Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 36 , 10 November 2023


Open Access | Article

Research on the Overseas Operation Strategy of Chinese Platform-A Study Case of TikTok

Qingyu Chen * 1
1 Wuhan University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 36, 31-38
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Qingyu Chen. Research on the Overseas Operation Strategy of Chinese Platform-A Study Case of TikTok. AEMPS (2023) Vol. 36: 31-38. DOI: 10.54254/2754-1169/36/20231783.

Abstract

The strategic approach of TikTok to achieving continuous expansion in international markets is one of the topical issues of interest in society today, and some researchers have found that the strengths of TikTok in capital operations, localised operations and content production models have had a significant impact on its success. However, there is a lack of a unified explanation of the potential problems behind it and possible responses to it. The aim of this paper is therefore the risks involved in the overseas operations of TikTok and offers suggestions for corresponding strategies. The research methodology of this paper is as follows: firstly, we introduce the current situation of TikTok, the subject of the study, and then we explain the four problems of the cross-border development of TikTok in a logical system of "what - why - how". This paper has found that the trend of homogenisation of content, lack of protection for young people, data security concerns and copyright licensing are the main issues affecting the stable development of TikTok. The research identifies specific issues that TikTok should address and suggests some measures that can be taken.

Keywords

TikTok, overseas marketing operations, short video marketing

References

1. Li, Li, Ziqi, Su, Chen, Lv: Research on the Globalization Development Strategy of Mobile Internet Products: Based on the Study of TikTok. Management Modernization 41(1), 44-47 (2021).

2. Runyu, Wang, Xiran, Wang: The International Exploration and Sustainable Development of Chinese Social Media: Starting with Tik Tok, the Overseas Version of Douyin. External Dissemination (10), 64-67+1 (2019).

3. Jin, Guo: Research on the Development of Digital Culture Industry and the Improvement of China's Soft Power: Taking TikTok as an Example. Shandong Social Sciences (05), 116-122 (2021).

4. Peinan, Wang, Anbin, Shi: Analysis on the Image of China on Overseas Short Video Platforms of Chinese Internet Enterprises: A Case Study of TikTok. Television Research (04), 30-32+57 (2019).

5. Na, Gao. Status and Characteristics of International Mudiovisual Media Integration: Taking Netflix and TikTok as examples. Audiovisual Field (01), 54-59 (2021).

6. Mo, Chen, Zhuorui, Yang: Analysis of the Reasons Why TikTok is Popular Overseas. News front (05), 79-82 (2021).

7. Yuan, Lin, Xia, Hao, Ye, Qiang: The Effect of Advertising Strategies on a Short Video Platform: Evidence from TikTok. Industrial Management & Data Systems 122(8), 1956-1974 (2022).

8. Wahid, R., Karjaluoto, H., Taiminen, K., Asiati, D. I.: Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106–123 (2023).

9. Hao, Chen, Kaixuan, Li: Analysis of the Development of Short Video Applications in the International Communication Environment - "Douyin" and the International Version TikTok as the Center. International Relations 136(04), 114-117 (2022).

10. Bingyi, Liao, Yu, Zhang: The Short Video Media TikTok Overseas Market Operation and Enlightenment. Chinese Culture and Communication Studies (02), 178-189 (2020).

11. Dixon, S: Most Popular Social Networks of Teenagers in the United States from Fall 2012 to Fall 2021. https://www.statista.com/statistics/250172/social-network-usage-of-us-teens- and-young-adults/, last accessed 2022/10/17.

12. Shuang, Wang: Overseas Edition of Douyin Experienced "Cultural Degradation" Torture in India. China and Overseas Management (05), 39-41 (2019).

13. Shuangcheng, Ji, Jueji Zhao: UK and New Zealand Follows Trend of Restricting TikTok Use of a newspaper Global Times (3), (2023).

14. Lu, Tan, Song, Yang: TikTok Jumps around the World. 21st Century Business Review (06), 32-34 (2020).

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-093-6
ISBN (Online)
978-1-83558-094-3
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/36/20231783
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated