Current Issue

2011, Vol. 13 No. 5 Published:30 October 2011

Research on Payment Method of the Costs of Government Information
on the Mobile Media

ZHANG Xuan1, WANG Huan2

2011, 13 (5): 1-5.

Abstract ( 1841 ) PDF (0 KB)( 336 )

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The mobile media provides a new way of the government information disclosure, but the costs exist in the whole process of issuing information In order to make full use of the mobile media to issue government information, this paper analyzes the costs, which is generated in the process of issuing government information on the mobile media, and the payment of the costs, to propose the way to pay the costs, that is, government-oriented and government, operators and individual are rationally allocated together This paper also puts forward the problems of issuing government information on the mobile media

Research on Multi-Interactivity of Digital Games

GUAN Ping-ping

2011, 13 (5): 7-14.

Abstract ( 1729 ) PDF (0 KB)( 382 )

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Digital games have become the hot spot of popular entertainment consumption with its powerful interactivity Three types of interactivity co-exist in digital games: player-to-computer, player-to-game, and player-to-player, which build huge virtual game communities and interpersonal interaction platform From the perspective of communication, based on the player-to-computer interactivity, the players not only “use and flow in” the games, but also contribute their own intelligence to the game’s content The players’ multiple choice and active involvement mean that in the virtual world, the players build a large number of game communities with different types and functions and communicate with other players deeply and extensively The paper analyzes the game’s three types of interactivity, which can describe the interactive model of players and find the mechanism of information sharing and meaning generation

Discussion on Impacts of Network Navy

LV Jing, LIU Rui-fang

2011, 13 (5): 15-19.

Abstract ( 1597 ) PDF (0 KB)( 289 )

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In recent years, the cyber world has witnessed the rising of “network navy”, which led web celebrities to the centre of mass media And “US Military Network Navy” is especially highly concerned by the world This paper, using “network navy” as a clue, discusses the emergence and features of “network navy”, subsequently analyzes the relationship between “network navy” and the Internet hype, and clarifies its strengths, values and drawbacks While focusing on the distinctiveness and differences in the network, media and public opinions, this paper aims at demonstrating traditional media’s function and responsibility of social supervision and proper manipulation of the public opinions of web events

Features of Cyber Word “X  Kong” and Exploration of Its Translation

XIE Ke

2011, 13 (5): 20-26.

Abstract ( 1957 ) PDF (0 KB)( 397 )

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“X kong” is one of the most popular cyber words in 2010, and the paper analyzes its origin, and further analyzes its quasi-affix feature, syllables, grammatical function and structure in the light of descriptive approach Based on this, the paper explores the specific translation methods, that is, transliteration and free translation The papers proves the rationality of transliteration in the first place with abundant materials; then it analyzes 17 relevant words and expressions one by one from the angle of free translation and puts forward the translation choices with different degrees of acceptability

On the Protection of the Rights of Compulsory Education of
Urban Migrant Minority Children

LIU Zhen-yu

2011, 13 (5): 26-30.

Abstract ( 1431 ) PDF (0 KB)( 370 )

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Protection of the rights of compulsory education of urban migrant minority children is very important for their personal qualities and ethnic development Due to multiple factors, in China, social security for the migrant minority children is lower than their needs The paper analyzes many legal problems and social constraints for the protection of the rights of compulsory education of urban migrant minority children The paper presents several legal measures to resolve this problem, such as improving relevant legislation, strengthening implementation, balancing the allocation of educational resources, smoothing relief channel and improving the external social environment and public institutions, etc

Discussion on the Ascertaining of the Third Party in Arbitration

YI Shu-tong

2011, 13 (5): 31-34.

Abstract ( 1265 ) PDF (0 KB)( 287 )

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Since no law has specified the third party in arbitration in our country, considering the dilemma that arbitration encountered, scholars have put forward a system of the third party in arbitration like the system of third party in the civil litigation The author thinks that although such a system has its theoretical rationality, it shakes will autonomy of arbitration The system should be built, but its range should be restricted and its major and substantive essentials should be clarified And only when all the parties in arbitration have reached agreement, could the system of the third party in arbitration be applied
Key words：third party in arbitration; arbitration agreement; arbitration efficiency;will autonomy 

Analysis and Reflection of Legal Issues Aroused by “3Q War”

WANG Ya-ping

2011, 13 (5): 35-39.

