CCL is a leisure travel company that was created in 1994. Ever since the Covid-19 pandemic started, it has not been doing well and we can see it through the different financial ratios. All the data presented are from the years 2020 and 2021.  An example of a ratio that is doing badly includes the current ratio which is under 1. 

Different behaviors play a large role in how finance is conducted; the study of financial decisions behind behaviors, psychological influences, and biases is known as Behavioral Finance. Over the past 50 years, Behavioral Finance theories have become mainstream and are among the tools used in a variety of financial industries for financial analysis. There are different theories and behaviors that I will be exploring in this paper: Rational Expectations Theory, Efficient Markets Hypothesis, Utility Theory, Prospect Theory, Anchoring, and Herd Behavior.

The marketing strategy is a crucial element in the growth of business. Success in creating a marketing strategy equates to success in capital accumulation. The primary goal of business development is to increase profits, the successful operation and long-term development of market strategies are connected to how products or services are sold. In the era of big data, marketing channels have evolved from a single model to one that is diversified, posing opportunities and difficulties for marketing efforts. As a result, improving a company's marketing strategy aids in market share acquisition. The marketing performance will be directly affected by the information's acquisition, processing, storage, and release. This study investigates how businesses can adapt to new developments by marketing strategies in the big data era.

Network media plays a more critical role in people's daily lives. Self-media breaks through the traditional media communication mode and becomes the real grassroots media with its diversification and populism of the main body. It greatly liberates the people's right to speech by its simple content expression and convenient and diversified transmission. Self-media marketing is a new method focusing on ordinary promotion ads or link ads through the Micro-blog platform, reducing the audience's resistance psychology. This paper analyses the characteristics of self-media marketing strategies on Chengdu female purchase intention domestic beauty brands based on the influencing factors of functional value, perceived value, perceived risk, and perceived convenience of beauty brands relating to female purchase intention. The three research objectives are; to explore how domestic beauty brands influence consumers' purchase intention through innovative marketing strategies, to analyze how domestic beauty brands have rapidly emerged in the fiercely competitive beauty market through self-media marketing strategies, and to suggest the respective formulation of marketing strategy for improving the development of domestic cosmetic sales.

In recent years, Chinese college students spending in the medical beauty consumer market has significantly risen due to the rising economic strength and social influence. The medical beauty market has been enormously stimulated by the improvement of technology that helps proactively understand the elements of acceptance to design interventions, including training and marketing. The three objectives are to explore the influence mechanism of college students in medical beauty consumption willingness in Sichuan and Chongqing, to analyze the influence mechanism of young women's medical beauty consumption willingness, to improve consumers' desire to consume medical aesthetics with the high-quality and standardized development of the medical aesthetics industry.

Red tourism is the use of the historical heritage of the Communist Party of China to develop tourism. The Chinese nation-state uses this tourism practice to fuel national economic growth and foster new patronage of communist ideology among younger generations, from the background of China's economic and social changes since 1978, when the opening-up policy and economic reforms were implemented. Intangible cultural heritage has rich cultural and artistic value, which is naturally in line with tourism development. Authenticity is an essential part of the development of intangible cultural heritage tourism. The three objectives are: to analyze the composition of brand value cognition in red tourism areas; to explore the influencing factors on Sichuan residents’ usage intention; and to suggest brand building and marketing strategies for the brand value cognition in red tourism areas.

With the development of science and technology, the world has entered a new information age. The innovative marketing methods of online advertising make traditional advertising more and more marginalized. Bullet screen advertising has undoubtedly made this Internet era a representative advertising and marketing model. It has the characteristics of comprehensive advertising coverage, strong pertinence, good concealment, and remarkable effect. This paper takes various online bullet screen video APPs as the research object and studies the influence of the bullet screen advertisement on the audience's purchase intention on the online video platform. This paper mainly analyzes the influencing factors of consumers' acceptance of brands in bullet screen advertisements, then combines the characteristics of screen video advertisements to establish a relationship model of three dimensions. They are bullet screen advertising marketing, consumer brand attitude, and consumer purchase intention. The three research objectives are; to analyze the influence of content marketing on the brand loyalty of bullet screen video websites under the social economy, to explore the influencing factors to consumer loyalty in Sichuan, and to provide suggestions for the sustainable development of content marketing for the development of consumer loyalty.

In recent years, with the rapid growth of China's economy, the price of automobiles has continued to decline, and the maturity of people's consumption concept and the improvement of life requirements have driven the skyrocketing of automobile consumption. As one of the automotive aftermarkets, the used car market has ushered in an unprecedented golden age. Consumers are the key to the survival of the used car market. A correct grasp of the basic principles of consumer decision-making and what factors affect their purchases will help formulate market and business strategies. The three objectives are to analyze the influencing factors of the consumer in used car purchase intention, to explore the effect of the theory of consumer psychology in used car sales, and to suggest better policies in used car markets in Guizhou.

The imagination of the brand image in the tourism industry is a combination of antecedents and adjustment factors, which affect the customer's response to the brand tourism marketing. Imagination is considered a brand identity framework for the travel industry. Building a conceptual framework for the brand image of the tourism industry will make competitive advantage in the tourism market. The three objectives are to analyze the influence mechanism of brand image on Sichuan tourism products, evaluate the overall image of tourism products in Sichuan and suggest improving consumers' purchase intention in Sichuan tourism products.

The emergence of multiple channels reshapes consumers’ purchase behavior and retailers’ marketing styles. The emergence of online channels and new additional digital channels such as mobile and social media has changed retail business models, retail mix execution, and shopper behavior. This analytical framework can be the basis for systematic comparisons and longitudinal studies to understand similarities and differences in blogging practices further. The three objectives are to investigate the organizational support perception in a blogger group, explore the influencing mechanism among the influencing factors, and evaluate the improvement of a multi-channel network with adequate support with respective economic benefits.

The rapid development of information technology and the economy has accelerated the integration of the internet and finance, prompting changes in consumers' attitudes and behaviors toward money. In the era of Internet consumer finance, more and more college students have joined the ranks of Internet financial management. As a unique consumer group, they occupy an important position, and their financial management behavior is the focus of social attention. The three objectives are to explore the current Sichuan college students’ pre-spending intention, investigate the relationship between the consumer credit platform and college students, and propose the proper consumption view for college Sichuan by using consumer credit finance.

