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Title:	中國社群媒體之亞洲發展策略--以TikTok為例
Authors:	黃彥銘 Huang, Yan-Ming
Contributors:	林義鈞黃彥銘 Huang, Yan-Ming
Keywords:	TikTok 社群媒體 C-SOP 分析動態競爭理論短影音 TikTok Social media Asian development strategy C-SOP Short-form video
Date:	2023
Issue Date:	2023-10-03 10:45:39 (UTC+8)
Abstract:	中國的社群媒體產業正在全球快速發展，尤其是 TikTok 最受矚目。然而，TikTok 在進入各國市場後，受到來自不同程度的政府關注和審查，各國政府開始審視 TikTok 所帶來的資訊以及其影響力，其海外傳播過程中，TikTok 如何保持其競爭能力，進一步擴展其在全球的影響力。其中，亞洲更是 TikTok 國際化的起點，本研究基於 C-SOP、動態競爭理論等分析框架，主要以分析 TikTok 在東亞市場、以及部分南亞與西亞的發展現狀和競爭對手及競爭情況。接著，本研究將會討論 TikTok 在上述這些亞洲國家的市場佔有率、用戶特點和使用情況，以及透過爬梳中國社群媒體在亞洲各國市場的發展策略和推廣方式來了解亞洲市場的市場規模和發展潛力，以及 TikTok 在亞洲市場的主要競爭對手和其市場策略。本研究也將 TikTok 的發展歷程分為三個階段來討論:國際化準備階段(2015-2017 年)、國際化實踐階段(2017-2019 年)、國際化深化階段(2019 年至今)。前兩個階段，通過穩定產出的方式推出在中國國內運營較為成功的產品，再通過收購的方式投資收購同領域協同產品，分別著眼於新聞資訊、短影音的同業;第三個階段，利用前期海外業務發展經驗，推出多款產品，堅持多元化發展。儘管台灣目前有 Dcard、17Live 等新興的社群媒體，但台灣媒體企業仍難以突破除了台灣以外的市場，期待本研究有助於台灣本土之社群媒體的國際化發展，作為後進之參考。 In recent years, TikTok has become one of the most popular social media plat- forms globally. The short-video app has rapidly risen in the Asian market, particu- larly as a leader in the field of short-video platforms. However, since entering various international markets, TikTok has come under scrutiny from governments worldwide due to concerns over its content and influence. As a result, one of the primary areas of investigation in this study is how TikTok can sustain its competitive edge, and continue to expand its global influence. Asia is an essential starting point for TikTok’s internationalization. Using an- alytical frameworks such as C-SOP,and Dynamic competition, this study analyzes TikTok’s current development status in the Asian market, its market environment, and competition. The study further examines TikTok’s market share, user charac- teristics, usage patterns, marketing strategies, and promotion methods in different Asian countries. Additionally, it explores the market size and development potential of the Asian market and its major competitors and market strategies. The study also divides TikTok’s development history into three stages: inter- nationalization preparation stage (2015-2017), international practice stage (2017- 2019), and deepening stage of internationalization (2019-present). During the first two stages, TikTok introduced successful products within China through stable out- put and invested in and acquired similar products in the field of news information and short-video content. In the third stage, based on prior experience in overseas business development, TikTok launched multiple products and persisted in diversified development. Despite emerging social media platforms such as Dcard and 17Live in Taiwan, they have yet to break through markets outside of Taiwan. This study hopes to contribute to the internationalization of Taiwan’s local social media and serve as a reference for latecomers.
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Description:	碩士國立政治大學國家發展研究所 109261005
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109261005
Data Type:	thesis
Appears in Collections:	[Graduate Institute of Development Studies] Theses

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