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 - oriented transformation. This article analyzes the current social media - based business models of China's digital trade platforms, then identifies and analyzes the main threats and defects they face, and attempts to propose optimization methods. This study reveals that China's integration of digital trade and social media platforms, despite its rapid growth, faces challenges such as low repeat purchase incentives, flawed recommendation algorithms, and incomplete evaluation mechanisms. To address these, platforms should optimize user engagement strategies, enhance algorithmic fairness, and establish sustainable content ecosystems, thereby maximizing the synergistic value of integration.

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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, and community-oriented, their scaling up is influenced by consumer perceptions and attitude-behaviour gaps. Thus, this study investigates why the Chinese milk tea industry is fond of applying viral marketing, exploring how Chinese milk tea stores can utilise viral marketing to refine their brand image and consumer perceptions. Employing a qualitative approach, semi-structured interviews were conducted with 6 participants who are frequent or returning consumers of those Chinese milk tea brands. The result revealed that viral marketing characters had a significant impact on consumer perceptions and brand images by enhancing emotional engagement and creating symbolic values. This study extends the existing literature on viral marketing and the narrative paradigm by providing empirical evidence supporting the importance of emotional connection and symbolic values in social media hype. The current study's limitations and future research directions are discussed, underscoring the need for ongoing exploration and refinement of our understanding of narratives and narrative-extended theoretical frameworks in a constantly evolving market landscape.

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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 returns, this paper endeavors to illuminate the application of these theories in modern portfolio management and their strengths, weaknesses, and differences from each other. It is found that while the Markowitz model emphasizes the core of diversification in risk management, the Fama-French model offers a more thorough framework for risk assessment by adding various risk variables, whereas the CAPM provides a more succinct approach through the concept of systematic risk. Each model has specific application scenarios and limitations, and its effectiveness relies on market conditions and investors' needs. The research in this paper provides theoretical guidance for scholars and investors specializing in finance and a practical reference for actual investment management.

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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 sector flourishes worldwide, Chinese brands leverage social media platforms like Facebook, Instagram, and TikTok to reach international consumers. The study explores the theoretical underpinnings of cross-cultural marketing, emphasizing the importance of cultural sensitivity and digital engagement. It highlights the challenges of navigating diverse cultural contexts, including differences in user behavior and regulatory environments. Through case studies of successful and unsuccessful attempts, the research identifies key strategies such as localized content creation, platform-specific approaches, and influencer partnerships. The findings suggest that Chinese brands can enhance their global presence by integrating cultural heritage with innovative digital tactics while addressing regulatory and cultural barriers. Future research should focus on emerging digital trends and their impact on cross-cultural marketing effectiveness.

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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 intelligence, industrial robots, and other technologies, more positions will be able to adopt remote working mode, and more and more enterprises are trying remote working and other innovative working modes. This study will take remote working as the background, compare and analyze cases of remote working enterprises in different regions and fields. Furthermore, a comprehensive analysis has been conducted to meticulously delineate the attributes, as well as the merits and demerits. It is found that in the context of remote working, employees' work-reshaping behavior is affected and whether they have active personality traits has an impact on work-reshaping behavior. With different sounds, the innovation ability of enterprises has been improved to a certain extent. To a certain extent, this article will inspire enterprises to open up a new office model, enrich the management model and selection standards, and help enterprises improve creativity and implement innovative development.

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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 as well as the trust of investors. Studies have shown that accurate and transparent financial statements not only help improve the image of the company, but also improve market performance and reduce financial risks. This paper explores the impact of the accuracy and transparency of the corporate financial statements on enterprises. In addition, lack of accuracy and transparency may lead to financial fraud, legal liability and obstacles to the long-term development of the company. Therefore, this paper recommends that enterprises strengthen internal control, improve information disclosure policies, and use technical tools to improve the quality of financial statements to promote the sustainable development of enterprises. And high-quality financial reporting is more likely to attract investment, maintain regulatory compliance, and enhance their reputation in the marketplace.

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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 principles. However, most of the current case studies focus on the discussion of the internal management of enterprises, and there is a lack of psychological research based on counterparties. This study aims to analyze and summarize the case studies from the perspective of behavioral finance, deeply explore the psychological principles of China's losses in the international market, and propose corresponding prevention plans. Based on the perspective of the counterparty Goldman Sachs Group, combined with existing research and behavioral finance theories, this study will expose the psychological trap of Sinopec and Sinopec's "black swan" huge losses in 2019 through stage discussion and detailed analysis. Through case review and theoretical analysis, it is found that counterparties such as Goldman Sachs Group mainly use the principles of behavioral finance, and take advantage of China's financial market's incomplete knowledge reserve of derivatives and operation and management methods, and design relevant psychological traps in a targeted manner. On the basis of understanding the relevant principles, it is proposed to strengthen the learning and mastery of behavioral finance theories of corporate management, and improve the ability to identify and dismantle psychological traps, so as to better prevent losses caused by psychological induction.

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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 assess whether this collaboration has brought about positive effects. By collecting data and examining facts, it becomes evident that the STP strategy is one of the most basic marketing skills employed in this cooperation. Also, psychological methods such as liking and identification have been utilized. This comprehensive study delves into the multifaceted reasons underlying the resounding success of the collaborative endeavor between Luckin Coffee and Maotai. Through meticulous analysis of extensive data and critical examination of relevant scholarly literature, a detailed account of the contributing factors is presented.

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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 digital marketing, this paper aims to provide effective digital marketing strategy recommendations for companies. This paper adopts the research methods of literature analysis and case analysis. The study concludes that while digital marketing faces challenges such as data privacy and rapid technological changes, it also offers strategies like content marketing and influencer collaborations. Future applications will likely involve more AI and machine learning, AR/VR experiences, and voice-activated search optimizations. The paper emphasizes the need for continuous innovation and adaptation to harness the full potential of digital marketing in the evolving media landscape.

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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, economic, social, and technological) analysis, this paper evaluates China’s AI data landscape and proposes a market gap-filling strategy. Additionally, the 4P (product, price, place, and promotion) framework is applied to develop targeted marketing approaches, including product differentiation, pricing models, promotional strategies, and distribution channels. It highlights the role of customized data solutions, digital and offline marketing, and strategic partnerships in facilitating global expansion. This paper finds that there are some suitable ways to Data Lion insights for Chinese AI companies seeking sustainable international growth.

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