Proceedings of the 2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022)

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Marketing Strategy Analysis of Products Derived from Fans’ Economy—Take Yuying Wenchuang Company as an Example

Authors
Jinyi Yang1, *, Hongxing Yang2, Shishan2, Xiaoqiang Zhao2
1Robert H. Smith School of Business, University of Maryland, College Park, USA
2Huaneng Huaneng Longdong Energy Co., Ltd., Qingyang, China
*Corresponding author. Email: jyang.116@umd.edu
Corresponding Author
Jinyi Yang
Available Online 29 March 2023.
DOI
10.2991/978-94-6463-124-1_31How to use a DOI?
Keywords
Fans’ Economy; Crowdfunding; Microeconomies; Marketing Strategy
Abstract

Took World of Honor’s peripheral products’ crowdfunding program which established by Yuying Wenchuang company as an example, analyzed the characteristics of companies which mainly rely on fans’ economy and the products they sell. Due to special characteristics of crowdfunding products and different motivations for buyers to buy fans’ economy products, companies which sell products rely on fans’ economy will face more problems. This article used two products which have most serve problems in this crowdfunding program as example and described marketing and operation problems of this company face and why the company has these problems. In this end, put up some suggestions how to solve and avoid marketing and operation problems in the future.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 March 2023
ISBN
978-94-6463-124-1
ISSN
2352-5428
DOI
10.2991/978-94-6463-124-1_31How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jinyi Yang
AU  - Hongxing Yang
AU  - Shishan
AU  - Xiaoqiang Zhao
PY  - 2023
DA  - 2023/03/29
TI  - Marketing Strategy Analysis of Products Derived from Fans’ Economy—Take Yuying Wenchuang Company as an Example
BT  - Proceedings of the 2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022)
PB  - Atlantis Press
SP  - 257
EP  - 265
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-124-1_31
DO  - 10.2991/978-94-6463-124-1_31
ID  - Yang2023
ER  -