Abstract ( 1862 ) PDF (0 KB)( 405 )

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In October, 2010 occurred “3Q war” (battle between Tencent and 360) in China’s Internet development By reviewing “3Q war”, this paper put forward some issues from the perspective of the two parties, and also makes deep analysis of related legal and regulatory issues triggered by“3Q war” Suggestion is given in the end

Factors Influencing the Consumers’ Adoption of Charged Online Movies

GAO Xi-rong，LIANG Li-fang

2011, 13 (5): 40-46.

Abstract ( 1850 ) PDF (0 KB)( 372 )

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To study the factors influencing the consumers’ adoption of charged online movies (COM), a structural equation model was built based on the theories of planned behavior and innovation diffusion, and a questionnaire used to obtain the observed data was devised according to the model The results showed that the consumers’ attitude, subjective norms, perceived behavioral control, past behavior, planned usage and innovativeness all had significantly positive effect on their adoption of COM, and meanwhile both the relative advantages and complexity of COM significantly affect the consumers’ adoption attitude to COM The study will help COM suppliers make marketing decision

Research on Integral Development of Postal Industry and Tourism Industry

ZHANG Hui

2011, 13 (5): 47-53.

Abstract ( 1872 ) PDF (0 KB)( 350 )

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The integration of tourism and the postal industry is the inevitable trend Based on the theoretical study of industrial integration, this paper believes that the integration should follow three steps: needs analysis, capturing the keys of industrial convergence and integration innovation The integration should go through the convergence of technology, business, market and enterprise successively Finally suggestions on accelerating the convergence and development of the two industries are put forward

Bank to Business Network Financing Mode—New Exploration of Financing
Mode for SMEs

YE bin

2011, 13 (5): 54-59.

Abstract ( 1668 ) PDF (0 KB)( 389 )

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Survival of small and middle enterprises (SMEs) has aroused wide attention SMEs encounter the difficulties of financing, technological innovation, product upgrading and personnel recruitment, all of which can not be separated from funds, this important driving force This thesis, starting from the financing status of SMEs in China, describes the basic elements of setting up a network platform for SMEs’ financing This thesis deeply analyzes the importance of SMEs’ network financing which is based on network platform, and then puts forward some policy suggestions to improve the financing environment for SMEs and promote the further development of SMEs

Influencing Factors of College Students’ Online Shopping Behavior

FENG Ying-ying

2011, 13 (5): 60-65.

Abstract ( 2274 ) PDF (0 KB)( 370 )

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University students are the main participants of online shopping Based on the data collected from college students’ purchase experience in Dangdang, this paper, by using multiple regression analysis, analyzed the influencing factors of college students’ network purchase behavior, including the speed of website information feedback, website satisfaction, trust, purchase intention and attitude The research showed that the speed of website information feedback, website satisfaction, trust, purchase intent had significantly positive effect on university students’ network purchase behavior The results had a certain reference value for e-commerce website construction

Multi-dimensional Segmentation of 3G Mobile Phone Consumers in China

LI Xin1， LV Ting-jie1， LI Hai-qiang2， WANG Hui-xian1

2011, 13 (5): 66-74.

Abstract ( 1670 ) PDF (0 KB)( 302 )

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Facing various 3G smart phones with powerful applications, consumers tend to have diverse psychological needs when making purchase decision Therefore, consumer segmentation is of great significance to both cell phone manufacturers and operators Based on psychological needs of Chinese consumers, and combing typical features of 3G smart phones, this paper adopted a multidimensional segmentation approach, using two sets of variables: consumer lifestyles and values, and purchasing motivation Data were collected through a survey, and factor and K-means cluster analysis were then performed on the database This study led to the division of seven consumer segments, including business communication oriented, rational and cost oriented, etc and then summarized the characteristics of users in each segment Findings of this study provided implications and support for design as well as strategic marketing of 3G smart phones

Study of Influencing Factors on Pricing in Mobile International Roaming Market

YU Hua-long1, TANG Shou-lian2

2011, 13 (5): 75-79.

Abstract ( 1306 ) PDF (0 KB)( 283 )

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Firstly this paper presents the impact of switching cost in mobile international roaming market Then, this paper, emphasizing modeling on the relationship between business volume and retail price of operators under non-cooperative game situation, acquires the best roaming price modeling in the oligopoly market In the final part, influencing factors on roaming prices are graphical represented with MATLAB simulation and verified with realistic data

Review of Hong Kong,Taiwan,and  Overseas M&A by China Mobile and Analysis
of Success and Failure Experience

ZHAO Bao-guo1, LI Wei-wei2, WANG Da1

2011, 13 (5): 80-83.

