短視頻APP的跨文化角度就網(wǎng)絡(luò)營銷的文化差異和應(yīng)用

摘要：本文以一帶一路為大背景，基于相當(dāng)?shù)奈墨I(xiàn)，首先分析短視頻APP發(fā)展的宏觀環(huán)境和微觀環(huán)境，其次從短視頻APP的跨文化角度就網(wǎng)絡(luò)營銷的文化差異和應(yīng)用進(jìn)行分析闡釋，然后在對短視頻APP進(jìn)行相關(guān)闡述的基礎(chǔ)上，以抖音APP為研究對象，從文化適應(yīng)策略，文化標(biāo)準(zhǔn)策略，文化規(guī)避策略，文化交融策略角度分析抖音APP跨文化網(wǎng)絡(luò)營銷的具體表現(xiàn)。本文的研究目的在于幫助讀者了解跨文化知識和一些常用的跨文化策略，另一方面也是為了盡可能幫助更多相關(guān)跨國團(tuán)隊(duì)在跨文化方面提供參考?！娟P(guān)鍵詞】一帶一路；跨文化；抖音APPAbstract:Basedoncertainliterature,theauthortakestheBeltandRoadInitiativeasthebackgroundinthisarticle:Firstly,theauthoranalyzesthemacro-environmentandmicro-environmentabouttheshortvideoAPPdevelopment;Secondly,ontheperspectiveofcross-culture,theauthorexplainstheculturaldifferencesanditsrelatedapplicationonshortvideoAPPonlinemarketing;Thirdly,onthebasisofrelevantelaborationofshortvideoAPP,theauthorchoosesTikTokAPPasresearchsubject,analyzingthespecificperformanceofTikTokAPPoncross-culturalonlinemarketingwithacculturationstrategy,culturalstandardstrategy,culturalavoidancestrategy,culturalintegrationstrategy.Itishopedthattheresearchcan,tosomeextent,giveahelpinghandtoreaderstounderstandunderstandcross-culturalknowledgeandsomefrequently-usedcross-culturalstrategies.Ifpossible,itisalsointendedtoprovidereferenceforsomerelatedmultinationalteamsintermsofcross-culturalaspects.Keywords:theBeltandRoadInitiative;cross-culture;TikTokAPP1.Introduction1.1ResearchBackgroundandSignificance1.1.1ResearchBackgroundThehistoryhaseverwitnessedatruth:Acountry,nomatterhowprosperousitwas,willfinallybedefeatedbyself-seclusionpolicy.InthehistoryofChina,therewasadynastycalledQingDynasty,whichalmostlostanationwiththousandyearsofcivilizationbecauseofitsself-seclusionpolicy.Astimegoeson,weseemtobefarawayfromthatdarkhistory,butinfact,wearefacingamorecomplicatedsocialcircumstance,hegemonicambitionalwayslurksinthedark.Fortunately,thePeople’sRepublichasshownitssenseofresponsibilityfortheinternationalcommunitybypushingtheBeltandRoadInitiative.Fromasparkin2013toaprairiefiretoday,theBeltandRoadInitiativehasevolvedfromcooperationinitiativestoinstitutionalnorms,connectingmostofthecountriesandregions.TheBeltandRoadInitiativehasinterwoventhecommunityofasharedfuture,whichindicatesthegeneraldirectionoffuturedevelopment:197cooperationdocumentswerethemostpowerfulevidence(LiuCong,ZhangCheng,2019).TheBeltandRoadInitiativeisonce-in-a-lifetimeblueprintthatrepresentsbothanopportunityandachallengeforthousandsofbusinessesaroundtheworld.Inthisblueprint,therearebusinessesthathavefinallyrealizedtheirdreamsandachievedtheirachievedtheirsuccess,andalsotherearebusinessesthathavetoleaveearlyduetoavarietyofreasons,therefore,howtoovercomeobstacleshasbecomeahottopicamongthepublic,inthisarticle,theauthorchooseTikTokAPP,whichactedasmarketleaderinshortvideoindustry,toanalyzerelatedstrategiesfromcross-culturestandpoints.1.1.2ResearchSignificanceExistenceispossible.Everythingthatexistshasitsmeaningandreasonofexistence,whichcanbetreatedasgenerallawsthatpeoplecanlearnfrom.Inadditiontothecontinuouslyupdatedtechnology,therelativelysuccessfulmarketingpromotionofTikTokAPPcannotbeseparatedfromitseffortsincross-culturalaspects.TopatternonlinemarketingexperienceofTikTokAPPintheBeltandRoadInitiative’sjourney,cross-cultureisanindispensablesauce.TakingTikTokAPPasanexample,theauthorintendstostudytheinterculturalfactorsthatmaybeforgottenbymanypeople,offeringinstructivereferenceforthoseinneed.1.2ResearchContentTheauthorhasconceivedthemaincontentofthispaper:Thefirstpartwillstartfromtheintroduction,introducingtheresearchbackgroundandsignificance,literaturereviewandresearchmethods;Inthesecondpart,themacro-environmentandmicro-environmentofshortvideoAPPwillbediscussed;Inthethirdpart,theauthorlaysemphasisontheapplicationofcross-culturalfactorsintheonlinemarketingofshortvideoAPP;Inthefourthpart,thepaperturnsmainlyoninterculturalonlinemarketingofTikTokAPP,discussingitsfourinterculturalstrategies;Thelastpart,theauthorwillsummarizetheresearchresultsandtheauthor'sownshortcomingsinthewritingprocess.1.3ResearchMethod(1)Literatureanalysis:Theauthormadeuseofkeywords,suchas“theBeltandRoadInitiative”、“Cross-CulturalMarketing”、“TikTokAPP”andsoon,tocollectusefulmaterials,discussingtheinterculturalonlinemarketingofTikTokAPPonthegroundoftheBeltandRoadInitiative;(2)Caseanalysis:ThroughtheinvestigationofTikTokAPP,knowingthecross-culturalmethodscontainedinitsonlinemarketing.1.4LiteratureReview1.4.1Cross-CulturalStudyCultureisaverycomprehensiveword:Inabroadsense,itreferstothecreationprocessandresultsofhumanspiritualproductsandmaterialproducts;Inanarrowsense,itspecificallyreferstothecreationprocessandresultsofspiritualproducts,includingallideologies(WangZhaohui,2014:1-2).Datingbackto1970s,afteralongtermstudyatIBM,theDutchscholarHofstedesummedupthetheoryofculturaldimensionwhichincludesindividualismversuscollectivism,powerdistance,uncertaintyavoidance,masculineversusfeminineculture,short-termversuslong-termorientation(GeertHofstede,1993).Forquitesometime,Hofstede’stheoryofculturaldimensionplayedakeyroleinanalyzingculturaldifferences;Anotherrelatedcross-culturalstudycamefroma“Globe”projectattheWhartonSchooloftheUniversityofPennsylvania,whichproposedninedimensionsbasedonHofstede’sdimension,theyare,respectively,uncertaintyavoidance,powerdistance,socialcollectivism,in-groupcollectivism,genderdifferentiation，assertiveness，futureorientation，performanceorientation,humaneorientation(MansourJavidan,RobertHouse,2001).Similarly,thetheoryisinstructiveforlatercross-culturalresearch.Athome,themainmissingpieceforcross-culturalstudyistheoriginalquantitativeanalysis,otherthanthat,Chineseawarenessofcross-cultureisrelativelycomplete.HuJun,thevicepresidentofChinaIndustrialEconomyResearchAssociation,introducedtherelevantknowledgeofcross-culturalmanagementinhisrepresentativeworkCross-CulturalManagement,whichpresentedacompletecross-culturaloutlookforreaders(HuJun,1995);FengGangping,adirectoroftheGuangdongBusinessEconomicsAssociation,andhercolleagueshaveclassifiedlanguage,religion,aesthetics,nationalcustoms,andvaluesastypicalculturalfactors(FengGangping，WangWei,HuangYuanzong,2007);RuZhiyuan,across-culturalscholar,pointedoutthatculturaldifferencesaremainlycausedbydifferencesinlanguageandvalues,andsheurgedbusinessestolearnculturefromthetargetcountry,introducecontemporarytalents,optimizethepublicityplansoastosolveproblemsofculturaldifferences(RuZhiyuan,2019).Lookingthroughthecross-culturalstudy,itcanbeseenthatChinesescholarshaveextractedeffectivecross-culturalfactorsandstrategieswithhighlyawarenessofcross-culturedespitethelackofcross-culturaltheorysystem.1.4.2ResearchStatusofCross-culturalInternetMarketingbasedontheInternetandsocialrelationshipnetwork,Internetmarketingreferstotheplanning,implementationandoperationmanagementactivitiesfortherealizationofcustomervalueandenterprisemarketingobjectivesbyconnectingenterprises,usersandthepublic(FengYingjian,2016:21).Comparedbytraditionalmarketing,thisnewtypeofmarketinghasbecomethelatestdarlingofthecommodityeconomyforitslowinvestmentrateandhighconversionrate,whichplaysacrucialroleupontheBeltandtheRoad.Accordingtothedatathattheauthorhasaccesstoatpresent,althoughthereisnosystematicresearchoncross-culturalInternetmarketing,itcanstillbeanalyzedfromtheperspectiveofcross-culturalmarketingforbothhavethecommonpurpose.2.AnalysisofShortVideoAPPintheContextoftheBeltandRoadInitiativeTheauthorwillstressmacro-environmentandmicro-environmentalAnalysisofshortvideointhissectiontohelpreaderstogetapictureofTikTokAPPforitessentiallyisoneoftheshortvideoApp.2.1Macro-environmentalAnalysisTheauthorwillstressmacro-environmentandmicro-environmentalAnalysisofshortvideointhissectiontohelpreaderstogetapictureofTikTokAPPforitessentiallyisoneoftheshortvideoApp.Itisreportedthattheshortvideoindustryhasbecomeoneofimportantsubjectformanycapitaliststodevelopduetoitshotonforeignsocialplatformsinrecentyears.It’sdifficulttoimaginethatthefinancingamountshortvideoindustrytookinhasexceeded30billionyuanathomeaccordingtotheBusinessDateStatistics(ShiHui:2019).Therefore,wecanseethattheshortvideoindustryownsstrongmomentumeconomicallyasitsabundantcapitalanditspossibilityofbecominganewE-commerceplatform;Ontheaspectofdemographics,theshortvideoindustrywillhavebeenenjoyingatidalwaveofpotentialusersforthefactthatwithgreatdistributionofcountriesandregions,theBeltandtheRoadhasapopulationofonebillionunitsatleast,concludingtheeightcountriesinSouthAsiathathaspopulationof174.499millionwiththetotalpercentageof54.32%(ChinaBusinessIndustryResearchInstitute,2017).ThusmanyshortvideoAPPdeveloperswanttoseizetheirownshareofthecakeinthehugemarket.Intermofpolitics,asanopenandinclusiveinternationalizationinitiative,theBeltandRoadisacommongoalthatallrelatedcountriesandregionstakestepsto,whichindicatesthatthescopeofcooperationbetweenChinaandothercountrieswillcontinuetoexpandanddeepen.Inotherwords,itiseveragoodtimeforshortvideoindustrytowalkonthewayofpursuingnewmarket.Besides,thedevelopmentofscienceandtechnologyandapplicationbecomeagoodsignexistedintheculturalenvironment.Apartfromthepopularizationof4Ganditslowcostofnetworktraffic,thepossibilityofusingWi-Fiundercertainconditionsprovidedacriticaljunctureforshortvideoindustrytoshowthecontentsmoothlyandreachmoreuserssuccessfully.Also,theactiveconstructionof5Gbasestationwillcometoshortvideoindustry’saidthatitcanimproveusersexperienceofwatchingvideosinarapidspeed.Thisisanunimaginablesceneforpeoplebefore20yearsago.Inadditiontotheabovefourrespects,historyalsocanbeconstitutedasareferencepointofmacro-environmentofshortvideoindustrydevelopment.Inthenewera,tostriveabrightfutureofmankind,ChinaiscommittedtobuildingtheBeltandRoadintoacivilizedroadthatisfullofthefragranceofequality,mutuallearningandinclusiveness,demonstratingitsgreatculturalspiritandsenseofresponsibilitywell.So,shortvideo,afreshmediaproduct,isofsignificantaccountabilitytobeacarriertoinstillChineseculture,propagatingChinesestoryaroundtheworld.2.2Micro-environmentalAnalysisAsfarasmicro-marketenvironment,theproperanalysisplaysanimportantroleinthesurvivalspaceanddevelopmentdirectionofanindustry,andthislawcan’tbechangedforTikTokAPP,too.TheauthoranalyzedthefouraspectsofTikTokAPPinthefollowingcontent,theyaretechnicalsupport,operatingfunds,userconditions,andpeercompetitors.Technically,TikTokAPPhasbeengivenproventechnologyfromitsparentcompany,BeijingByteDanceTechnologyCo.,Ltd.,itsparenthasrichexperienceindevelopingproductofshortvideo:ExceptforTikTokitself,TopBuzzandVigoVideowereallcontrolledbyitsparentcompany(TechSmart:2020);Intermsofoperationalfund,itsstrongparentcompanycanprotectTikTokfrombeingpinchedforoperationalfund:ByteDanceTechnologyCompanyhasalreadyrankedseventhwith530billionyuanamongprivatecompaniesinChinaaccordingthereachreportfrom"HurunChina500MostValuablePrivateCompanies2019"(HurunResearchInstitute,2019).Itissodeep-pocketedthatcangiveaneasyrideforTikTokdevelopment.Besides,rangingfromcommonandbusinessuserstoofficialusers,fromonecountrytoanothercountry,TikTokAPP,characterizedbyitsgiantusergroup,isachievingitswidecoverageandhighparticipation.Butitshouldbenotedthatcomparedwithpeercompetitors,TikTokAPPisalsosufferingitsinescapablepainpoints,suchashomogenizationofcontents,highsimilarityoffunctions,andrampantvulgarculture,whichmaybebadforbrandbuildingofTikTokAPP.Fromthethirdchapter,itiscanbeconcludedthatthedevelopmentofshortvideomeetwithgreatopportunitiesandchallengesalongtheBeltandRoad.Combiningthemacroscopicandmicroscopicenvironmentcomprehensivesituation,wecanseethatTikTokAPPandothershortvideoAPPcannotonlyincreasethenumberofusers,shiftingtraffictoincreaserevenue,butalsoenhancethepossibilityofexpandingtheshareoftheglobalmarketunderproperlyoperation;Inaddition,theTikTokAPPandothershortvideoAPPcanactascommunicators,spreadingChinesecultureandfosteringdialogueamongcivilizations.However,therearesomeproblemsandchallengesthatcan'tbecoveredupthoughtherearetheexistedattractiveopportunities,torollawaybarriers,TikTokAppandothershortvideoAPPneedtothinkaboutthesedifficultiesalongtheBeltandRoad.Therefore,theauthorismotivatedtoexploretheanswerofwhatInternetMarketingStrategiesofTikTokAPPcoulduseonitscross-culturalmarkets?3.Cross-culturalApplicationinShortVideoAPPInternetMarketingIncludingbutnotlimitedtotheidea,occupationalethics,managementsystemandculturalstrategyofInternetmarketing,themarketingorganizationthatiscompatiblewithInternetmarketingideaandethics,thecultureinInternetmarketing,aimedattheservicesorproductsofacompany,isthesumofideologyandhumanbehaviour,whichsetsouttoaddresstheinterrelationsamongpeople,eventsandproducts(TianGuang&WangYifan,2014).Whenmarketingonline,itisinevitablethatculturaldifferencesandculturalconflictswillbetransformedintoagreatnumberofnerve-wrackingdifficulties,soforshortvideoAPP,thefirstbusinessneedtotakeactionistolearndifferentculturesandvaluesamongcountriesalong“onebeltoneroad”forshortvideoAPP,tryingtofiguringculturalsimilaritiesanddifferencesoutandusingthebest“material”atthekeypoint.3.1ViewingfromTheoryCulturalDimensionHofstede'stheoryofculturaldimension,basedonthequestionnaireinvestigationfrom116,000respondentsin40countriesandregionsaroundtheworld,isoneofthemostvaluableandinfluentialtheoriesinthetheoryofculturaldifferencesinrecentdecades,whichmainlystatesthesimilaritiesanddifferencesofculturalindexamongdifferentnationalitiesinthesameculturecircle(TangXinhuang&GuanZhe,2006).Theauthorbelievesthatthecross-culturalsimilaritiesanddifferencessummarizedbyHofstedecannotonlybeappliedtotheinternalpersonnelmanagementofacompany,butalsoapplicabletoshortvideoAPPInternetmarketingscheme,especially,italsoincludesmajorcountriesandregionsalongtheBeltandRoad,whichhasreferencevalueforthispaper.3.1.1IndividualismversusCollectivismIngeneral,Individualismandcollectivismcanbedistinguishedbydifferentpositions:Whenfacingthechoice,theformeronetendtounderlinepersonalbenefitandpersonaldevelopmentwhilethethelatteroneprefertomakecollectiveinterestsintoconsideration,holdingtheviewthatnomatterstatementsorbehaviouroneshouldbesubjecttotheethnicgroupbecauseethnicdevelopmentismoreimportantthanpersonaldevelopment.FromtheperspectiveofshortvideoAPPInternetmarketing,individualismandcollectivismcanofferhelptoshortvideoAPPinclassifyingdifferentusers:Peoplefromanindividualisticcountryareinclinedtopresentthemselvesinvariousfreshways,onthecontrary,peoplefromthecountrylabeledbycollectivismareusuallytooshytoexpressthemselves.InconsiderationofSouthAsiaandSoutheastAsiaareverytypicalcollectivistcountriesalongtheBeltandRoad,theeffortonadvancedintelligencealgorithmisnotenoughforonlinemarketingteamofshortvideoAPPtodrawusers’attention,theteamneedtotakeacertainapproachtostimulateusers’“vitality”.3.1.2PowerDistancePowerdistancereferstotheextenttowhichvulnerablepeopleaccepttheunequaldivisionofpowerwithininstitutionsandorganizations(YuYike,2011).Duetocomplicatedfactorslikeprofessionalstatus,economicstatus,powerstatus,peoplehavedifferentstatusinasocialsetting,andpeoplefromcountrieswithhighpowerdistancecanbeobservedthattheyattachgreatimportancetotitlesandstatus,showingheavyacceptanceandrelianceinauthority.InordertobetteridentifydifferentrequirementsamongsocialgroupsalongtheBeltandRoad,InternetmarketingteamofshortvideoAPPshouldbenotedthatthecrowddistinguishedashighpowerdistancearewillingtoappreciateleadersopinionandselectwellknownbrands,therefore,marketersneedtochooseeffectiveapproachessuchasbrandmarketingandkeyopinionleadermarketingstrategy.Moreover,thepowerdistancehaveimpactonusers’fairnessperception.Whenserviceprovidedbycompanyfails,itisnecessaryformanagerstoadoptasinceremoveinproblemsolvingtokeepuserssatisfied,especiallyforthosewithhighpowerdistanceindex(WangLei,2011).AsitisimpossibleforInternetmarketerstodetermineifmarketingmethodsisatotallysuccess,Internetmarketersshouldhighlyvalueimplicationofpowerdistance.3.1.3UncertaintyAvoidanceUncertaintyavoidanceisanindispensableindextojudgehumantoleranceandacceptancewhenencounteringtheunknown.Associalbeings,consumersareexposedtomanystrangethingseveryday,Hofstedediscoveredfromthisphenomenonthattheresponsetotheunexpecteddifferfromdifferentcountriesandregions:Usergroupsfromcountriesandregionswithlowcertaintyavoidanceindexhaveastrongabilitytoacceptnewthingswhileinversely,thosewithhighcertaintyavoidanceindexareapttoexcludeunusualthoughtsandbehaviors.Inshortvideoindustry,itcanbeinspiredthatcountriesandregionsalongtheBeltandRoadwithlowuncertaintyavoidanceindexwillbeabettertestingplaceowningtoitsrelativelyidealacceptability.Ifmarketerswanttochooseanotheroption,heorsheneedtomasterrelatedlawsandregulationsofthedestinationfortherulingclassinhighuncertaintyavoidanceareasisusedtomakereamsofregulationtoavoidrisks.3.1.4MasculineversusFeminineMasculineversusFeminine,oneofthedimensionsinmeasuringnationalculture,ismainlyusedtodescribetwooppositecharacters.Hofstedebelievesthatincontrasttomasculinesocietyfeaturedbyvocabularieslike“emotional”and“moderate”,peoplefrommasculinesocietyaremoreinclinedtoberational,payinggreatattentiontotheactualoutcome.Table3-1MasculinityIndexinsomecountriesandregionsalongtheBeltandRoad(WangZhaohui,2014:53)RankingRegionsIndexconclusion1Japan95Verystrongmasculinitytendency2Austria79Strongmasculinitytendency3Venezuela73Strongmasculinitytendency30/31Indonesia46Strongfemininitytendency44Thailand34Strongfemininitytendency45Portugal31StrongfemininitytendencyThroughtheanalysisofmasculinity,shortvideoAPPcaneasilyperceivethatthesignificanceoflisteningcloselyinfemininecountriesandregions.Withanunderstandingofuserssituation,Internetmarketerscandesigncommontopicstodrawusersattention.,increasingusesengagement.Also,marketersshouldrememberselecttextcontentwhenwriting“softarticle”foryourusers.3.2ViewingFromOtherCulturalElementsItisinevitablethatnaturalfactorsandsocialfactorsamongdifferentcountriesarebasicallydistinctivefortheBeltandRoadcoverssizableterritory,therefore,thetypicalculturalfactorslikereligiousbelief,values,aestheticpsychology,customs,values,language,policyandregulationcanalsobemadeintoconsiderationwhenstudyingcross-culturalproblems.3.2.1ReligionTheshareofreligiouspeopleinthecountriesandregionsalongtheBeltandRoadmakeup80%ofthetotal,andmostofthesereligioussectsareformedbyIslam,Christianity,HinduismandBuddhism(OddGroup,2018).AndthusitcanbeprovedthattherearealargesumofpeoplewithstrongsenseofreligiouscoloralongtheBeltandRoad.Usually,thereligiousbelief,shapedbyalongtime,comesfromdailylifeandaffecteveryaspectofpeople’slife.Forexample,womeninIslamhavethehabitofveilingtheirtheirfaces,andinadditiontothat,humanandanimalportraitsisnotacceptableinIslam(LiuMin,2000).WhenintheprocessingofInternetmarketing,thereligionanditstabooofthetargetmarketisakeypointforshortvideoAPPmarketerstotakeintoaccount.Particularly,marketerscanmakeadvantageofreligiousactivitiesinatargetedmarketsoastoseekculturalidentityandavoidreligiousrisks.3.2.2LanguageInlanguage,relatedscholarsspecificallycountedthelanguagesof98countriesintheBeltandRoadInitiative,findingthatexcludingfolklanguages,thereare80officiallanguagesalongtheBeltandRoad(HeLinyu&FengYuan,2015).AsthereisnoauniversalofficiallanguagealongtheBeltandRoad,communicationbetweenpeopleindifferentcountriescaneasilycauselanguagebarriers,whichmaygiverisetosomeemotionalandcognitiveimpediment.InternetmarketersofshortvideoAPPshouldbefamiliarwithhighcontextandlowcontextandgraspdifferentlanguagesasmanyaspossible.3.2.3Policyand RegulationHavingagoodunderstandingofdifferentlawsisanexhaustingkindoftaskforInternetmarketersofshortvideoindustryforthecomplexityoftheBeltandRoad.Withoutawarenessandpracticalactionofobservingpoliciesandregulations,marketerscanhardmakeproductspenetratethetargetmarket.4.TikTokAPP'sCross-CulturalInternetMarketing4.1DevelopmentSituationofTikTokAPPTikTokisanemergingmusicshortvideoapplication.Afterloggingin,userscanmaketheirownvideoorfollowotherusers’video,recordingandsharingwonderfullife.Releasedin2016,TikTokAPPhasevolvedrapidlyandgatheredgreatattentionfromallsectorsofsociety:InChina,asthemainstreamshortvideoAPP,themonthlyactiveusersofTikTokAPPwereabout370millioninSeptemberaccordingtothe"ChinaMobileInternetIndustryAnalysisReportfromJanuarytoSeptember2019",whichisalmosttwiceasmanyasKwaiAPP(Trustdata,2019).Inforeigncountries,TikTokAPPhassuccessivelypenetratedalotofcountrieslikeJapan,Thailand,Vietnam,Indonesia,India,Malaysia,GermanyandothercountriesalongtheBeltandRoadroute,rankinghighlyonthelist(MaHuazhan,2018).TikTokAPP’scomparativelysatisfactoryachievementisinseparablefromthe“Goldfinger”:Cross-culturalInternetmarketingstrategy.4.2Cross-CulturalInternetMarketingStrategyofTikTokAPP4.2.1AcculturationStrategyTheculturalenvironmentofthetargetcountryandreligioncanrangefromnumerouspoliciesandregulations,religiousbeliefstopeople’shousing,food,utilities,recreation,alltheseelementshaveitscertainculturalbackground,andtheacculturationstrategymeanstokeeppacewiththeculturalenvironmentofthetargetcountryandregion.Duetopeople’sinnatecultureascription,theymayconsciouslychoosetheculturetheyarefamiliarwith,therefore,marketersadoptacculturationstrategycanbreakthemarketefficientlyandbeacceptedbyusersquickly,integratingintothetargetcountryandregionalmarketfaster.Atpresent,acculturationisthemostimportantstrategyforTikTokAPP’sInternetmarket,anditcanbeshowninthreeaspects.Firstly,TikTokAPPshowsspecialpreferencetolocalentertainmentstarsandInternetcelebrities:InChina,TikTokmarketersinvitedcelebritiessuchasDilraba,YangMi,LiZiqitopromotetheirbrand;InThailand,TikTokApphasattractedalargenumberofuserswiththehelpofChanonSantinatornkul,UngsumalynnSirapatsakmetha,etc;InJapan,tobuildhypeforTikTokAPP,theInternetmarketerssentsincereinvitationstoRyouma,E-girls,KyaryPamyuPamyu,etc,itiseasilytofindevidencethatTikToknowareflushwithcelebrityaccount.Thenthequestioncomes,whydoesthepromotionofTikTokAPPpaysomuchattentiontocelebrityeffect?Thatisbecausethesecelebritiesarelocallyidentifiedpeoplewithcommonculturaltastes,theactivitieslikeChallengesandImitationShowsonceguidedbythesecelebrities,TikTokAPPcangetimmediateresponsesandhelpTikTokitselfdrivebrandawareness.Secondly,establishingcooperationwithlocalreputedTVstationsandentertainmentshow.Forexample,audiencescanbrowseTikTokAPP’slogoonsomewell-knownprogramssuchas“TheRapofChina”“HappyCamp”,aswellasonmanyKoreanentertainmentshowsandJapaneseTV.Inthisway,InternetmarketerscanreachlocalpotentialusersofTikTokAPPandimprovebrandrecognition.Thirdly,acculturationstrategyofTikTokAPPisalsoreflectedinitshighstandardsofmarketingstaff,eachmemberofInternetmarketingteamneedenoughcross-culturalknowledgeandlocalcultureoftargetmarket.Forexample,themainmarketerofTikTokAPPinJapanhas17yearsofexperienceinJapansociety,andsimilarly,othermembersofhisteammusthaveJapanesenationalityorexperienceinstudyinginJapan(ZhangYuxin,2018).Onlylocalizedteamscanadapttothemarketenvironmentasquicklyaspossibletomeetuserpreferences.4.2.2CulturalStandardStrategyDifferentfromacculturation,culturalstandardstrategyreferstopromotingbyspecificculturalstandards.IntheprocessofInternetmarketofTikTok,wecandirectlyseethattherearetwobasicaspectsofthestandardizedstrategy.Thefirstoneisitslogodesign:Itusesablackbackgroundtofoilthelargewhitenotesinthemiddlesoastogivepeopleasenseoffunandvitality,andnomatterinhedomesticversionortheinternationalversion,itneverchangesinceitsdebut.Thesec