Current Issue

2018, Vol. 20 No. 4 Published:30 August 2018

Bullet Screen Advertising and Its Communication Mode

GUO Zhen

2018, 20 (4): 1-6. doi：1019722/jcnki1008-772920180120

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Bullet screen advertising is a new type of advertising communication Based on the description of its developmental progress and characteristics, the communication process of bullet screen advertising is analyzed through information communication dissemination, and it is pointed out that there is an advertising information recycling and interactive mode that is dominated by advertisers and deeply participated in by audience The growth potential and the current difficulties of bullet screen advertising are demonstrated and some suggestions are proposed

College Students′ Self-construction of WeChat Moments from the #br# Perspective of Symbolic Interaction Theory

DAI Fu, JIANG Shu-yuan

2018, 20 (4): 7-13. doi：1019722/jcnki1008-772920180115

Abstract ( 53 ) PDF (0 KB)( 77 )

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In-depth interview method and questionnaire survey method are used to collect the results of interviews of 30 undergraduates and 312 questionnaires, and combined with Mead′s symbolic interaction theory, the interactive mode between college students′ inner world and their behavior in the real world and college students′ self-construction when sharing something in Moments is analyzed The results show college students will set visible permission towards time range and contents Most of the contents posted in Moments are self-expression, and they have certain beautified effects on students′ real selves College students′ process of shaping their self-image is not a conscious, two-way interactive process, but  is only part of a real state that they want to represent

Legal Attributes of Radio Spectrum Resources under State Ownership

WANG Wen-juan

2018, 20 (4): 14-18. doi：1019722/jcnki1008-772920180117

Abstract ( 52 ) PDF (0 KB)( 76 )

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Property Law stipulates that radio spectrum resources belong to the State, which has drawn the attention of the legal academia The radio spectrum is a combination of radio frequency Radio spectrum resources are non-traditional natural resources From the perspective of object property of the real right, radio spectrum resources do not belong to either the movable property under the Property Law, or to the real estate, and it should be included in quasi-property The object of state ownership is State′s initial management on the radio spectrum resources The executive bodies of state ownership of radio spectrum resources are  State Council and Central Military Commission The co-management model of radio management system is inconsistent with Property Law Higher level law on radio spectrum is needed

Calculation Method of Comprehensive Score of Commodity Evaluation Based on LSTM-AE Neural Network

WANG Qian，FU Kui

2018, 20 (4): 19-27. doi：1019722/jcnki1008-772920180076

Abstract ( 44 ) PDF (0 KB)( 77 )

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 Commodity evaluation from e-business platform and mobile application store is an important reference for consumers However, under current methods, the existence of contradictory evaluation will lead to distortion of commodity scoring and interfere with consumers′ shopping decisions In order to solve this problem, a comprehensive scoring evaluation method is proposed for both comprehensive text reviews and numerical scoring The LSTM-AE neural network is introduced to extract the implicit features of text reviews, based on which, the text score is obtained by Support Vector Machine (SVM)And then the score is weighted with the numerical scoring to evaluate the comprehensive score Using the model that combines LSTM-AE neural network and SVM to classify the commodity evaluation data from JDcom, the accuracy rate can reach 8870% Through using the mentioned method to make comprehensive score of evaluation from multiple sources, it is shown that the method can neutralize the contradiction of the differences in the contradictory evaluation, and meanwhile it doesn′t affect the score of non-contradictory evaluation This method has certain feasibility

Comprehensive Measurement and Spatial-temporal Characteristics of Financial #br# Support for Emission Reduction Efficiency in China

SHI Dan，ZHANG Wen-mei

2018, 20 (4): 28-35. doi：1019722/jcnki1008-772920180107

Abstract ( 53 ) PDF (0 KB)( 62 )

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How to achieve the target of carbon emission reduction with the help of finance is a problem that must be considered during the development of a green low-carbon economy Based on China′s provincial panel data from 2005 to 2015, the dynamic and static characteristics and spatial distribution characteristics of financial support for emission reduction efficiency is analyzed by adopting DEA-BBC and DEA-Malmquist models The results show that: (1) The efficiency is low and most provinces didn′t reach the optimal value Meanwhile, pure technical efficiency is the main factor affecting the static efficiency; (2) There are obvious differences in the efficiency in space, which has basically formed a stable spatial distribution; (3) The growth rate of the efficiency is slow, and technological progress is the main driving force for the growth of it; (4) The spatial distribution of Malmquist index and its decomposition indices have the characteristics of ′large inhabitation and small aggregation′ and technology, management and resource allocation are all factors that influence the dynamic change of efficiency in different provinces

Evolutionary Game Analysis of Financing Model of Intellectual Property Pledge#br# ——Based on the Perspective of Supply Chain Finance

XU Di，LI Bing

2018, 20 (4): 36-43. doi：1019722/jcnki1008-772920180079

Abstract ( 52 ) PDF (0 KB)( 70 )

