Research on the development strategy of TikTok Shop in five Southeast Asian countries——Analysis based on SWOT-AHP model
As the global e-commerce penetration rate continues to increase,a number of outstanding enterprises in China have opened cross-border e-commerce platforms to better help global expansion.Tiktok,one of the world's largest short video websites owned by ByteDance,is a typical representative.It has opened Titok Shop in five Southeast Asian countries to build a high-quality cross-border e-commerce platform for Chinese enterprises to explore the Southeast Asian market.This paper first summarizes the current status of TikTok Shop in five Southeast Asian countries,and adopts the SWOT AHP method to conduct an in-depth analysis of the development of TikTok Shop in five Southeast Asian countries,and believes that its strategic development direction should be based on the SO strategy.Finally,based on the above analysis,it is proposed that TikTok Shop should improve the development strategy of cross-border e-commerc e logistics system,deepen localization operation,improve branding construction,strengthen cooperation in infrastructure construction and cultivate cross-border e-commerce compound talents,so as to build a high-quality cross-border e-commerce platform for Chinese enterprises and provide valuable reference for Chinese brands to go overseas.
NETL
NSTL
万方数据
