Marketing Perspective Research Articles

Social Media Changes the Market Based on Marketing

The primary goal of this essay is to examine the effects of social media's ongoing development on the market against the backdrop of the explosive growth of MLM-based information. It focuses on comparing the success of the early traditional e-commerce online shopping media "Amazon" and "Taobao" and the success of the modern e-commerce online shopping media "TikTok." By analyzing the operation mode of "Taobao" and "TikTok" and comparing the changes of user data and transaction amount. It can be concluded that users will constantly put forward new needs with the continuous update of technology, and social media will constantly solve the needs of customers to update. This update will continue to maintain and enhance the convenience offered by social media online shopping, and continue to attract new users. From the perspective of marketing, social media constantly solves the needs of consumers and provides interactivity, which makes people more willing to purchase and evaluate products and feedback merchants through social media. For merchants, studying such topics can quickly find and use social media more in line with consumer needs to "interact" and increase their sales channels and quantity.

Empirical analysis of the relationship between carbon trading price and stock price of high carbon emitting firms based on VAR model - evidence from Chinese listed companies.

At the United Nations General Assembly, the Chinese government promised to reach the peak of carbon dioxide emissions by 2030 and achieve a relative balance between carbon dioxide production and offsetting by 2060. The research aims to explore the relationship between carbon trading prices and stock prices in various high emission industries in China and analyze the attitudes and behaviors of enterprises towards carbon trading. From a market perspective, this topic has important theoretical significance and practical value for promoting energy transformation, encouraging enterprises to reduce emissions, and controlling greenhouse gas emissions. In addition, understanding the behavior and attitude of enterprises in the carbon market is also of great significance for formulating policies and measures to develop the carbon trading market. The study used the VAR model to empirically analyze the relationship between carbon trading prices and stock prices. Granger causality test, impulse response analysis, and variance decomposition analysis are used for analysis. The research results indicate that the contribution rate of carbon trading prices in the first phase is 100%, which gradually decreases to the lowest value of 98.27% in the eighth phase. The stock price contribution rates of the water, electricity, and gas supply industries reach a peak of 0.74% in the second period and gradually decrease to 5.2% in the eighth period. The contribution rate of stock prices in other industries has gradually increased. At present, the carbon trading market in China is still in the development stage, and it is necessary for the government to adopt various policies to regulate it, including encouraging enterprises in high emission industries to increase investment in emission reduction, strengthening the supervision of the carbon trading market, providing technical support and green innovation incentives, strengthening enterprise emission reduction awareness and information disclosure.

Study on the Influence of Customized Marketing on Healthcare Consumption Behavior of the Elderly

Based on the background that China has entered an aging society, according to the topic proposed by the consumption status of the elderly around them, the research on the impact of different marketing methods on it is studied. By analyzing the characteristics of the elderly market and the problems and impacts of various marketing methods, this study designs a questionnaire based on the survey, collects information from the elderly of different ages and genders, analyzes the questionnaire data, and puts forward relevant feasibility suggestions concerning the data model. This study has great significance on the influence and development trend of the consumption behavior of the elderly. Finally, the plan for the elderly market can be provided by formulating explicit provisions to protect the consumer rights and interests of the elderly, standardize the consumer market for the elderly, establish industry norms, and protect the consumption rights and interests of the elderly. At the same time, correctly guide the consumption of the elderly, prevent the elderly from property loss or health problems, and then develop and improve the elderly consumer market from the marketing perspective.

The Impact of Population Aging on China's Macroeconomy

China's aging population is a growing concern and the country will become a super-aged society by 2050. Aging has a number of important implications for various macroeconomic indicators in China. From a labor market perspective, aging will have a negative impact on real labor supply and labor productivity in the Chinese market. And the impact on human capital will depend on the relative magnitude of its shrinking effect on educational human capital and its boosting effect on healthy human capital. From an investment demand perspective, an aging population will dampen investment demand in the Chinese market by affecting investment returns and social investment preferences. From a balance of payments perspective, aging may have a negative impact on both China's current account and international capital account, leading to a double deficit in the balance of payments. From a fiscal balance perspective, aging will increase the Chinese government's fiscal burden while decreasing its fiscal revenue, thus increasing the fiscal pressure on the Chinese government.

