Ying Hua

Jin Chen
email: chenjin008@hotmail.com

Yonggui Wang

Study on Driving Forces of UGC Adoption Behavior in Service Industry: A Platform Feature Based Model

Keywords: User Generated Content, User Created Content, UGC, UCC, information adoption, social media

Nowadays, User Generated Content (UGC) influences consumers profoundly in their decision-making. UGC is more credible than advertising as common users generate it. The influencing power traditionally held by enterprises has shift to consumers dramatically. Current research mostly focus on the changes in consumer behavior after adoption of UGC, ignoring the source---factors that influence customers to choose and adopt certain UGC information, especially those related to social media platform features, emotion and attitude. Based on Information Adoption Model (IAM), this study introduces two types of trust and platform feature related factors to construct a new theoretical model, to comprehensively interpret information adoption behavior in service industry, aiming to provide theoretical contributions by extending IAM and according theory in new research settings.

Introduction

Internet and Information Technology have led to technology fusion which triggers the explosive growth of various social media platforms as Blog, Micro-blog, social network, and etc. Social media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, allowing the creation and exchange of User Generated Content (UGC), which takes the form of online review, online post, blog/micro-blog content and etc. The explosive growth of UGC has been one of the most important developments in the areas of media and information systems over the past decade for its significant impact on consumer behavior as well as enterprise marketing strategies. UGC is increasingly becoming a major source of information for many consumers in decision-making. More than 90% consumers are expected to seek suggestions and opinions from UGC (eMarketer 2010). Meanwhile UGC provides first-hand user data to companies for service innovation. Social media platforms have become the popular marketing channel.

Existing research and practices recognize UGC has higher persuasiveness over advertising in affecting consumer behavior. Consumer adoption of UGC represents how it changes their attitude toward products or services, and may help them make purchase decisions. Thus, UGC adoption is an effective signal of consumers' future performance. While prior studies focus more on the result of UGC adoption such as impact on purchase decision, perceived value, loyalty and etc., ignoring the source-the factors that determine adoption or acceptance of the content, especially those related to social media platform feature, emotion and attitude. Some studies have also attempted to investigate the factors contributing to UGC adoption, most of which simply consider usefulness as the only antecedent of adoption behavior that may not be sufficient in the new era. Therefore, a thorough understanding of the determinants of users' UGC adoption behavior is critical if firms are to maximize use of users' power in their social marketing strategy. Therefore, there are both theoretical and managerial needs for a more in-depth understanding of precursors of UGC adoption.

Based on Information Adoption Model and current research, this paper proposes a theoretical model of influencing factors of UGC adoption behavior by introducing new elements. The rest of the paper is structured as follows. First, a literature review of related theories and variables is provided. We then develop a new theoretical model with explanation of newly introduced constructs. The implications and conclusions are provided in the final session.

Literature Review

Social Media and UGC

User Generated Content (UGC), also known as User Create Content (UCC) or Consumer Generated Content (CGC) has been defined by different scholars from different angles [START_REF] Wang | Customers'Perceived Benefits of Interacting in a Virtual Brand Community in China[END_REF][START_REF] Cooke | Web 2.0, social networks and the future of market research[END_REF]. In general, UGC refers to any content created and uploaded to the Internet outside of professional routines and practices, which is the aggregation and leveraging of users' contributions on the web [START_REF] Kapla | Social media: back to the roots and back to the future[END_REF], that can be seen as the sum of all ways in which people make use of social media [START_REF] Kapla | Social media: back to the roots and back to the future[END_REF]. While there is a lack of a formal definition, social media can be generally understood as a wide range of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of User Generated Content [START_REF] Kapla | Social media: back to the roots and back to the future[END_REF]. UGC represents the essence of social media. UGC is related to, but not identical with eWOM (electronic word of mouth). The difference lies in the originality of the content [START_REF] Hennig-Thurau | ELECTRONIC WORD-OF-MOUTH VIA CONSUMER-OPINION PLATFORMS: WHAT MOTIVATES CONSUMERS TO ARTICULATE THEMSELVES ON THE INTERNET?[END_REF][START_REF] Hyuk | Consumers' Reliance on Product Information and Recommendations Found in UGC[END_REF]. Online reviews may be the dominant form of UGC and has attracted most research attention.

There are abundant researches concentrating on the result of UGC adoption that is the impact on various marketing outcomes as purchase decision [START_REF] Lu | Ecotourism experiences reported online: Classification of satisfaction attributes[END_REF], sales [START_REF] Ye | The influence of user-generated content on traveler behavior: An empiricalinvestigation on the effects of e-word-of-mouth to hotel online bookings[END_REF], customer loyalty [START_REF] Rondan-Cataluna | Searching for latent class segments in technological services[END_REF], knowledge sharing [START_REF] Qu | Travelers' social identification and membership behaviors in online travel community[END_REF], trust, and etc. There are not sufficient studies on the source problem, such as what determine customers' choose and adoption of certain UGC information when facing numerous information on social media platforms. The influencing factors especially those related with platform features remain unclear. The nature of UGC is information, so IAM (Information Adoption Model) rather than TAM (Technology Adoption Model) is selected as the theoretic basis of this study. In IAM, argument quality, also called information quality and source (UGC creator) credibility positively affect perceived usefulness, which further affects information adoption behavior. IAM is widely applied in the research of online community [START_REF] Christy | The impact of electronic word-of-mouth:The adoption of online opinions in online customer communities[END_REF], social network, eWOM [START_REF] Christy | The impact of electronic word-of-mouth:The adoption of online opinions in online customer communities[END_REF]. Perceived usefulness is the only predictor of information adoption in IAM. Current research has approved that perceived usefulness has significant impact on users' self-evaluation system and behavior intention such as information adoption [START_REF] Morosan | The Role of the Internet in the Process of Travel Information Search[END_REF]. However, Cheung and [START_REF] Christy | The impact of electronic word-of-mouth:The adoption of online opinions in online customer communities[END_REF] found that usefulness can only account for 46% of the variance of UGC adoption. Chen et al. ( 2011) got similar results. The authors proposed that some important variables may be missing. Oum and Han (2011) also indicated only usefulness is not enough to interpret and influence consumer behavior in new media context. Therefore, it's necessary to explore other important precursors based on prior research and the features of social media and service industry.

Influencing factors of information persuasiveness and information adoption

According to Communication Theory, the persuasiveness of information and according adoption behavior are influenced by three categories of factors as information quality, information source and characteristics of recipient. Current research has covered all the three categories while ignoring factors related to social media features.

(1) Argument quality (information quality) Argument quality, also information quality refers to the persuasive strength of arguments embedded in an informational message [START_REF] Bhattacherjee | Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model[END_REF]. Abundant researches have been conducted with multi-dimensions [START_REF] Christy | The impact of electronic word-of-mouth:The adoption of online opinions in online customer communities[END_REF]. Accuracy, relevance, currency, variety, completeness, understandability, dynamism, and personalization are the measures used in recent commerce studies [START_REF] Delone | The DeLone and McLean Model of Information Systems Success: A Ten-Year Update[END_REF].

A prominent feature of UGC information on social media platform is the diversification of information presentation, which reflects the complexity and all involved costs in UGC creation and publication. Thus, the diversification of information presentation will affect user's perceived usefulness of information. Further study is needed to explore the impact of this information quality related factor.

