TikTok平台跨境电商的战略分析
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">title </span></p><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">TikTok平台跨境电商的战略分析</strong></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/V3UaOFeEoBibgRibH5Y5KqFh15mM3zlEz5vibEHQO3hNauW7w5noyics4YdsDu8eYNMDtJhyqbo7YJfcibbHbn12Lmw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▲摘要</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着网络技术的<span style="color: black;">持续</span>发展，人们的娱乐形式<span style="color: black;">亦</span>日益多元。短视频平台<span style="color: black;">因为</span>其独特的模式和娱乐性，吸引了许多网民下载和观看，<span style="color: black;">逐步</span><span style="color: black;">作为</span><span style="color: black;">全世界</span>人们生活的重要娱乐形式之一。近年来，<span style="color: black;">因为</span>新冠疫情等<span style="color: black;">原由</span>，线下实体经济不尽如人意，线上的交易形式的发展，为经济发展<span style="color: black;">供给</span>了新动力，<span style="color: black;">亦</span>为电商行业的进步<span style="color: black;">增多</span>了<span style="color: black;">更加多</span>可能。其间，</span><span style="color: black;"><strong style="color: blue;">TikTok平台从众多短视频平台中脱颖而出，打破了国界壁垒，以其优秀的<span style="color: black;">制品</span>体验吸引了许多用户，收获了<span style="color: black;">全世界</span>用户的<span style="color: black;">喜欢</span>。</strong></span><span style="color: black;">在欧美和亚洲市场中，TikTok平台<span style="color: black;">已然</span>有了相当<span style="color: black;">稳妥</span>的地位，<span style="color: black;">同期</span>这部分地区的用户存量<span style="color: black;">亦</span>相对<span style="color: black;">优秀</span>。TikTok平台因其独特的<span style="color: black;">商场</span>模式，推动了跨境电商的交易方式，这一方式连通<span style="color: black;">区别</span>地区的消费者，使<span style="color: black;">她们</span><span style="color: black;">能够</span>购买自己想要的商品。<strong style="color: blue;"><span style="color: black;">做为</span>一种新兴交易模式，它与传统的交易模式有所区别，本文将对TikTok平台的跨境电商战略进行深入分析，探讨其<span style="color: black;">状况</span>、带来的影响和面临的困境，并提出相应的<span style="color: black;">意见</span>，以供参考。</strong></span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/V3UaOFeEoBibgRibH5Y5KqFh15mM3zlEz5RKCggLooEK6HfOAp1da3lukiafbInBkneERicCW7zQguBYdpctOQ2wfQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>TikTok平台盈利模式</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>收入盈利 | 电商收入</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">赞助与品牌合作 | 虚拟商品付费</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TikTok，<span style="color: black;">亦</span><span style="color: black;">便是</span>中国市场的产物——抖音的海外版本，自2017年推出<span style="color: black;">败兴</span>，<span style="color: black;">经过</span>合并Musical.ly和<span style="color: black;">持续</span>更新面向<span style="color: black;">目的</span>市场的算法，<span style="color: black;">快速</span>打入了海外主流市场。尤其是在市场规则的驱动下，吸引了最活跃的数字原住民用户并逐步向中老年人群扩张。<span style="color: black;">截止</span>2021年9月，<span style="color: black;">全世界</span>运用TikTok的活跃用户总数已超过10亿。并且，在2021年，TikTok在美国和<span style="color: black;">全世界</span>市场的下载量都位居<span style="color: black;">第1</span>，并<span style="color: black;">作为</span>最受欢迎的移动应用。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">TikTok的收入模式大致分为四类：<span style="color: black;">宣传</span>收入盈利、电商收入、赞助与品牌合作、虚拟商品付费。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上下滑动查看<span style="color: black;">更加多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>收入盈利</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">TikTok<span style="color: black;">重点</span>是<span style="color: black;">经过</span><span style="color: black;">宣传</span>实现盈利</span></strong></span><span style="color: black;">。该平台<span style="color: black;">供给</span>了多种<span style="color: black;">宣传</span>形式，<span style="color: black;">包含</span>原生<span style="color: black;">宣传</span>、品牌挑战、创作者<span style="color: black;">宣传</span>等。