One of the effects of information technology in the media companies that offer TV content is the emergence and prevalence of video-streaming. Unlike the traditional TV content delivery that is linear, video-on-demand allows the customer to have control over the type of content accessed, when, and how to access such content. With the Internet of Things, a customer can also access such content via mobile devices which enhances flexibility and convenience. Modern Times Group (MTG) offers video-on-demand for the free package and pay packages. The free package features advertisements. However, a review of the advertisements featured on MTG shows that the MTG products and the adverts featured on the channels misalign with customer preferences. Through employing segmentation that premises on business analytics, MTG can redesign its market segmentation to make its marketing effective and eventually develop a competitive advantage from it.
{"title":"Analysis on Market Segmentation in Advertising Companies","authors":"Nan An","doi":"10.1145/3436209.3436887","DOIUrl":"https://doi.org/10.1145/3436209.3436887","url":null,"abstract":"One of the effects of information technology in the media companies that offer TV content is the emergence and prevalence of video-streaming. Unlike the traditional TV content delivery that is linear, video-on-demand allows the customer to have control over the type of content accessed, when, and how to access such content. With the Internet of Things, a customer can also access such content via mobile devices which enhances flexibility and convenience. Modern Times Group (MTG) offers video-on-demand for the free package and pay packages. The free package features advertisements. However, a review of the advertisements featured on MTG shows that the MTG products and the adverts featured on the channels misalign with customer preferences. Through employing segmentation that premises on business analytics, MTG can redesign its market segmentation to make its marketing effective and eventually develop a competitive advantage from it.","PeriodicalId":127162,"journal":{"name":"Proceedings of the 2020 4th International Conference on E-Business and Internet","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131318032","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
McDonald's is one of the most popular fast-food restaurants companies in the world. The way McDonald's built its marketing segmentation remains mysterious. Though there are multiple articles online discussing its marketing strategy, none of them clearly indicate the different approaches McDonald's utilized to build its marketing segmentation. In order to analyze McDonald's approaches to build marketing segmentation, seven different countries’ McDonald's websites are visited and the product types information from the official menu list on the websites are extracted. These seven countries represent seven continents while Antarctica is not considered. India and China are chosen since they are the most populated countries on the Earth. Then, every approach that McDonald's using in building marketing segmentation is listed out and how these approaches contribute to the overall structure is analyzed. The approaches all have advantages and drawbacks at the same time. Meanwhile, the five-year total return rates indicate that McDonald's has won its customers’ hearts in these several years.
{"title":"Analysis on Marketing Segmentation of McDonald's","authors":"Jing An","doi":"10.1145/3436209.3436886","DOIUrl":"https://doi.org/10.1145/3436209.3436886","url":null,"abstract":"McDonald's is one of the most popular fast-food restaurants companies in the world. The way McDonald's built its marketing segmentation remains mysterious. Though there are multiple articles online discussing its marketing strategy, none of them clearly indicate the different approaches McDonald's utilized to build its marketing segmentation. In order to analyze McDonald's approaches to build marketing segmentation, seven different countries’ McDonald's websites are visited and the product types information from the official menu list on the websites are extracted. These seven countries represent seven continents while Antarctica is not considered. India and China are chosen since they are the most populated countries on the Earth. Then, every approach that McDonald's using in building marketing segmentation is listed out and how these approaches contribute to the overall structure is analyzed. The approaches all have advantages and drawbacks at the same time. Meanwhile, the five-year total return rates indicate that McDonald's has won its customers’ hearts in these several years.","PeriodicalId":127162,"journal":{"name":"Proceedings of the 2020 4th International Conference on E-Business and Internet","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133736555","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In accepting the services and products offered by online video sites,the initiative and participation of consumers are increasing, and even consumers have begun to become the leaders of service activities and participants in value creation, which reflects the transformation of customer roles. The DART model combined with the value creation theory and Osterwalder proposed the business model canvas analysis method to analyze the business model of iQiyi. From the nine dimensions of the business model to the four aspects of dialogue, acquisition, risk assessment and transparency, author will jointly study the success of the iQiyi business model and the measures that need improvement. At the end, author propose the measures that iQiyi can improve.
