Research On Internationalization Strategy Of Short Video Social Platform

With the development of mobile Internet,more and more excellent platform companies go abroad to participate in international competition,and gradually emerge in the international market.While the platform economy is developing rapidly,many short video social platforms stand out in the global market,especially Tik Tok,showing strong influence in people's social life and form a huge market scale.Some scholars at home and abroad have begun to study the resource characteristics,business models,and spreading characteristic of these platforms,but few scholars have studied the internationalization of short video social platforms.The research on the factors and strategies of the internationalization of short video social platforms is even less.Therefore,the leading platform,Tik Tok,is chosen to be the research object,hoping to explore the internationalization strategy of short video social platforms from it.Based on the platform and the resource-based view,this paper makes an exploratory single case study on the internationalization strategy of Tik Tok,a short video social platform.First,by combing through the relevant literature of platform internationalization,it is determined that resource-based view is the theoretical basis.The research focuses on network resources,which is a key factor that affects the internationalization of short video social platforms,and constructs a theoretical framework based on this.Second,a case study of Tik Tok is carried out to explore how it adopts appropriate internationalization strategies according to its platform characteristics,existing resources and the market environment of the host country in different development stages of internationalization.Finally,relevant suggestions are made for short video social platforms in our country to go abroad successfully,which are based on the case study of Tik Tok.This article mainly draws the following conclusions:(1)Network resources are the core competitive advantage of the internationalization of short video social platforms,and they are also the key factors that influence the choice of its internationalization strategy.In addition,the choice of the internationalization strategy of the short video social platform is also affected by the existing resources of the platform and the market environment of the host country.The existing resources of the platform include platform technology,innovation capabilities and operating experience;the host country's market environment includes cultural distance,market competition,and government regulations.(2)In different stages of internationalization,short video social platforms should grasp the key points of platform internationalization according to the characteristics of the platform,and adopt appropriate internationalization strategies based on their own resources and the host country's market environment.For short video social platforms,in the initial stage,an opinion leader strategy can be adopted to establish a central node of the platform network,and use the high influence of the central node to complete the accumulation of original users.In the growth period,a platform innovation strategy can be adopted to break through the critical point of user scale,maintain the explosive growth trend of user scale,and realize user migration.On the one hand,through the viral marketing strategy,the user scale of the platform quickly broke through the critical value,showing an explosive growth trend;on the other hand,the cultural symbols and operation methods were innovated to retain existing users and continue to increase user stickiness.This explosive growth trend will eventually migrate the competitor's users.In the mature period,a platform opening strategy can be adopted,and the user scale can be monetized,so as to achieve a winner-takes-all situation in the host country.Finally,the following three suggestions are put forward for the internationalization of short video social platforms in my country:(1)Combining the characteristics of the platform,choose a suitable internationalization strategy;(2)Attach importance to cultural integration,and rationally use the resources of the parent company;(3)Pay attention to platform management to avoid international operational risks.