(2) Source credibility (UGC creator)

Argument quality

Source credibility

Perceived usefulness Information Adoption

Source credibility is defined as the extent to which an information source is perceived to be believable, competent and trustworthy by information recipients, affecting the persuasiveness of information [START_REF] Westerman | A social network as information: The effect of system generated reports of connectedness on credibility on Twitter[END_REF]. Expertise and trustworthiness of UGC creator are the key measures widely accepted in existing research [START_REF] Christy | The impact of electronic word-of-mouth:The adoption of online opinions in online customer communities[END_REF].

As for expertise, there is a debate. Only when recipient himself (herself) has enough expertise can he or she have the ability to evaluate creator's expertise, which is a demanding task. Meanwhile, the anonymity and weak tie between information creator and recipient make it difficult to distinguish the identity of UGC creator. Many researches show that credibility, trust and information persuasiveness will increase when more personal information of the creator is disclosed [16]. While Lee et al.'s [START_REF] Ip | A review of website evaluation studies in the tourism and hospitality fields from 1996 to[END_REF] research achieved the opposite conclusion. Therefore, self-disclosure can promote user interaction, while its effect on UGC adoption behavior remains unclear, which requires further analysis.

(3) Characteristics of information recipient Information may exert different influences to different information recipients due to different perceptions and experiences of individuals, especially in service decision for its higher subjectivity and potential risk. So personal characteristics of information recipient is included as another category in current research, measured by knowledge structure, experience, attitude, involvement degree, personality, demographic variables, and etc. [START_REF] Watts Sussman | Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption[END_REF], among which involvement degree and expertise enjoy most attention. All the factors mentioned are related to recipient's personal characteristics only. As social interaction is the prominent feature of social media, it's necessary to explore new elements relating to social or interpersonal interaction.

Platform feature related factors

This is the category ignored in current research. Due to the anonymity and weak tie connection of social media users, platforms are perceived as the major participants in UGC interaction, which indicates platform level factors are far more important. Existing website feature related researches mainly focus on technology aspects, such as rating system [START_REF] Lee | Electronic word of mouth systems and acceptance of user-generated contents[END_REF], layout and interface design [START_REF] Miao | Establishing the Adoption of Electronic Word-of-Mouth through Consumers' Perceived Credibility[END_REF], without consideration of social interaction related elements that can improve the attractiveness of websites. On the other hand, evidence shows that where social media content is posted is critical as different platforms are perceived differently in credibility and trustworthiness [START_REF] Xiang | Role of social media in online travel information search[END_REF]. Therefore, platform features play a vital role in predicting users' adoption behavior.

Trust

Numerous studies have indicated that trust is indispensable for predicting the activity of online consumers [START_REF] Awad | Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders[END_REF].The literature suggests that trust is essential when exchanging opinions in online communities. The higher the level of trust between individuals is, the higher the possibility of engaging in information seeking. Trust is considered a vital factor affecting online consumer activities, such as the acceptance of others' advices. In the context of social media, trust can be regarded as users' evaluation of information and its source, which help to promote the dissemination and adoption of UGC.

While most of prior researches focus on interpersonal trust from a more cognitive aspect, there are no discussions on different mechanisms and impact of different types of trust classified by interaction subjects. And no consensus has been achieved as for the impact of dimensions of trust on user behavioral intention [START_REF] Hwang | Investigating the moderating role of uncertainty avoidance cultural values on multidimensional online trust[END_REF]. As mentioned before, social media platforms play an important role in UGC interaction. Therefore, user trust may stem both from UGC creator and from the platform. Hence, a thorough exploration of the classification of trust is necessary to fully uncover the different construction mechanism and impact of different types of trust.

Summary

In general, existing UGC adoption behavior researches mostly focus on the results, also are the marketing outcomes after adoption of UGC, with insufficient research on the source what influence users to choose and adopt certain information. And most of the closely related studies take usefulness as the only antecedent of adoption behavior, ignoring the typical emotional or attitudinal factors, which are important in service decision. Prior researches has covered three categories of influencing factors of information adoption behavior, without consideration of non-technological platform level elements that represent the social interaction feature of social media. As for the three categories of influencing factors, few researches have discussed the impact of diversification of UGC representation, and there exist no consensus on the impact of UGC creator's self-disclosure degree. Therefore, it's necessary to construct a new theoretical framework by introducing new elements, to comprehensively understand the driving forces of users' UGC adoption behavior on social media platforms in service context.

Research Model Development

On the basis of an intensive review of the literature, we propose a theoretical model of the influencing factors of UGC adoption behavior as shown in Fig. 2, followed with the explanation of newly introduced elements.

Two types of trust

As discussed in the literature review, trust is a crucial aspect to determine the intention to follow advice of others that helps to promote the dissemination and adoption of UGC on social media platforms. In UGC interaction, platform is perceived as the other party involved. Therefore, trust may stem both from information creator and from the social media platform, with distinct mechanisms and effects. According to the interaction subjects, two types of trust are introduced.

Figure2.research model

Interpersonal trust

As shown in the literature review, most of prior researches on trust concentrate on interpersonal trust, the trust between UGC creator and recipient. The consumer will have the intention to accept the other party's advice if they feel he or she honest, competent and benevolent. In online environments, some cues i.e. the perceived credibility of information creator lead to the emergence of interpersonal trust, which will further the interaction to influence consumer behavior and purchase intention [START_REF] Sparks;Helen | Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior[END_REF]. That is, interpersonal trust can increase the persuasiveness of information, thus influence online consumers' attitude and behavior [START_REF] Lu | Ecotourism experiences reported online: Classification of satisfaction attributes[END_REF], as UGC adoption behavior.

user-platform trust

As face-to-face interaction is replaced by screen to face interaction, platforms are the intuitive party perceived by users. In practice, interaction platform is trusted as a whole since it's hard for consumers to evaluate source credibility [START_REF] Wirtz | Determinants of Social Media Website Attractiveness[END_REF]. The same information shown on different platforms receives different degrees of trustworthiness, indicating there is a type of trust related to platform feature. The researches of Senecal and Nantel (2004) and Burgess et al. ( 2009) support this argument with empirical study in online travel community, while only focusing on the host of the website not social interaction related classification. Therefore, interpersonal trust and user-platform trust are distinct concepts with different developing mechanisms and impact, which is of great value to study thoroughly and separately.

Platform Features

Social media are characterized by social interaction, user integration, personalization and exchange of content, among which the last three aspects are implied in the construction of the research model. Here we concentrate on platform level elements related to social interaction, which are indispensable to induce trust and information adoption behavior, as discussed above. In the context of social media, the desired Source(UGC creator) Self-disclosure degree

Trust

User-platform trust

UGC Adoption

UGC quality

Diversification of information representation

Platform Feature Interaction orientation Interaction configuration Entertainment

感知娱乐性

Perceived usefulness

Interpersonal trust platform features with attractiveness can be understood as a shared aggregated positive valence of users [START_REF] Wirtz | Determinants of Social Media Website Attractiveness[END_REF], which covers rational and affective aspects of usage scenarios, From the attitudinal level, it would affect individual perceptions and attitudes as trust. From the action-based level, it would also positively affect user behavior as information adoption.