<span style="color: black;">日前</span>，TikTok的<span style="color: black;">宣传</span>收入<span style="color: black;">重点</span><span style="color: black;">源自</span>于品牌合作<span style="color: black;">宣传</span>和</span><span style="color: black;"><strong style="color: blue;">UGC</strong></span><span style="color: black;">(User Generated Content)<span style="color: black;">宣传</span>，品牌合作<span style="color: black;">宣传</span><span style="color: black;">指的是</span>TikTok与品牌商进行合作，将品牌<span style="color: black;">制品</span>或服务融入用户的短视频，以此来<span style="color: black;">提高</span>品牌的<span style="color: black;">揭发</span>率与营业额。</span><span style="color: black;">UGC<span style="color: black;">宣传</span>则<span style="color: black;">指的是</span>TikTok将用户生成的内容进行<span style="color: black;">宣传</span>化，<span style="color: black;">经过</span>与<span style="color: black;">宣传</span>主合作，为其<span style="color: black;">供给</span>展示和推广服务。</span><span style="color: black;"><span style="color: black;">另外</span>，TikTok的<span style="color: black;">宣传</span>收入还<span style="color: black;">包含</span>以下几种<span style="color: black;">宣传</span>形式：</span><span style="color: black;">开屏<span style="color: black;">宣传</span>(Brand Takeover)、超级首位<span style="color: black;">宣传</span>(TopView)、信息流<span style="color: black;">宣传</span>(IN-feedAds)、标签挑战<span style="color: black;">宣传</span>(Hashtag Challenge)及红人营销(Influencer Marketing)。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">电商收入</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TikTok的电商收入<span style="color: black;">重点</span><span style="color: black;">指的是</span><span style="color: black;">经过</span>TikTok直接或间接达成网上交易流程，平台<span style="color: black;">经过</span>收取<span style="color: black;"><strong style="color: blue;">佣金或服务费</strong></span>的方式产生收入。它的电<span style="color: black;">商场</span>务<span style="color: black;">重点</span>是直播带货和短视频带货两种形式。直播带货是在直播过程中，主播可以向观众展示商品并进行<span style="color: black;">营销</span>，而观众<span style="color: black;">能够</span>在直播下的链接里挑选自己<span style="color: black;">爱好</span>的商品并进行“下单”操作，购买自己所需的商品。短视频带货则是主播<span style="color: black;">运用</span>短视频的形式推广、展示自己的商品，引导用户购买。这种形式的好处是，一个短视频的完播时间并不长，用户<span style="color: black;">亦</span>更愿意去看完<span style="color: black;">全部</span>短视频去<span style="color: black;">认识</span>商品，相<span style="color: black;">针对</span>商家，</span><span style="color: black;"><strong style="color: blue;">平台会<span style="color: black;">根据</span>用户的<span style="color: black;">爱好</span>和平时的浏览偏好，<span style="color: black;">精细</span>将商品<span style="color: black;">宣传</span>推送给相应用户。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">赞助与品牌合作</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TikTok<span style="color: black;">亦</span>与<span style="color: black;">各样</span>平台和赞助商进行合作，<span style="color: black;">经过</span>品牌整合和<span style="color: black;">各样</span>赞助活动<span style="color: black;">得到</span>收入。有许多知名品牌愿意与TikTok进行合作，为平台上的创作者<span style="color: black;">供给</span>赞助，<span style="color: black;">亦</span>可借此<span style="color: black;">得到</span>品牌<span style="color: black;">揭发</span>和<span style="color: black;">更加多</span>影响力，<span style="color: black;">同期</span><span style="color: black;">亦</span>为TikTok带来了<span style="color: black;">必定</span>的经济<span style="color: black;">报答</span>。</span><span style="color: black;"><strong style="color: blue;">赞助与品牌和TikTok的合作，对赞助商、TikTok和主播都是有利的，是三赢局面。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">虚拟商品付费</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TikTok还<span style="color: black;">经过</span>用户购买</span><span style="color: black;"><strong style="color: blue;">虚拟商品和平台内的付费功能</strong></span><span style="color: black;"><span style="color: black;">增多</span>收入。它<span style="color: black;">供给</span>了<span style="color: black;">有些</span>虚拟<span style="color: black;">制品</span>，如表情、滤镜、特效等需要付费购买的商品。