Abstract ( 1609 ) PDF (0 KB)( 393 )

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In this paper, the research was conducted from the process of Hong Kong,Taiwan,and overseas M&A by China Mobile On the basis of reviewing the characteristics of overseas M&A by China Mobile systematically, this paper summarizes the success and failure experience of overseas M&A through empirical analysis Combined with the aim of Hong Kong,Taiwan,and overseas M&A by China Mobile, this paper proposes that China Mobile should adjust the overseas marketing strategies, adopting steady and rapid development step by step

On the Establishment of “Employees First” Value in Enterprises

WANG Li-xia, QIAN Shi-ru

2011, 13 (5): 84-89.

Abstract ( 1506 ) PDF (0 KB)( 367 )

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Values held by an enterprise determine its operating philosophy and strategic decisions This paper summarizes the previous research on enterprise value and criticizes the old concepts of enterprise value, such as customers first and shareholders first from the types and levels of enterprise human resources Therefore, it presents and explains “employees first” value This paper discusses its necessity and inevitability from the perspective of hierarchy, value chain creation, Game theory and business development needs To illustrate it more clearly, it constructs the inverted pyramid model of enterprise values, the employees in the creation value chain model and Game model of enterprise interests Finally, it uses the case of Southwest Airlines to demonstrate the feasibility and benefit of this value in the practice

Evaluation of Emotional Virtual Human Based on PAD Space Emotional Experience

GU Xue-jing1，2, WANG Zhi-liang1

2011, 13 (5): 90-94.

Abstract ( 1839 ) PDF (0 KB)( 306 )

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Virtual human emotional and intelligent teaching system with the function of language, expression and sight interaction has been posed For acquiring the quantitative description of the effect of emotional virtual human system on the user’s emotional experience, the system has been tested according to the emotion scale in Chinese abbreviated edition by means of psychophysics experiments Then the description for the emotional experience based on the pleasure-arousal-dominance (PAD) emotion space has been obtained The results show that the emotional and intelligent teaching system will be able to improve the users’ positive emotion, arousal and dominance during the process of interaction

Study of ICT Standardization and IPR Based on Interaction between Technological and Institutional Innovation

LI Bao-hong， LV Ting-jie

2011, 13 (5): 96-100.

Abstract ( 1718 ) PDF (0 KB)( 367 )

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The double-faced effect between standardization, intellectual property right (IPR) and technological innovation, has made it difficult for scholars to cooperate with each other Based on the study of interactional mechanism between institutional and technological innovation, this paper examines the complementary function between standardization and IPR institutions in vertical dimension; then discusses the double-sword effect of standardized system of technological selection-oriented on technological innovation, and the double-faced impact of IPR institution of incentive-oriented on technological innovation

Investigation on the Current Situation of Engineering Universities Graduates’ Participation in
Scientific Research

LIU Bao-ling, WANG Ying, DAI Hui-ling, JIAO Ai-ping

2011, 13 (5): 101-108.

Abstract ( 1599 ) PDF (0 KB)( 387 )

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The quality of graduates of higher education in China will directly influence the development of the whole country Through the analysis of the current situation of engineering universities graduates’ participation in scientific research, this paper summarizes the results and suggestions in order to provide theoretical foundation for exploration and innovation of graduates’ cultivation and administration patterns in professor scientific research team

A Review of Research on the Coping Strategies of Affective Deficiency
in Network Education

WANG Yu, LI Qing,LIU Hong-pei

2011, 13 (5): 109-115.

Abstract ( 1731 ) PDF (0 KB)( 438 )

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In the environment of network education, students have been troubled by affective deficiency which resulted from the separation of teachers and students According to the feedback of the Spring-Semester Document in 2009, this paper describes the problems of affective interaction in network education of Beijing University of Posts and Telecommunications, and makes an attempt to analyze the probable reasons It is expected that we may make full use of those literatures and Web 20 business apps to put forward the coping strategies

Learning Strategies of Hanyu Pinyin for Foreign Learners at Elementary Stage

LI Deng-gui

2011, 13 (5): 116-122.

Abstract ( 2107 ) PDF (0 KB)( 372 )

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Under the cognitive perspective, this paper points out that foreign learners have acquired the cognitive and psychological mechanism in learning pinyin It discusses the learning strategies of “language flow>syllable> initial consonant and vowel+intonation”, and the factors that need to be noticed are discussed as well