According to the literature review and successive analysis, three dimensions are included. ①Interaction orientation. Interaction is a crucial element of social media and the corresponding properties offered can be summarized as interaction orientation, which covers users' need for interactive content and the corresponding expectations regarding the provider of these offers [START_REF] Wirtz | Determinants of Social Media Website Attractiveness[END_REF]. Such an interaction-related strategy is referred to as interaction orientation. ②Interaction configuration, which refers to the perceived structure of interaction process on a certain platform [START_REF] Chung | Attitudes Toward Product Messages on Social Media: An Examination of Online Shopping Perspectives Among Young Consumers[END_REF]. Companies continuously process integrated data from user interaction to serve as the orientation and configuration basis of added value.③Entertainment. The attractive platform features should include both hedonic and/or cognitive aspects. Most of the services like travel purchases belong to the category of hedonic goods, in the decision process of which involved requirements for socio-emotional benefits and experiences such as fantasy, fun and pleasure. Hence perceived entertainment is a crucial element that can affect user decision, especially of greater importance in service decisions [START_REF] Ayeh | Predicting the intention to use consumer-generated media for travel planning[END_REF]. Langlois et al. ( 2000) indicated attractive platform features can affect users' self-perception i.e. trust and usefulness. Therefore, there exist correlations between different dimensions of platform feature and the proposed mediators.

Diversification of information representation

The presentation of UGC information on social media platforms takes various forms as text, images, audios, videos and etc., which is defined as the diversification of information presentation. Since it reflects the complexity and all involved costs in UGC creation and publication, the diversification of information presentation will affect user's perceived usefulness of information. So this construct is especially included to present the measurement of information quality.

Self-disclosure degree

Self-disclosure refers to any personal information one shares with others, which can promote user interaction. As discussed before, high expertise is required for UGC recipients to accurately access the creator's credibility, which is always a problem. Thus self-disclosure of personal information becomes a vital indicator of credibility of the creator. While some researches all recognized its correlations with both cognitive and attitudinal elements as perceived usefulness and interpersonal trust, there is no consensus on whether more or less personal information disclosed by UGC creator can positively affect source credibility, trust and information persuasiveness [16]. Therefore, the construct of self-disclosure degree is introduced to further test how it affects perceived usefulness and trust.

Conclusion

With the prosperity of UGC and social media, the power of persuasiveness shits from companies to users. Both academia and industries recognize the significant impacts of UGC on consumer behavior and business marketing strategies. Most prior studies focus on the results rather than the source--driving forces of UGC adoption behavior, which requires more in-depth research especially when confronted with over-loaded information on social media platforms. Based on an intensive review of the literature and understanding of research context, this paper proposes a theoretical model by extending Information Adoption Model (IAM) with new elements as follows: the attitudinal elements two types of trust as the mediators, platform feature related elements with three dimensions as antecedents, diversification of information representation and creator's self-disclosure degree as the measurements of information quality and source credibility respectively. The theoretical contribution of this study lies in the extension of information adoption theory in the research context of social media platform and service industry, which hopefully could provide some lights to the emerging research in UGC behavior field.

2. 2 2 . 2 . 1 Figure. 1 .

 22211 Figure. 1. IAM: Information Adoption Model, Sussman & Siegal 2003[START_REF] Watts Sussman | Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption[END_REF]


Yuping Zhou

Yicheng Zhou
email: yichengzhou2011@163.com

Min Yu

The Overall Design of Digital Medical System under the Network Environment

Keywords: digital medical treatment, network environment, system design

The wireless sensing network technology, communication technology, password technology, etc. were adopted to carry out the overall design to the digital medical system under the network environment, in order to realize the functions of the remote medical diagnosis, health care, locating and tracking, emergency calls and first aid. In this paper, the design method of the community and personal digital medical system was expounded and the overall design scheme of the digital medical system was provided, including the function module design such as the user terminal system, safety call system, electronic medical records system, hospital information management system, diagnosis expert system and emergency center control system.

Introduction

With the rapid development of network technology and the continuous improvement of people's living standard, people have a higher request to the life quality; therefore, people have a higher request to the daily health care service. The traditional medical model of the diagnosis and treatment such as face to face between doctors and patients cannot meet the requirements of people. People's demand for health care is growing rapidly and the emergency medical treatment is required higher and higher.

Mobile digital hospital mainly involved in a number of sub-systems such as the hospital wireless clinical information systems, intelligent expert clinics, health tracking service system, remote medical monitoring system, community health telematics system, etc. It can create an all-round, new medical services platform for patients, in order to promote the establishment of new hospital service model. With the development of digital communications technology, the digital medical in the network environment will give people more and more help and services. Mobile digital hospital will become more and more common.

Wireless sensor network is the one that is organized by the sensor nodes in the way of wireless communication, in particular application environment. The sensor nodes were mainly used to collect data, and then, the collected data were sent to the network via a wireless sensor network, and finally received by the particular application system. Wireless sensor network is a new mode of information access and information processing.

It is very important to apply wireless sensor networks in the community and personal digital medical and to study out the digital medical system for the remote medical treatment, remote diagnosis, remote medical care, real-time nursing and emergency medical treatment. The system has advantages of the high reliability, high safety, high efficiency and humanization, etc. In this paper, the design of digital medical system under the network environment was introduced, including the system structure, system hardware platform, system software platform and its main function modules.

Study Background

A complete digital medical system should provide the personalized, digital medical service and health management platform for community residents. The platform system should include services such as the prevention, diagnosis, health care, medical care, first aid and interactive, etc. Therefore, it is necessary to comprehensively utilize the network technology, communication technology, control technology, and some medical equipment terminals to provide the medical service, health care service, medical care services, emergency services and health services for the residents.

Through the digital medical service system, community residents will get fast and convenient medical services. Residents can get SMS health information remind, remote medical diagnosis, remote health care, emergency treatment, expert interaction, online consultation and other services through fixed network or wireless network technology. In 1906, Wilhelm Einthoven, the inventor of the electrocardiogram, successfully carried out the remote consultation experiment through telephone lines, and become the first of the telemedicine development. In 1967, a radiologist in the United States established the interactive telemedicine system, which was the first to realize the doctor-patient interaction of remote medical system [START_REF] Egan | Computers and Networks in Medical and Healthcare Systems[END_REF]. In 2006, 306th hospital of the people's liberation army carried out the wireless clinical medical to patients through the hospital local area network, and the wireless PDA was applied to query and monitor for patients sick signs, have a prescription, issue orders, make the mobile medical successfully by using the local area network, which greatly improved the efficiency of the doctor's work [START_REF] Guoxi | Design and implementation of mobile medical emergency self-help system based on the 3 G[END_REF]. In 2012, Huaxiang and others developed "hospital information management system", whose main function was to realize the computerized information management of the people-money-goods such as health information, financial information, and decision-making information. The C/S mode, prototype method, structured system analysis method and object oriented method, etc were used in the system. The SQL Server 2000 database development technology was used as the database [START_REF] Xiang | Design and development of hospital information management system[END_REF]. Digital medical treatment is a new type of modern medical mode, in which the modern information technology and computer technology are applied to the whole medical process. It is the management goal and development direction of the modern public health. A typical digital medical model is mainly composed of 3 big parts such as the digital medical equipment, hospital network & management information system, and remote medical service, of which the digital medical and surveillance equipments are the important foundation of digital medical [START_REF] Cheng | [END_REF]. According to the hospital digitization development experience at home and abroad, the development of the digital hospital can be divided into three stages: the management digital stage, medical digital stage and digital hospital stage featured as the regional medical [START_REF] Han | Digital hospital--hospital mode in the future[END_REF][START_REF] Lingjie | Digital hospital--The necessity of the hospital modernization developing[END_REF]. At present, the hospital digital development and construction has entered the third stage in the developed countries such as the United States, Japan and Germany. The construction of digital medical treatment in our country started late. At present, it is in the initial phase of the second stage.