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">用户可<span style="color: black;">经过</span>在TikTok上购买这些虚拟<span style="color: black;">制品</span>，以<span style="color: black;">得到</span>在平台内的更好的体验感和互动感</span></strong></span><span style="color: black;">。<span style="color: black;">另外</span>，TikTok还推出了<span style="color: black;">有些</span>付费功能，如</span><span style="color: black;">高级会员计划和特权订阅，用户可<span style="color: black;">经过</span>购买这些功能来体验更加独特的功能与特权，从而为TikTok带来更高的收益。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">表1 TikTok品类份额</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/V3UaOFeEoBibgRibH5Y5KqFh15mM3zlEz5W8ZeXAX6MLib4ofIaOR526oSeasuORM5kt0cdpB5Mm30EXtU3a3CDXw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">数据<span style="color: black;">源自</span>：sorftime，远川<span style="color: black;">科研</span>所，雨果跨境，西南证券整理</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TikTok shop 美妆个护及服装饰品类份额更高，家具及厨房用品合计份额<span style="color: black;">亦</span>接近10%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>TikTok跨境电商<span style="color: black;">状况</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">泰国、越南、马来西亚、菲律宾等东南亚四国在<span style="color: black;">短期</span>内推出TikTokShop，<span style="color: black;">作为</span>备受关注的跨境电商平台。<span style="color: black;">2020年12月，美国和沃尔玛成功地进行了一次直播<span style="color: black;">营销</span>的合作。</span>快进到2021年3月，TikTok与印尼本土的跨境电商平台Shopee<span style="color: black;">一起</span>在东南亚进行了首次直播<span style="color: black;">扮演</span>。<span style="color: black;"><strong style="color: blue;">2023年1月到2023年2月，TikTokShop推出针对跨境商家的“口碑之星”激励计划，以及针对跨境商品的“口碑<span style="color: black;">举荐</span>好货”激励计划</strong></span>。直播带货等<span style="color: black;">商场</span>模式正越来越<span style="color: black;">作为</span>政策监管的高压区。<span style="color: black;"><strong style="color: blue;"><span style="color: black;">从<span style="color: black;">需求</span>限制每日最高打赏金额(监管<span style="color: black;">公司</span>暂未确定<span style="color: black;">详细</span>额)到<span style="color: black;">需求</span><span style="color: black;">运用</span>人脸识别等技术对未成年人进行监控。</span></strong></span>再加上抖音被判定侵犯用户个人信息、煽动或鼓励未成年人<span style="color: black;">运用</span>暴力等，监管<span style="color: black;">危害</span>正愈来愈<span style="color: black;">作为</span>悬在短视频平台头上的达摩克利斯之剑。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/V3UaOFeEoBibgRibH5Y5KqFh15mM3zlEz5HlQaBAHl79N1icjiccaw2ohyVjd0OmoazZWzqgicicq5GLhIkeUibzhLwkw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>网络官网数据<span style="color: black;">能够</span>得知，在超过8000万下载量的抖音及其海外版TikTok。其中，占1%下载量的抖音，占16%下载量的海外版TikTok。在疫情<span style="color: black;">时期</span>，<span style="color: black;">运用</span>TikTok购物<span style="color: black;">逐步</span><span style="color: black;">作为</span>一种潮流，在TikTok上购物的人数激增了553%，差不<span style="color: black;">大都是</span>Instagram(189%)和Facebook(160%)购物增长的3倍。和其他传统社交平台<span style="color: black;">区别</span>，<span style="color: black;"><strong style="color: blue;">TikTok上的<span style="color: black;">青年</span>用户比例较高，与其他年龄段的人群相比，<span style="color: black;">她们</span>更愿意且<span style="color: black;">更易</span>接受新事物。</strong></span><span style="color: black;">另外</span>，短视频平台与其他社交平台相比，其社交属性和参与感更强烈，用户黏性<span style="color: black;">亦</span>更好，使得TikTok的模式——兴趣电商——更加依赖于用户的冲动消费。如今，TikTok发展势头依然迅猛，预计<span style="color: black;">将来</span>几年仍将保持<span style="color: black;">提升</span>趋势。许多外国网民并不<span style="color: black;">善于</span>短视频营销，<span style="color: black;">因此呢</span>，这为我国电商<span style="color: black;">供给</span>了许多机会。商家<span style="color: black;">能够</span><span style="color: black;">选取</span>到国外进行跨境电<span style="color: black;">商场</span>务，<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">选取</span>性地将短视频营销的<span style="color: black;">办法</span>和策略传授给外国友人，<span style="color: black;">或</span><span style="color: black;">作为</span>达人<span style="color: black;">帮忙</span>商家带货等。