Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences

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Volume Info.

  • Title

    Proceedings of the 2023 International Conference on Management Research and Economic Development

    Conference Date






    978-1-915371-85-0 (Print)

    978-1-915371-86-7 (Online)

    Published Date



    Canh Thien Dang, King's College London

    Javier Cifuentes-Faura, University of Murcia


  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230226

    Metaverse and Business Economics: Theoretical Foundations and Research Prospects

    The metaverse has become a hot topic driven by the scientific and technological foundation and actual needs. It has received widespread attention in the scientific community, the media, and the private sector. Some studies believe that the metaverse may completely change life patterns. Theoretically, theories related to the metauniverse emerge in an endless stream, but the combination of theory and industry is still in its infancy. This paper analyzes the current situation and development prospects of the metaverse industry from the three properties of the metaverse itself. The metauniverse has broken through the limitations of time and space and has a certain industrial foundation in entertainment, education, and psychotherapy. Human-machine integration is another property of the metauniverse itself. Reality is mapped to the virtual world and combined with virtual natives to bring a new sense of somatic feedback. The third point is the unique economic value of the metauniverse. Decentralized cryptocurrency is widely used, and digital collections are used as commodities in the virtual world to promote monetary circulation. At present, the data of the metaverse industry is relatively small. To analyze the value of the metauniverse more specifically, we need to summarize the data.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230227

    Analysis of Low User Retention Rate of Fitness Technology Platforms

    This study aims to investigate the reasons for low user retention on online fitness technology App platforms and to give recommendations. Through data collection and analysis, the study concludes that the main reasons for the low user retention rate of online fitness technology App platforms are the impact of video platforms, the lack of functional differences in the App itself, the single incentive approach of the App platform, the free content diversion of the App itself and the poor ecology of the platform. Given the limited target users and low user potential of such App platforms, this study makes the following recommendations: Development of Differential Functions to Promote Heterogeneous Competition, Extension of Equipment Chains to Improve Industry Ecology, Introduction of Fitness Celebrities to Incite User Emotions, and Integration of Fragmented Courses to Stimulate Cashback Psychology.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230228

    Analysis of the Online Marketing Model of Luxury Brands: Dior as an Example

    With the continuous increase of China's per capita income, it has gradually transitioned from the past subsistence consumption level to the current well-off level, and the purchasing ability of consumers has gradually improved, so luxury goods in China are becoming more and more popular, making China become one of the largest consumer countries. However, due to the raging epidemic and fast fashion brands, the rapid rise of light luxury brands, and the Internet, the development of luxury goods in China is also in a dilemma. To adapt to the development of new media, luxury brands have accelerated the layout of online markets to cater to consumers' shopping habits. Therefore, the research on the online marketing model of luxury brands has particular practical significance. In this paper, Dior is the main body to analyze it. Firstly, it introduces the background and competitiveness of the target brand Dior and expounds on the current situation of luxury online marketing in China by analyzing the marketing methods of Dior in the different modes of traditional and new media. In addition, the effect of Dior in the network marketing mode is shown and evaluated. Finally, the future development prospect of the online marketing of luxury brands is put forward.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230229

    Tencent Game Competitive Advantage Analysis

    In 2019, COVID-19 swept the world, significantly blowing the Chinese and global markets. Maintaining market share has become the goal of Chinese and even global enterprises. Based on huge market research and data, a few enterprises are still maintaining growth momentum under the sluggish market environment, and the Tencent game is one of them. This article takes "Tencent Game Competitive Advantage Analysis" as the topic, selects Tencent Game as the research object, analyzes the online game industry environment using Porter’s five forces model, and analyzes Tencent Game’s competitive advantages from the aspects of research and development, marketing, operation, and anti-risk ability so that it remains in the leading position in the game market and still obtains much economic income in the face of adverse circumstances. By analyzing Tencent’s competitive advantages, it has great reference value and experience for the future development of other online game companies.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230230

    Analysis of the Competitive Advantages of Cross-border E-commerce Unicorn SHEIN

    Cross-border e-commerce can significantly reduce the threshold of overseas market development. In recent years, cross-border e-commerce flourished, and many domestic enterprises have tried to go overseas. The rapid development of cross-border e-commerce has led to innovation in business. It has created convenient conditions for goods to build brand image in overseas markets. With the development of cross-border e-commerce, more and more talents will flock to this industry. The strategies used by each enterprise are different, and the supply chain and brand management of each enterprise will affect their status and influence in the cross-border e-commerce industry. SHEIN is a cross-border e-commerce company mainly focusing on fashion, clothing, accessories, etc. This article will analyze SHEIN's competitive advantages from several specific aspects and give some suggestions. Through the study and analysis of SHEIN, we have a more accurate and practical understanding of the cross-border e-commerce industry and this brand.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230231