In conclusion, medical digital system developed by the network technology has been the trend of The Times in the rapid development today of the digital technology and network technology.

System Research and Design

Main function of the system

The main function of this system is: medical diagnosis, health care, diagnostic tracing and emergency medical treatment, etc. The security, real-time performance, flexibility and intelligent of the system in the development of the system should be considered. The system security includes the security of data transmission, information storage security and the security of the information access. The real-time performance refers to collecting a number of physiological data to users in time by using high precision medical sensors. The data collected will be transmitted to the medical diagnosis and emergency centers in time through a wireless network or mobile network. Medical system will analyze and process the data in time to get a result, which will be feed backed to the users in time. The flexibility can be obtained by using medical sensor with a wireless connection, which is easy to carry and remove. The positioning method can be selected flexibly according to customer's actual environment. The intelligent means that the system can analysis and process the physiological data collected by sensors to judge the optimization treatment scheme, and to provide efficient health services through scheduling the relevant units and personnel in the fastest time for the remote medical care and emergency medical first aid.

System frame structure

The frame structure of the system was divided in three levels: the business platform, support platform and foundation platform. [START_REF] Egan | Computers and Networks in Medical and Healthcare Systems[END_REF] The business platform included the user terminal system, security call system, electronic medical records system, hospital information management system, diagnosis expert system and emergency dispatch control system. This layer was the application level to realize the information resource digitalization, the business processing networking, management and decision scientization. [START_REF] Guoxi | Design and implementation of mobile medical emergency self-help system based on the 3 G[END_REF] The support platform provided the system WEB server, data access, transaction processing, security management and other functions. This part provided the supporting environment of the application software system. It provided a variety of services and operational environment for the realization of the function of the application system, and guaranteed the information sharing among systems and among modules. (3) The foundation platform was composed of the mobile and internet platform, database, WEB services, and application services. It provided a support to the system hardware and software. The framework diagram of digital medical system was shown in Figure 1.

The environment of the system software and hardware

The hardware involved in this system was divided into two categories, of which the first was the one about the health care, such as: the pulse sensor, blood pressure sensor, oxygen sensor, temperature sensor, acceleration sensor, electrocardiogram equipment and electroencephalograph, etc. The second type was the one about the computer and network, such as: personal computers, laptops, IPTV, RFID equipment, intelligent mobile phones with the positioning function, PDA, and other equipment.

The input, processing and output flows of an application were separated into the corresponding model layer, view layer and control layer in MVC (model-view-control) design patterns according to the model M, view V and control C mode [START_REF] Deacon | Model-View-Cont roller (MVC) Architeture[END_REF]. The application program in the design pattern was divided into the model, view and controller of three different parts, of which each part had its corresponding different functions.

The application System in community hospitals, medical diagnostic center, and the emergency center were all based on the J2EE platform, but the business logic encapsulated in the EJB containers in the business layer was different. There were

Business platform

The user terminal system

Safety

The system model

Operations related to a system administrator in the background management terminal of the digital medical system were provided, including the system data update and editing, and the system administrator had the supreme authority over the use of the system. XDS document can be stored in a central database, and can also be stored separately in the local XDS document library of each medical institution. Regional digital medical information system provided the service interface for the client and the regional medical institutions front-end [START_REF] Jing | Intelligent Community Health China medical device information[END_REF]. The regional medical institution frontend was responsible for interfaces of the document extraction, document register, document distribution, collaboration information entering the business system in the business system of medical institutions. Regional information sharing platform centering on resident health records was established, and health data scattered in different institutions were integrated into a complete data information, so that the medical staff can access necessary information timely at any time, any place, in order to provide quality health services [START_REF] Liu Guangquan | The Design and Development of the Transmission Platform of Community Telemedicine System based on Web[END_REF]. The specific model was shown in Figure 2.

Application System Framework

An application system framework included the following five layers: client layer, presentation layer, mobile layer, business layer and EIS (enterprise information system) layer.

Client layer: the Web was the main way of J2EE client layer in the system. In addition, there were ways such as the mobile Internet (WAP/HTTP), SMS (CMPP/SGIP), etc.

Presentation layer: the presentation layer mainly included the JSP (Java Server Pages) pages and Java Servlet components of two parts, of which the JSP page programming design realized the view function in the MVC pattern, and the servlet components used in the background service program realized the control function in the MVC pattern.

Mobile layer: this system realized the function of sending and receiving short message via SMS access modules in the mobile layer. Related physiological data, diagnostic results and suggestions, health care information, etc can be sent and received through SMS access modules.

Business layer: EJB was used in the business layer of the system to encapsulate specific business and achieve the model function of the MVC pattern.

EIS (enterprise information system) layer: in this system, ERP and CRM in EIS layer were the existing system of the community hospital, medical diagnostic center, and emergency center.

In order to further improve the effectiveness of medical diagnosis, monitoring control window can be enabled and the current patient physiological information were examined in the current window [START_REF] Qiuhong | Remote Medical Monitoring System based on Wireless Sensor Networks[END_REF]

System Function Module

The main function modules of this system included: remote medical diagnosis module, health care module, positioning and tracking module, emergency calls and emergency module.

Remote medical diagnosis module function

The users needing help can be diagnosed and cured in face to face by doctors and experts in the community hospitals and diagnostic center through IPTV, home computers and mobile terminal. The process was: the user used the dynamic identity to be authentication login and enter the system in the terminal (computer or mobile phone), submitted the consultation application to the hospital diagnosis center, then the application was checked, and the doctor and consultation specific time were arranged after the consultation application was received by the hospital diagnostic center. The hospital diagnosis center will send the consultation information to the applicant or the user by calling system. The confirmation message will be replied by the applicant to the hospital diagnosis center after the consultation arrangement information received. Users were diagnosed in the video by the doctor in the diagnostic center by using the video system of a mobile phone or family IPTV. The doctor in the diagnostic center made diagnosis based on user's various physical parameters, electronic medical records and the information obtained through the video. After diagnosis, the doctor filled out the diagnosis report and submitted it to the server. Then, the diagnostic center server sent the diagnosis result to the user. Medical common human physiological parameters were collected through different sensors selected based on different human physiological parameters characteristics [START_REF] Yang Yan | Architecture for body sensor networks[C[END_REF].

Telemedicine systems can be divided into the acquisition of physiological parameters (completed by physiological parameters collection terminal), data transmission (completed by wireless communication network) and remote monitoring (completed by remote monitoring center server terminal) and other modules, according to their functions and processes [START_REF] Zhao Ze | A Remote Health Care System Based on Wireless Sensor Networks[END_REF]. The service system of the regional health information-sharing platform provided service interface for clients of regional health information sharing platform and front-end processor of regional medical institutions [START_REF] Jing | Intelligent Community Health Care System[END_REF].

Health care function module

Patients collected the physiological data information with carried medical sensors, and then sent it to the medical diagnosis center. After the medical diagnostic center received the patient's physiological data, the patient's electronic medical record was accessed. Furthermore, both the physiological data information and electronic medical records were sent to the expert system. Based on the patient's electronic medical record information and patient's physiological data, expert system made a scientific judgment, and gave a guideline. If the treatment were needed, it would be sent to the information management module together with the doctor diagnosis information. After the doctor information management module received the diagnosis results from the expert system, the diagnosis and treatment doctor was recommended for the patient, and the recommendation information was sent to the transceiver module. Information transceiver module put forward the advice information to patients. After the treatment information was confirmed by patients, the treatment time and location were confirmed by the doctor information management module, and the detailed treatment information was sent to the medical center. After the medical center received the information, the detailed treatment information was sent to patients. At the same time, the electronic medical records of patients were updated.

