership on firm performance through OLS and fixed effects model, based on a sample of Chinese listed companies from 2015 to 2018. The time period is selected to avoid the disruptions from the COVID-19 pandemic. The results suggest that higher executive ownership can improve market performance such as stock return but does not have significant influences on accounting performance such as return on equity. This is likely due to the fact hat higher executive ownership is a positive signal to the market that the managers believe their companies’ stocks are undervalued and thus boost market confidence.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220113

    How does Corporate Social Responsibility Influence Customer Loyalty Through Corporate Social Image?

    As a result of the turbulent changes in the international environment, there was a trend toward economic change. In the mid-19th century, many small and medium-sized companies faced bankruptcy. It was, therefore, crucial for companies to build an accurate corporate social image to gain customer loy-alty and thus weather the storm and improve their brand. At the same time, more and more attention is being paid to international news, and therefore, this paper argues that corporate social responsibility affects customer loyalty. To further establish this hypothesis, this paper will hold a focus group to col-lect people's perceptions and then display the data in a bar table, representing the comparison of different views. Furthermore, the case studies of ERKE and Li Ning will further illustrate the importance of the social responsibility of brand image for companies. Finally, the findings reveal the relationship between brand image, social responsibility, and customer loyalty. Likewise, the results confirm the positive image of social responsibility of brand image for a company to influence customer loyalty. The study hints for company management to build a positive brand image.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220114

    The Carnivorous Panda: Living Environment for Startups in UK Food Delivery Industry—A Case Study Based on HungryPanda

    Food delivery platforms are becoming more relevant than ever nowadays. This paper inves-tigates the factors of the current UK environment that could influence online food delivery startups in the UK. Analyses on a recent UK startup, named HungryPanda, are conducted through the People, Opportunity, Context, Deal (POCD) framework. Furthermore, the POCD of HungryPanda is quantified in monetary value under reasonable generating as-sumptions. The results and implications are illustrated and estimated to provide food deliv-ery startups in the UK with insights into industrial dynamics and sustainable development.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220115

    Opportunities in the Pet Smart Device Market

    In order to conduct this research, we identified the popularity of the pet supply market, and developed a product that could be used to locate pets through collars, check their location in real time through online software, and serve as a social platform for users. After several weeks of market research, through questionnaires and comparison, and to broaden the usefulness of the product, we concluded that pet owners need professional services to help them keep their pets healthy. Therefore, a health monitoring function was added to the product. After that, we added more sub-products based on the features that we learned through the questionnaire that our target customers needed and were interested in, and to confirm the cost and feasibility of the product.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220116

    China-US Performance and Future Development Trends in the Global Economic Wave

    After Barack Obama relieved the president of the United States, the global circumstance changed dramatically, and China-US relations became increasingly tense over the past five years. Trade war frequently happens between China and US. The leading cause for this situ-ation is not only economic and political reasons. This paper will analyze the history of cur-rency hegemony, how developed countries use cheap capital to earn a profit, the trade war between the two biggest economic entities (China-US), and China’s means to oppose dollar hegemony.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220117

    Research on the Current Situation and Innovation Development of China's Automotive Aftermarket

    This paper mainly studies the current situation and development of China's automotive aftermarket in the post-COVID-19 era. It mainly elaborates from the economic environment, demand environment, technical environment, industrial environment and social environment, so as to reveal the huge growth potential of the automotive aftermarket and provide a reference for formulating the development strategy of the automotive aftermarket. This paper finds that with the increasing number of privately added cars, the market demand for car services is also increasing, and consumers have higher and higher requirements for services, high-quality services are the foundation of after-market services.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220118

    The Predicament of the Automobile Market -- From the Perspective of General Motors

    Due to the current climate issue and changes in the international situation, the new energy vehicle market has also become an emerging market for many automobile companies. However, as the research and development (R&D) of electric vehicle technology in the current market is still in the stage of continuous transformation and maturity, how to quickly compete for more shares in the new energy vehicle market has become a challenge for many automobile manufacturers. This paper takes General Motors (GM) Corporation as the research object, analyses the advantages and disadvantages of the company by using the induction method, qualitative analysis, and the Porter's five forces, and puts forward the following three suggestions for the problems that General Motors Corporation has faced and may face. First of all, GM needs to optimize the research and development of electric vehicle technology, especially the cost reduction. Second, GM needs to optimize its sales focus and make corresponding predictions and adjustments for future changes in the market. Finally, GM needs to adjust its management system according to the actual situation in the region.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220119