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/V3UaOFeEoBibgRibH5Y5KqFh15mM3zlEz5qtEhias0icmGktlHic4SqubOCVCdibXXATqyBvjiauibicHZLsnGV6mfjCZicw/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">过去两年，<span style="color: black;"><strong style="color: blue;">TikTok释放出的<span style="color: black;">挣钱</span>机会总体上<span style="color: black;">仅有</span>两次。<span style="color: black;">第1</span>次是创作者基金，旨在加速其他社交<span style="color: black;">媒介</span>的创作者加入TikTok中，但这一策略并未<span style="color: black;">连续</span>太久；第二次是免费流量带货，但这比短视频带货和基金更加困难，它更加考验创作者对市场的把控能力、选品能力及跨境电商经验等多方面的<span style="color: black;">平衡</span>发展，这对创作者<span style="color: black;">来讲</span>是一个新的挑战。</strong></span><span style="color: black;">因为</span>TikTok<span style="color: black;">触及</span>许多国家，<span style="color: black;">区别</span>文化之间的交互融合是必不可少的。<span style="color: black;">因此呢</span>，对<span style="color: black;">目的</span>国家文化的<span style="color: black;">科研</span>可能<span style="color: black;">作为</span>视频带货出单的一个关键转折点。对<span style="color: black;">目的</span>国家文化进行深入<span style="color: black;">科研</span>从而推广相应<span style="color: black;">制品</span>可能使创作者推广商品更加容易。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/V3UaOFeEoBibgRibH5Y5KqFh15mM3zlEz5fLrmC2WuY9IGFH2z66N6AO9E9o8X0ibn0f30cPBL3XwNFv92gIZsicgQ/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：【牛津经济<span style="color: black;">科研</span>院】2024TikTok 效应 TikTok 在五个欧洲人国家的<span style="color: black;">资讯</span>发布会经济<span style="color: black;">报告</span>调研</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>TikTok平台跨境电商</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">海外</span></strong><strong style="color: blue;"><span style="color: black;">受限带来的影响</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">海外国家对TikTok的封禁及其发展前景</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上下滑动查看<span style="color: black;">更加多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">TikTok，<span style="color: black;">亦</span><span style="color: black;">便是</span>中国市场的产物——抖音的海外版本，自2017年推出<span style="color: black;">败兴</span>，<span style="color: black;">经过</span>合并Musical.ly和<span style="color: black;">持续</span>更新面向<span style="color: black;">目的</span>市场的算法，<span style="color: black;">快速</span>打入了海外主流市场。<span style="color: black;"><strong style="color: blue;"><span style="color: black;">尤其是在市场规则的驱动下，吸引了最活跃的数字原住民用户并逐步向中老年人群扩张。<span style="color: black;">截止</span>2021年9月，<span style="color: black;">全世界</span>运用TikTok的活跃用户总数已超过10亿。并且，在2021年，TikTok在美国和<span style="color: black;">全世界</span>市场的下载量都位居<span style="color: black;">第1</span>，并<span style="color: black;">作为</span>最受欢迎的移动应用。</span></strong></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在字节跳动凭借TikTok走向国际的道路上，海外国家对其持有<span style="color: black;">区别</span>的态度。<span style="color: black;">有些</span>国家<span style="color: black;">因为</span><span style="color: black;">各样</span><span style="color: black;">原由</span>对TikTok实施了限制，<span style="color: black;">引起</span>这些国家的网民<span style="color: black;">没法</span><span style="color: black;">运用</span>该软件。这<span style="color: black;">亦</span><span style="color: black;">诱发</span>了<span style="color: black;">有些</span>关于数据安全和隐私<span style="color: black;">守护</span>的担忧。<span style="color: black;">有些</span>用户<span style="color: black;">起始</span>质疑TikTok<span style="color: black;">是不是</span>能够<span style="color: black;">保证</span><span style="color: black;">她们</span>的个人隐私和信息安全。<span style="color: black;">她们</span>担心自己的生物数据、位置信息等<span style="color: black;">敏锐</span>信息会被<span style="color: black;">泄密</span>给第三方或用于<span style="color: black;">欠妥</span>目的。这些担忧并非空穴来风，而是<span style="color: black;">由于</span>在互联网<span style="color: black;">行业</span>，数据安全问题<span style="color: black;">始终</span>是一个备受关注的重要议题。</p>
