中國社群媒體平台之國際化成長策略——以TikTok字節跳動為例

Abstract

TikTok短影音平台在全球範圍內的快速發展代表了中國互聯網企業全球傳播的突破，但 TikTok 在進入全球市場後受到來自各國政府不同程度的關注和審查，在海外傳播過程中呈現風險不斷放大的特徵。本文基於五力分析、PESTEL 等分析框架， 認為 TikTok 的全球傳播面臨國際政治、數據安全和政策法規等多個層面的風險。因此，包括 TikTok 在內的中國互聯網企業在全球傳播的海外市場擴張中需要推動全球化和多元化的管理層建設，提升內容安全的審核能力和數據隱私的保護能力，同時密切關註一些國家內部民族主義和數據保護主義的興起。通過這樣的應對策略規避全球傳播的風險，提升中國互聯網企業的海外影響力。 TikTok 最近正準備進軍美國社群電商市場，然而這一創舉並非易事，TikTok 可能會面對來自 Facebook、Pinterest、Amazon 等互聯網企業的多重競爭。透過動態競 爭分析 TikTok 美國電商業務身處的動態競爭環境，本文認為其最大的競爭對手是 Facebook，但接下來 Facebook 是否有足夠的專注度可以打這場新戰爭，還是必須把注意力留在原本 Facebook 的既定計畫，這很值得觀察。

The rapid development of TikTok on a global scale represents the global spread of Chinese Internet enterprises. However, TikTok has received varying degrees of attention and scrutiny from governments of various countries after entering the global market. Based on the Five Forces analysis, PESTEL, and other analysis frameworks, this paper believes that TikTok's global communication faces risks from multiple levels, including international politics, data security, and policies and regulations. Therefore, In the overseas market expansion of global communication, Chinese Internet companies including TikTok need to promote the construction of global and diversified management, improving the audit ability of content security and the protection ability of data privacy, and pay close attention to the rise of nationalism and data protectionism in some countries. Such strategies may avoid the risk of global communication and enhance the overseas influence of Chinese Internet enterprises. TikTok is currently preparing to enter the US social e-commerce market, but it is not going to be easy.TikTok is likely to face multiple competition from Facebook, Pinterest, Amazon and other Internet companies. By analyzing the dynamic competition environment of TikTok's US e-commerce business, we believe that its biggest competitor is Facebook. However, whether Facebook has enough focus to fight this new war or must focus on the original plan of Facebook? It's worth watching.