An E-commerce live broadcast is a video that lives on the e-commerce platform. As an innovation of entrepreneurial marketing in the new media era, it has quickly become the most crucial marketing method for many e-commerce sellers. Based on the characteristics of live web broadcast, this paper studies the path model of the relationship between live video and customers’ purchase intention from the perspective of different sales channels. The three objectives are to explore a more in-depth and detailed analysis of the online e-commerce live broadcast products, to promote brands, merchants, and Internet celebrity anchors to increase the conversion rate of self-operated live broadcast rooms, to promote brands or merchants, and to evaluate the policies of efficiently use in the network of celebrity in product promotion.

Continuous monitoring of market trends is one of the essential responsibilities that marketing scientists and practitioners should perform. Tourism is significantly influenced by major demographic, cultural, and economic trends. In the past few years, there has been considerable debate about the fundamental demographic changes across China. One of the main issues Sichuan raises is an aging population, which will have local solid tourism potential. The three objectives are to analyze the influence mechanism of community tourism marketing on the silver age group in Sichuan, to explore the relationship among marketing elements to user intention in tourism, and to evaluate the improvement of purchasing definition of aging groups in community tourism products.

With the development of the national rural revitalization plan and rural e-commerce, live broadcast of agricultural products has become a recent hotspot. Farmers hope to catch the express train of live broadcast, sell agricultural products, and broaden the road to wealth. The live broadcast e-commerce has won consumers' trust in information quality, system quality, service quality, telepresence, social presence, etc., enhancing consumers' willingness to buy agricultural products. It believes that high-quality live broadcast e-commerce will increase consumers' purchase trust. The three objectives are: to analyze the influence of live streaming e-commerce on agricultural products under the current new media environment; to explore the influencing factors of live streaming strategy; and to evaluate the appropriate policies for improving agricultural product sales under the new media era.

There are three main business models of the Chinese internet celebrity economy - fan rewards, social media advertising, and online retailing. Fan rewards, less often for business, are mainly for online anchors and web writers, who use their talents to create performances or contexts to drive fans to reward them. Social media advertising is a significant channel to earn revenue for celebrities who work as influencers and brand spokespersons. In the online retailing business model, E-commerce based internet celebrities like fashionistas sell self-branded products to potential buyers among followers via Chinese C2C or B2C platforms, such as Taobao and Tmall. The three research objectives are; to analyze the influence mechanism of the rise of the Internet celebrity economy on the brand identity of consumers in rural areas in Sichuan, to investigate the influence mechanism of the rise of the Internet celebrity economy on the brand recognition of rural products of consumers in Sichuan area, and to propose consumers’ brand awareness of rural products, and increase consumers' willingness to purchase rural products.

Intangible cultural heritage can provide cultural value content for product development and marketing of cultural destinations, enabling these areas to obtain economic benefits. This study selects cultural identity as an antecedent variable. It applies the theory of planned behavior to construct the influence mechanism of cultural identity on Sichuan consumption intention in heritage tourism. In cultural development, visitors and residents have reached an everyday cognitive basis for cultural products through perceived value and cultural value perspective, guiding consumer purchase intention and promoting the continuous development of Deyang cultural products. The three research objectives are; to analyze the influence mechanism of intangible cultural heritage cultural values on consumers' intention to purchase intangible cultural heritage products in Deyang, Sichuan, to explore the influencing factors of intangible cultural heritage value on purchase intention, and to suggest the improvement of intangible cultural heritage value in cultural product sales in Deyang.

This study aims to find out the facts and potential trends about the Sichuan female national beauty brands under the development of the domestic economy. While public interest in sustainability has increased and consumer attitudes are positive, their behavioral intentions are not aligned with philosophies. The three objectives are to study the factors that affect consumers’ purchase intention, to explore elements and countermeasures of national brands of beauty cosmetics involving consumers’ willingness to buy and to suggest the economic value of beauty brands under the sustainable growth of domestic development in Sichuan.

Internal combustion engine vehicles are an essential source of urban air pollution. To reduce toxic emissions and reliance on fossil fuels, governments and the auto industry have begun promoting the adoption of electric vehicles in the past few years, albeit with limited success in terms of market penetration. This study aims to improve the current understanding of the factors that influence customers' choice intention to adopt electric vehicles. Based on the theory of perceived value and rational action, this study proposes an r-dimensional behavioral model based on EV perceived value, product popularity, and perceived risk to understand their impact on customers' attitudes toward EV choices as purchases. The three research objectives are; to analyze the economic impact of the emergence of new energy vehicles, to explore the influencing factors of perceived value, product preference, and perceived risk to purchase intention and to make suggestions for marketing strategy on vehicle sales in Ningxia.

Since the 21st century, Internet digital music has become increasingly popular among music consumers. Due to the low cost of digital music reproduction and the imperfect market supervision system, until 2015, the use of digital music works was still basically in an uncertain and disordered state in China. This paper analyzes the specific status of digital music copyright protection in the current "Internet +" era. It discusses the evolution of music consumers' awareness of digital music copyright in recent years, which will help promote the development of the digital music industry based on the influencing factors of copyright, currency cost, functional value, social effect, consumption experience, and herd psychology. The three research objectives are; to analyze the influence mechanism of copyright awareness awakening on consumers' purchase intention of digital music members in Sichuan, to explore the influencing factors on membership purchase intention, and to propose the improvement of membership purchase intention.

This study investigates the effects of sports celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. The three research objectives are; to explore the influence of celebrity endorsement effect on Sichuan fans' purchase intention, perceived value, trust, brand image, and the status of the adjustment mechanism, and to study the influencing factors of celebrity endorsement of sports brands on the purchase intention, and to propose Sichuan fan groups on the purchase intention of sports brands under the influence of celebrity endorsement variables.

Apparel purchases now constitute one of the fastest-growing segments of e-commerce. Thus, theoretical solid and managerial reasons exist to understand better consumer characteristics associated with buying apparel online. This paper investigates motivations for online apparel consumption using the Consumer Styles Inventory. This study showed that discounts, limited quantities, coupons, lucky draws, and gifts influenced student purchase behavior. The three research objectives are; to explore the clothing consumption behavior of college students in Chengdu, Sichuan; to evaluate the influence of online shopping platform promotion strategies on Sichuan college students' clothing consumption behavior, and to suggest the improvement of the promotion strategy of the online shopping platform in the future.