    Study on the Development Status of Smart Home: Huawei Smart Home as an Example

    With the rapid development of the economy and technology and the application of technologies such as 5G in the Internet of Things, the smart home gradually enters the daily life of consumers through the presentation of different scenes. Multiple factors influence Huawei’s late start in the smart home. This passage uses the 4PS marketing strategy and PEST analysis to conduct research from four levels: politics, economy, technology, and society. The study finds that in the development process of the Huawei smart home, political and economic factors play a leading role, while technology and social factors play a mentoring role. Four factors promote its rapid development under the macro environment. Relevant political conditions promote the development of smart home. In contrast, good economic conditions promote the rise of smart home, and developed technical conditions give smart home innovation and optimization power. Finally, social groups directly affect the popularity of smart home.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230232

    The Performance Variation of Film Industry During Different Phases of COVID-19 Based on CAPM

    The COVID-19 pandemic has shocked the financial market since 2020. The lock-down and social distancing measures have brought challenges to the film industry. This study analyzes stock prices and examines the impact of the pandemic on film industry through CAPM. Five big film companies are selected as a typical sample to investigate the performance of film industry. Data including daily returns and close prices of each stock is extracted from Yahoo Finance. In addition, linear regression is used in this study to calculate the stock’s beta, alpha and R-square based on CAPM. According to the analysis, the pandemic outbreak has increased the unavoidable risks of the film industry brought from the market. Stocks of five film companies performed worse than expected, which indicated that the pandemic did put a bad effect on the film industry. Besides, the performance of five film companies is relative with the market but with higher fluctuation, indicating that there are more uncertainties in film industry compared to the market. These results shed light on guiding further exploration of film industry’s emergency responses towards events like pandemic.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230233

    Challenges Faced by Small and Medium-sized Enterprises in China When Seeking Low-cost Financing

    SME (small and medium-sized Enterprises) financing has been difficult in recent years. But, SMEs are vital to the economy and must be helped to thrive. China calls SMEs "Five, Six, Seven, Eight, and Nine" since they account for more than 50% of national tax revenue, 60% of GDP, 70% of technological innovation, 80% of jobs, and 90% of enterprises. SMEs drive long-term, sustainable economic growth that benefits everyone. But, reducing SMEs' breathing space will hurt China's economy. Thus, SMEs' problems are the economy's problems, and it is worth investigating and trying to solve them. Most studies examine SMEs' finance dilemma's causes, while others focus on a specific solution. This paper examines these finance issues and weighs the pros and cons of various solutions. This paper uses a literature review to explore China's economy, the problem, risk perception, and its effects. The study also discusses possible solutions and future development.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230234

    Elon Musk’s Twitter Buyout: Game-Changer in Social Media

    The $44 billion acquisition of Twitter is full of drama, according to Elon Musk. It could even serve as a case study for future industry leaders. But Twitter is a complete mismatch with Elon Musk's existing or ongoing business units. At the same time, Musk is trying to enforce his will with a new acquisition strategy that has sent certain messages. He said he was buying Twitter for freedom of speech. By comparing his company's business model to its industry. Twitter as a media platform doesn't fit with Musk's original business landscape, but he has a new acquisition strategy that is getting its message across. Musk's wealth comes largely from his stakes in Tesla and SpaceX. Both companies were funded by private investment and government contracts and have grown and succeeded. Before the acquisition, Twitter had been struggling with financial challenges. Musk may have seen the potential to turn around Twitter's finances, using the platform to influence public opinion and have more control over the narrative on the platform. Elon Musk's acquisition of Twitter highlights the potential impact on a struggling business of a chief executive with a large stake in a number of successful companies. Despite business model mismatches, Musk's experience in growing and growing his company, combined with his belief in the power of social media, could lead to a successful future for Twitter.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230235

    Targeted Advertising Placement in Video Platforms: Implications for Business Profitability

    Advertising is an important tool used to deliver commercial messages with a strong economic purpose. With the development of online information, more and more companies or advertisers choose to advertise on large video platforms. However, the ambiguity of advertising positioning has led to a low tolerance of the audience population to the advertisements placed on video platforms. "Targeted advertising" and "precision marketing" have always been commercial buzzwords, and targeted advertising is one of the marketing strategies of precision marketing. In this paper, we explore the attitudes and preferences of different groups of people in terms of ad appearance, ad type and ad content, as well as the differences and connections between public service ads and commercial ads, using a large video platform in mainland China as a background. Among them, it is found that for the group of company employees, they prefer food-based ads, which is quite different from what is expected. For companies, placing more precisely targeted ads is conducive to positive communication in the bilateral market.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230236

    An Ingenious Study on the CPTPP's Governance of Cross-Border Data Flows

    Obviously, due to the continuous development of Internet technology, transnational data flows brought about by e-commerce and other Internet enterprises have become the target of various countries' attention and searches for new governance solutions. By studying numerous laws and regulations, international treaties and related literature, this paper examines the differences between the traditional European and American governance systems for cross-border data flows and the high-standard regional trade agreements represented by the CPTPP in a comparative manner. The comparative study concludes that international treaties such as the CPTPP focus more on and takes into account the realities of developing countries than Europe and the United States, while the European and American systems are more inclined to dominate the content of international inter-treaties based on their own ideas.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230237

    Protection of Small and Medium-sized Investors under the Securities Law A Study on Information Disclosure and Early Payment System of Listed Companies

    Small and medium-sized investors occupy the vast majority of China's securities market. However, the rights and interests of small and medium investors are not protected due to the disparity of power with companies, lengthy trial periods, high trial costs and lack of professional knowledge. Through comparative legal analysis, the article first examines the natural investors, followed by the analysis of the policies and implementation status in China and the United States based on data and cases, along with the viability of relevant policies in both countries. Finally, it provides suggestions for the existing policies.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230238

    Quantitative Factor Exploration Based on Insider Trading Detection

    Factor research has always been the focus of financial quantitative forecasting research. In the existing multi-factor strategies, we have noticed that the combination modes of factors are different and arbitrary. We hope to develop a more accurate and effective multi-factor model by selecting the most common and most interpretable multi-factors and combining them with equal weight method and assigned weights developed by Hidden Markov Model after some optimizations applied to selected multi-factors. At the same time, we noticed that in the existing data information, there are reports or information that reveal the insider trading of related companies. The existing reports show that the abnormal data volume caused by insider trading will make the prediction of the model inaccurate. Therefore, we added insider trading as a factor into our model training through the order imbalance algorithm to obtain more accurate prediction results. The results show that the multi-factor model is interpretable and effective, and its effect is better than the predicted value than that of the single factor model. After adding the related factors of insider trading into the forecast, it has a certain normalization effect on the original predicted value with large deviation, but has little influence on the effect of the original value with small deviation, which proves the effectiveness of our factor based on insider trading.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230239

    Empirical Test of CAPM Model in Stock Market

    The rapid development of the economy has brought about the continuous accumulation of personal assets, and at the same time, the concept of financial management is rapidly budding and spreading. People's rapidly expanding consumer desire makes stocks, funds, and other products more appealing, leading them to prefer the financial route. However, stocks and funds need investors to bear certain risks, generally speaking, the greater the risk, the more lucrative the investment returns. The CAPM model was born for this reason, and its main content is the relationship between yield and risk and equilibrium pricing. The application of the CAPM model in the stock market has always been the focus of attention. As a core part of the stock market, the banking sector has an inseparable relationship with finance. Therefore, this paper selects eight stocks of banks with long listed times and top market capitalization rankings, conducts empirical analysis on their trading data from 2018 to 2021, and employs the time series detection method to test whether the single factor CAPM model is effective in the Chinese stock market.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230241

    Research on Investment Value in the Heath-care Stock Market

    The healthcare industry is one of the most valuable industries in the world, mainly because of the increasing demand for healthcare every day. Healthcare is a basic need, and one cannot live without it, which means it is a never-ending industry. Its value continues to rise every day as people seek out such services. Therefore, this paper chooses McKesson, an excellent enterprise in the healthcare industry, as the research object. An introduction to the topic is provided first, providing a brief overview of the healthcare stock market. A literature review is also provided to provide details of other studies on the same topic. It also determines the methods used to obtain and analyze data; and then specifically analyzes McKesson's cash flow, operating profit, profitability, and other data indicators to judge McKesson's overall operating conditions comprehensively. Finally, McKesson has a steady income stream and strong financials among its healthcare stocks for investors looking for the long term.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230242

