臺灣博碩士論文加值系統

中國的社群媒體產業正在全球快速發展，尤其是 TikTok 最受矚目。 然而，TikTok 在進入各國市場後，受到來自不同程度的政府關注和審 查，各國政府開始審視 TikTok 所帶來的資訊以及其影響力，其海外傳 播過程中，TikTok 如何保持其競爭能力，進一步擴展其在全球的影響 力。
其中，亞洲更是 TikTok 國際化的起點，本研究基於 C-SOP、動態 競爭理論等分析框架，主要以分析 TikTok 在東亞市場、以及部分南 亞與西亞的發展現狀和競爭對手及競爭情況。接著，本研究將會討論 TikTok 在上述這些亞洲國家的市場佔有率、用戶特點和使用情況，以 及透過爬梳中國社群媒體在亞洲各國市場的發展策略和推廣方式來了 解亞洲市場的市場規模和發展潛力，以及 TikTok 在亞洲市場的主要競 爭對手和其市場策略。
本研究也將 TikTok 的發展歷程分為三個階段來討論:國際化準備 階段(2015-2017 年)、國際化實踐階段(2017-2019 年)、國際化深化 階段(2019 年至今)。前兩個階段，通過穩定產出的方式推出在中國 國內運營較為成功的產品，再通過收購的方式投資收購同領域協同產 品，分別著眼於新聞資訊、短影音的同業;第三個階段，利用前期海 外業務發展經驗，推出多款產品，堅持多元化發展。儘管台灣目前有 Dcard、17Live 等新興的社群媒體，但台灣媒體企業仍難以突破除了 台灣以外的市場，期待本研究有助於台灣本土之社群媒體的國際化發 展，作為後進之參考。

In recent years, TikTok has become one of the most popular social media plat- forms globally. The short-video app has rapidly risen in the Asian market, particu- larly as a leader in the field of short-video platforms. However, since entering various international markets, TikTok has come under scrutiny from governments worldwide due to concerns over its content and influence. As a result, one of the primary areas of investigation in this study is how TikTok can sustain its competitive edge, and continue to expand its global influence.
Asia is an essential starting point for TikTok’s internationalization. Using an- alytical frameworks such as C-SOP,and Dynamic competition, this study analyzes TikTok’s current development status in the Asian market, its market environment, and competition. The study further examines TikTok’s market share, user charac- teristics, usage patterns, marketing strategies, and promotion methods in different Asian countries. Additionally, it explores the market size and development potential of the Asian market and its major competitors and market strategies.
The study also divides TikTok’s development history into three stages: inter- nationalization preparation stage (2015-2017), international practice stage (2017- 2019), and deepening stage of internationalization (2019-present). During the first two stages, TikTok introduced successful products within China through stable out- put and invested in and acquired similar products in the field of news information and short-video content. In the third stage, based on prior experience in overseas business development, TikTok launched multiple products and persisted in diversified development. Despite emerging social media platforms such as Dcard and 17Live in Taiwan, they have yet to break through markets outside of Taiwan. This study hopes to contribute to the internationalization of Taiwan’s local social media and serve as a reference for latecomers.

誌謝.............................................. i
摘要.............................................. ii
Abstract............................................ iv
目次.............................................. vi
圖目錄 ............................................ viii
表目錄 ............................................ x
第一章 緒論 ........................................ 1
第一節 研究背景與動機.............................. 1
第二節 研究問題.................................. 2
第二章 文獻回顧...................................... 4
第一節 中國社群媒體的發展歷程 ........................ 4
1.1 中國社群媒體的發展分析........................ 4
第二節 亞洲競爭者分析.............................. 8
2.1 快手.................................... 10
2.2 Facebook ................................. 11
2.3 Instagram............................... 14
第三章 研究設計....... ............................... 18
第一節 研究流程設計............................... 18
1.1 C-SOP 框架............................... 19
1.2 動態競爭理論 .............................. 23
第二節 研究方法 . . . ............................... 25
2.1 個案研究法 . ............................... 25
2.2 次級資料分析法、研究資料蒐集範圍................. 26
第三節 章節安排............ ...................... 27
第四章 中國社群媒體的C-SOP分析 . . ....................... 29
第一節 文化形塑(C)................................ 29
第二節 策略佈局(S)................................ 34
第三節 組織協同(O)................................ 37
第四節 興業領導(P)................................ 38
第五章 TikTok的亞洲發展三階段 ............................ 41
第一節 國際化準備階段(2015-2017年) ..................... 43
第二節 國際化實踐階段(2017-2019年) ..................... 44
第三節 國際化深化階段(2019年-至今) ..................... 47
3.1 持續維持熱度、優化使用者體驗、商品商業化............ 47
3.2 商品進一步商業化、持續招攬當地人才................ 48
3.3 對手的進逼，加速拓展新市場的腳步................. 49
第四節 外部因素.................................. 50
第五節 TikTok與台灣............................... 56
第六節 小結 .................................... 58
第六章 TikTok之跨境電商的動態競爭.......................... 61
第一節 競爭對手分析............................... 63
1.1 市場共通性................................ 63
1.2 資源相似性................................ 65
第二節 競爭驅動因子............................... 67
2.1 競爭察覺(awareness)......................... 68
2.2 競爭動機(motivation) ........................ 68
2.3 競爭能力(capability) ......................... 70
第三節 企業間競爭 ................................ 71
3.1 競爭關係................................. 72
3.2 合作與夥伴關係............................. 73
第四節 小結 .................................... 74
第七章 結論與建議 .................................... 78
第一節 研究結論.................................. 78
第二節 未來研究建議 ......... ...................... 80
參考文獻..................... ...................... 82

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