Analysis On The Competitiveness Of China's Short Video Applications Going Abroad ——Take Mainstream Short Video Applications Such As TikTok And Kwai As Examples

Under the background of Internet economic development,China's outstanding enterprises in the field of scientific and technological innovation begin to emerge in the international market.In recent years,short video applications such as Douyin and Kuaishou have emerged in the Internet market.They have shown strong influence and development potential in the international market,occupying a huge market space.Some scholars at home and abroad have begun to study the business model,profit value and media role of short video companies,but there are relatively few studies on the abroad competitiveness of China's short video applications and how to enhance their abroad competitiveness.For the relevant research on overseas competitiveness,scholars mostly focus on traditional manufacturing industries,and have not conducted in-depth research on the overseas competitiveness of short video companies.Therefore,this paper takes China's short video applications as the research object and hopes to analyze the competitiveness of this emerging enterprise and give relevant suggestions for improving its abroad competitiveness.First of all,this article summarizes the development status of short video applications in China.The domestic market is close to saturation,and it is the general trend to continue to develop overseas.After several years of exploration,the mode of going overseas is basically clear,and good results have been achieved in many countries.However,in general,China's short video applications still encounter many setbacks:cultural conflicts,digital barriers,political targeting,etc.The process of going overseas is not easy.Through the analysis and comparison of the operating environment at home and abroad,it is concluded that domestic policy,technology,culture,economy and other aspects are strongly supporting enterprises to go overseas,and overseas countries still have huge development space and profit opportunities,so China's short video enterprises have it is necessary to continue to develop overseas markets.Secondly,through Porter's five forces model and SWOT model to analyze the internal and external competitiveness of China's short video enterprises,we know that they have obvious competitive advantages,such as strong technological innovation ability,large user scale,mature operation model,Policy support,etc.,but there are also disadvantages,such as the high bargaining power of buyers andsuppliers,the greater threat of substitutes and potential entrants,and the fierce market competition.Therefore,China's short video applications have strong competitiveness to go overseas,but they still need to strengthen their capabilities in all aspects to cope with global competition.Finally,based on the results of the research and analysis and the experience of the classic cases of short video application overseas,the following suggestions are put forward for the overseas operation of China's short video enterprises from the enterprise strategy level and the competitive strategy level:(1)Clear positioning and improve product differentiation;(2)Maintain users and pay attention to user experience;(3)Increase the review mechanism and improve the platform construction;(4)Establish an ecosystem and broaden profit channels;(5)Choose an appropriate overseas model,etc.