Positioning and tracking module function

When users or patients were within the community, the user's accurate location information can be obtained through their carried sensors. This localization method is mainly aimed at children, the elderly and disabled. When patients or monitored person did activities in community, the physiological data information was collected in real time through the carried sensors, and sent it to the diagnosis center. The diagnostic center will send its identity ID to the emergency medical center, based on the monitored person's phone number and the RFID electronic tag. Based on the identity ID, the emergency center accessed its electronic medical records and related data in the electronic medical record system, and searched rapidly the right doctors and medical staff. At the same time, the information will be sent to the person's family through the security call system. If necessary, the nearest ambulance and community hospitals will be notified to get the treatment for the patient in the fastest time. The above process requires that the same patient ID be identified with different code in different medical institutions. When the patient referral was happened between different medical institutions, referral or collaborative information need be exchanged to share medical documents. When sharing medical documents, the first is to accurately identify the patient ID, which needs a cross-reference system to link the patient identification code in different medical institutions through the index. When a system needs to be accessed, the patient identification code can be provided in the system [START_REF] Zhansheng | The Development Status and Problems of Community Health Service in China[END_REF].

Emergency calls and emergency module function

When a user or patient had an emergency symptom or sudden emergency, the position information of the person can be obtained in the fastest time through positioning and tracking function. The emergency medical center distributed the ambulance or notified the nearest ambulance to rush to the scene. The medical first aid center accessed the person's electronic medical record information from the electronic medical record system, and sent it to the hospital. At the same time, the injured family information was found, and the person's accident and location information were sent to their relatives through the security call system. The emergency medical center forwarded the person's real-time physiological data and electronic medical records information to the hospital, in order to facilitate making the most effective treatment plan. The emergency medical center determined whether need to inform the police according to the accident type information. If necessary, the nearest police will be informed. The emergency medical center found the injured insurance information, notified the insurance company to is prepared to compensate. Hospitals recorded the relevant medical procedures and information to the person's electronic medical records in the whole course of the treatment. Then, the data in the electronic medical record system was updated.

Discussion and Implication

The wireless sensing network technology, communication technology, password technology and network technology were integrated in this study system to realize the remote medical treatment, health care, positioning and tracking, emergency calls and first aid, etc. In the paper, details about the system hardware and software platform, system structure and the framework of system function, etc. were illustrated separately in the paper. How to apply the computer technology, network technology and communication technology into the specific examples in the real life of people was elaborated through the general design of digital medical system under the network environment. It fully embodies what roles the modern technology can play in today's life. The design of the system is feasible in theory, but in the actual operation and test process, there may be a few problems needed to be solved. It will be continuously developed and improved in the future.

Figure 1 .

 1 Figure 1. The framework diagram of digital medical system

  , Symbian, Mac OS, Android OS, Web OS and OMS platform in the software environment

Figure 2 .

 2 Figure 2. The specific model of the system


Zhiming Zhang

Wei Zhang

A Novel Regional Cloud Digital Library Network based on Mobile Ad Hoc Networks

Keywords: cloud digital library, cloud computing, mobile Ad hoc network, region network architecture

At present the digital library has entered into the period of cloud computing. The cloud digital library is a kind of virtual library, which is built upon Internet, and uses the cloud computing technology to provide services for readers. For the status and developing trend of cloud digital libraries, a regional cloud digital library network based on the mobile ad hoc network is proposed, the network architecture is designed, and its performance is evaluated by network simulation software NS-2. The result shows that the performance of the network is good, and it is feasible. The research result in the paper is valuable for the study and application of cloud digital libraries.

Introduction

The cloud computing technology is one of the most important technologies in information technology domain these years. In 2009, cloud computing was defined by National Institute of Standards and Technology (NIST) as a model in which networks were used to provide rapid and convenient services for a series of shared computer resources, nonetheless the administration cost in demand and suppliers' interaction cost are minimum 1. It leads the development of industry and society informatization, along with the popularity of Internet of things and mobile Internet; the permeation of cloud computing in various industries was becoming increasingly apparent 2. After experiencing the period of Internet, grid mesh and Web2.0 by sequence, digital library is entering into the period of "cloud computing". When using cloud computing, library services can reduce costs and improve efficiency greatly, according with the library's development needs. The largest organization for library cooperation in the world, Online Computer Library Center (OCLC) has already used cloud computer technology to establish a cloud digital library named OCLC Worldcat to provide services for readers in different countries 3. China Academic Library & Information System (CALIS) is being constructed in the third stage, planning for building multilevel sharing center using cloud computing technology and realizing the localized and low cost college digital libraries 4.

During the past few years, some researchers have already investigated the theory and application of cloud digital library. Ref 5 surveys the advance on basic theory of cloud libraries, and points out the study on theory and application of cloud library includes five phases, i.e., consumers, resources, cloud services, cloud platform and cloud library administrators. Taking the cloud digital library in Shanxi University of Finance and Economics for example, ref 6 discusses the basic architecture and function of the cloud digital library, and explores the approaches and methods by which traditional libraries enter into the cloud digital libraries. Ref 7 proposes that the application of the cloud computing technology in libraries includes three developing phases, i.e., digital library, regional cloud library and total cloud library, and analyzes the transforming direction of traditional library and the challenges of the development of cloud libraries. Ref 8 proposes a novel service-oriented and layered regional cloud library, designs the architecture, which includes consumer layer, access layer, application portal layer, application layer, supporting tool layer, basic technology layer and cloud resource layer. However, in the above references, the authors only discuss the theory and application of the cloud digital library, or design the system model, without further simulation of the performance of the system model.

Based on the former work, the theory and application of the cloud digital library are further studied in the paper. Firstly, the concept and architecture of the cloud digital library is overviewed. Then, for the status and developing trend of cloud digital libraries, a regional cloud digital library network based on MANET is proposed, the network architecture is designed, and its performance is evaluated by network simulation software NS-2. The result shows that the performance of the network is good, and it is feasible. The research result in the paper is valuable for the study and application of cloud digital libraries.

Overview of the cloud digital library 2.1 Concept of the cloud digital library

Cloud digital library can be defined as a virtualization library based on Internet and providing all kinds of services for readers using the cloud computing technology. In other words, cloud digital library is library facility and service constructed by the cloud computing technology. The cloud digital library integrates the digital resources in several libraries by a cluster of parallel computers in a large-scale library. Thus, the cloud digital library can search resources and process data rapidly and conveniently, and can be accessed by users on demand. In the traditional library, different libraries cannot share each resource due to the disparity of every system. Whereas the cloud digital library can expand information services, change the library service mode, meet the personalized need of users, and thus bring vast opportunity to its development 6.

Advantages of the cloud digital library

The cloud digital library can not only avoid repeated construction to achieve full sharing of the resources, but also improve network performance and service efficiency greatly. Specifically, the advantages are as followed 9:

(1) Reduce construction cost and improve operating efficiency. On the basis of cloud computing, the general medium or small scale libraries will not need to spend a lot of money on expensive hardware. They only need to construct their own cloud computing or ask the providers to do the construction, and the software could be upgraded and maintained online by providers. At the same time, the backward devices in library could still be fully used, such as to do the simple I/0 interactive computing. Also, we are no longer to worry about problems like data loss, computer virus or server being down, for there are millions of severs in "cloud". Therefore, if one sever goes wrong, the others could continue to work instantly, thus providing the most reliable and safest data storage center to the libraries.