Traditional cultural products have been seen as part of sustainable social and economic development. Culturally innovative products with derivative elements are attracting more attention and becoming an essential tool for conveying product aesthetics and underlying traditional culture. Recently, the critical role of the younger generation in inheriting contemporary values has been much discussed on purchase intention with influencing factors of enjoyable value, practical value, sales behavior, consumer satisfaction, consumer perception, cultural recognition, and perceived scarcity. The three research objectives are; to analyze the influence of intangible cultural heritage product marketing strategies on consumers' purchase intention in Guizhou, to explore the impact of intangible cultural heritage product marketing strategy, and to suggest the improvement of purchase intention on intangible cultural heritage products.

The COVID-19 pandemic has impacted the tourism industry in various ways, including tourists' travel motivations and intentions. Unlike previous studies that have focused on the darker side of the pandemic, this study adds a perceived dimension of positive COVID-19 messages to the theory of planned behavior to explore their impact on travel motivation and intention. This research contributes to understanding the implications of the COVID-19 pandemic on tourism and young people's travel motivations and intentions. It also sheds light on the tourism industry to develop relevant recovery strategies during and after the pandemic. The three research objectives are; to study the recovery of tourist service to young people in Sichuan in the post-pandemic era, to explore the concept of purchase intention, and to suggest countermeasures for improving the tourism service during the post-pandemic period in Sichuan.

An increasing number of brands use algorithms to embed brand-related content on targeted consumers’ social media pages. This paper analyzes how consumers’ motives for using social media influence their potential brand-consumer interactions and the following branding outcomes. To examine this, this study selected social media platforms and white liquor as the brand to conduct the influencing effects of marketing strategies of socialized promotion contents, socialized promotion advantages, and promotional strategy of process under product, price, place, and promotion. The three research objectives are; to understand the development trend of liquor brands in the current market situation, to analyze the influencing factors relating to liquor purchase intention of Chengdu customers, and to improve marketing strategies for social media platform optimization of liquor sales in the Chengdu market.

With the popularization of computer networks and the advancement of information technology, online shopping has become a meaningful way. Online shopping of agricultural products is becoming a new growth trend. The development speed of China's agricultural e-commerce platform is astonishing; from the perspective of customers, improving the experience and service level of the e-commerce platform to achieve participation and loyalty has become operators' focus. Convenience, safety, customer service, product quality, after-sales service, and other influencing factors are more important. The three research objectives are; to explore the satisfaction of consumers buying agricultural products online in Guizhou, to evaluate the influencing factors of e-commerce quality on consumers' satisfaction with purchasing agricultural products in Guizhou, and to improve the future e-commerce development of agricultural products in Guizhou.

With the proliferation of high-performance computers, the amount of academic research focused on organized competitive gaming has steadily expanded. To date, user engagement analysis has concentrated chiefly on in-game variables. Still, external influences, including game streaming and gaming-centric communities, can influence teens’ willingness to play games and engage in in-game transactions. In particular, the rise of professional gaming and esports has provided a new medium for customer engagement. This paper analyzes past and current literature on esports virtual product marketing, resulting in a figure representing the history of esports brand usage in popular and unpopular industries in esports. This study examines the impact of e-sports as a decisive factor in game intent recognition on irrational consumption behaviors of Sichuan teenagers through environmental stimuli, customer needs, and emotions. The three research objectives are; to analyze the influence mechanism of virtual e-sports products on the consumption intention of Sichuan youngsters, to explore the degree of influencing factors to youngsters’ purchase intention, and to suggest the solution for improving the irrational consumption behavior.

With the continuous development of the socialist market economy and the complete opening of China's retail business to foreign investment, more and more foreign retail giants are aggressively attacking the Chinese retail market, making the competition in the retail market more intense. Under this background, if retail and commercial enterprises want to gain a firm foothold in the fierce competition, they must comprehensively strengthen the management of enterprises, especially the leadership of marketing, to increase consumers' willingness to purchase. Among many retail enterprises, clothing retail has a large audience and a wide range of consumers, making it an indispensable part of the retail industry. Therefore, this research uses the consumers in Chengdu to investigate the influence mechanism of clothing retail marketing management on consumers' purchase intention in the region and to provide feasible suggestions for developing clothing retail enterprises in Chengdu. The three research objectives are; to explore the willingness of consumers to buy apparel, to evaluate the influencing factors of retailing marketing management on consumers’ purchase intention in Chengdu, and to improve the future apparel marketing management in Chengdu.

Consumers often exhibit impulsive buying behavior as immediate, emotional, and irresponsible, especially under live e-commerce platforms. Supported by the customer inspiration theory, this study explores the psychological mechanism underlying impulse purchase in e-platform that differentiates traditional web shopping by the strong sense of presence in e-commerce marketing in clothing purchases based on impulsive purchase intention. Furthermore, it is indicated that social and co-presence have more potent influences on impulse purchase intention than physical presence, thus proving a more substantial effect of social factors on impulse purchase intention than biological factors in the e-commerce environment. The three research objectives are; to analyze the influence mechanism of the clothing e-commerce live platform strategy, to explore the degree of influencing factors to Sichuan consumers’ purchase intention, and to suggest the solution for improving the clothing e-commerce live platform.

The official business strategies and user preferences restrict the sustainable development of the liquor industry. The increasing market demand brings innovative requirements to alcohol producers and shows a new trend for the future development of liquor sales in Sichuan. The liquor industry develops the patterns of sales and customer strategies to promote more extensive sales in the competitive markets through the influencing factors of perceived value, perceived quality, and service quality relating to customer satisfaction which extends to purchase intention. The three research objectives are; to explore the satisfaction level affecting Sichuan liquor consumers, to analyze the influencing factors of satisfaction strategies relating to purchase intention for Sichuan consumers, and to suggest practical solutions for improving liquor sales strategies in sustainable liquor sales in Sichuan.

With the vigorous development of the digital economy and the continuous progress of digital technology, the digital transformation of enterprises has become an innovative path to strengthen core competitiveness and achieve efficient operation. Financial management is an indispensable link in the enterprise governance system, which is correlated with the stable and high-quality operation of the enterprise. The digital transformation of financial management has proposed new challenges and requirements for the informatization construction of financial management, but currently, many enterprises still have problems like insufficient understanding of the financial information construction and imperfect financial information management system, which will restrict their development and progress if not timely analyzed and addressed. This paper will elaborate on the significance of financial informatization construction and put forward improvement measures for the problems existing in financial information management in modern enterprises, thereby improving enterprise financial management level.

