中文摘要：TikTok是中国短视频软件抖音的国际版，自2017年上线以来,迅速席卷全球。TikTo和抖音在外观、技术和功能上有很多相似之处，但是TikTok从运营、内容、推广等方面都进行了高度本地化。本文在国际生产折衷理论的指导下，研究一个新兴媒体如何进行本地化运营，以更好地适应中国和海外市场不同的期望、文化和政治环境。

本地化是TikTok国际化战略成功的关键，主要包括人才本土化和内容本土化。在海外建立强有力的本土化团队,运用熟悉当地文化的综合人才是字节跳动实现国际化野心的重要一环。TikTok对本土内容的强调是关键的,它宣传本地化的趋势、名人、话题标签和挑战以吸引用户参与，这一策略对抖音和TikTok都行之有效。该视频分享平台可能已经打入了一些非中国市场，但在外部监管和文化方面,它仍有很多需要学习的地方。因此，本文为TikTok提出了国际化的进一步建议以应对挑战和谋求更好的发展。 

TikTok是中国最具代表性最成功运营的国际新媒体产品，它运用本土化策略成功登上世界舞台，代表了中国声音，展示了中国文化，为中国社交媒体新平台的国际化发展提供了宝贵的实践经验。本文将TikTok的成功实践以及其发展过程中遭遇的挑战和解决措施做了梳理，为字节跳动和其他中国企业的国际化提供了经验和借鉴。

关键词：TikTok；抖音；本土化；新媒体；国际化

Contents

Abstract

中文摘要

1. Introduction-1

1.1 Research Background-1

1.2 Research Significance-1

1.3 Research Purpose-2

1.4 Research Content-2

1.5 Research Methodology-2

1.6 Theoretical Framework-3

2. Literature Review-4

2.1 Domestic Research Status of Localization Strategy-4

2.2 Overseas Research Status of Localization Strategy-4

2.3 Domestic Research Status of TikTok-5

2.4 Overseas Research Status of TikTok-6

3. The Development and Marketing Strategy of Douyin-8

3.1 Introduction of Douyin-8

3.2 Development Situation of Douyin in China-8

3.3 The Localization and Marketing Strategy of Douyin-9

3.3.1 Accurate Product Positioning and User Positioning-9

3.3.2 Original High-quality Content and Immersive User Experience-9

3.3.3 Sponsoring Entertainment Programs-10

3.3.4 Celebrity Effect: Star Traffic Exposure, Platform Star-making-10

3.3.5 Traditional Culture Focus-11

3.3.6 From Online to Offline-12

4. The Development and Localization Operation of TikTok in the United States-13

4.1 Introduction of TikTok-13

4.2 Development Situation of TikTok in the U.S.-13

4.3 The Localization Strategy of TikTok in the U.S.-14

4.3.1 Hiring Localized Talents-14

4.3.2 Promoting Localization Memes and Challenges-15

4.3.3 Increasing Ad Serving and Attracting Local Celebrities-15

4.3.4 Embracing Political Content-17

4.3.5 Attaching importance to Indigenous Culture and Local Music Styles-18

4.3.6 Capturing the Hot Spots and leading the World Trend-19

5. Challenges and Risks-20

5.1 A Risk to National Security-20

5.2 The Risk of Protection of Minors and Vulgar Content-20

5.3 The Challenges of Struggling Competitors-21

6. Further Recommendations on the Internationalization-22

6.1 Strengthening Legal Construction-22

6.2 Competing for International Right of Speech-22

6.3 Expanding into European Market-23

7. Conclusion-24

References-25