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

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

Author

Listed:
  • Jinyi Yang

    (University of Maryland, Robert H. Smith School of Business)

  • Hongxing Yang

    (Huaneng Huaneng Longdong Energy Co., Ltd.)

  • Shishan

    (Huaneng Huaneng Longdong Energy Co., Ltd.)

  • Xiaoqiang Zhao

    (Huaneng Huaneng Longdong Energy Co., Ltd.)

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.

Suggested Citation

  • Jinyi Yang & Hongxing Yang & Shishan & Xiaoqiang Zhao, 2023. "Marketing Strategy Analysis of Products Derived from Fans’ Economy—Take Yuying Wenchuang Company as an Example," Advances in Economics, Business and Management Research, in: Seifedine Kadry & Yingchen Yan & Junjie Xia (ed.), Proceedings of the 2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022), pages 257-265, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-124-1_31
    DOI: 10.2991/978-94-6463-124-1_31
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