This study investigates the relationship between promotional messages, promotional formats, promotional prices, innovation, enjoyment, interaction, leadership opinions, and travel intentions for creative travel destinations. The growing concept of creativity has been introduced into the tourism sector, and innovative tourism has been seen as a strategy to regenerate destinations materially, culturally, and socially. To develop tourism products and services that incorporate creative concepts and meet tourists' needs by creating more positive and lasting forms of experience, this study aims to examine tourists' consumption psychology in the context of creative tourism destinations. Past research has identified motivation, perceived value, and experience as three important factors influencing tourists' visit intention. The three research objectives are; to assess the influencing factors of Sichuan tourism promotion strategies on local consumers' travel intentions in the post-pandemic era, to analyze the influencing factors relating to Sichuan travelers’ intentions, and to suggest the improvement to the travel promotional strategies for increasing travelers’ interests.

This study explores the value of snack foods by referring to brand development through the Bell model. The question of which perceived product value dominates has been addressed through brand image and perception, whether multiple product values can enhance consumer brand preference/purchase. This study investigated the relationship between product value, brand preference and perception, and purchase intention of numerous perceived snack foods. Relative and derived purchase intention measures have a more pronounced effect on brand and price. Consumers claiming to be value-conscious are more influenced by value, but consumers with the brand as their primary purchase intent emphasize liking. The three research objectives are; to analyze the influence of brand image on consumers' intention to buy snack food in Guizhou, to explore brand image on the intention of Guizhou consumers in buying snack food, and to suggest ideas for strengthening the brand building for the snack food sales strategy for Guizhou consumers.

With the development of the Internet, electronic word-of-mouth (eWOM) communication has become popular, and consumer behavior has changed dramatically. After getting attention and interest in the products or services, the consumers will now search eWOM information before purchasing and share the experiences with others after buying in the online spaces, especially in the virtual communities of consumption. Meanwhile, they start to pay attention to the online opinion leaders who can filter the valuable information and provide some recommendations for products or services. Opinion leaders and eWOM affect the consumers and play crucial roles in marketing strategies through the brand level, professional level, user dependency, detail of promotional information, and way of recommendation to consumer purchase intention. With the development of the Internet, more and more individuals who share similar interests gather online and lead to virtual communities, such as the virtual communities of consumption. The three research objectives are; to explore the electronic products online Sichuan consumers’ purchase intention through self-media, to evaluate the effect of influencing factors to purchase intention, and to put forward the critical suggestion on the role of key opinion leaders through self-media.

An impulse or motivation buy is a simple buy, where the choice to purchase an item is made only a moment before the genuine bargain is done. Online retailers are excellent since they can reach clients through social media. Web-based life is one primary factor in all by which a retailer can impact the clients and raise the motivation purchasing. Technology enables the customer to explore items, name them, and reprimand them in level with measure; the sky is the limit. Subsequently, social media platforms have pages on interpersonal organizations to supplement the data held about items, controlled by the buyer's input about things through the influencing factors of perceived reaction, channel trust, and perceived risk to impulsive purchase. The three research objectives are; to investigate the overall situation of online impulse purchase intention of Sichuan college students, to explore the effect of social media channels relating to the influencing factors to impulse purchase of college students, and to suggest the control in impulse purchase intention for college students.

Customer satisfaction is essential to the success of industrial products such as milk in today's marketing planning. In this paper, we present a conceptual model to measure the relative impact of various factors on customer satisfaction. For years, many business owners have attempted to find different methods for measuring customer satisfaction. They have tried to find possible barriers to building mutual trust between their activities and regular customers to have loyal customers. Loyal customers are considered the best source for promoting products and services through word-of-mouth. Therefore, detecting key components for customer satisfaction plays an essential role in the success of any organization. The three research objectives are; to analyze the current influencing factors of consumer satisfaction with dairy products, to explore influencing factors of perceived value and brand image to Sichuan customer satisfaction in dairy products, to formulate targeted marketing strategies, and provide valuable advice for maintaining sustainable development of dairy products and improving consumer satisfaction.

A new digital marketing tool that has emerged today is that social media tools for marketing promotion. Social media tools are short videos, online platforms, and influencers that shape consumers' perceptions of a brand or product through messages, photos, videos, and other updates on social media platforms. This research paper attempts to identify the effect of various attributes of social media marketing on their credibility and eventually on consumers' purchase intention in Sichuan. The research reveals that trustworthiness, closeness, interaction, perceived convenience, information, video, and service contents impact purchase intention and social presence. Also, an influencer's trustworthiness and credibility directly affect consumers' purchase intention. The three research objectives are; to explore the influencing mechanism of personal presence on consumers’ intention under the new media marketing model, to study the influence mechanism of presence on influencing factors relating to purchase intention, and to suggest the improvement of the new media marketing model for agricultural product sales.

The animation industry is an integral part of the cultural and creative industry, has formed a considerable consumer market worldwide and has even become a pillar industry. The main reason is that the industry does not have a sustainable development model. Therefore, how to carry out sustainable development has become an important research topic for China's animation industry to enhance the willingness of Chengdu college students to consume. This study explores the challenges and issues facing China's animation industry based on the role of influencing factors such as product fit, perceived value, and promotional incentives in promoting the sustainable development model of the animation industry. The three research objectives are; to analyze the influence of consumer willingness to consume animation derivative products on the animation industry, to explore the influencing mechanism between the influencing factors on the consumption intention of Chengdu college students, and to provide highly referenced opinions for improving consumers' willingness to consume and maintaining the sustainable development of the animation derivative products industry.

Guilin specialty products are popular among local consumers, and consumption has often been associated with impacts on need and value by the consumers. This study examined the current specialty product consumption status among Guilin residents and explored factors influencing specialty product consumption by applying the theory of consumption. As expected, different specialty product consumption was an occasional event rather than part of an everyday purchase, closely associated with meeting friends and celebrating cultural enjoyment. Seven influencing factors of motivation, perception, knowledge, learning, experience, attitude, and personality affect consumers’ purchase decisions. The three research objectives are; to analyze the influencing factors of consumers' purchase decisions on Guilin specialty products based on the theory of consumer psychology, to explore the influencing factors of consumers’ purchase decisions on Guilin specialty products based on the theory of consumer psychology, and to improve consumers’ purchasing decisions for Guilin specialty products through the theory of consumption.