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Abstract Purpose Markets are sites of collaboration as well as contestation between their various actors, including firms and consumers. In this respect, a narrative that consumers are more empowered than ever has been in vogue. Drawing from Kafka’s literature and philosophy and the paradigm of critical marketing, this paper argues for a broadened perspective. Design/methodology/approach Using a selective and exploratory-review approach, six dimensions of the state of today’s consumer emerge. These are subsequently assessed and developed as manifestations challenging the empowerment thesis. Findings The depiction of intense subjugation in Kafka’s fiction and the lack of agency his characters portray furnish narrative frames to view the paradoxical state of contemporary consumption. Specifically, consumer choice and sovereignty, service failures and recoveries, privacy concerns, the capitalist nexus, transformation in service provisioning modes, and frontline employees’ lowered stakes comprise six analytical frames of consumers’ lives that depict their paradoxical simultaneity of empowerment and entrapment. Originality/value The work contributes to critical marketing theory in particular and critical philosophy in general. Specifically, the proposed framework of consumption challenges depicted herein can serve as a mid-range theoretical taxonomy. The exemplar states highlighted reveal managerial and policy challenges.

Factors affecting consumers’ loyalty and purchase decisions on honey products: An emerging market perspective

Abstract The aim of this study is to investigate factors affecting customer behaviours towards purchasing decisions of honey. A questionnaire was used to collect data; the data were analysed with a quantitative research method. Structural Equation Modelling is used to analyse the data, assess the network of structural relationships, and analyse the relationship between each factor in this research using the Partial Least Square method. Based on this relationship, the factors affecting customer purchasing decisions are analysed. The respondents are 400 customers spread all over Indonesia. The result shows that product quality and promotion significantly affect consumer purchasing decisions for honey. Consumers who repeat purchases are loyal consumers of a product. Therefore, to maintain consumer loyalty and to encourage them to continue purchasing honey products, Kembang Joyo Sriwijaya should maintain the quality of its products and carry out promotions as often as possible. The purchase decision can also affect the loyalty of consumers.

Knowledge Collaboration Among Fashion Designers: An A Priori Conceptual Model

Whilst collaboration from the branding and marketing perspective for the fashion industry is well documented, little is known about the knowledge collaboration (KC) of fashion designers, and how information and communication technology (ICT) is involved within their Communities of Practice (CoPs). This paper proposes an a priori conceptual model to enable the examination of KC among fashion designers within their CoPs. It aims to interlink the concepts of KC, CoPs, and ICT to understand fashion designers in their social learning reality. In that regard, the a priori conceptual model addresses three broad research questions: 1) How do fashion designers collaborate? 2) How do they participate within their professional communities? And 3) Does ICT play a role? The concepts used in the a priori conceptual model will be interlinked with specific indicators extracted from past studies. Since past studies had not focused on this area of research before, future studies can benefit from the a priori conceptual model by applying it to examine KC within CoPs of fashion designers or other groups.

On different collective storage schemes in energy communities with internal market

Energy communities are recognised as a valuable framework to promote penetration of renewable sources at the residential level, as well as increment the efficiency and self-sufficiency of domestic users. In such paradigms, energy storage may bring notable benefits due to its energy arbitrage and capacity to efficiently manage renewable sources. However, at the residential level, storage systems are not widely deployed and, in this regard, collective storage options may suppose an attractive alternative. From a market perspective, energy communities can be cooperative or competitive. This paper focuses on the second case when internal community markets are launched to promote competition among prosumers. In such a framework, two possible collective storage schemes are analysed. On the one hand, the so-called competitive storage paradigm, in which storage assets partake in internal markets as an independent agent. On the other hand, the so-called cooperative storage scheme, by which storage assets are centrally managed to pursue collective welfare. To this end, the day-ahead scheduling tool for the community is extended to include both collective storage arrangements, thus resulting in different complementarity models that can be efficiently solved using off-the-shelf solvers. Such complementarity models are applied to a benchmark three-prosumers community, extracting various relevant results and conclusions. Generally, it is concluded that the cooperative storage scheme is more attractive for prosumers, allowing them to reduce their bill notably. However, this scheme seems very sensitive to the storage and community size and can discourage installing high-power photovoltaic units. In this sense, the so-called competitive storage scheme, although less beneficial for prosumers, seems a more easily implementable option in communities with internal market structure.

