The development of the digital economy is driving a comprehensive digital transformation of the Chinese economy. Digital marketing pinpoints customer needs in terms of both technology and interaction, enhances the interactive experience, and influences consumers' willingness to buy. Digital marketing can increase customer acquisition, improve user experience, increase sales viscosity and expand sales segments at a lower cost. Under the wave of digital technology empowering the traditional industry, the marketing approach of the auto show industry has changed from being based on traditional media promotional tools to being based on new media matrices in an attempt to maximize the matching of customer needs and increase the sales conversion rate of potential customers. This paper attempts to answer the following two questions: first, whether the level of digital marketing in auto shows can effectively increase car sales; second, if the level of digital marketing in auto shows has a significant positive impact on increasing car sales in auto shows, what is the intrinsic impact mechanism. Company X is one of the first leading exhibition companies in the exhibition industry to embrace the Internet economy and seek digital transformation. This paper utilizes Company X's auto show sales data and rating data on auto show digital marketing to construct a panel regression model and a moderated utility model for empirical testing, and the results show that the level of digital marketing at auto shows can effectively enhance car sales, attract more customers and improve sales conversion rates, but with regional heterogeneity. Next, for the intrinsic influence mechanism, this paper utilizes the evaluation data of consumers' interactive experience and perceived value of auto shows collected by questionnaires to construct the Tobit regression model for empirical testing, and the results show that the online interactive features of digital marketing of auto shows enhance the customers' purchasing intention by enhancing the users' perceived value, which ultimately translates into the enhancement of auto sales in auto shows. With the gradual penetration of digital technology into all aspects of people's lives, digital marketing for auto shows may give rise to new forms in the future.

This study provides an in-depth investigation of customer management in the construction decoration industry, focusing on Shanghai A Construction Engineering Co., Ltd. By analyzing the company's operational data, the study emphasizes different ownership types of clients and examines factors influencing the profitability of high-quality client projects. The findings reveal that foreign-funded enterprise clients exhibit significant advantages in project quantity, profitability, and per capita output value within Shanghai A Construction Engineering Co., Ltd. While private and state-owned enterprises also have a certain number of projects, foreign-funded enterprises account for over 70% of the total projects. Moreover, the project profitability of foreign-funded enterprises is notably higher than that of the other two types. However, there is no significant difference in per capita output value among the three types of enterprises. Further regression analysis demonstrates that unique technologies and client-specific attributes have a significant positive impact on project profitability. This implies that enterprises with unique technologies and a deep understanding of client needs can achieve higher project profitability. Additionally, bidding quantities and contract amounts have a positive effect on per capita output value, indicating that participating in more bidding activities and securing high-value contracts can enhance project productivity. In conclusion, the research findings shed light on key aspects of customer management for small and medium-sized construction decoration enterprises. Foreign-funded enterprises possess advantages in project quantity, profitability, and per capita output value. Unique technologies and client-specific attributes have a positive influence on project profitability, while bidding quantities and contract amounts contribute to increased per capita output value. These research results provide valuable insights and guidance for small and medium-sized construction decoration enterprises to comprehend the importance of customer management and develop strategies to enhance profitability and performance. However, the specific implementation strategies need to be adjusted and optimized based on each company's unique circumstances to achieve the best outcomes.

This dissertation adopts a multi-case study method to conduct in-depth research on the competence of CEOs of several joint ventures between a leading company in the electric vehicle charging industry in China and various agencies of the Chinese government. It develops a theoretical model, highlighting how the competence of CEOs affects the market dominance of these joint ventures. The theoretical model proposes that CEOs with three competencies - firm goals, trustworthiness, and high professionalism - can achieve market dominance by efficiently managing alliance partners and management teams. Managing alliance partners requires identifying and meeting their needs, unifying them, and firmly implementing resolutions; managing teams requires building cross-institutional teams, establishing effective performance valuation channels, and promoting a unified multicultural mindset. Additionally, the model underscores two boundary conditions: complementary resources between alliance partners and strategic consensus between them. The main contribution of this study is to construct a theoretical model for general managers to achieve market dominance under mixed ownership, expanding and deepening research on strategic leadership in strategic alliances, and contributing new content to the innovation of business models in the electric vehicle charging industry.

Over the past two decades, propelled by urbanization, domestic investment and construction of commercial complexes have rapidly accelerated. This has led to a dramatic expansion of these complexes with swift operational iterations and related data changes. The impact of changing domestic and international financial policies, along with political environments, has seen e-commerce gradually seize the middle and low-end retail markets. Additionally, the global spread of the COVID-19 pandemic in the last three years has resulted in a substantial slowdown in domestic economic growth. Despite this, there is still developmental potential, prompting unprecedented attention to corporate investment and commercial operations.However, acquiring basic operational data in commerce is challenging, with inconsistent measurement standards among enterprises, hindering accurate and systematic judgments of operational performance. The factors influencing the operational performance of commercial complexes in China remain inadequately researched.At this juncture, the scientific measurement of commercial complex operational performance is crucial for their healthy development. This study explores the relationship between enterprise investment behavior, operational management behavior, and commercial complex operational performance. It measures influencing factors using resource configuration theory to control uncontrollable environmental factors, such as urban hierarchy, surrounding population, per capita GDP, surrounding commercial inventory and increment, and location planning support. Dynamic capability theory is then applied to investigate the impact of variables like the number of leases, area, brands, lease cost income, marketing activity types, activity funds, and activity time on operational performance. A model is established to analyze operational performance, contrasting significant variables before and after the pandemic, identifying factors affecting operational performance in early-stage investment and later-stage management strategies. Post-pandemic adjustments are suggested to adapt to changing environmental conditions.In the empirical research section, this paper validates the theoretical model through data analysis, studying the volatility of operational performance based on factors influencing commercial complexes. Integrating theoretical backgrounds, it analyzes investment and management strategies for enterprises in different situations, emphasizing key indicators. This provides enterprises with better choices for future projects and empowers commercial complex managers for effective future management, enhancing operational performance. The study offers a theoretical basis and guidance for promoting the healthy development of the market.