A Comparative Study Of Users And Their Behaviors Between The Local And International Versions Of Douyin

As a music and social short video APP featuring a "short frequency fast" network ecological form,Douyin is vertical to the user group,and the idea of recording a better life has attracted a large number of fans and users.Douyin APP not only occupies half of the country's market,but also became the first batch of successful short video APPs to go overseas.On January 10,2017,Douyin was named Tiktok after merging with the local Musical.ly APP in the United States,and officially went to sea.Douyin's overseas market is the most typical performance in the US market,and it jumped to the top of the ranking after it was put on the US APP store.During the process of integration with local music short videos,Douyin took advantage of its shortcomings,occupied a certain market position,and attracted a large number of users.At the same time,because of the different cultural regions,user groups,attitudes and motivations of use,it also derived a lot Potential problems.For example,because of the diversified user groups of short video APPs,many users upload vulgar content in a self-hyped way in order to attract fans,and platform supervision is difficult,which affects the brand image.In addition,because the local short video APP in the US market has developed early and is very mature,for the Douyin short video APP that has newly entered the market,there is low user stickiness and low user satisfaction in the process of occupying the market.Minor viewing policies and relatively incomplete content and other issues.Therefore,it is necessary to provide useful suggestions for the virtuous and sustainable development of Douyin International in the United States through in-depth analysis of the user group structure,behavior differences,and motivation differences between China and the United States.Existing research has revealed the overall characteristics of short video APPs,such as: female users are mostly,fragmented time is scattered and used,mostly for young groups,pursuing fashion,trend and personality,hobby recording life,social interaction,music and dance,etc.At the same time,the successful fission and duplication of Douyin APP has attracted extensive attention from scholars and researchers.There are many relevant research literatures on domestic users of Douyin,but the analysis of the users and usage behavior of Tiktok International Edition(Tiktok)is almost No.Therefore,from the perspective of the development of Douyin International Edition and the current status of theoretical research,it is of great practical value and theoretical significance to study the difference between Chinese and American users and their usage behaviors.Through a questionnaire survey,we conducted a comprehensive survey and analysis of domestic portraits of Douyin's domestic users and international versions of American users,user's motivation and behavior analysis,user's habits and attitude analysis,and Chinese culture's attitude.The behavior differences and commonalities of Chinese and American users of Douyin APP are the core content of the thesis.The first-hand data obtained through the questionnaire survey of Douyin users include crowd portraits,frequency and intensity of use,time and space and scenes,etc.;through descriptive analysis,cluster analysis,significant difference analysis and regression analysis,respectively from different Crowd attributes,habits,attitudes,satisfaction,needs,and usage habits are researched in various ways,summarizing the characteristics and specific differences between Chinese and American user behaviors.The recommendations that draw substantial meaning from these research results are as follows:First,improve the competitiveness of this product and optimize the brand communication channels.In the U.S.short video market,local brands occupy the main market share,and foreign brands' short videos need to go through a long process of adaptation in order to occupy the local market.It is particularly important to expand communication channels and penetrate specific user groups to gain more market share,and use relatively multiple channels to optimize communication opportunities,such as advertisements and other word-of-mouth communication,to increase user reach and usage.Secondly,because the cultural differences are very obvious,most American users are only passive recipients of Chinese culture,and they are not inclined to actively spread it.Douyin,as a platform for American users to better understand Chinese culture,should integrate local culture.,To obtain empathy and commonality of American users for Chinese culture,and promote the perfect integration of Chinese culture and Native American culture.Third,formulate targeted strategies for attracting target users,especially for specific age groups with high satisfaction,to increase user stickiness.In addition,judging from the situation that Douyin International has been continuously interviewed and accused by public officials in the United States,it is necessary for Douyin APP to improve its content and mechanism as soon as possible.The Tiktok review mechanism is not yet perfect,and there is an urgent need to strengthen platform content supervision and improve the registration mechanism,set up a minor viewing protection mechanism,follow local laws and regulations,and operate in compliance,making Tiktok a positive energy and positive platform to maintain the benignness of the platform healthy growth.Strengthen the improvement of policies and regulations on the management of content viewed by minors to avoid violations.The output and filtering of content and the transmission are positive and positive.This is not only for the sustainable development of Douyin APP International Edition and overseas markets.Localization is of great significance,and it can also be used for reference in the overseas market expansion of other short video APPs in China.