(2) Bring down investment on repeated construction and realize resource sharing. The library which apply cloud computing could co-construct the information commons to share the information and resources with each other. All the digital library resources in the world could be gathered into the storage server of "cloud". The library administrator only needs to administrate, classify the resources and set out the matching visiting rules, and as long as following the rules, the users can obtain the digital resources from every corner of the world simply by entering the key word. The information resources could be fully shared in this case.

(3) Offer customized and personalized service. The current digital library for users could neither allocate resources according to the users' demands, nor provide individualized services. To provide resources according to the needs, and to charge per amount of usage are the outstanding merits of cloud computing. On the basis of cloud computing, the digital libraries will develop in a more personalized, liberalized and diversified direction. Every user could use the applications and digital resources gathered in the "cloud" to construct his personal digital library. The architecture of the cloud digital library is shown in figure 1. According to the status of libraries and the service provided by cloud computing, its architecture can be generally classified into five layers, i.e., application layer, platform layer, data layer, hardware virtualization layer and infrastructure layer. Every layer is consisted of the corresponding cloud computing service, and can provide the service that the digital library can provide. For example, SaaS is used to constitute the application software, such as Platform for Library Content Selection, Automated Management System; PaaS is used to develop application service platform, and provides database services of the cloud digital library; Data as a Service (DaaS) is used to integrate the literatures in every library; Hardware as a Service (HaaS) is used to form the cluster of servers, owning the effective ability of flexible computing; IaaS is used to construct the storage and data center segment of the cloud digital library. Finally, the cloud digital library based on Internet is established. On the other hand, the portal website is created, and readers can enjoy the services provided by the cloud digital library 18.

Architecture of the cloud digital library

Regional cloud digital library network based on MANET

Concept of regional cloud digital library

The construction and development of cloud digital libraries is a progressive process. The cloud digital library will develop gradually with the progress of the cloud computing-related technology and philosophy, and transit from the regional cloud digital library to the cloud digital library totally based on Internet gradually. At present, cloud computing technology is in the stage of preliminary research and application. Therefore, regional readers need-oriented networking services based on Internet are suitable to be carried on, and the regional cloud digital library can be constructed.

The regional cloud digital library is based on a digital library whose construction and service are senior in a certain region. Through the synthetic integration of technology, resource and service, the efficient software, hardware and administration platform of digital resource in digital libraries are established to provide every service of cloud digital libraries for the users in the region. The main function of the regional cloud digital library includes: (1) to provide literature-related service for the users in the region; (2) to provide software and hardware platform of digital libraries for other institutes in the region; (3) to provide literature, software and hardware platform, and administration integrated service for the users in the region 8.

Architecture of regional cloud digital library network based on MANET

The user network of the regional cloud digital library in the paper adopts Mobile Ad hoc Network (MANET). MANET is a kind of mobile wireless network, which is consisted of mobile nodes and does not rely on the network infrastructure. In MANET, nodes exchange data by their wireless sending and receiving equipments. When nodes are beyond their communication range, the multi-hop communication will be accomplished by the relay of other nodes. In the paper, MANET is used in the cloud digital library to making full use of advantages of flexibility and high efficiency. The architecture of the regional cloud digital library network based on MANET is shown in figure 2. It can be divided into five layers, i.e., consumer MANET layer, Internet or high-speed MAN layer, portal website access layer, virtualization DL interface layer, and running maintenance center layer. The basic workflow of the network is: (1) the service portal is formed through integration of relative resources by the regional cloud digital library, and the user in the region can access the portal website through MANET using all kinds of network terminal; (2) Interface of virtualization DL adopts Service-Oriented-Architecture (SOA) and provides network service interface for portal website access layer; (3) the virtualization services of hardware, software and resources are realized through the virtualization technology of cloud computing by running maintenance center of the region cloud digital library, and the normal working of the network can be ensured.

Because of the security threat in data storage, reliability of cloud platforms and sustainability of services, user authority management, and virtualization, et al, faced by cloud digital libraries 19, the network we proposed in the paper adopts the scheme of static data encryption to manage the core data in cloud storage areas, the encryption and digital signature technologies in data's storage and transmission process, and Privilege Management Infrastructure (PMI) to control the users' authority for resources to ensure the security the data and services in the network.

Simulation and analysis

Since MANET for consumers is the bottom layer of the regional cloud digital library network based on MANET proposed in the paper, the performance of the network will be simulated and evaluated preliminarily by network simulation platform NS-2.

The network model is setup in NS-2.34, and the parameters are that the number of users is 10 to 50, every node moves with the speed of 10m/s, the size of simulation scenario is 5000×5000m2, the duration of simulation is 10min, and the routing and MAC protocol are DSR and IEEE 802.11 respectively. The simulation parameters and values are shown concretely in table 1. After simulation, the packets delivery rate, average end-to-end delay, and route costs of the network with the number of the users in MANET are calculated, which are shown in figure 3 to 5. From figure 3 to 5, it can be found that every performance indicator of the network is good enough to meet the need of users to the cloud digital library. On the other hand, simulations show that with the increase of the number of users in MANET, the packets delivery rate decreases, the average end-to-end delay and route costs rise, which indicate the worsening of performance of the network. The reason is that when the number of users increases, the total traffic volume of the network increases, while the bandwidth of the network does not change. Therefore, the packet loss rate, end-to-end delay and route costs increase at the same time.

Conclusion

For the status and developing trend of cloud digital libraries, a regional cloud digital library network based on MANET is proposed, the network architecture is designed, and its performance is evaluated by network simulation software NS-2. The result shows that the performance of the network is good, and it is feasible. The research result in the paper is valuable for the study and application of cloud digital libraries.

Figure 1

 1 Figure 1 Architecture of regional cloud digital library At present the architecture of cloud computing can be classified into three categories

Figure 2

 2 Figure 2 Architecture of regional cloud digital library network based on MANET

Figure 3

 3 Figure 3 Packets delivery rate of the network

Figure 4 Figure 5

 45 Figure 4 Average end-to-end delay of the network

Table 1

 1 Simulation parameters and values

	Parameters	Values	Parameters	Values
	Simulation area	5000×5000m 2	Channel type	Wireless Channel
	Communication range	300m	MAC protocol	IEEE 802.11
	Routing protocol	DSR	Queue type	PriQueue
	Flow type	CBR	Simulation time	600s
	Maximum moving speed	10m/s	Queue length	50
	Antenna type	Omni-Antenna	Channel capacity	100Mps
	Propagation	TwoRay-Ground	Data rate	50Mbps
	No. of users & Maximal No. of connection	10 & 3, 20 & 6, 30 &9, 40 & 12, 50 & 15


Xuan Yang
email: hlyangxuan@126.com

Jin Chen
email: chenjin@uibe.edu.cn

Yanbo J Wang
email: wangyanbo@cmbc.com.cn

Process Design of Digital Platform for China's Industrial Investment Fund

Keywords: Industrial Investment Fund, Digital Platform, Process Design, Data Mining, Web Text Extraction

Nowadays, the Industrial Investment Fund is booming in China.

