Advances in Economics, Management and Political Sciences

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Volume Info.

  • Title

    Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

    Conference Date






    978-1-83558-225-1 (Print)

    978-1-83558-226-8 (Online)

    Published Date



    Javier Cifuentes-Faura, University of Murcia


  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231293

    The Profit Pattern and Financial Impact of NetEase Cloud Music's Marketing Strategy

    With the rise of short video platforms and the onset of the post-copyright era, the digital music industry is undergoing significant transformations. The competition within the industry has intensified, while user growth and conversion to paying users have encountered obstacles. As a leader in China's digital music industry, it is worth exploring how to overcome these challenges and identify new areas for growth. This paper employs literature research, case analysis, data analysis, and other research methods. Firstly, it analyzes NetEase Cloud Music's profit model based on subscription payments, advertising revenue, and sales of virtual items outlined in its prospectus. Secondly, it utilizes authoritative industry research reports to analyze NetEase Cloud Music's user positioning, consumer profile, and partnerships, simultaneously examining their marketing strategy through a case study involving Hangzhou Metro's collaboration with NetEase Cloud Music, known as "Reviews Train." By analyzing structural changes in financial data disclosed in annual performance announcements, this paper examines the impact of marketing strategies on revenue growth, cost control measures, and profitability, as well as explores how adopting diversified market strategies can enhance risk management capabilities and improve financial stability. Finally, this paper presents corresponding countermeasures and suggestions based on identified issues from previous analyses along with future prospects.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231295

    From Seller's Market to Buyer's Market, the Change of the Connotation of Advertising Marketing - Based on the Case Study of Consumer Behavior Reacting to Advertising

    This article mainly discusses that as the Internet moves into the Web 3.0 era, which is a brand new internet application model, user autonomy has increased. Therefore, the brand marketing is more about how to distinguish itself from the mass of information, and become the information that the user chooses to contact actively. As consumers occupy an increasingly important position in marketing, the form and connotation of advertising marketing are also changing. Through specific case analysis, they are combined with relevant theories of communication and advertising marketing, from product marketing led by magic bullet thinking to price marketing with "expensive" as the brand style, and finally, the brand image marketing of current microfilm advertising. After the increasing proportion of consumer reactions to advertising, the current focus of consumer profiling analysis and advertising marketing is to focus on the growth of advertising conformations to the growth of consumers, and the underlying message is the cultural growth of social progress.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231296

    Precision Marketing Strategies and Business Operations Analysis of Sports Business Brands - A Case Study of Lululemon

    Lululemon is an international sportswear brand founded in Vancouver, Canada, in 1998. The brand was founded by Chip Wilson, who laid the foundation for the brand's creation with his yoga-inspired fashion trend. With a focus on yoga, Lululemon opened its first store in Vancouver in 2000 and went public in 2007. Chip Wilson's marketing efforts played a significant role in the success of Lululemon. This study aims to analyze Lululemon's marketing strategies, focusing on the 'yoga' track to expand high-value potential customers and target the 'She Power/She Community'. The research adopts case study, comparative analysis, and text analysis methods to conduct a detailed investigation of Lululemon's marketing approaches by analyzing relevant literature and marketing cases. Compared to traditional sports brands, Lululemon places greater emphasis on the emotional experience of female users. This study will focus on the rise of 'She Power' and raise awareness of the potential of the Chinese female consumer market, highlighting the importance of 'people'. From brand philosophy to product design and event programs, the emphasis is on the emotional experience of 'people'. This research suggests that other companies can learn from Lululemon's marketing strategies to enhance brand awareness and sales performance through innovative and personalized approaches.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231299