A new digital marketing tool that has emerged today is that social media tools for marketing promotion. Social media tools are short videos, online platforms, and influencers that shape consumers' perceptions of a brand or product through messages, photos, videos, and other updates on social media platforms. This research paper attempts to identify the effect of various attributes of social media marketing on their credibility and eventually on consumers' purchase intention in Sichuan. The research reveals that trustworthiness, closeness, interaction, perceived convenience, information, video, and service contents impact purchase intention and social presence. Also, an influencer's trustworthiness and credibility directly affect consumers' purchase intention. The three research objectives are; to explore the influencing mechanism of personal presence on consumers’ intention under the new media marketing model, to study the influence mechanism of presence on influencing factors relating to purchase intention, and to suggest the improvement of the new media marketing model for agricultural product sales.

The rapid development of smartphone technologies in Sichuan has increased the demand for mobile banking in financial services and mobile commerce. This research is conducted for mobile banking adoption in Sichuan based on the use intention. The social influence was added with the KANO model to investigate the direct effect on individuals' intentions. The relationship between practical characteristics and service quality was explored in the relationship between customer satisfaction and use intention. The perceived usefulness, social influence, perceived ease of use, word of mouth, perceived service, expected services, and personal requirements are significant predictors of individuals' intentions to adopt m-banking in Sichuan. The three research objectives are; to explore the current user intention of personal mobile banking services in Sichuan, to evaluate the importance of influencing factors to Sichuan customers’ use intention, and to suggest respective solutions for mobile banking services to local Sichuan banking customers.

Taking the unsalable risk level of agricultural products as the research object, this paper redesigns an evaluation index system based on BSC, which includes five dimensions: finance, customer, internal process, technology and innovation, and environment. Then, with the combination of AHP and fuzzy comprehensive evaluation method as the basic model, a practical and feasible evaluation model of unsalable risk grade of agricultural products is obtained. Finally, a case study was conducted to verify the rationality of the evaluation model for the unsalable risk level of agricultural products, providing a theoretical basis and practical method for further research on the unsalable risk level of agricultural products in the future.

With the flow dividend of traditional e-commerce diminishing, the growth rate of e-commerce users is slowing down; the major e-commerce platforms need content innovation and new flow portals. E-commerce live streaming has become one of the breakthroughs for the media, and its growth prospects depend on whether the live streaming users can turn into orders. Based on the characteristics of China’s e-commerce live streaming platforms and users, this paper studies the impact of e-commerce live streaming on consumers’ purchase intentions in terms of the total buying value with product value; total purchase cost with currency cost and energy cost; and interaction with content interaction and service interaction. The three research objectives are; to explore the economic impact of the e-commerce live-streaming marketing model on luxury goods, to evaluate the influencing factors relating to Sichuan consumer purchase intention in luxury goods, and to make proper suggestions for e-commerce with better services to luxury goods purchasers.

Social media has significantly affected the tourism and hospitality industry. Among diverse social media platforms, short video apps represented by TikTok or Douyin have considerably changed the tourism industry. As a new mobile technology platform, short video apps changed how users obtain travel information, make travel plans, and share the travel experience. Considering the latest technology of short video apps and their influence on tourism, this research aims to explore the influencing factors of video quantity, innovation, interaction, openness, and content richness relating to Chongqing's young travelers' consumption intention. The three research objectives are; to explore the centralized characteristics and advantages of short online videos, to test the impact of short online videos on the willingness of young people to travel to optimize the development of online short videos, and increase the consumption willingness of youth tourism groups.

The social responsibility of contemporary enterprises represents the ethical constraints on the economic development activities of enterprises and their various behaviors. In recent years, our society has actively called on enterprises to assume social responsibility, with emphasis on strengthening the sense of social responsibility. However, moral constraints are different from social regulations, which is not a mandatory requirement. This makes it a long way for enterprises to truly fulfill their social responsibilities in the process of modern social and economic development in China. Therefore, how to improve corporate social responsibility and alleviate the contradiction and conflict with economic development benefits has become a hot issue for enterprises. Especially after the cross listing of enterprises, more stringent standards and requirements will be put forward for the accounting information disclosure and legal supervision of enterprises. At present, although a large number of researchers have carried out corresponding exploration and research in this field. In general, there are few situations related to China, especially for accounting conservatism, which is of great practical significance for building a more harmonious and healthy capital market. Based on this, this article conducts empirical research on cross listing, accounting stability and corporate social responsibility for reference.

In recent years, sports and leisure product sales are no longer contained to general consumers and are visible on school campuses and classrooms. To better understand this phenomenon of students’ sports purchased to be used as sport and casual wear, based on the influencing factors of consumption conditions, service quality, consumption atmosphere, perceived ease of use, perceived trust, and perceived usefulness relating to purchase intention. The three research objectives are; to analyze the influence of Sichuan college students’ purchase intention of sports and leisure products, to explore the influencing mechanism between influencing factors and college students’ purchase intention, and to suggest the sustainable development of the sports and leisure industry and improvement of consumption choices for Sichuan college students.

In recent years, sports and leisure product sales are no longer contained to general consumers and are visible on school campuses and classrooms. To better understand this phenomenon of students’ sports purchased to be used as sport and casual wear, based on the influencing factors of consumption conditions, service quality, consumption atmosphere, perceived ease of use, perceived trust, and perceived usefulness relating to purchase intention. The three research objectives are; to analyze the influence of Sichuan college students’ purchase intention of sports and leisure products, to explore the influencing mechanism between influencing factors and college students’ purchase intention, and to suggest the sustainable development of the sports and leisure industry and improvement of consumption choices for Sichuan college students.