Though it has achieved big success till now, there are still some key problems troubling the further development of Industrial Investment Fund. Two major challenges are the recognition of appropriate industries and also related companies. In order to solve such problem, we propose a design for the digital platform of Industrial Investment Fund. In the process of this platform, Web Text Extraction and Data Mining techniques are employed in order to help investors to make decisions in a Big Data Analysis manner.

Introduction

In recent years, Industrial Investment Fund is booming in China. According to Interim Management Measures of China's Industrial Investment Fund published by Chinese government, Industrial Investment Fund is defined as a collective investment system, which makes equity investment on the unlisted enterprises. The main investment approaches of China's Industrial Investment Fund include venture capital investment, corporate restructuring investment, and basic facilities investment and so on.

Having studied the literature related to Industrial Investment Fund, we find that the research is mainly focused on general operational mechanism, such as capital resource, organizational structure and withdrawal approaches of Industrial Investment Funds. However, there are few scholars talking about the specific problem which is of vital importance, that is, how to make investment decisions for Industrial Investment Fund. In order to fill this blank, we tried to propose a design for the digital platform of Industrial Investment Fund, which helps to recognize appropriate industries and related companies whom to invest. In the process of this platform, Web Text Extraction and Data Mining techniques are applied in order to help investors to make decisions, in a Big Data Analysis manner.

The rest of this paper is organized as follows. In section 2, we study the current situation of China's Industrial Investment Fund. Section 3 describes some related work relevant to our study. In section 4, we propose our design of digital platform to identify appropriate industries and related companies for the Industrial Investment Fund. Finally discussions and open issues for further research are given in section 5.

Current Situation of China's Industrial Investment Fund

Compared with other investment modes in the international market, China's Industrial Investment Fund is quite similar to Private Equity Fund. However, Industrial Investment Fund has its own characteristics, which are listed as follows.

Financing Pattern

Financing Channel Private

Investment Orientation

Usually some growing enterprises in the industries, which are booming or supported by the government.

Investment Size

Quite large, usually millions RMB for a single investment project.

Investment Period Long-term investment, nearly ten years.

Investment Pattern

Investment Tools 1. Equity investment 2. Quasi-equity investment 3. Investment on other funds

Exit Pattern

Usually through pre-IPO exit.

Since Chinese State Development Planning Commission (SDPC) has started making researches upon Industrial Investment Fund in 1995, China's Industrial Investment Fund has achieved great progress. According to the data published by Qingke Research Centre, till the end of 2012, there are nearly 560 Industrial Investment Funds in China, and the capital in this market reaches 30 billion US dollars. Since there are still many investors who would like to enter this market, the number mentioned above is estimated to keep growing. Taking 2013 market for example, there were 660 cases of investment in the market and the capital reaches 24.48 billion US dollars, with an increase of 23.7%. Moreover, in order to support the development of Industrial Investment Fund, not only the central government but also many local governments, have made a series of policies and regulations. Till now a legal environment, which contains basic regulations, subsidiary assurances and specific policies, has been established.

3

Related Work

Foreign Industrial Investment Fund

In western countries, especially in the US, Industrial Investment Fund is considered as "Organized Private Equity Market". As the US is one of the earliest countries which have started to develop Industrial Investment Fund and it has the most influential financial market in the world, a vast number of related researches are about American's Industrial Investment Fund. Many scholars are interested in the information transmission mechanism of Industrial Investment Fund. Hobbert proposed a theoretical model for the Industrial Investment Fund [START_REF] Hobbert | Towards A Positive Theory of Venture Capital[END_REF]. In this paper, Hobbert further pointed out that as a financial intermediary, the most important feature of Industrial Investment Fund is that it can effectively reduce the information asymmetry, investment risk and agency cost between the investors and entrepreneurs. Trester thought that the agreement between the investors and entrepreneurs can be made only when the information is symmetry between both sides. However, once the agreement has been made, the information may gradually become asymmetry [START_REF] Trester | Venture Capital Contracting Under Asymmetric Information[END_REF].

Besides, many scholars have contributed to the risk assessment of Industrial Investment Fund. Reid came up with the idea that the biggest risk Industrial Investment Fund confronted was principal-agent problem [START_REF] Reid | The Application of Principal-agent Method to Investor-investee Relations in the UK Venture Capital Industry[END_REF]. Cornelli and Yosha made more detailed illustration about this case. They found that in a multi-stage investment program, since entrepreneurs always hope to get continuous investment, they are inclined to manipulate the short-term projects performance so as to get a next-stage investment [START_REF] Cornelli | Stage Financing and the Role of Convertible Securities[END_REF]. Based upon these achievements, Kut et al. furthered the study and found that the principal-agent problem was caused by asymmetric information between the investors and entrepreneurs [START_REF] Kut | Risk Management in Private Equity Funds: A Comparative Study of Indian and Franco-German Fund[END_REF]. In order to deal with this challenge, Gompers pointed out that diversify investment portfolio is an effective approach to reduce adverse selection and moral risk [START_REF] Gompers | Optimal Investment, Monitoring, and the Staging of Venture Capital[END_REF]. suggested that Chinese government should establish more regulations on foreign capital investment in order to make the market more efficient [START_REF] Ai | Analysis on Foreign Mergers & Acquisitions and Development of Chinese Local Equity Fund[END_REF]. However, Bian hold a different view, and believed that government should make more encouraging regulations to help Industrial Investment Funds grow up rather than restrict them [START_REF] Bian | Solution about the Development of Chinese Equity Fund[END_REF].

China's Industrial

Our Contribution

Having reviewed literature work related to Industrial Investment Fund both at home and abroad, we found that the research is mainly focusing on general operational mechanism field, such as capital resource, organizational structure and withdraw approaches of Industrial Investment Funds. However, there are few scholars talking about the specific problem which is of vital importance: how to make investment decisions.

Through our investigation, we found that the major problem troubling Industrial Investment Fund investors is the recognitions of appropriate industries and related companies, which could be further illustrated as follows.

First of all, different from other investment modes, Industrial Investment Fund has a comparatively longer investment period. In light of current practice of China's Industrial Investment Fund, the investment period is approximately five to seven years. The longer investment period means the investors may face higher liquidity and credit risks.

Secondly, for Industrial Investment Fund investors, the total amount of invested capital is usually quite large. Given the possibility of investment loss constant, investors may have to suffer larger loss amount once they fail. Specifically, different from Private Equity investors in western countries, Industrial Investment Fund in China is more similar to the "Government Investment Pattern" that is popular in Japan, in which the investment are made by the large financial groups dominated by the government. Similarly, in China most Industrial Investment Funds are strongly influenced by government departments or state-owned policy banks, so the loss of investment will not only affect their financial status but also decrease the total social welfare.

Last but by no means the least, the investment targets of Industrial Investment Fund are usually unlisted enterprises. Compared with listed companies, they have much fewer information available to the public, and investors may suffer from serious asymmetric information problem.

Based upon the reasons above, we see that Industrial Investment Fund is facing great risk in defining the investment targets. An effective process is urgently needed to identify appropriate industries and related companies to invest in order to control the investment risk.

Design of Digital Platform for Industrial Investment Fund

Having identified the main challenges of Industrial Investment Fund, we believe one of the most effective ways to solve these problems is to establish a digital platform for the Industrial Investment Fund and make information symmetric for both investors and enterprises. There are two functions of this platform: firstly, it helps to match the information between two sides effectively, thus reducing the investment risk; secondly, it could help to allocate the resources, so that the capital could be invested to the right enterprises. Hence, the goal of this digital platform is to achieve a win-win situation between investors and enterprises.