    Chinese Mutual Funds Performance using 4-factor Fama-French Model, Sortino and Sharpe Ratios

    This paper examined the performance of the Chinese Mutual funds using the Sharpe ratio, Sortino ration and the 4-factor Fama and French model to assess the price of the mutual funds. A sample of 221 months was used (January 2003-July 2020). The results showed the MOM had the highest return with relatively lower volatility. The mutual funds; however, were found to have a lower Sharpe, and Sortino ratios an indication that they are less attractive. The 4-factor model show statistically significant coefficients, an indication that the additional three factors in the CAPM model contributes to the exploration of the asset prices.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220120

    Pricing Study of Generation Z Hot and Sour Noodles in China

    This article analyzes the definition of Generation Z, the portrait of Generation Z, the con-sumption characteristics of Generation Z, the significance of chili powder pricing research to Generation Z, the factors affecting the price of Generation Z chili powder, the current price situation of Generation Z chili powder in China, thus explaining to readers the pricing method of Generation Z chili powder in China, and giving the current challenges and oppor-tunities of the company for the chili powder industry. This article is based on data collected from multiple platforms such as Tmall, Jingdong Mall, Jingdong, and Jitterbug, and the analysis is more objective and three-dimensional, and has some guidance for the pricing of Generation Z hot and sour noodles in China.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220121

    Research on the Business Model of China's Third- Party Logistics Enterprises

    With the development of the times and the rapid development of modern information technology, the logistics industry has risen rapidly. Especially in developed countries, modern logistics has become one of the emerging pillar industries. With the rise of the logistics industry, the role of third-party logistics has received more and more attention. Although the concept of third-party logistics has been put forward for only a few decades, it has rapidly become the main body of the logistics market, especially in the era of pursuing efficiency. Relevant survey data shows that 57% of the logistics volume in the United States is completed through third-party logistics, while in Japan, which has the best development in social distribution, the proportion of third-party logistics in the market is as high as 80%.This paper will study the business model of third-party logistics enterprises, and summarize the advantages and disadvantages of the existing third-party logistics enterprise business model, to develop strengths and circumvent weaknesses, and achieve improvement.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220122

    The Effect of Investor Sentiment throughout the Distribution of Returns in the Chinese Stock Market

    This paper adopts the data of in the first half of 2015 from the Datago database and selects 100 A-shares stocks in CSI100. The number of followers is considered when building the bullishness index. In addition, quantile regression is used to study the contem-poraneous and predictive effects of sentiment on stock returns. The result suggests that sen-timent has negative contemporaneous effects on stock returns, while for the predictive mod-el, the effect is positive. Furthermore, the effects of sentiment are stronger in extreme cir-cumstances and more substantial at lower quantile than at higher quantile. However, the weighted bullishness index does not explain well as the original one. Overall, this paper ver-ifies the difference of effects between extreme and normal conditions, then attempts to use a new method to construct a bullishness index and offer more evidence about the relationship between social network sentiment and stock returns in the Chinese stock market.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220123

    Analysis of Generation Z as a New Powerhouse Driving Influencer for Marketing – Using Improve TikTok Advertising as an Example

    With the help of the Internet, online celebrity marketing has become an important way of publicity for many companies, especially in the B2C field. As the target group of Internet celebrity marketing, the strong influence of Generation Z on social media such as TIKTOK and Instagram has also been recognized, and it has become a contemporary power source to promote market influence. This article demonstrates the influence of TikTok and other social media through case studies and qualitative analysis, and also demonstrates the influence of Generation Z on current marketing methods. Therefore, this paper proposes three strategies to increase the effectiveness of TikTok in advertising by targeting specific groups of people.