{"title":"Analysis of the Business Model of Online Video Site iQiyi","authors":"Liang Chen","doi":"10.1145/3436209.3436383","DOIUrl":"https://doi.org/10.1145/3436209.3436383","url":null,"abstract":"In accepting the services and products offered by online video sites,the initiative and participation of consumers are increasing, and even consumers have begun to become the leaders of service activities and participants in value creation, which reflects the transformation of customer roles. The DART model combined with the value creation theory and Osterwalder proposed the business model canvas analysis method to analyze the business model of iQiyi. From the nine dimensions of the business model to the four aspects of dialogue, acquisition, risk assessment and transparency, author will jointly study the success of the iQiyi business model and the measures that need improvement. At the end, author propose the measures that iQiyi can improve.","PeriodicalId":127162,"journal":{"name":"Proceedings of the 2020 4th International Conference on E-Business and Internet","volume":"428 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122466338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to establish the relation between smallholder farmers and financial institutions. According to the needs of the development for the agricultural sector and the need for financing by peasants who hold this sector in the developing countries as Togo, it is important to know its relations with the financial sector. In this paper, the idea is to return to the source of the agricultural sector which is the agriculture practiced by small farmers often qualified as "family farming" of Togo and see their relationship with the institutions which provide financial services in the country. We used primary and secondary data collection methods to obtain information on institutions likely to provide finance and/or financial services to the needy and assessed the knowledge of rural populations in Togo regarding the existence of financial institutions. The primary data were collected through a survey from over 600 smallholder farmers, while the secondary data were obtained from the Ministry of Economy and Finance. The data were analyzed using SPSS with the binomial logit regression model to examine the relationships between having information about FIs and the independent variables (the existence of an FI in the locality, education, the distance, Financial services Recourse). By using a simple rate formula, we estimated the knowledge rate of Financial Institutions (FI's). The results show a poor familiarity with the existence of financial institutions (FIs) where farmers should supply for agriculture credit. "We can't have access to something that we don't know" (African proverb). It is necessary to inform rural populations about existing financial institutions that can finance them or more overbuild some close to the rural area.
{"title":"Relationship between Financial Institutions and Smallholder Farmers in Togo","authors":"Abide Tchewafei, Songling Yang, Seybou Sakho, Agoura Badja Tchewafei","doi":"10.1145/3436209.3436889","DOIUrl":"https://doi.org/10.1145/3436209.3436889","url":null,"abstract":"This study aims to establish the relation between smallholder farmers and financial institutions. According to the needs of the development for the agricultural sector and the need for financing by peasants who hold this sector in the developing countries as Togo, it is important to know its relations with the financial sector. In this paper, the idea is to return to the source of the agricultural sector which is the agriculture practiced by small farmers often qualified as \"family farming\" of Togo and see their relationship with the institutions which provide financial services in the country. We used primary and secondary data collection methods to obtain information on institutions likely to provide finance and/or financial services to the needy and assessed the knowledge of rural populations in Togo regarding the existence of financial institutions. The primary data were collected through a survey from over 600 smallholder farmers, while the secondary data were obtained from the Ministry of Economy and Finance. The data were analyzed using SPSS with the binomial logit regression model to examine the relationships between having information about FIs and the independent variables (the existence of an FI in the locality, education, the distance, Financial services Recourse). By using a simple rate formula, we estimated the knowledge rate of Financial Institutions (FI's). The results show a poor familiarity with the existence of financial institutions (FIs) where farmers should supply for agriculture credit. \"We can't have access to something that we don't know\" (African proverb). It is necessary to inform rural populations about existing financial institutions that can finance them or more overbuild some close to the rural area.","PeriodicalId":127162,"journal":{"name":"Proceedings of the 2020 4th International Conference on E-Business and Internet","volume":"3515 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127514378","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Proceedings of the 2020 4th International Conference on E-Business and Internet","authors":"","doi":"10.1145/3436209","DOIUrl":"https://doi.org/10.1145/3436209","url":null,"abstract":"","PeriodicalId":127162,"journal":{"name":"Proceedings of the 2020 4th International Conference on E-Business and Internet","volume":"97 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116327513","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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