In order to achieve the functions mentioned above, the design of this platform could be divided into two stages: firstly, identify the specific industry (or industries) for the investment fund; secondly, identify the specific enterprises which have comparatively higher growth potential and lower risk. Our platform design is demonstrated as follows.

Identification of Investment Industries

Generally speaking, for Industry Investment Funds, there are strict restrictions on which industries to invest. So the first stage is to establish an effective investment industrial portfolio with limited choices.

Description of Data Source

When deciding which industries are worth investing, we believe two factors are of vital importance for consideration: one is the government's policy concerning different industries; the other is industry index, which is widely accepted as the indicator of development status for an industry.

First of all, investors should fully consider the influence that government policies have made on industries. Through our investigation, some source of government's policy concerning Industrial Investment Funds is listed as follows. Secondly, as the key factor which indicating the potential and current development of the industry, industry index should also be taken into account. Taking energy industry for example, a number of index indicators are listed as follows.

Technique Applied: Web Text Extraction

Having identified the source of data we need when choosing the investment industry, another challenge is how to extract and analyze the information effectively. One tool that has been generally used is the search engine. Though it's convenient and easy to use, its disadvantage is obvious. Firstly, people inference is needed during the whole searching process. Secondly, the aim of search engines is to cover the web as widely as possible, which may lead to irrelevant results returned by the search engine.

One effective way to solve the problem mentioned above is web crawler. Web crawler is an automatic program, which downloads web pages from World Wide Web. Begin with one or several URL from initial page, web crawler continues to extract new URL from the current page, and put them into a queue until the system meets certain stop conditions.

In our case, with the help with web crawlers, we could grab the government policy we simultaneously monitored. According to the information we got, a list of industries supported by the government may be summarized. Then, we capture the corresponding index of listed industries from the web site. Later, we rearrange the industry list, in a descending order, according to different industries' index. Finally, we choose the top K industries in the list as candidate investment industries.

Identification of Investment Companies

Description of Data Source

After we have chosen the industries to invest, the next stage is to identify the specific enterprises. Traditionally, investors' decisions are based upon mainly two kinds of resources: materials offered by the enterprise, and investors' on-site investigations. However, in the current "Big Data Society", only these two kinds of sources can hardly provide a solid basis for decision, we have to take more information into account and make comprehensive analysis. The information may include (but not limited to): enterprises' credit information from the central bank's credit system, enterprises' cash/deposit transaction information from the commercial banks, and comments or reputation of the enterprise captured from social networks.

For central bank's credit information, we need to reach an agreement with Chinese Central Bank, and get access to its credit system. So we can clearly see whether a company is "will" and "able" to pay for the loans. For enterprises' cash/deposit transaction information as well as their basic information, a company that is willing to be invested by our Industrial Investment Fund is supposed to submit its own information. For the reputation of companies, we could extract web texts concerning such comments -from the social networks through the Web Text Extraction technique mentioned above.

Technique Applied: Logistic Regression

Logistic Regression approach was first introduced in the 1970s; "it became available in statistical packages in the early 1980s" [START_REF] Peng | Logistic Regression Analysis and Reporting: A Primer[END_REF]. Logistic Regression is a type of regression analysis used for predicting the outcome of categorical dependent variables (i.e. "yes" vs. "no", or "high" vs. "low", etc.), based on independent variables (descriptive features). This technique attempts to model the probability of a "class/class" outcome using a linear function of the descriptive features, and then applying the log-odds of "class" (the logit of the probability) to fit the mentioned linear regression.

In our case, a data table is generated according to the information we got. The credit information of different companies, whether defaulted or not, is considered as the class-label. While other sources of data are included as data attributes of companies. Setting companies' past performance as training data, Logistic Regression model could offer us clues indicating what features may lead to a company's default. By putting into present performance of companies into this model, we are able to predict whether a certain company can afford to pay the loans or not.

Discussion

Since Industrial Investment Fund has become increasing important in Chinese financial market, effective investment decision mechanism is more and more important for both theoretical and practical aspects.

In this paper, we analyzed China's Industrial Investment Fund by clarifying its definition, summarized its characteristics and evaluated its current development situation. We then figured out two major challenges that investors confronted: the recognitions of appropriate industries and related companies, and analyzing the reasons causing the problem. In order to solve it, we came up with a process design of digital platform for the Industrial Investment Fund, and applied Web Text Extraction and Logistic Regression Classification techniques during the whole process.

In the current stage, we mainly focus on the theoretical design of the decision support process for the Industrial Investment Fund. Further research is suggested to make empirical verification of the study we proposed.

Figure 1 .

 1 Figure 1. Market Situation of 2013 China's Private Equity Investment Source: Qingke Research Centre

Figure 2 .

 2 Figure 2. Process Design for the Industrial Investment Fund Platform

Table 1 .

 1 Characteristics of China's Industrial Investment Fund

Organizational Pattern

Two major types: Sino-foreign Joint Venture Fund and Large Chinese Fund Sponsor Generally some government departments, government policy banks or large state-owned enterprises Financing Size Increasing greatly, less than one billion RMB before year 2005, and usually more than ten billion RMB after 2005.

Investment Fund

  Different from foreign scholars, Chinese researchers are more concerned on practical operation of Industrial Investment Fund in China. Related work contributed by Chinese scholars is mainly in two fields: 1. Introduction about the operational mechanism of foreign Industrial Investment Fund. Ye and Li introduced organizational structure, operational process and management mechanism of both American and Japanese Industrial Investment Fund [13] [9]. Bao studied the partnership structure of foreign Industrial Investment Fund, and suggested it may also apply to Chinese market [2]. Cao compared operational pattern both at home and abroad, and suggested China need to develop different withdraw approaches for Industrial Investment Fund [5]. 2. Suggestions about development of Chinese Industrial Investment Fund. Ai

Table 2 .

 2 Some Source of Chinese Government's Policy Concerning Industrial Investment Fund

		Regulation Name	Publishing Institution	Publishing Time
		Interim Management Measures of China's Industrial Investment Fund	National Development and Reform Commission	2012
		Interim Management Measures on Emerging Industry Venture Capital	National Development and of Finance Reform Commission; Ministry	2011
	Central Government's	Notice on the Implementation of the Venture Capital Enterprise Income Tax Preferential Policies	Ministry of Finance; State Administration of Taxation	2009
	Regulations
		Acquisition management practices of listed companies	China Securities Regulatory Commission	2008
		Notice of the tax policy to promote the development of the venture capital business	State Administration of Taxation; Ministry of Finance	2007
		Interim Management Measures on Venture Investment Management	National Development and Reform Commission	2005
		Notice on Approaches to promote equity investment fund industry development	Tianjin Local Government	2009
		Reply About agreed to support the construction
	Local Government's	of the Zhongguancun Science Park, National Innovation Demonstration Zone	Beijing Local Government	2009
	Regulations	Pudong Promotion on Equity Investment Enterprises in	Shanghai Local Government	2009
		A number of provisions on the promotion of equity investment enterprise development fund	Shenzhen Local Government	2010

Table 3 .

 3 Some Source of Index Indicators for the Energy Industry

	Index Name	Publishing Institution	Publishing Frequency
	Power Industry Climate Index	China Economic Information Network	Quarterly
	Petrochemical industry sentiment index China Economic Information Network	Quarterly
	Coal Price Index	National Coal Industry Network	Weekly

Acknowledgments. This work is sponsored by Discipline Construction Fund of University of International Business and Economics.