Volume 188

With the rapid development of the mobile Internet, China's social media platforms have entered a period of rapid development and embraced a more diversified development track. Under market competition, the commercial expansion trend of social media platforms is intensifying, while traditional digital trade platforms are also seeking media - oriente...

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In the development of marketing strategies based on consumer tastes and dynamism in China's milk tea industry, viral marketing approaches are emerging in this process, as brands start to diversify their business models to offer more diverse consumer experiences. Although viral marketing enables brands to position themselves as trendy, innovative, a...

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This paper aims to offer a deep comparative study of the financial markets by using three important portfolio theories: Markowitz Portfolio Theory, Capital Asset Pricing Model (CAPM), and Fama-French Multifactor Model. By analyzing the underlying assumptions, model construction, risk-capturing ability, and their efficacy in predicting portfolio ret...

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In the era of globalization, the health and nutrition industry is booming globally. Chinese nutrition and health brands are eager to expand their market reach and tap into international opportunities. This paper investigates the cross-cultural marketing strategies of Chinese nutrition and health brands in the global digital landscape. As the health...

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Teleworking refers to an office way that uses the mobile Internet to carry out work anytime and anywhere without traditional office scenarios and interpersonal relationships. It includes a variety of modes such as home office, remote office, mobile office, and hybrid office. With the development and popularization of cloud computing, artificial int...

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As an important tool to reflect the financial status of enterprises, the accuracy of financial statements ensures that management and stakeholders can obtain true and reliable information and make the right decisions. Transparency enhances the accessibility of information, mitigates information asymmetry, and boosts the credibility of enterprises a...

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Most of the huge losses of Chinese financial enterprises in the international market are concentrated in the failure of gambling with enterprises in other countries, which is not only due to the mistakes in internal management decisions, but also due to the deliberate set-up of the counterparty through the skillful application of psychological prin...

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In 2023, Luckin Coffee joined forces with Maotai to boost the sales volume of coffee, resulting in a positive impact on consumers. And this research aims to analyze the motives behind forming a joint name with Maotai using fundamental marketing theories and explore the application of basic social psychology theories. Additionally, the author will a...

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With the rapid development of Internet technology, digital marketing has become an important means for companies to gain competitive advantages. This paper explores the application of digital marketing in the new media environment and its impact on corporate marketing strategies. By analyzing the current trends, strategies, and challenges of digita...

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As China’s Internet market saturates, domestic Artificial Intelligence (AI) firms are expanding globally. However, they are facing challenges in data acquisition, compliance, and competition. This paper takes B2B (Business to Business) company Data Lion as an example and examines its branding and marketing strategies. Using PEST (political, economi...

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