  • Open Access | Article 2023-04-23 Doi: 10.54254/2754-1169/5/20220124

    Analysis of the Factors Influencing the Level of Basic Pension Insurance in China based on Factor Analysis

    With the normalization of China's ageing population, the balanced regional development of pension insurance levels is a key concern for the Chinese government. The development process and level of each region is influenced by many factors, and there are serious differ-ences in the level of basic pension insurance. This paper selects relevant livelihood indica-tors and data from provinces, municipalities directly under the Central Government and au-tonomous regions from 2014 to 2020, and uses factor analysis method to study and analyze the indicators that have a greater impact on the level of pension insurance, classifying all in-dicators into two categories: economic factors and demographic factors. The results of the study found that the economic factors accounted for a greater weight, with the coefficients in the economic factors (consumption level of residents, GDP per capita, the amount of pen-sion insurance fund coverage, and the share of pension insurance fund) basically close to 20%, while the coefficients in the demographic factors (elderly population dependency ra-tio, participation rate) were closer to 10%. The weighting of the indicators affecting the im-portance of pension insurance are, in order of importance, the level of consumption of the population, GDP per capita, the amount of pension fund coverage, the share of pension fund, the dependency ratio of the elderly population, and the participation rate. The paper concludes that the overall level of basic pension insurance in China is low and disparate, and that disparities can be improved from both economic and demographic perspectives to pro-mote balanced development.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220125

    The Positive Impacts of the Development of New Media on Markets and Enterprises

    Nowadays people use mobile phones more and more frequently, the media also advanced a lot. As the new media gets gradually popular, it is essential to know its functions and make use of it in business, making an unprecedented profit. The main target of the passages is to determine how much profit the new media bring to the social economy. Using the way of data analysis, this paper compares the new media with the old media, and we find how does new media contribute to the economy. The result shows that new media has become an indispensable part of human lives and the new media brings economic opportunities to the new generation.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220126

    A Study on the Development Strategy of Luckin Coffee Based on Big Data

    With the rapid advance of technology, people’s lives are becoming more and more diverse. At the same time, people’s demand for food is not only limited to having enough to eat. Therefore, food companies launch a wide range of products, which need to be marketed to consumers through various channels so as to bring maximum benefits to the company. With the rise of big data and the arrival of the Internet era, traditional marketing strategies have failed to attract the attention of young people. Therefore, companies are in urgent need of innovating in their marketing, satisfying their consumer groups, and following the current cultural trends. Luckin Coffee is a company with classic cases to study. So, this paper analyses the classic cases of this company and comes up with some recommendations for corporate development. The purpose of this paper is to analyze the strengths, weaknesses, opportunities, and threats of Luckin Coffee through SWOT analysis and summarize its marking strategies and the reasons for its rapid success.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220128

    Factors Motivate the Increasing Carbon Trade among Chinese Corporations: Evidence from CSMAR

    With the tendency of the awareness of carbon disclosure and environmental protection, finding out the reasons behind the carbon-neutral disclosure is necessary. This research shows that the inter-relationships of different factors that increase the actions of carbon trades vary over the years. Both external and internal factors that facilitate the incentives for carbon exchange are discussed and analyzed. The existing carbon accounting research pa-pers emphasize on the social pressure that makes companies disclose carbon data using stakeholder or shareholder theories. Nevertheless, this research dissects geographical and in-trinsic factors to show a new perspective on the carbon trades' managerial accounting and corporate finance. The main theory is signal theory to assist the procedure of analyzing the data layer by layer to avoid the interference factors. The empirical results show that the main factors are Carbon Emission Right Exchange, Province, Employee Scale, and Insured Employees. This paper also contributes to the advice of re-establishing the tax system to consider the human happiness better.

  • Open Access | Article 2023-04-24 Doi: 10.54254/2754-1169/5/20220129

    Carbon Pricing Induces Energy Industries Changes: DID Evidence from China’s Carbon Market Pilots

    This paper investigated whether the China carbon emission right trading policy has effects on the energy industry including coal, electricity consumptions. Moreover, this paper fo-cused on energy industries and showed the mechanism that energy consumption is affected due to a reconstruction of energy structure. The paper employed the DID model to compare energy consumption, industries profitability and market sentiment between the ETS regions and ETS related industries. Some novel results are as follows. First, compared with the non-pilot areas. High carbon-based energy consumptions in the ETS areas are significantly re-duced. This consumption reduction has come at the cost of production firms’ average prof-itability and net asset to market value. This can result from expectation adjustment of the market investors for the event. Second, because the ETS policy has a gap between the offi-cial announcement and market start-up, this paper considered multiple event times and showed that ETS is a multiple-time event, applying usual DID model may lead to confound-ing results for this. Results show distinct differences on the market reactions and industries reactions for different event times.

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