The daily task of the teacher is to improve the quality of education and direct students to be model students, competent, intelligent, and dignified. It is not easy for a teacher to direct students to become better people. The teacher has a monthly salary that is not so large that the teacher needs additional money so that the teacher's life is guaranteed and prosperous. Incentives are extra rewards that will be given to teachers. Not all teachers have the same number of incentives, and all teachers will get an incentive according to their performance. Decision support systems are needed in determining the number of incentives that will be given to the teacher so that the acceptance of incentives will be more equitable by applying this method, incentives issued by parties who will be more optimal and targeted. The influencing factors of incentive motivation, welfare motivation, promotional motivation, performance motivation, training motivation, and environmental motivation relating to teacher job satisfaction are studied in this paper. The three research objectives are; to explore the job satisfaction of teachers in private institutions of higher learning in Ningxia, to test the impact of the private higher teacher incentive system on teacher job satisfaction, and to provide feasible suggestions for optimizing the incentive system of private institutions of higher learning.

With the rapid growth of smartphone users from all across China in the past decade, the online mobile game market value has risen dramatically with the popularity of the college student population. Thus, this is why the online mobile game market has been massively interested in many game developers and publishers all over China. This study investigates factors influencing purchase intention within online mobile games in Henan. The research framework proposes that five independent variables: the sense of belongingness, perceived enjoyment, self-esteem need, self-actualization need, and perceived risk, tend to have a significant relationship with the repeated purchase intention. The three research objectives are; to explore the level of Henan students' repeated purchase intention on mobile game products, to evaluate the influencing factors relating to student repeated purchase intention, and to put forward suggestions for improving competitive mobile game products in attracting Henan student purchase intention.

Green purchasing behavior is of great significance to the realization of carbon reduction goals for the Chengdu area. This study uses new energy vehicles to explore the driving factors of green purchase through psychological perceived quality, product quality, product image, corporate image, and policy support, which are the main factors of green purchase. The behavior motivation indirectly affects green investment through behavior intention concerning the environmental effects. The three research objectives are; to analyze the influence of green innovation on consumers’ brand selection, to explore economic factors of new energy vehicles and government policy factors affecting customers’ behavior in the purchase intention, and to suggest the improvement of service and product quality based on the market demand.

Health-conscious consumers show a growing preference for the selection of pet foods over the traditional foods for their pet consumption. This article will discuss factors that affect the change in consumer behavior based on the consumer psychology theory toward pet foods. The influencing factors are herd psychology, realistic psychology, preference psychology, advantage-taken psychology, face psychology, and comparing psychology relating to purchase intention. The three research objectives are; to analyze the characteristics of Sichuan consumers’ purchase intention of pet products based on the theory of consumer psychology, to explore the impacts of influencing factors relating to purchase intention of pet products and to suggest the improvement of pet product sales through the corresponding consumer psychology theory.

Technology's dynamic advancement has shaped the Sichuan food and beverage industry. Today, the massive shift in the industry has resulted in consumers seeking readily accessible information. Various platforms, primarily social media, influence consumers' pre-purchase opinions before purchasing. This study focuses on consumers' purchasing behavior, specifically in Sichuan's food and beverage industry. Thus, this study examines the impacts of social media on consumers' purchasing behavior in an online food community marketing strategy. Therefore, this study has incorporated recently proposed factors, including E-WOM, social media and online community marketing, higher accessibility of information, and an online ordering system, stimulating the consumers' purchasing behavior in Sichuan. The three research objectives are; to analyze the online food community marketing strategy affecting the Sichuan consumer purchase behavior, to evaluate the technology of online food community marketing strategy in Sichuan, and to formulate the targeted marketing strategy for improving Sichuan consumer purchase behavior.

New energy vehicles have been recognized as a sustainable alternative to lower gasoline consumption and emissions in the transportation sector. To cope with the green environment policy, a spectrum of government policies has been introduced to inspire the production and penetration of new energy vehicles (NEVs). Meanwhile, some perceived values face current trends to meet consumers' purchase demand and the NEV industry's growth. This means understanding the current and upcoming market and customer attitude, how to formulate NEV image, and consumers' purchasing NEV behavior in response to customer purchase intention based on influencing factors of perceived behavioral control and subjective norm. The three research objectives are; to analyze the concept and characteristics of new energy vehicle purchase intention, to explore the influencing factors of perceived behavioral control and subjective norm relating to purchase intention, and to suggest the improvement of the production and sales strategy of NEV based on the market trends.

The study was conducted to assess the mediating impact of customer satisfaction on the predictive relation between moment advertising and purchase satisfaction among Sichuan consumers in domestic smartwatch sales. The research also focuses on customer satisfaction affected by brand image, perceived value, symbolization, functionality, usage experience, emotional value, economic value, and functional value. The three research objectives are; to analyze the concept and characteristics of moment advertising on purchase satisfaction in domestic smartwatch sales in Sichuan, to explore the consumer perception through influencing factors relating to purchase satisfaction, and to suggest the improvement of Moments advertising on smartwatch sales based on the respective customer perception and satisfaction.

An effective development mode is indispensable to solving the decline of rural development, and rural tourism is a critical approach to poverty alleviation and rural revitalization in China. The comparative analysis of the rural areas awarded by the Ministry of Agriculture of China shows that the pastoral economic development mode with the integration of production, town, and scenery realizes the sustainable economy of rural areas. To examine this further, this study takes Guizhou as research. It examines the influencing factors of industrial structure, infrastructure, living conditions, development policy, and social protection relating to Guizhou workers’ home returning intention. The three research objectives are; to explore the degree of Guizhou workers’ home returning intention, to evaluate the degree of influencing factors relating to home returning intention, and to suggest feasible ideas in developing rural economic management mode for producing workers.

Memes can quickly become a shared cultural phenomenon for people in different markets. Harnessing these widespread phenomena can bring opportunities for businesses. But memes are fleeting, and it is hard for a large corporation to respond quickly enough. Getting it right culturally is an even more challenging prospect. Propelled by a rapidly expanding consumer market and the development of digital technologies, China's eCommerce continues to grow all the rage across the country. Being ranked 1st worldwide by its online retail sales, with its eCommerce market contributing more than half of the country's retail sales in 2021, China's eCommerce appears to be a zesty delicacy for brands to taste a tip. Coupled with the accelerating consumers online in the current economic situation, businesses could reach Chinese consumers by selling online. This study focuses on the influencing factors of loyalty, satisfaction, functionality, and brand association relating to Sichuan brand value perception. The three research objectives are; to explore the economic impact of the brand value of the B2C network e-commerce trading platform on related companies, to evaluate the influencing factors concerning to trading platform for brand value creation, and to make feasible suggestions on how the e-commerce trading platform for better services from the users.