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Intellectual property is the core competitive power and main asset form of small and medium-sized enterprises of science and technology The lack of real capital and the difficulty in financing have always plagued the development of small and medium-sized enterprises of science and technology, and the development of supply chain finance has given hope to these enterprises On the basis of the traditional financing model of intellectual property pledge, a new model of pledge financing based on supply chain finance is proposed This model can help enterprises of science and technology to solve the plight of real estate mortgage financing By using the evolutionary game theory, the evolution direction of the model under different conditions is analyzed It is concluded that the system can converge to the Pareto optimal state by reducing the cost of financing or increasing the income of the core enterprises to deal with the pledge of intellectual property At the same time, the different functions of the government on the cost subsidy and the risk compensation for the core enterprises are discussed The analysis shows that the government′s risk compensation to the core enterprises is more effective in carrying out the IPR pledge financing than its cost subsidy to the enterprises of science and technology

Mediating Effects of Population Aging on Upgrading of Industrial Structure

TAO Liang-hu, SHI Yi-fei

2018, 20 (4): 44-54. doi：1019722/jcnki1008-772920180111

Abstract ( 54 ) PDF (0 KB)( 70 )

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Since the 21st century, China′s ′demographic dividend′ has gradually been exhausted The population aging will inevitably influence the upgrading of industrial structure from two major directions: consumer demand and labor supply Through selecting the panel data of China′s provinces from 1995 to 2015, the impact of population aging on the upgrading of industrial structure in eastern, central and western China and their differences are studied based on the perspective of mediating effects The empirical results show that population aging has a direct role in promoting the upgrading of industrial structure in the three regions, but after adding intermediary variables such as old-age consumer demand, human capital accumulation, labor endowment, labor productivity, and the ratio of science and education, there are obvious differences in the mediating effect of population aging on the upgrading of industrial structure: the net mediating effect in eastern region is positive, which is conducive to the upgrading of industrial structure; the net mediating effect in the central and western regions is negative, which hinders the upgrading of industrial structure Imbalance of the region requires the country to make top-level design, scientifically respond to the trend of population aging, formulate policies from the supply side and the demand side, and play a positive role in promoting the upgrading of industrial structure due to population aging

Industrial Structure, Income Gap and Middle Income Trap

YUAN Wen-han, PENG Ding-yun

2018, 20 (4): 55-63. doi：1019722/jcnki1008-772920180109

Abstract ( 54 ) PDF (0 KB)( 65 )

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Through 40 years of reform and opening-up, China has achieved vigorous development and transformed from a low-income country to a medium and high income country Along with the fast development of economy and emergence of new normal of economy, how to avoid falling into the middle income trap so as to achieve the great renewal of the Chinese nation has become an urgent problem How the industry income gap and industrial structure help avoid falling into the middle income trap is empirically analyzed with VAR model as the tool Besides, the mediating effect of industry income gap is explored in the process in which the industrial structure has an impact on avoiding falling into the middle income trap The empirical results show that the income gap spurs economic growth in the short term However, it is not conducive to the sustainable economic development and cannot help avoid falling into the middle income trap in the long term What′s more, upgrading of industrial structure can effectively promote economic growth, whereas the overdevelopment of the tertiary industry will make the industrial structure unbalanced Therefore, industrial structure should be designed in a rational and optimal way and the synergistic relationship between industrial structure optimization strategy and income distribution policy should be strengthened so as to avoid falling into the middle income trap

Effect of Producer Service Agglomeration on Manufacturing Competitiveness#br# ——Based on Regional and External Perspectives#br#

TIAN Zu-hai, ZHENG Hao-jie

2018, 20 (4): 64-70. doi：1019722/jcnki1008-772920180081

Abstract ( 50 ) PDF (0 KB)( 68 )

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 In order to improve the competitiveness of China′s manufacturing industry, it is very important to study the influence of producer service agglomeration  Based on the sample data of 30 provinces in China from 2003 to 2015, panel FGLS measurement model is used to analyze the influence of producer service agglomeration on manufacturing competitiveness Findings show that China′s current producer service agglomeration has a negative effect on manufacturing competitiveness, and effect shows the ′U-shaped′ development trend which decreases first and then increasesExamining regional heterogeneity, it is found that the producer service agglomeration in the central and western regions can significantly enhance manufacturing competitiveness, while in the eastern region, the producer service agglomeration has a negative effect on manufacturing competitiveness Furthermore, from the perspective of the effect of agglomeration externalities of producer service, Marshall externality and Jacobs externality both play a significant role in enhancing China′s manufacturing competitiveness, and the promotion effect of Jacobs externality is more obvious

Impact of R&D Structure Indexes on Total Factor Productivity #br# Considering Spatial Spillover Effect

LIU Shu-lin, LIU Ao-yong

2018, 20 (4): 71-80. doi：1019722/jcnki1008-772920180099

Abstract ( 43 ) PDF (0 KB)( 70 )

