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Frontiers in Educational Research, 2020, 3(14); doi: 10.25236/FER.2020.031423.

Research on the International Marketing Strategy of Tik Tok -- Based on the Analysis of 4P Theory


Yuan Weilin, Mao yue, Sun QI

Corresponding Author:
Yuan Weilin, Mao yue, Sun QI

Beijing International Studies University, 100000,China


In the context of globalization, more and more industries have gone abroad and opened overseas markets. And the internet companies are no exception. This article takes the overseas marketing strategy of the app “Tik Tok” owned by ByteDance Company as the research object. Three issues were discussed in detail: First, the marketing environment of Tik Tok in overseas markets was analyzed, and the opportunities and challenges it faced were pointed out. Secondly, the 4P theory of the product, price, channel and promotion strategies of Tik Tok was used to focus on the analysis. Finally, based on the analysis results, this research puts forward measures and suggestions that “Tik Tok” can be improved in international marketing. Since the launch of the overseas version of Tik Tok, Tik Tok has accumulated more than 500 million active users, surpassing the total population of the United States, Mexico and Canada, covering 150 countries and regions, 75 languages, becoming one of the world's most downloaded applications. The huge success of Tik Tok in the international market is inseparable from the product itself and advantages and the company's grasp of the market, but in the process of rapid growth, it has also experienced many challenges and doubts. It was banned in the Indonesian and Indian markets, and then encountered regulatory pressure from the United States. Behind the seemingly smooth sailing, it is actually undercurrent. This article will analyze Tik Tok's marketing strategy and challenges from the perspective of international marketing to provide ideas for future development of domestic Internet companies overseas.


Tik tok, International marketing, 4p theory

Cite This Paper

Yuan Weilin, Mao yue, Sun QI. An Analysis of the Cultivation of College Students’ Awareness of Innovation. Frontiers in Educational Research (2020) Vol. 3 Issue 14: 138-150. https://doi.org/10.25236/FER.2020.031423.


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