The choices and preferences of food consumers are influenced by several factors, from those related to the socioeconomic, cultural, and health dimensions to marketing strategies. Marketing is a determinant ingredient in the choices related to food consumption. Nonetheless, the brands play a crucial role in effectively implementing any marketing approach. Creating food brands in the food sector is not always easy, considering the appropriate amount of these foods produced within the complementary food sector. The small dimension of these sectors' production units hinders brand creation and respective branding for consumer purchase intention. This paper utilizes the influencing factors of promotional stimulus, promotional method, health knowledge, recommendations, parents' characteristics, and children's characteristics relating to parents' purchase decisions on complimentary food. The three research objectives are; to analyze the influencing factors of parents of primary school students in Chengdu on the purchase decision of complementary food promotion, to explore the influencing factors of parents of primary school students in Chengdu on purchasing decision-making of complementary food promotion, and to suggest strategies for the food promotional strategy in children complimentary food consumption.

Live-streaming e-commerce has boosted the marketing vitality and local agricultural specialties. Principle of sustainable human development, but also avoid the problem of food insecurity. By vigorously developing Sichuan agricultural specialties, one can promote the coordination of human society, economy, and ecology and lay a solid foundation for sustainable development in the interest of local consumers. This paper examines whether live-streaming e-commerce has gained consumers’ social presence, trust, and perceived value in strengthening consumer intention to purchase agricultural specialties. The three research objectives are; to explore the influence of e-commerce live broadcast affecting Sichuan consumers’ purchase intention, to analyze the degree of influencing factors relating to consumers’ purchase intention on local agricultural specialties, and to investigate the shortfalls of e-commerce live broadcast and propose better strategies for improving local agricultural specialty sales.

Online shopping has become essential for worldwide communication between businesses and consumers. The development of online shopping has attracted more parents to purchase infant products online. Online shopping has become a popular and convenient shopping style. Despite the growth of online shopping and e-commerce infrastructure, this development has created new problems and challenges in the online market. In an online environment, online shopping is regarded as a risky activity. Purchase intention is affected by the perceived risk, which can be a reason for customers not to purchase online, and a business must consider the perceived risk. This study focuses on influencing factors of perceived usefulness, perceived ease of use, perceived risk, perceived service quality, perceived popularity, and online shopping experience relating to parents’ purchase intention. The three research objectives are; to analyze the influence mechanism of Internet shopping mode on Sichuan consumers' purchase intention of maternal and infant products in Sichuan, to explore the influence mechanism of Internet shopping mode on Sichuan consumers' purchase intention of maternal and infant outcomes, and to propose the improvement of online purchase strategy in maternal and infant products for Sichuan parents.

Internet shopping is a phenomenon that is increasing nowadays. A peep into the exponential growth of the leading players in this industry indicates there is still an extensive reservoir of market potential for e-commerce. The convenience of online shopping renders it an emerging trend among consumers, especially Sichuan college students. The prevalence of online shopping has raised the interest of the retailers to focus on this area. Therefore, this study determined the relationship between secured protection, ease of use level, responding speed, reality, empathy, and fulfillment while mediated by student purchase behavior. The three research objectives are; to explore the purchase behavior in the electronic product of Sichuan students, to evaluate the influencing factors of online sales platforms on student purchase behavior, and to put forward suggestions for better online shopping platform sales policy.

Because of their flexibility and technological innovation, SMEs have gradually become the key to high-quality economic development in China.On account of the small size of small and medium-sized enterprises and various resource restrictions, a large part of China’s small and medium-sized enterprises human resources management mechanism is not flawless,there is a huge risk of brain drain, thus causing the small and medium-sized enterprises operation and management costs rising phenomenon.In this paper, the risk of brain drain in small and medium-sized enterprises in our country and the impact of a comprehensive analysis, and explore the corresponding solutions, summarize the experience and lessons, so as to future small and medium-sized enterprises in China to deal with the risk of brain drain questions put forward constructive solutions.

The world's leading economies, China and the United States are experiencing high economic growths. However, some other developing economies around the world isn't growing as fast. This causes economic disparity, where the gap between developed courtiers and developing countries are exacerbated by the pandemic.

Consumerism is different from consumption in any economic sense. It refers to a way of life in which the purpose of consumption is not to satisfy one's legitimate practical needs, but to satisfy the needs created by consciously stimulated desires. With the continuous development of mass media, the "Netflix economy" is showing a huge development trend. The essence of the Netflix economy is the consumption of symbolic values of commodities, the consumption of desires, and the transmission of a "subculture". Therefore, although it has a catalytic effect on social and economic development, the drawbacks it brings cannot be ignored, and the regulation and guidance of the net popularity economy should be strengthened.

In recent years, the development of characteristic agricultural products industry has become an effective way for Yuexi county to develop the county economy and promote agricultural modernization, and with the rich endowment of ecological agricultural resources, Yuexi county has made initial achievements in characteristic agriculture. This paper summarizes the current situation of the development of characteristic agriculture in Yuexi County and puts forward measures such as accelerating the transformation of advantageous resources, strengthening the brand building, focusing on supporting green brands, increasing the introduction of agricultural talents, carrying out farmers' training, strengthening scientific and technological support, so as to provide reference ideas and suggestions for promoting the development of local characteristic agriculture.

As the continuous development of the times, modern information technology has been widely used and gradually becoming part of people’s lives, prompting the constant innovation of China’s enterprises in management. In the new media era, China’s small and medium-sized enterprises (SMEs) get some development opportunities in brand marketing. Based on this, this article first explains the present situation of the marketing of SMEs in the new media era and then studies the brand marketing strategies.

The smooth implementation of the “belt and Road Initiative” has also promoted the development of multinational economy and trade, among which cross-border e-commerce, as an emerging means of transaction, is gradually developing into the preferred way of transaction for all countries. Mongolia is an important partner of China with close relations. The level of cross-border e-commerce and international trade cooperation between the two countries is still lagging that of other countries along the belt and road. Starting from the actual national conditions and economic and trade development foundation of the two countries, this chapter analyzes the impact of cross-border e-commerce development on China-Mongolia international trade cooperation, and provides countermeasures for promoting the development of bilateral cross-border e-commerce.

