Hongsheng Xu , Wanxing Li, Guofang Kuang, Ganglong Fan
College of Electronic Commerce, Luoyang Normal University, Luoyang, China
Henan key Laboratory for Big Data Processing & Analytics of Electronic Commerce, Luoyang Normal University, Luoyang, China
By sorting and analyzing a large number of literature, this paper uses PEST analysis model to introduce the development status of TIKTOK from four aspects of politics, economy, social culture and technology, and finds out the problems in the development process of its cross-border e-commerce. This paper analyzes the marketing strategy of cross-border e-commerce B2B by using the basic theory of marketing strategy, and provides reference for the development of cross-border e-commerce B2B enterprises. In response to these problems, corresponding measures are proposed, and TIKTOK is expected to improve relevant laws and regulations, optimize its own algorithm, comply with the requirements of the local government, and improve the conversion rate of traffic in the future development.
Marketing Strategy, TIKTOK, Cross-Border E-Commerce, PEST
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