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Based on the spatial econometric analysis method, the spatial spillover effect of R&D structure indexes on total factor productivity is studied with the panel data of China′s 28 provinces from 2002 to 2015 The research results show that spatial spillover effect of R&D structure indexes on total factor productivity are different: from the point of different types of R&D funds, compared with applied research and experiment development, spatial spillover effect or total effect of the fundamental research on total factor productivity is stronger; from the point of different sectors of R&D funds, compared with R&D institutions and enterprises, spatial spillover effect or total effect of the colleges on total factor productivity is stronger The conclusion provides some suggestions for the adjustment of R&D structure indexes, and the establishment of regional collaborative innovation mechanism

Effects of Labor Cost Rise on FDI in China′s Tertiary Industry

Wang Ling, Gou Xiao-min

2018, 20 (4): 81-92. doi：1019722/jcnki1008-772920180090

Abstract ( 49 ) PDF (0 KB)( 72 )

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Since China′s reform and opening up, the service sector has gradually expanded to the outside world, and the tertiary industries has made great progress in attracting foreign capital Due to more labor-intensive industry in the tertiary industry, labor cost has become an important factor in the introduction of foreign direct investment (FDI) Through analyzing the influence of labor cost rise on FDI flows in the tertiary industry, theoretical support and suggestions for FDI introduction in various regions are provided Based on the data of tertiary industry in related years, the change of unit labor cost and its influence on FDI of China′s tertiary industry by region are empirically analyzed The results show that the rise in unit labor cost has the greatest impact on the introduction of FDI in the tertiary industry in the central and western regions, and the added value of the tertiary industry can promote the introduction of FDI in this industry The high level of consumption hinders the introduction of FDI in the tertiary industry Finally, based on the conclusion of the research, the relevant policy suggestions are put forward

Value Co-creation Based on Design Thinking

WANG Xiao-chun1,2, CHEN Rui-bo1, YAN Chen1

2018, 20 (4): 93-99. doi：1019722/jcnki1008-772920180083

Abstract ( 47 ) PDF (0 KB)( 66 )

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In order to make products meet the needs of users′ personalized experience, designers should guide continuous interaction between enterprises and users in the process of product design, so that enterprises and users can create value for the final product and service together The formulation and development of value co-creation is discussed, and the three elements of ′resource-input′ ′interaction′ and ′value-output′ are analyzed The present situation and development of design thinking is discussed, and the application value of value co-creation in the field of design is explored Based on five stages of design thinking proposed by Stanford University, a value co-creation design model based on this design thinking is proposed Finally, based on the three elements of value co-creation, specific components of resource-input, interaction, and value-output of enterprises and users in the various stages of empathy, definition, creativity, prototype, and testing of design thinking are analyzed, which provide new ideas for the design that meets the needs of users′ personalized experience

Targeted Support Mechanism of Students with Difficulty in Employment with View of Job-matching Theory——A Case Study in Beijing

WANG Hao, ZHANG Li, HAN Chang-gen

2018, 20 (4): 100-106. doi：1019722/jcnki1008-772920180054

Abstract ( 40 ) PDF (0 KB)( 66 )

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Precisely offering help to college students with job employment difficulty is an important measure to promote the employment of college students, and it is the key to solve the employment issues of college graduates Based on the job-matching theory, current supports available to college students in Beijing with job employment difficulty and its causes are thoroughly investigated The inner mechanism of the targeted support mechanism to promote employment is analyzed through the establishment of targeted support network model, and the implementation strategies such as information collaboration, team building and resource optimization are proposed by considering the situation of Beijing so as to promote the establishment of targeted support mechanism

Empirical Study of Flipped Classroom in Postgraduate Computer Software Course——A Case Study of ′MATLAB and Its Application in Geography′

CHEN Ge1，MAO Rui2，WANG Xi3，GAO Ling1

2018, 20 (4): 107-114. doi：1019722/jcnki1008-772920180056

Abstract ( 42 ) PDF (0 KB)( 63 )

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The ′flipped classroom′ is a teaching paradigm based on the ′student-centered′ constructivist learning theory In its localized research in China, the study of the flipped classroom from the perspective of student assessments is not yet sufficient, and the thoughts of the students in the flipped classroom are unclear The ′Grounded Theory′ is taken as the methodological guidance for this study, in which a course called ′MATLAB and Its Application in Geography′ in S university is selected to build the theoretical model of learning experience It can be concluded that students with strong learning motivation and solid learning foundation are keen on flipped classroom, while students with poor learning initiative and learning base have seriously negative learning experience in flipped classroom and are frustrated in learning The reasons of negative experience are analyzed and finally the ′Preparation+Flipped Classroom′ teaching mode is proposed, which can mitigate the negative experience and give full play to the role of flipped classroom in postgraduate teaching