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International Journal of Social Sciences and Economic Management, 2023, 4(3); doi: 10.38007/IJSSEM.2023.040301.

Analysis of Cross-Border E-Commerce Marketing Strategy of B2B Model Based on TIKTOK Platform


Hongsheng Xu , Wanxing Li, Guofang Kuang, Ganglong Fan

Corresponding Author:
Hongsheng Xu

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

Cite This Paper

Hongsheng Xu , Wanxing Li, Guofang Kuang, Ganglong Fan. Analysis of Cross-Border E-Commerce Marketing Strategy of B2B Model Based on TIKTOK Platform. International Journal of Social Sciences and Economic Management (2023), Vol. 4, Issue 3: 1-9. https://doi.org/10.38007/IJSSEM.2023.040301.


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