With the continuous development of network marketing, the combination of online and offline mode emerges as the times require. On this basis, compare and analyze the business models of Pupu Supermarket and Hema Xiansheng, using the theoretical framework of 3W2H , analyze and compare around five basic elements, describe the status quo of business models under different e-commerce models, and analyze their core essence. Extract and summarize its successful model, and make suggestions for fresh food e-commerce, and continuously improve the business model of fresh food e-commerce.

Today, the development of new media has become the mainstream of the Times, and the relationship between all walks of life and new media is getting closer and closer. In short, more and more businesses and some small and medium-sized enterprises are also actively establishing their own WeChat companies, hoping to expand the influence of corporate communication through new media channels and explore more potential customers. The market is becoming increasingly competitive for a company, especially in the context of China 2025. In order to adapt to the trend of the Times, enterprises must strengthen brand construction. In this context, pharmaceutical enterprises innovate, develop and improve the quality and ability of marketing management has become the focus of its modernization and sustainable development. In view of this, based on the marketing channels of pharmaceutical enterprises, starting from the marketing environment under the background of the new media era, this paper analyzes and draws lessons from the selection and control strategy of the marketing path of pharmaceutical enterprises in China.

Aiming at the trading problem of gold and bitcoin in the financial market, this paper establishes a trading strategy based on KDJ and MACD indicators, and establishes an effective frontier curve model based on the change of mean variance to determine the investment ratio, and uses Lagrange multiplier method to maximize the trader's return rate.

On January 1, 1995, world trade ushered in a new era. An organization used to establish, modify, and enforce rules governing international trade - the World Trade Organization (WTO) - was born.^[1] The WTO is the world's largest international economic organization and so far, as many as 164 members have joined.^[1],[2] The WTO covers a wide range of areas, mainly including trade in goods, services, intellectual property, and other fields.^[3] Various trade disputes would arise in the complicated trade process and naturally, resolving disputes has become one of the core activities of the WTO. The WTO Dispute Settlement Mechanism (DSM) is regarded as the central pillar of the WTO and a unique contribution of the WTO to global economic stability.^[4] Generally speaking, DSM is excellent and successful. It provides a reliable trading platform for all members of the world and a guarantee for the free, fair, and predictable flow of trade.^[5] But on the other hand, nothing is perfect, DSM also has some criticisms, and there is also a certain degree of inequality in the treatment of members with different development levels. This article aims to analyse the merits and demerits of the WTO's DSM and to explain that, although the DSM was originally set up to benefit the weaker countries, in practice developing countries remain at a disadvantage.

It is said that within a company, shareholders are after profit making while managers are after their own interests. Also, corporations are said to have stakeholders other than shareholders and managers that are affected by the actions they take, though not owning or employed by them. It will be discussed in this essay that whether the statement is accurate.

Education is always a hot topic in China attracting attention from many scholars, and the particularity of education frequently contributes to contradiction between education’s personal return and the social one. Therefore, to achieve common and equal development in educational development, macro control on education resources is of great importance. Learning the impact of fiscal education expenditure on household education expenditure can help in building a better understanding of the mechanism behind the effect of increasing or decreasing fiscal education expenditure, so that the government can set educational policies of higher efficiency. What’s more, merely understanding the general impact of fiscal education expenditure is far from enough. More factors, i.e., household income, educational stages, should be taken into consideration because different groups of people may have various reactions to the government’s macro control.  Based on the secondary data collected from CFPS, an authoritative database in China, together with the primary data collected through the distribution of questionnaire, the researchers built three OLS regression models, and carried out certain data analyses, finally drawing the conclusions that the fiscal education expenditure plays the crowding out effect on the household one, and both income and educational stages have significant impact on this crowding out effect.

Based on the problems existing in the current digital Inclusive Finance in supporting small and medium-sized enterprises to solve financing constraints, this paper discusses the lag of the current regulatory measures for the innovation of digital financial technology and the regional problems of digital Inclusive Finance in supporting the financing of small and medium-sized enterprises. At the same time, it puts forward some countermeasures, such as strengthening the construction of digital infrastructure, establishing a standardized financial system for small and medium-sized enterprises and disclosing more financial information.

Ever since COVID-19 became popular around the world, there are two kinds of measures taken by governments to respond to the impact on stock markets, including controlling the number of new cases and promulgating economic policies to stimulus economy. This paper studies how the two measures, controlling the spread of COVID-19 and formulating economic policies, impact stock returns in United States and what are the differences. Additionally, this paper analyses if these two measures have the same impact on multinational companies and local companies. By using CAPM and descriptive statistical analysis, the researchers find that economic stimulus is effective in short term but controlling the spread of pandemic plays the key part in long-term economic growth, international trades make a difference in reducing risk during COVID-19. Finally, to understand is the impact of investor sentiment on stock prices the reason for these two responses to changes in stock returns, Fama-French three factor with sentiment factor added is used to explore the relationship between investor sentiment and stock returns. The conclusion is that changes in investor sentiment are positively correlated with the excess return of the portfolio.

Securities companies have their own unique advantages in carrying out stock pledge financing business, and are also in a leading position in stock pledge financing business. However, it should also be noted that with the expansion of the stock pledge financing business, stock pledge risks are also gathering. In this case, it is very necessary to study the stock pledge risk of securities companies. This paper first analyzes the risks existing in the stock pledge financing business of securities companies, and then puts forward measures to strengthen stock pledge risk management in securities companies.

With the popularization and development of the Internet, online sales are gradually replacing offline sales and occupy a major position in the sales industry. The transformation of sales mode will also be a huge challenge for commodity companies. Analyzing and mining market information and consumer feedback has become the key to network marketing. Based on the data of mathematical modeling competition for American college students in 2020, this paper mainly uses mathematical methods such as correlation analysis, multiple Logistic regression and natural language processing to formulate sales strategies for microwave ovens, hair dryers and baby nipples launched and sold by Sunshine Company in the online market, and analyze customer feedback data.

Market traders frequently buy and sell volatile assets with the goal of maximizing total returns. In the complex market, how to predict the general trend of the market more accurately, how to determine the buying point or selling point, to maximize the target income, is the primary consideration of investors more scientifically and reasonably. In this paper, based on the closing price data of bitcoin and gold on Nasdaq from September 11, 2016 to September 10, 2021,^[1] we first build a LSTM neural network prediction model for sliding sequence prediction, on this basis, we build a trading strategy selection model based on nonlinear programming, and introduce Monte Carlo algorithm to optimize the solution.