    Value Investing: A Modern Approach

    This financial analysis evaluates the performance of pharmaceutical and information technology (IT) group companies focused on Annual Return, EBIT/Total Revenue, and EPS metrics from the year between 2019 and 2022. This analysis shows positive growth in annual returns for the pharmaceutical group of Merck & Co., Inc. MRK and Pfizer Inc. PFE, where PFE consistently outperforms MRK. In the IT sector, Microsoft Corporation MSFT and Apple Inc. AAPL also show substantial growth in annual returns, where AAPL is leading while MSFT is more stable than AAPL. EPS trends highlight profitability where AAPL was leading in the IT sector. Correlations between annual return and EBIT/Total Revenue are positive for both sectors, which indicates a connection between profitability and returns. This analysis suggests that the IT sector tends to perform higher and more consistent profitability and investment returns than pharmaceuticals, providing valuable insights for investors and stakeholders to inform their financial decisions.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231302

    An In-Depth Look at China's Aviation Industry's Gender Ratio

    Globally, the aviation industry is experiencing an increasing involvement of women, however there are noticeable differences observed across various areas. The investigation of the experiences of Ms. Song Yin, a pilot involved in marine search and rescue operations, highlights the aptitude, perseverance, and determination that women may demonstrate, particularly in challenging and technically complex situations. Furthermore, the prominence of Air India, which proudly exhibits the highest level of female participation in the field of global aviation, serves to emphasize the crucial role that women can and indeed do fulfill within this industry. This study utilizes a qualitative approach to conduct a thorough analysis of the gender dynamics present in China's aviation industry, shedding light on the extent and characteristics of female involvement. The paper argues that the aviation sector in China, despite making improvements, lags behind global equivalents in terms of female participation. In order to address the gender disparity in aviation and fully use the untapped capabilities of women in this field, it is crucial to implement strategic policies and programs that promote a more inclusive and equal environment within the aviation industry.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231303

    Analysis of the Impact of RMB Internationalisation in the Context of "One Belt, One Road''

    Over the past eight years, under the strong leadership of the CPC Central Committee with Comrade Xi Jinping as the core, China has integrated the planning of promoting high-quality development, constructing a new development pattern and building the "OBOR", adhered to the principle of common cause and common sharing, and pushed forward the high-quality development of the "OBOR".The development of "Belt and Road" policy brings unprecedented challenges and opportunities for RMB internationalisation. This paper introduces the current development situation of "Belt and Road" and RMB internationalisation,it is believed that China should actively grasp the opportunities brought by the Belt and Road,and analyses the development of "Belt and Road" policy in the countries along the route,and the difficulties brought by the development of the "Belt and Road" policy in the countries along the route and the internationalisation of the RMB, and puts forward two suggestions and related thoughts. Hope to provide ideas and insights for the development of related fields.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231311

    Using the PESTLE Method to Analyze the Relationship Between Sustainable Development and Economic Growth: A Comparison of Chengdu, China and Sheffield, UK

    Sustainable development and economic growth have become increasingly important issues in modern society. Since the concept of sustainable development was proposed, countries have been exploring ways to achieve sustainable development under the premise of good economic development. This article takes two friendly cities, Chengdu in China and Sheffield in the UK, as examples and uses the PESTLE analysis method to comprehensively analyze the relationship between sustainable development and economic growth, and make a comparative analysis of the two cities. Based on this, the study found that economic growth and sustainable development have a mutually reinforcing role. Economic growth is beneficial to the realization of sustainable development, and sustainable development also promotes economic growth. Sustainable development and economic growth can be achieved simultaneously in a number of ways. Therefore, it is suggested that all regions should promote coordinated development of the economy, environment, society, and other aspects to promote high-quality sustainable development in the region.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231314

    From Classroom to Portfolio: Examining the Link Between Financial Education, Financial Literacy, and Risk-taking

