In some countries, parents expect children to spend long time studying in and after school and have less free time. Do you think it has positive or negative effects on children and society that they live in

1.

Introduction

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& overview

Immersive

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script

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experience

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is gradually becoming the

first

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entertaining choice for the youth. It lets them hang out with their friends to have a film-like

experience

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in a well-furnished space with delicately designed items, acting as an intelligent detective or a cruel criminal. Your company,

Ciyuan

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, located in

Xiamen

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, is a successful

immersive

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script

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experience

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store with hot

popularity

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among young students. In

this

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report

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, we aim to analyze the external

communication

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of

Ciyuan

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, and some

suggestions

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are provided in the following pages.  2. Main

communication

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: advertising to

customers

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External

communication

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of

Ciyuan

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mainly focuses on its advertising to

customers

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, which takes advantage of a set of measures. 2.1

Dian

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Ping (1)Basic

introduction

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Dian

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Ping is the earliest consumer evaluation

platform

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in the world. Through the evaluation, other consumers can better choose their consumption sites.

Ciyuan

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publicizes its services through

Dian

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Ping and allows potential players to understand its

service

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contents

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and

quality

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better. (2)

Advantages

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 Comments from other consumers are often more authentic, objective, and convincing.  The

platform

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has a wide range of

users

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who can

further

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enhance the

popularity

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of

Ciyuan

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. (3)

Disadvantages

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

Information

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presented by

Dian

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Ping is insufficient, increasing the

cost

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of attaining

information

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for

customers

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. 

Dian

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Ping does not provide direct contact

information

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of

Ciyuan

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, which is inconvenient for direct

communication

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. 2.2 Little Red

Book

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(

Xiaohongshu

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) (1)Basic

introduction

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Little Red

Book

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(

Xiaohongshu

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) is a social e-commerce

platform

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functioning as social networking and online interaction.

Ciyuan

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frequently posts

information

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on that

platform

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to advertise its

service

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and attract new

customers

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. (2)

advantages

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 The

cost

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of

user

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participation is getting lower than the advertising.  Little Red

Book

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provides a very convenient local recommendation option. (3)

Disadvantages

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

Ciyuan

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has fewer

fans

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of its

account

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on Little Red

Book

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.  Due to the inconvenience of traffic and limitation of

location

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,

this

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advertising pays little

attention

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to

brand

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promotion and makes tiny use of the potential

effects

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of Little Red

Book

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. 2.3

Weibo

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(1)Basic

introduction

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Weibo

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refers to a broadcast, social media, and network

platform

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focusing on

information

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sharing, similar to Little Red

Book

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. Still, its content is relatively more comprehensive with all kinds of

users

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and functions. (2)

Advantages

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

Ciyuan

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effectively attracts potential

customers

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by publishing relevant

service

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introductions on

Weibo

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and publicizing young

customers

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. 

Ciyuan

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shares positive

service

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experience

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comments released by

customers

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, effectively improving the expectations of new and old

customers

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. (3)

Disadvantages

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: 

Weibo

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has many homogeneous businesses, so it is difficult for

Ciyuan

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to stand out and be noticed.  The posting frequency is low, leading to wrong instructions for

customers

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with poor

popularity

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.  Video

communication

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is not utilized;

thus

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,

customers

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may have a relatively poor impression of the store. 2.4

Wechat

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(1)Basic

introduction

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: The

number

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of

WeChat

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users

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exceeds 1.2 billion, which is the instant messaging software with the

third

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user

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base in the world. By applying for a

Wechat

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subscription

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account

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,

Ciyuan

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has accomplished all-around communications and interactions with

fans

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' words, pictures, voice, and

videos

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, forming a mainstream online marketing method. (2)

Advantages

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:  Promote

Ciyuan

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to hundreds of

Wechat

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users

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with a lower promotion

cost

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and higher

communication

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efficiency than traditional media. 

WeChat

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subscription

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can achieve accurate message recommendations through

user

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classification and geographical detection.  The promotion methods are diversified to texts, pictures, and live

videos

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. 