<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而，TikTok方面<span style="color: black;">暗示</span>“<span style="color: black;">她们</span><span style="color: black;">能够</span>在数据安全问题上信任<span style="color: black;">咱们</span>”TikTok发言人强调，<span style="color: black;">她们</span>在数据安全方面有着严格的管理和监管<span style="color: black;">办法</span>，并且始终将用户放在首位。<span style="color: black;">她们</span>采取了一系列<span style="color: black;">办法</span>来<span style="color: black;">保证</span>用户数据的安全性和隐私<span style="color: black;">守护</span>，<span style="color: black;">包含</span>加密技术、<span style="color: black;">拜访</span><span style="color: black;">掌控</span>和安全审计等。<span style="color: black;">另外</span>，TikTok还与多个第三方安全<span style="color: black;">公司</span>合作，对其数据安全<span style="color: black;">办法</span>进行<span style="color: black;">评定</span>和审计。这些<span style="color: black;">公司</span><span style="color: black;">包含</span>独立的安全<span style="color: black;">机构</span>、认证<span style="color: black;">公司</span>和政府监管<span style="color: black;">公司</span>等。<span style="color: black;">经过</span>与这些<span style="color: black;">公司</span>的合作，TikTok<span style="color: black;">期盼</span>能够向用户证明其数据安全<span style="color: black;">办法</span>的有效性和<span style="color: black;">靠谱</span>性。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管如此，数据安全问题仍然是一个<span style="color: black;">繁杂</span>而<span style="color: black;">敏锐</span>的<span style="color: black;">专题</span>。用户和监管<span style="color: black;">公司</span>对数据安全的关注不会轻易消失。<span style="color: black;">因此呢</span>，TikTok需要继续加强数据安全<span style="color: black;">办法</span>，并积极与各方合作，以赢得用户和市场的信任。<span style="color: black;"><strong style="color: blue;"><span style="color: black;">TikTok是<span style="color: black;">全世界</span>最受欢迎的社交<span style="color: black;">媒介</span>平台之一，尤其受到<span style="color: black;">青年</span>人的<span style="color: black;">喜欢</span>。</span></strong></span>其独特的<span style="color: black;"><strong style="color: blue;">算法和内容<span style="color: black;">举荐</span>机制</strong></span>使得用户<span style="color: black;">能够</span><span style="color: black;">容易</span><span style="color: black;">发掘</span>和分享有趣的内容，这使得平台<span style="color: black;">拥有</span>吸引力。尽管存在争议和指控，但TikTok在数据安全方面保持高度<span style="color: black;">警觉</span>和<span style="color: black;">注重</span>，采取<span style="color: black;">办法</span><span style="color: black;">守护</span>用户数据的安全性和隐私性，并与安全<span style="color: black;">公司</span>合作<span style="color: black;">保证</span>平台的安全性和稳定性。对担心国家安全的人<span style="color: black;">来讲</span>，<span style="color: black;">她们</span>应该关注真正的威胁，而不<span style="color: black;">指的是</span>责受欢迎的社交<span style="color: black;">媒介</span>平台。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总之，关于TikTok<span style="color: black;">是不是</span><span style="color: black;">形成</span>“威胁”还存在争议和不确定性，应理性客观看待，<span style="color: black;">同期</span>政府和<span style="color: black;">关联</span><span style="color: black;">公司</span>应加强对社交<span style="color: black;">媒介</span>平台的监督与管理，<span style="color: black;">保证</span>其符合国家安全和用户隐私<span style="color: black;">守护</span>的<span style="color: black;">需求</span>。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当今世界正经历百年未有之大变局，国际格局正<span style="color: black;">处在</span>深刻的<span style="color: black;">调节</span>之中，世界<span style="color: black;">已然</span>进入了一个动荡变革期。TikTok在海外被封禁打压，但TikTok积极应对，<span style="color: black;">经过</span><span style="color: black;">调节</span>功能等消除安全隐患，<span style="color: black;">得到</span>了<span style="color: black;">全世界</span>的关注和赞誉。其崛起<span style="color: black;">表率</span>我国科技进步和坚定意志。<span style="color: black;"><strong style="color: blue;">随着5G技术的高速发展和智能设备的更新换代，TikTok的用户基数将继续保持快速增长，这将为其<span style="color: black;">供给</span><span style="color: black;">更加多</span>的<span style="color: black;">目的</span>受众和潜在市场。</strong></span><span style="color: black;">将来</span>，TikTok仍将面临<span style="color: black;">许多</span>挑战和机遇。