    This paper examines a panel dataset spanning the years 2010 to 2020 across ten countries, investigating the intricate relationship between financial assets and financial literacy. Two prominent trends surface:First, an intriguing inverse association is observed between higher rates of tertiary education attainment within a nation's population and individual financial assets. Second, an upsurge in the employment rate among individuals aged 25-64 corresponds with a decline in individual financial assets. These findings defy conventional research and call for comprehensive exploration within the framework of economic principles and broader economic awareness. As educational attainment and employment rates rise, heightened labor market competition, especially among individuals holding undergraduate or advanced degrees, leads to relatively reduced wages for those with similar qualifications, impacting their financial assets. Furthermore, this study corroborates that while increased income aligns with greater risk aversion, risk preferences display dynamic fluctuations over time and in response to personal experiences, contradicting neoclassical economic theory's concept of perfect stability. These findings underscore the necessity for a nuanced understanding of financial behavior. In summary, this research challenges established assumptions concerning the determinants of individual financial assets, highlighting the significance of multifaceted socio-economic variables and evolving risk perceptions in comprehending contemporary financial behaviors.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231315

    Understanding Bitcoin: A Case Study Method to Understand Market Dynamics, Strategies, and Risks of Cryptocurrency

    This case study provides a comprehensive examination of Bitcoin, a pioneering digital cryptocurrency that has reshaped the global financial landscape. Drawing upon a wealth of research materials and academic studies, this case delves into the origins, technological underpinnings, market behavior, and regulatory considerations of Bitcoin. It also explores the trading strategies employed by investors and traders in the Bitcoin market and the associated risks. This case study delves deep into the evolution of Bitcoin, offering a comprehensive analysis of its market behavior, the forces that drive its price fluctuations, and the diverse strategies adopted by investors and traders alike. This dissertation draws a conclusion that Bitcoin's transformative journey, from its pioneering origins to its current role as a dynamic digital asset, underscores the revolutionary impact of blockchain technology. Its market behavior, diverse trading strategies, and regulatory challenges present a multifaceted landscape. Understanding Bitcoin is pivotal in navigating the evolving world of cryptocurrencies.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231316

    Exploring Hedge Fund Strategies in Portfolio Management Using Financial Derivatives and Their Impact on Market Volatility

    This paper aims to explore the strategies employed by hedge funds when using financial derivatives for portfolio management and their impact on market volatility. It begins with a discussion of the importance of hedge funds in the investment world, followed by an examination of the strategies they employ, including the use of financial derivatives such as futures, options and swaps. In addition, the influence of these strategies on market volatility is also analyzed. This study provides valuable insights on hedge fund investment strategies and their impact on the market and has important reference value for investors and hedge fund managers. Hedge fund has attracted more and more attention in the investment field. Its unique strategy and high return ability make it highly valued in the investment community. This article takes an in-depth look at the strategies employed by hedge funds when using financial derivatives for portfolio management and explores the impact of these strategies on market volatility.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231321

    The Impact of Anchoring Effects, Loss Aversion, and Belief Perseverance on Consumer Decision-Making

    In today's intricate consumer environment, consumer decisions are influenced by various cognitive biases, including Anchoring Effect, Loss Aversion, and Belief Perseverance. These cognitive biases can lead to irrational consumer decision-making with extensive and far-reaching implications for individuals and the market. This study employs a comprehensive literature review approach and analyzes multiple real-world cases and studies to illustrate the impact of these cognitive biases in different domains. The findings of this study reveal that the anchoring effect influences consumers through price and information anchors. Loss aversion makes them more cautious and risk-averse, while belief perseverance leads them to cling to their pre-existing beliefs, even in the face of contradictory evidence. These cognitive biases significantly affect political, investment, and consumption decisions, potentially resulting in irrational choices and resource allocation. This study underscores the influence of cognitive biases in consumer decision-making and proposes strategies to challenge and ameliorate these biases. Such insights hold practical significance for consumers, policymakers, and marketing professionals, contributing to enhancing decision quality, mitigating the risks of irrational behavior, and improving economic well-being.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231324

    Literature Review: The Impact of Consumer Loss Aversion on Pricing Strategies in the Internet Era

