摘要
网络平台企业的跨越时空、双边市场、关键用户规模、同边及跨边网络效应等特征,优质成熟的中国网络平台企业商业模式有很大机会通过国际化发展,实现在全球市场的快速复制。文章聚焦于中国网络平台企业国际化发展路径,以TikTok为典型案例分析对象,以扎根理论为分析方法,对TikTok国际化发展的资料进行三级编码,逐步提炼出概念、初始范畴、主范畴、核心范畴,从平台生态共创、用户增长策略、流量变现、领导人驱动和危机风险应对五个方面分析其出海成功的内在原因和成功路径。本案例分析给出了可供中国网络平台企业借鉴的国际化发展对策和建议。
With the characteristics of network platform enterprises,such as spanning time and space,bilateral markets,key user scale,same-side and cross-side network effects,the business model of high-quality and mature Chinese network platform enterprises has a great opportunity to realize rapid replication in the global market through international development.This paper focuses on the internationalization development path of Chinese network platform enterprises,takes TikTok as a typical case analysis object,takes grounded theory as an analysis method,encodes the data of TikTok's internationalization development at three levels,and gradually refines the concept,initial category,main category and core category,and analyzes the internal reasons and successful path of its success in going out to sea from five aspects:Platform ecological co-creation,user growth strategy,traffic realization,leader drive and crisis risk response.This case analysis gives some international development countermeasures and suggestions that can be used for reference by Chinese network platform enterprises.
作者
刘建刚
周兰兰
LIU Jiangang;ZHOU Lanlan(Business School,Changzhou University,Changzhou 213164,China)
出处
《物流科技》
2024年第23期1-3,13,共4页
Logistics Sci Tech
基金
国家社会科学基金资助项目(20BGL096)
江苏省社会科学基金项目(19GLB015)。
关键词
网络平台企业
国际化发展
案例研究
network platform enterprise
international development
case study
