Volume 26

Since it came out, the multiplayer video game Overwatch from Blizzard Entertainment has only had a brief period of success and has been going downhill ever since. This study examines the operative and developing problems in Overwatch 1 and 2 from the consumers' and players' viewpoints to determine their reasons. It then builds a theoretical framework of organizational behavior to explore and explain those identified issues with reputation, customer experience and happiness, customer resonance, and corporate culture compliance. Practical solutions and suggestions that might be helpful for Blizzard Entertainment and further updates on Overwatch are also provided, involving performance management, employee selection, and customer interactions.

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Starbucks' growth has slowed in recent years. The "golden decade" of Starbucks is still far away. This article aims to analyze Starbucks China's management's pain points and difficulties and give corresponding suggestions. The analysis in this article comes from texts and data from different sources such as news, periodicals, and Starbucks' official website. The article first described the general situation of Starbucks in China's coffee market, showing how it expanded its stores and developed its brand in China. Then, the article describes Starbucks's four primary pain points and dilemmas in China. The pain points reflect the impact of the external environment on Starbucks' marketing. For example, the market is highly competitive and has regional gaps. This dilemma reflects the effects of Starbucks' internal problems on marketing. For example, staff training is not in place, and online and offline sales development is unbalanced. Therefore, Starbucks still has many deficiencies that need to be improved on the road of Chinese management. Starbucks can only return to the development speed of the "golden decade" by improving these deficiencies. In response to these deficiencies, the article gives four corresponding opinions, which are to expand the business to increase competitiveness; optimize employee incentive system to improve service quality and turnover; increase promotion of coupons to attract more consumers; establish Online communities to increase online sales and maintain their brand image.

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During the epidemic, the catering industry in China and even the world has been hit hard, and many offline physical stores have had to close or even permanently close. However, it was Haidilao Enterprises that went against the trend. They adopted the strategy of expand-ing against the movement during the epidemic period. Still, the good times did not last long, which led to the continuous increase in losses of enterprises, and they had to close stores one after another. Finally, the development of Haidilao enterprises was sluggish. As the epidemic gradually receded, we ushered in the post-epidemic era, an opportunity for the development of many catering industries and a challenge for catering enterprises to change themselves. The origin of the problems in the development of the Haidilao enter-prise is internal management and control. This paper will study the internal organizational command and control issues and corresponding strategies of Haidilao enterprises in the post-epidemic era, hoping enterprises can seize the opportunity and return to life.

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With the improvement of people's spiritual and cultural needs, cultural and creative industries are rising all over the world. Museums are pioneers and important carriers of cultural and creative industries. A good industrial strategy should be consumer-centric. The Palace Museum has played a leading role in the domestic cultural and creative industry and has successfully attracted many consumers with its excellent marketing concept. However, there are still some shortcomings in the commercialization of museums' creative cultural products. This article takes the Palace Museum as an example to explore the commercialization strategy of the cultural and creative industries. Through literature analysis, this study analyzes the development and industrial strategy of cultural and creative industries and puts forward suggestions to improve the development status of cultural and creative industries. Cultural and creative industries can optimize the product mix from the perspective of customers and design practical products with innovative thinking. The culture and creative industry should deliver third-party services and improve the logistics system. This paper also suggests to use of new media propaganda channels and to pay attention to intelligent propaganda.

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This paper mainly focuses on the endowment effect and uses qualitative analysis and literature review to discuss and explain the endowment effect, and analyze the application of the endowment effect in sales, stock, and management. Through these three applications, we can have a good understanding of how the endowment effect works in our lives, which unconsciously influences a lot of our decisions. For some people, such as investors, the endowment effect influences them to make more correct and rational decisions. This paper also mentions some ways to suppress the endowment effect when making decisions. So in short, the endowment effect is a very common emotional bias, which will be explained in the following article.

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With the growing openness of China towards the rest of the globe as well as the strengthening of its strong economy, commerce among both the United States and China is growing ever closer and import and export tension is increasing. In designed to safeguard the proportion of its own household products in the global market, the U.S. has incorporated different precautionary equipment and frequently set up a wide variety of technical barriers to trade for our goods, that either hinder the movement of our goods and cause substantial economic losses to our external trade corporate. How to circumvent and eliminate the U.S. technical barriers to trade in the process of foreign trade is a problem that China must face at this stage. This paper examines the effects of U.S. technical barriers on China’s trade and summarizes China’s strategy to cope with the U.S. technological barriers to international trade. Therefore, China should intensify the study of technological obstacles to commerce in the U. S., find effective ways to cross its technical barriers learn from its experience and advanced methods of building technical barriers to trade, establish a technical barrier to trade system with Chinese characteristics, constantly break through other countries' technical barriers to trade, and create a good environment for China's foreign trade.

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Looking back to history, scent marketing applications can be traced to 4500 years ago in Ancient Egypt. Scent marketing has emerged as a powerful tool for businesses looking to create memorable experiences for customers. This strategy involves using specific fragrances to influence consumer behaviour, create an emotional connection with the brand and drive sales. In recent years, scent marketing has gained popularity among businesses of all sizes and across various industries. Currently, scent marketing around the world are mostly used in certain areas in business such as chain-hotels, luxurious shopping malls, and high-level cruises. However, whether or not it is effective and should be adapted in other fields like small food and clothing retail, entertainment centers like cinemas, or offices and libraries remains uncertain. By using research from analyses of real applications of scent marketing, interviews with professionals and shop owners, and big data on people's attitudes and changes in popularity, we came to the conclusion that scent marketing has a high application value for those companies that are suitable and innovative. In detail, based on research, we find out that scent marketing has the average effect of improving 17% of sales, 24% of brand image, and 27% of customer satisfaction. Therefore, research on scent marketing based on real-case application analysis for end users emphasizes a research process and an analysis of what kinds of companies are suitable and innovative to apply scent marketing and what effects these companies can expect to get.

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CAPM (Capital Asset Pricing Model) plays an extremely important role in the financial sector. However, since the establishment of the model, the discussion and dispute about it have never stopped. It predicts future data through past market data. However, with the deepening of research, people find that the stock returns in the capital market do not conform to CAPM. The results obtained by the capital asset pricing model may be due to the lack of data validity in the market, which leads to its own inability to carry out relevant tests. In different regions, scholars in some regions have also conducted relevant research on the local capital market. They think that CAPM does not conform to their current regional situation.

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The discounted cash flow model is a company value evaluation method widely used by many domestic investors when investing company. However, under the background of the epidemic, due to factors like low benchmark interest rates that are not conducive to the valuation of the DCF model, the accuracy of the discounted cash flow model valuation has been questioned. In addition, the DCF model is not entirely applicable to the domestic market because of the multiple systems and the local capital market's imperfections, so the model needs to be improved. In this paper, the existing literature is summarized, and it was found that the time series analysis method can be used, which can predict the company's future cash flow more accurately, instead of the sales ratio analysis method, while the discount rate can be calculated more accurately by substituting each company's beta into the calculation instead of using the company's industry beta.

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Over the past two decades, the concept of the meta-universe has gained widespread popularity and has emerged as a leading development direction for the gaming industry. This has led to significant interest from social capital investors. In light of this, this paper examines the development environment of the gaming industry using a PEST analysis approach, with a focus on the political, economic, social, and technological factors that are relevant to the meta-universe. The aim of this analysis is to provide recommendations and strategic guidance for game companies that seek to enter the metaverse industry.

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