    Loss aversion is gaining attention in economic analysis and has implications for the pricing strategies of merchants in this Internet age. Moreover, in the past, there was a particular gap in the research on the relationship between loss aversion and pricing strategies. For this reason, this paper adopts the form of a literature review to review the relevant literature in the past. This review covers studies and related articles on ‘loss aversion’, ‘loss aversion in the Internet era’, ‘pricing policies’ and ‘loss aversion associated with pricing strategies’. This study aims to provide an accurate definition of both by reviewing the literature on loss aversion and pricing policies. By summarizing and analyzing the past literature, the relationship between the two is re-examined to find the intrinsic link that exists between the two. The results of this study identify research gaps in the research area and point out future research directions.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231325

    The Impact of Different Financing Methods on Enterprise Performance: Evidence from Chinese High-tech Companies

    In the era of the new knowledge economy, high-tech industries are increasingly becoming an effective way and important means to promote a country's economic growth and sustainable social development. However, due to the high investment and high-risk operating characteristics of high-tech companies, they will face significant difficulties in the financing process, which can easily lead to the rupture of the capital chain and affect the normal operation of the enterprise. Financing structure has always been a key aspect of modern enterprise management. A reasonable financing structure can reduce financing costs, improve corporate governance structure, and promote the improvement of corporate performance. This article collects data from 2773 Chinese high-tech listed companies from 2017 to 2021 to study the impact of different financing methods on enterprise performance. The research results indicate that endogenous financing can promote the improvement of enterprise performance, while debt financing and equity financing have a negative impact on enterprise performance. Therefore, high-tech companies should improve their endogenous financing ability by improving their profit retention rate through scientific management. At the same time, the government should strengthen macroeconomic regulation, allocate market funds reasonably, and strengthen supervision of high-tech companies.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231329

    Research on the Upgrading of Manufacturing Industry Structure in Emerging Countries under the Background of Climate Change: An International Comparison Perspective

    Climate change has consistently commanded a central and pressing role in the development of countries and worldwide. The industrial structure upgrading of the manufacturing industry in emerging countries has gained significant attention due to its implications for economic growth and climate change. Through case studies and comparative analysis, this paper aims to thoroughly analyze and compare the industrial structure upgrading procedures between developed and developing countries, focusing on addressing climate change and reducing carbon emissions. The principal barriers encompass limitations in accessing advanced technologies due to insufficient research and development (R&D) investment, unreasonable energy consumption structure, infrastructural constraints and incoherent policy frameworks. The study proffers strategic imperatives to bridge the chasm between developed and developing countries. These encompass prioritizing targeted initiatives and augmenting R&D investments for innovation and technology acclimatization, countering infrastructure bottlenecks with substantial investments in energy and transportation networks, and fortifying policy frameworks to harmonize economic growth aspirations with sustainability objectives. By enhancing the understanding of how industrial structure upgrading can support climate change mitigation and sustainable development in developing nations, this study provides valuable advice for future policymaking and government actions.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231330

    Corresponding Solutions to the Problems in China's Derivatives Market

    With the increasing uncertainty of the interest rate, exchange rate, inflation rate, and other factors in the financial market, financial institutions need all kinds of financial instruments in order to avoid financial risks, and in this situation, financial derivatives were born. With the progress of society and economic development, the financial derivatives market continues to expand in China. However, opportunities always coexist with crises, and there are still some problems in China's derivatives market. This paper studies the problems existing in China’s derivatives market and puts forward corresponding solutions. It is found that problems such as an ineffective mechanism for supervision, insufficient innovation, immature investors, single market tools, and ineffective market functions still exist in China’s financial derivatives market. To address these issues, China should improve the legal system, enhance transaction transparency, strengthen supervision and management, enrich the types of financial derivatives, cultivate qualified institutional investors, and reduce restrictions on overseas business.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231331

    An Exploration of the Risk Management of Financial Derivatives in Chinese Commercial Banks