Research on Market Definition of Digital Economy and Case Analysis: Based on the Perspective of Bilateral Market

In recent years, with the continuous development of digital economy, regulating the healthy development of platform economy has become an important issue. China's relevant government departments call for a clear adherence to the principles of “fair competition”, and for the strengthening of anti-monopoly and the establishment and improvement of market supervision to adapt to the development of the digital economy. In the process of anti-monopoly law enforcement, the relevant market definition is usually regarded as the logical starting point of analyzing the competitive behavior. Compared with traditional enterprises, platform enterprises have bilateral market characteristics such as “cross network externality” and “asymmetric price structure”, which face challenges in defining their relevant markets. This article first clear the bilateral market meaning, then discusses the platform enterprise bilateral market characteristics, and sort out the scholars in recent years about “define a single or multiple market” “assumed monopolist test is applicable”point of view, finally analyzed the “Sherpa's Abused Market Dominance” “Tangshan Renren Company v.Baidu Case” “Qihoo360 v.Tencent Case” three Chinese anti-monopoly law enforcement cases. The aim is to further discuss how to better combine the theoretical investigation and case analysis of qualitative and quantitative analysis to define the relevant market more accurately.

STRATEGI DAYA SAING UMKM MADUMONGSO ARUMMANIS TUBAN DENGAN MEMANFAATKAN TEKNOLOGI CERDAS

The thing that underlies the dedication to Ibu Rini's Madumongso UMKM is that it has not been touched by activities, namely coaching, training, capital and marketing from the Tuban Cooperative Service or any other service. The problems faced by Partners when visited by the service team from ITATS were found to be 4 aspects, namely: First, in terms of the production aspect, where production was still carried out conventionally. Second, from a marketing perspective, we do not yet have special human resources to handle marketing. Third, the financial management aspect for financial recording is not well systemized. Fourth, in terms of product, the product packaging is only made of mica plastic, so it is less attractive and less safe and the expiration date is shorter. Of the 4 aspects of problems in UMKM, the service team will provide solutions to these four aspects with an agreement with the partners, namely: First, they will buy equipment for mixing the madumongso dough. Second, create and provide training on Internet marketing or smart marketing. Third, create an application to find out financial cash flow and turnover. Fourth, provide packaging design training so that it has a high selling value and a longer expiration date of up to one year.

Can seed exchange networks explain the morphological and genetic diversity in perennial crop species? The case of the tropical fruit tree Dacryodes edulis in rural and urban Cameroon

Societal Impact StatementCrop seed exchange networks, shaped by social dynamics, strongly influence the organization and breadth of plant diversity in human‐managed environments. Integrating an urban and market perspective, this study explores the diversity dynamics of a socio‐economically important Central African fruit tree species, the African plum tree. Tree owners in urban, peri‐urban and rural sites use seeds from different origins as their main propagation material, leading to locational variations in genetic diversity and structure. This analysis contributes toward building a framework to inform the research agenda of cultivated African fruit trees, by highlighting the important role of urban centers in safeguarding crop genetic resources.Summary Biocultural factors constrain the dynamics of crop species diversity. Here, we considered different aspects of the social, spatial and temporal dynamics of morphological and genetic diversity in a multi‐purpose perennial crop, the African plum tree (Dacryodes edulis). We assessed (i) how seed exchange networks were organized along urbanization gradients, and how they influenced the distribution of species diversity; (ii) the temporal dynamic of seed exchange network by characterizing species genetic diversity through time. To do so, the study was carried out in Cameroon, where we focused on three urbanization gradients, covering urban, peri‐urban and rural areas, corresponding to three different ethnic groups (Bamileke, Bassa, Beti). We combined interviews with tree owners and nuclear microsatellite‐based genetic analyses. Tree owners from urban and peri‐urban sites primarily used distant seed sources, acquired in the market or from their village of origin, as propagation material, whereas tree owners in rural sites relied primarily on village‐level seeds. In turn, genetic diversity was not evenly distributed, with rural sites exhibiting their own genetic clusters. On the contrary, the genetic diversity of urban sites was enhanced by extensive human‐mediated seed flows. Looking at trees from different age classes, we found that genetic diversity was stable over time. Overall, this first attempt to combine different levels of diversity for African plum trees in commercially connected areas expands the scope for in situ intraspecific conservation by highlighting the contribution of urbanized areas.