    Capital Structure and Enterprise Performance: Evidence from Non-financial Companies in China

    The capital structure has always been the core of corporate finance. The relationship between capital structure and enterprise performance is a key issue for the decision-making and the development of corporate. This paper reviews the classical theory of capital structure and explores the influence and mechanism of capital structure on corporate performance through theoretical analysis and empirical analysis. This research uses the company’s profitability and innovation ability to measure the enterprise’s performance, which respectively represents its short-term competitiveness and long-term sustainable development ability. This paper takes China's non-financial listed companies from 2016 to 2020 as samples, uses the fixed effects model and considers the endogenous problem and the heterogeneity of enterprise size, ownership and industry. The empirical results show that there is an inverted U-shaped relationship between capital structure and performance. This paper further improves the discussion on the relationship between capital structure and enterprise performance, and provides some theoretical suggestions for enterprises to determine the optimal capital structure scientifically in the context of China's current deleveraging policy.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230243

    Research on the Development of Beauty Brand Marketing Based on SWOT Analysis: Taking Florasis as an Example

    With the rapid development of the domestic economy, China's cosmetics industry has maintained a steady growth momentum, and domestic beauty brands such as Florasis have been loved by a large number of consumer groups. This paper conducts a SWOT analysis on Florasis's current situation and target consumers, so as to specifically analyze Florasis's current marketing strategy. It can be concluded that, with unique brand positioning and safe product ingredients, Florasis is good at using the advantages of network marketing and promotion to make up for its disadvantages in operation and management. By grasping the blank market of oriental classical beauty makeup and using the marketing strategy of online and offline simultaneous promotion such as star effect, IP joint name, and KOL promotion, Florasis enhances its brand awareness and will open up overseas markets in the future.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230244

    Fast Food Business: Taking McDonald's and KFC for Example

    Nowadays, the development of fast food industry is more and more popular with people, especially young people. When it comes to the fast food industry, most people will think of McDonald’s and KFC. It is undeniable that these two companies account for most of the fast food market share in the market, but most people will think that there is no difference between the two companies. Therefore, the author wants to know whether there are some differences and similarities between them. The author invests in this situation by comparing data and business models to understand how these companies coexist. In fact, the profit of McDonald’s and KFC is almost the same. Because McDonald’s and KFC operate in a somewhat different way. The author conducted the survey because it can let more and more people understand the subtle differences between two similar companies. The research in this paper has important practical significance for the fast food industry to achieve precision marketing.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230245

    The Influence of Social Network Sites on Consumer Psychology --- A study on Bilibili Users

    This paper aims to explore the influence of social network sites (SNSs) on consumer psychology, focusing on Bilibili users. Nowadays, technology giant companies continuously developed SNSs, whether they are applications or social media websites. They have made a huge difference in people’s normal lives, especially those teenage users. However, these constant changes are having a significant effect on people’s consumption behavior---how they think when it comes to purchasing or how they would react when facing a brand-new product. These effects are what the paper mainly focuses on to research. To achieve this goal, a survey was conducted on a sample of 100 users of Bilibili. The survey results were analyzed to determine the influence of SNSs on consumer psychology. The results showed that Bilibili users were affected by SNSs in terms of their social media consumption behavior, attitude toward consumption, and consumption motivation. It was also found that the influence varied with different types of users and different types of consumption activities. The findings of this study provide useful insights into the relationship between SNSs and consumer psychology. Besides, it also suggests that SNS can be used as an effective tool for marketers to influence consumer behavior and attitudes to promote goods.

  • Open Access | Article 2023-09-13 Doi: 10.54254/2754-1169/21/20230246

    A Review of the Global Economic Shock in 2022 and a Prediction of the Global Economic Development in 2023

    In 2022, affected by global macroeconomic fluctuations, the economies of some countries around the world have experienced obvious fluctuations, thereby promoting inflation in various countries and limiting the rapid development of some industries around the world. This paper reviews the global economic shock in 2022 and analyzes the impact of China's economy on global economic development from the perspective of the new energy sector. As an important part of new energy, the photovoltaic industry can be analyzed to obtain a development forecast of the global economy in 2023. By analyzing the development of the photovoltaic industry, it is concluded that China's economy and the global economy will show a recovery trend in 2023.

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