    Financial derivatives are products based on the innovation of financial products, which can be used for risk avoidance, investment management, etc. In recent years, with the rapid development of the financial market, the development of financial derivatives has become more and more diversified in Chinese commercial banks, ushering in new development opportunities. This paper introduces financial derivatives, discusses the risk management of financial derivatives in Chinese commercial banks, and compares the financial derivatives of commercial banks in China with those in the United States. According to the analysis, it can be concluded that the existing problems in risk management include the lack of rational consumers in China's financial trading market, the unregulated market system, the high risk of purchasing financial derivatives products, and the internal management problems of Chinese banks. In view of these problems, three effective methods are proposed for optimization, namely strengthening the training of human resources, establishing a sound financial regulatory system, and enhancing the internal management of banks.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231333

    Research on the Heuristic Bias in Behavioral Economics

    Behavioral economics is a branch of economics. It studies people's decision-making patterns and behavioral principles when making decisions. Behavioral economics has penetrated into people's lives, and heuristics are everywhere. This paper shows several classifications and experimental investigations of heuristic bias in behavioral economics. It is widely believed that heuristic bias means that when people want to judge a complex, fuzzy, and uncertain event, they often take some shortcut in thinking due to the lack of effective methods, such as relying on past experience, analyzing and processing past experience, getting inspiration, and then making judgments using the inspiration. However, through literature reading and analysis, it can be found that people don't always make such choices when faced with problems, or they stay rational.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231334

    Research on the Impact of the COVID-19 on Small and Medium-sized Enterprises in China

    The global economy has been hit hard by the COVID-19 epidemic that broke out in late 2019. China is particularly important since it is both the core of the pandemic and a major player in the global economy. This paper examines how the epidemic of COVID-19 affected China's SMEs, discussing the role these companies play in the country's economy, the difficulties they encountered, and the solutions they came up with. The research used qualitative methods to report the findings and present a discussion. This paper is based on a collection of papers retrieved from Google Scholar, using keywords such as China, COVID-19, etc. After reading the titles of each article with these keywords, this paper has chosen numerous articles to do the content analysis. On the basis of findings, it can be concluded that the COVID-19 pandemic had a significant impact on China's SMEs, exposing weaknesses in their operations and stressing the need for government assistance.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231335

    Obstacles, Assistance, and Impact of Inclusive Finance Implementation

    In today's rapidly developing financial products and services, various financial products and services meet the basic financial needs of the public. However, in many developing countries, there is still a great number of people who are unable to access the most basic financial products and services, such as opening their own bank accounts, using online payment services, obtaining credit and insurance, etc. Therefore, the promotion of inclusive finance is particularly important which is of advantage to promote economic growth and poverty reduction, enhance social justice and social development, and strengthen the economic security of individuals and families. This essay tries to discusses the favorable and unfavorable reasons for the development of inclusive finance, as well as the impact of inclusive finance development, which using of reference to research on the inclusive finance implementation. This essay aims to spread awareness of inclusive finance and make people correctly aware of the importance of financial products and services and the necessity of promoting inclusive finance.

  • Open Access | Article 2023-12-28 Doi: 10.54254/2754-1169/62/20231336

    Empirical Research on Optimizing Company Investment Strategy Based on Asset Portfolio Strategy -Taking the Pharmaceutical Industry as an Example

    In recent years, the pharmaceutical industry has developed rapidly due to the COVID-19. At the same time, with the development of modern asset theory, a variety of asset portfolio strategies can be used by people. In the capital market, the pharmaceutical industry has also become an emerging ideal investment industry, and various related investment portfolio products and trading methods are constantly being updated and improved. This article is based on modern asset portfolio strategies, through relevant worldwide asset allocation models, sharpe theory and CPAM model, and uses the optimal selection of asset portfolios and market portfolios in Markowitz asset portfolio theory to conduct empirical research on the current stock investment portfolio products in the pharmaceutical industry. To test, use Python and Excel to process and analyze two years of stock data and group assets into groups to test the combination to verify the effectiveness of the model for fund investment portfolios in the pharmaceutical industry and better optimize the asset allocation, thereby effectively avoiding risks and increasing returns.

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