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
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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
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- 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
- 10 November 2023
- 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