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图1 跨境电<span style="color: black;">商场</span>务收入（亿元）及yoy</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">资料<span style="color: black;">源自</span>：民生证券<span style="color: black;">科研</span>院</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图2 跨境电<span style="color: black;">商场</span>务净利润（亿元）及yoy</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">资料<span style="color: black;">源自</span>：wind，民生证券<span style="color: black;">科研</span>院</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">四、TikTok平台<span style="color: black;">日前</span>发展面临的困境</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">物流运输的困难</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">用户隐私和数据安全问题</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">盈利模式和<span style="color: black;">商场</span>化进程问题</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上下滑动查看<span style="color: black;">更加多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">物流运输的困难</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>是跨境电商，<span style="color: black;">因此</span>有的商家会<span style="color: black;">选取</span>代发。商家需要获取利润，<span style="color: black;">选取</span>的代发大多比较便宜，可能会<span style="color: black;">引起</span>运输速度较慢。</span><span style="color: black;"><span style="color: black;">因为</span>跨境电商的特征，买卖双方有时可能处在同一片大陆上的两个地区，<span style="color: black;">亦</span>可能是<span style="color: black;">区别</span>大陆上的两个国家，可能<span style="color: black;">引起</span>商品在十天或二十天后才会收到</span><span style="color: black;">。<span style="color: black;">此时</span>，运输的方式和承担运输的承运方就很重要，需要<span style="color: black;">尽可能</span>做好<span style="color: black;">办法</span>减少<span style="color: black;">显现</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">用户隐私和数据安全问题</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着TikTok的快速发展，用户隐私和数据安全问题<span style="color: black;">逐步</span><span style="color: black;">作为</span>公众关注的焦点。有<span style="color: black;">报告</span><span style="color: black;">叫作</span>，TikTok存在收集用户个人信息和分享用户数据的问题，引发了<span style="color: black;">有些</span>国家对TikTok的担忧和限制。这种担忧可能会影响TikTok的用户增长和品牌合作，给其带来<span style="color: black;">必定</span><span style="color: black;">困惑</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">盈利模式和<span style="color: black;">商场</span>化进程问题</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管TikTok<span style="color: black;">已然</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>和品牌合作实现了<span style="color: black;">必定</span>的盈利，但其盈利模式仍然相对单一，<span style="color: black;">重点</span>依赖于<span style="color: black;">宣传</span>收入。<span style="color: black;">同期</span>，TikTok还面临<span style="color: black;">商场</span>化进程的挑战，如<span style="color: black;">怎样</span>更好地与品牌商家合作、<span style="color: black;">供给</span>更<span style="color: black;">精细</span>的<span style="color: black;">宣传</span>投放等问题，这些问题需要TikTok进一步完善其<span style="color: black;">商场</span>化策略和技术手段。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图3 TikTok 在五个欧洲人国家的<span style="color: black;">资讯</span>发布会经济<span style="color: black;">报告</span>调研</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">数据<span style="color: black;">源自</span>：【牛津经济<span style="color: black;">科研</span>院】2024TikTok 效应 TikTok 在五个欧洲人国家的<span style="color: black;">资讯</span>发布会经济<span style="color: black;">报告</span>调研</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5、</span>对TikTok平台面临的</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">困境提出的<span style="color: black;">意见</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">对事先沟通运输方式</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">加强用户隐私<span style="color: black;">守护</span>和数据安全</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">拓展盈利模式和<span style="color: black;">商场</span>化进程</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上下滑动查看<span style="color: black;">更加多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">对事先沟通运输方式</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span>跨境电商的特征，买卖双方相隔较远，<span style="color: black;">因此呢</span>，买卖双方可事先沟通好运输方式，<span style="color: black;">或</span>卖方发出货物之前将发货<span style="color: black;">通告</span>以电子邮件或<span style="color: black;">tel</span>等方式传达到位，并留好货物发出时状态的<span style="color: black;">照片</span>，防止<span style="color: black;">因为</span>运输途中<span style="color: black;">出现</span>意外引起的纠纷。<span style="color: black;">亦</span>可由买卖双方<span style="color: black;">一起</span>寻找一家都同意的运输<span style="color: black;">机构</span>来承担运输任务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">加强用户隐私<span style="color: black;">守护</span>和数据安全</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为<span style="color: black;">认识</span>决用户隐私<span style="color: black;">守护</span>和数据安全问题，TikTok必须<span style="color: black;">加强</span>用户隐私<span style="color: black;">守护</span><span style="color: black;">办法</span>。<span style="color: black;">首要</span>，应<span style="color: black;">知道</span>收集和<span style="color: black;">运用</span>用户数据的目的和范围，并加强数据安全管理。<span style="color: black;">经过</span><span style="color: black;">知道</span>数据<span style="color: black;">运用</span>目的和范围，<span style="color: black;">能够</span><span style="color: black;">保证</span>用户数据不会被<span style="color: black;">乱用</span>或<span style="color: black;">泄密</span>。<span style="color: black;">另外</span>，TikTok还应加强与第三方<span style="color: black;">公司</span>的合作，进行独立的数据安全审查和认证。这种合作<span style="color: black;">能够</span><span style="color: black;">提高</span>用户对其平台的信任，并有效<span style="color: black;">加强</span>用户数据的安全性。<span style="color: black;">经过</span>这些<span style="color: black;">办法</span>，TikTok<span style="color: black;">能够</span>更好地<span style="color: black;">守护</span>用户隐私和数据安全，赢得用户信任。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">拓展盈利模式和<span style="color: black;">商场</span>化进程</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了拓展盈利模式和<span style="color: black;">商场</span>化进程，TikTok<span style="color: black;">能够</span>进一步与品牌商家合作，推出<span style="color: black;">更加多</span>样化的<span style="color: black;">宣传</span>形式和营销工具，<span style="color: black;">供给</span>更<span style="color: black;">精细</span>的<span style="color: black;">宣传</span>投放和数据分析服务。<span style="color: black;">另外</span>，TikTok还<span style="color: black;">能够</span>探索其他盈利模式，如社交电商、直播<span style="color: black;">营销</span>等，以扩大收入<span style="color: black;">源自</span>。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">6、</span>结语</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">综上所述，</span><span style="color: black;"><strong style="color: blue;">TikTok<span style="color: black;">做为</span><span style="color: black;">全世界</span>短视频平台，展现出跨境电商<span style="color: black;">潜能</span>，<span style="color: black;">同期</span>把面临物流、隐私和数据安全、盈利模式等挑战。物流问题<span style="color: black;">能够</span><span style="color: black;">经过</span>与物流<span style="color: black;">机构</span>合作、<span style="color: black;">加强</span>物流效率、降低成本和优化路线<span style="color: black;">处理</span>。</strong></span><span style="color: black;">隐私和数据安全问题<span style="color: black;">能够</span><span style="color: black;">经过</span>加强<span style="color: black;">守护</span><span style="color: black;">办法</span>，采用加密技术和安全<span style="color: black;">办法</span>，并进行安全审计和漏洞扫描来<span style="color: black;">处理</span>。盈利模式和<span style="color: black;">商场</span>化进程方面需要<span style="color: black;">研发</span>新的<span style="color: black;">宣传</span>、收费模式、会员制度和电商直播等创新业务模式。<span style="color: black;">经过</span>这些<span style="color: black;">办法</span>，TikTok<span style="color: black;">能够</span><span style="color: black;">提高</span>竞争力和影响力，实现可<span style="color: black;">连续</span>发展，服务于全球用户，推动跨境电商行业快速发展。</span></p> 感谢楼主的分享！我学到了很多。 楼主发的这篇帖子，我觉得非常有道理。
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