Users

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who subscribe to

Ciyuan

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’s

account

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could receive its most recent

subscription

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in

time

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. (3)

Disadvantages

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

Ciyuan

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recently didn’t make full use of the function of the

Wechat

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subscription

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account

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with just a few subscribed

contents

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.  The

name

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of the

subscription

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account

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is not the same as the merchant

name

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, which may mislead

customers

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in the searching process. 2.5 Offline advertising (1)Basic

introduction

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After experiencing the

service

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of

Ciyuan

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, some

customers

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would communicate the

service

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contents

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and

quality

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to people around them, spontaneously publicizing the

brand

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. (2)

Advantages

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:  New

customers

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naturally trust the recommendation of friends as guarantors than the advertisement. So they will have a greater chance to

experience

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Ciyuan

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’s services. (3)

Disadvantages

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 It is

also

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possible that the nasty comments of an old

customer

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will be spread to his circle of friends, which will dissipate and disgust the reputation of

Ciyuan

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.   3.

Cost

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analysis

Cost

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analysis could reflect the quantified

effects

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of external

communication

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.

This

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report

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mainly focuses on the

cost

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of different

communication

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manners. 3.1

Customers

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(C) Since

Ciyuan

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remains a

customer

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-oriented strategy, most of its

communication

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or advertising measures pay

attention

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to the

popularity

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and

experience

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among

customers

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. 3.1.1 Advertising As discussed above,

Ciyuan

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utilizes a couple of ways to propagate. The respective

cost

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is listed below: (1) Fixed

cost

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（100k）  Advertising

videos

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: 30k  Tik Tok: 30k  Little Red

Book

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(

Xiaohongshu

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)

contents

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creation: 20k 

Wechat

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group and other

subscription

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: 20k (2) variable

cost

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 6k per month 3.1.2

location

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& furnishing

Location

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and well-furnished environment could indirectly enhance the

popularity

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of

Ciyuan

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and improve

customer

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experience

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. The logic of

location

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selection

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considers

customers

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’ consumption combination, transportation

cost

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, and rental fees. Sometimes there’s

also

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a need to include the degree of exposure. Possible

selection

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indexes are as follows:  rent fee  transportation and commercial center  site area

Ciyuan

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enjoys a good reputation for high-end style, so

Xiamen

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's furnishing

cost

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is on the top. In

this

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case, it could provide an excellent atmosphere for

customers

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with different characteristics. 

Ciyuan

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Library

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(delicacy style): 800k 

Ciyuan

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Special Research Department(mysterious style): 1500k 3.2

Suppliers

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(B) 3.2.1

Products

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There is

also

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a

cost

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incurred in the

communication

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with the

suppliers

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since new

products

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could enable

customers

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to enjoy fresh feelings when

time

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goes by. 

Product

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A （500*n） 

Product

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B （5000*3） 

Product

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C （1888*10） Note:

Product

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A is unlimited to all similar

stores

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.

Product

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B is unique in

Ciyuan

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with exclusiveness.

Product

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C is limited to a small couple of

stores

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. 3.2.2 Exhibition

Additionally

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,

Ciyuan

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would dispatch designers and other workers to participate in the exhibition to gain helpful knowledge.  Frequency: 8 times per year  Participants: 2-3 employees(including designers)  Costs: 5k-8k In the exhibition,

Ciyuan

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could exchange ideas with other

immersive

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script

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experience

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stores

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to improve current fashion and

customer

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service

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quality

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. 3.3 Conclusion Based on our

report

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,

Ciyuan

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devotes highly to its

communication

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to

customers

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and

suppliers

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. For

customers

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,

Ciyuan

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invests in site

selection

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and furnishing to convey the most enjoyable

experience

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while

also

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spending some on advertising to improve its

popularity

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. For

suppliers

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,

Ciyuan

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also

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purchases new

products

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and participate in regular

immersive

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script

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experience

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exhibitions to add freshness and innovation into its business.   4.