The Path Selection of China's Chip Independent Innovation and the Influence of United States Technology Blockade

The purpose of this paper is to discuss the path selection of independent chip innovation in China and the influence of technology blockade in the US. Firstly, this paper introduces the current situation and development trend of global chip industry, and analyzes the current situation and challenges of chip industry in China. Secondly, this paper discusses the path selection of independent chip innovation in China from the perspectives of technology, industry and market, and puts forward corresponding policy suggestions. Finally, this paper analyzes the influence of US technology blockade on China's chip independent innovation and its countermeasures. The research shows that if China's chip industry wants to gain advantages in the fierce global competition, it must strengthen independent innovation and improve its own technical level and innovation ability. At the same time, it is necessary to actively respond to the impact of the US technology blockade, strengthen international cooperation, and promote the healthy development of the global chip industry. I hope the research in this paper can provide some theoretical support and practical reference for the independent innovation of China's chip industry, and contribute to the future development of China's chip industry.

Research on the Marketing Model of Brick-and-Mortar Bookstores

These years, with the development of the internet, online bookshops have reached a growing audience. As online bookstores have gradually expanded their dominance, the size of the physical bookstore retail market has continued to shrink, making it increasingly difficult for physical bookstores to make a profit and leading to a wave of "closures". This paper focuses on the community-based marketing communication of physical bookstores as a mechanism and conducts research from the perspective of service marketing to inspire physical bookstores to better exploit the advantages of the service experience of physical channels and provide ideas for physical bookstores to tailor their service marketing models to create more economic value and thus achieve sustainable development. The study found that for physical bookstores to survive and thrive in a fiercely competitive market, they must build experiential platforms, realize scene operations, develop cultural activities, create a bookish atmosphere, establish emotional links, and realize commercial value. At the same time, brick-and-mortar bookstores should also adopt innovative marketing tools to expand their outreach and explore a unique path of quality development.

The Path of Enhancing Consumer Stickiness of Mobile Phone Brands in the Digital Marketing Perspective and the Means to Break Through the Bottleneck Period Using Huawei as an Example

In current society, smartphones are a necessity of life, but in recent years the development of smartphones has entered a bottleneck period, and global smartphone shipments have continued to fall. This paper uses the review research method to analyze the current situation of Huawei's business, including its product strategy and marketing strategy, as well as the current business difficulties it faces. The book also provides specific suggestions for improving user stickiness and breaking through the bottleneck. Among them, product optimization includes the improvement of part of after-sales service content and brand interconnection function, the enhancement of product differentiation, the enhancement of preferential efforts, and the continuous development of foldable mobile phones; The means of enriching product features promotion includes using short video platforms to display product features more specifically and intuitively; Promoting offline experience includes setting up offline experience museums; Enforcing strict channel pricing controls includes signing agreements with relevant personnel.

Branding heritage in multi-cultural societies, with special references to preservation discourses

ABSTRACT Heritage is the platform of intangible attributes embedded within the physical urban values; it is the overlapping between urban forms and social history. Heritage can be a brand value proposition that creates a unique base of strong relationships between urban settings and users. The research is focusing on the idea of heritage preservation from a different perspective, adopting branding techniques and mechanisms to overlap the two disciplines in a study framework. Branding heritage re-introduces heritage values from the marketing perspective, in which the research reflects the idea of the place attachment and refreshes memories from the economic dimension. The research proposes a structural framework that accommodates the literature domains of heritage preservation as tangible elements, patterns, geometry … etc. and intangible values as spiritual, sense of place … etc. mapped with the branding approaches. The aim of this research is to trace the branding heritage tactics and examine the approach. The purpose is to preserve heritage from deterioration and use its values as economic assets. The research intends to validate the importance of marketing experience in branding heritage process, using the symbols of tangible and intangible meanings and its significance. The research anticipates studying marketing the heritage within multi-cultural societies, in terms of contributing the heritage of some urban setting within the heritage of others. The proposed structural framework reflects the mechanism of branding heritage. Finally, the research concludes its findings by offering interpretations of re-reading the users reflections and reviews to the concept of branding heritage upon an existing project setting.

