Advances in Economics, Management and Political Sciences

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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.

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