Effects

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We can find that external

communication

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of

Ciyuan

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is influential with several

effects

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: 4.1 Business condition

Ciyuan

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has two

stores

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in the Siming District of

Xiamen

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, China. One of its branch offices is called the

Ciyuan

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library

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, and the other is called

Ciyuan

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special bureau. The

Ciyuan

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library

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is located in the high-rise twin tower of the Shimao Group in

Xiamen

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, adjacent to the

Xiamen

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University. And

Ciyuan

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Special Bureau is located in

Xiamen

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MIXC. Both

stores

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have a stable source of

customers

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, and the monthly opening

number

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of

Ciyuan

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Library

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is about 140, while that of

Ciyuan

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Special Bureau is about 80-100. The comprehensive average income of each branch office is about 1200 yuan, and each store managers are 6-7 people. 4.2

User

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perspective According to our interviews with surrounding students and businesses, the vast majority of

customers

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said that the

user

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experience

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of

script

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immersive

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script

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experience

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is outstanding, and it is suitable for ordinary relaxation and entertainment. At the same

time

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, some

customers

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have put forward some opinions.

For example

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, some

customers

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hope that holographic projection technology can be introduced into the

Ciyuan

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immersive

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script

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experience

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to

experience

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a more authentic

immersive

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feeling. Some clients have suggested that

Ciyuan

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immersive

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script

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experience

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could join a big

brand

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,

such

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as Marvel, to bring more role-playing

experience

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. 5.

Suggestions

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and conclusions 5.1

Suggestions

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for external media 5.1.1

Weibo

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 Increase the frequency and

quality

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of

Weibo

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, with some exquisite in-store pictures and

videos

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;  Pay money to

Weibo

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Official buying stream or

users

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’

attention

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so that more people could know about

Ciyuan

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.  Establish

Weibo

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Super Topics to allow existing

customers

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to share the

script

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murder

experience

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and photos in Super Talk and provide a place for the

fans

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of

script

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murder to discuss. 5.1.2 Public comment  Add a brief

introduction

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to the content of various scripts, including the type of

script

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, the

time

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required, the

number

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and gender of suitable players, the difficulty of pushing the hand, whether it needs players to change clothes, etc.  Attach effective

WeChat

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contact

information

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for

customers

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to consult in detail. 5.1.3 Official

account

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 improve the in-store

script

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and the latest activity

information

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so that the data can be updated in

time

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and the push will be more

time

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-sensitive;  Add more function blocks to allow

users

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to match their specific needs directly;  Change the official

account

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name

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to be the same as the business

name

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to search for the official

account

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fastest. 5.1.4 Little Red

Book

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(

Xiaohongshu

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):  Use events to expand the

number

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of

fans

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;  Invite

users

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of Little Red

Book

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(

Xiaohongshu

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) who have more

fans

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to

experience

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, test the

script

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and

then

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publish reviews and recommended articles. 5.2

Suggestions

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for costs input 5.2.1

Customer

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perspective Through our survey, investment in site

selection

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and furnished is already at a top level in

Xiamen

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, but it would be better if

Ciyuan

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could pay more

attention

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to advertising. We can see that costs in propagating in online platforms are not very low, but unfortunately, it does not take full advantage of them. We suggest

Ciyuan

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could improve its advertising plan and methods in these platforms and

further

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popularize the

immersive

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script

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experience

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brand

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. 5.2.2 Supplier perspective We suggest that

Ciyuan

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is expected to consistently devote highly to acquiring novel

script

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products

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and participating in several exhibitions to refresh and update itself continuously. 5.3 Conclusion: In terms of our survey results,

Ciyuan

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already has a relatively mature external

communication

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system, and the benefits of its dissemination and popularization are

also

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awe-inspiring. As we mentioned, we got access to know about

Ciyuan

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, and after we experienced as

customers

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of

Ciyuan

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, we found some minor deficiencies and had provided feedback to the management. Taking

account

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of

Ciyuan

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’s operating circumstances, revenue and

cost

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control, and vigorous development prospect, we believe that

Ciyuan

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will do better and better in external

communication

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after adopting our opinions.