CEO power, regulatory pressures, and carbon emissions: An emerging market perspective

CEO power, regulatory pressures, and carbon emissions: An emerging market perspective

The perspective of hydrogen direct reduction of iron

The work proposes a perspective on the direct reduction of iron (DRI) using hydrogen. Typically, iron is produced in blast furnaces (BFI) by the reduction of iron ore with carbon-rich materials such as coal or coke. Greenhouse emissions may be drastically reduced by introducing DRI coal/oil-based, and further reduced by using methane-based DRI. By increasing the share of hydrogen in the reducing gas by the addition of green hydrogen, the GHG emission further reduces. While hydrogen DRI becomes competitive for GHG emission with methane-based DRI once the electricity indirect emissions of GHG fall below 120 g CO2 per kWh, the full potential of hydrogen DRI is achieved phased with the complete uptake of green hydrogen, which is an essential component of a zero-emission stable electric grid fed with non-dispatchable renewables, as well as zero-emission non-electric total primary energy uses. The market perspective for hydrogen DRI in the short term is quite promising, and it is gaining significant attention and interest within the iron and steel industry. Key factors contributing to its market perspective are decarbonization and climate goals, policy support and incentives, investor interest, industry collaboration, technological advancements, sustainability, and brand value.

General Aspects of Bank Strategy on the Digital Transformation in North Macedonia

Abstract Change management in banking becomes more complex with a strong accent on the non-financial aspects to preserve sustainable development. The objective of this research paper is to promote powerful market interactions in the evolution of banking business models by exploiting the business model canvas method. The major banking business models in North Macedonia, identified by the method of cluster analysis in this paper were analyzed from the marketing perspective in order to present a generalized canvas of the commercial banking digital transformation aspects and strategy at the country level. The analysis was conceptualized over eight key strategic aspects. The visualization method was chosen to approach the relevance of stakeholders in the banking strategy and the value creation for society. Finally, this study concludes with the existence of substantial digitalization capacity of the banking institutions in North Macedonia, confirming its positive linkage with size, social responsibility, and international aspects.

In Pursuit of Authenticity: Commodified Community, Curated Experience, and Fandom

This paper takes a contextual look at economic impacts of hyper‐monetization, immersive advertising, and general shifts in the fandom subcultures around gaming over the past decade. In unpacking notions of cultural authenticity from a branding and marketing perspective. I hope to point out further trends in the monetization of fandom and community that serve as engines of continued change and driving forces in the continued development of gaming culture. While much scholarly work is done on online spaces around gaming specifically, it is often focused on community experience whereas in practice, questions being asked by companies are often how to make those communities more profitable customer bases. I want to use my experience in negotiating the desires of companies to advertise with the desire of communities to not exist in a capitalist hellscape to examine the friction between these paradigms and what it may mean for fan cultures moving forward. In the end I hope to question whose interests we as ethnographers serve in working in professional capacities alongside brands. Often serving in our classical capacity as infiltration specialists, those of us who pursue careers as practitioners often must reckon with the impacts of capitalism on the sectors in which we work. We too are subject to the same pressures as content creators and event organizers, while our passion may be educating and bringing clarity and understanding to help brands reach “authenticity”, we too become a part of this shift toward commodification of community. Eschewing the narrative of the heroic anthropologist, last bastion of community interest, I hope to call into question that against the seemingly ineffable force of capitalistic intent and the cultural change it begets, how can we still carve out a space for leisure and fandom that isn't centered on monetization?

Using Social Media from a Marketing and Educational Perspective - Take Tiktok as an Example

Social media is playing a more important role in the current society, especially TikTok has become the most popular one. Its success greatly affects almost every aspect of peoples lives and changes their lifestyles to some extent. To figure out the reason for it and appropriately use it are significant and instructive. Developing the potential value of it and making use of it, there could gradually form a virtuous circle. The article will analyze why and how to use its huge effects from the perspective of marketing and education. The article adopts some typical examples including popular bloggers, short videos and their comparisons, e-commerce store, and so on. The finding of the article shows that whether in marketing or educational fields, the appropriate use of TikTok will have a positive meaning in lots of aspects. After the demonstration, its really meaningful to apply the app TikTok in more fields like marketing and online education, which will bring considerable social and personal benefits.