Analysis On The International Market Entry Mode Of China's Mobile Short Video Enterprises

Under the background of Internet economic development,China's outstanding enterprises in the field of scientific and technological innovation begin to emerge in the international market.Tiktok,a short distance video company represented by jitter and fast hand,has emerged from the Internet market in recent years.It has shown tremendous market potential and potential for expanding user groups,communication and influence in Kwai Chung.Some scholars at home and abroad began to study the business model and profit value of mobile short video enterprises,but few people explored the behavior of Chinese mobile short video enterprises entering the international market,and few researches and discussions on how to enter the international market and what mode to choose when entering the international market.For the relevant research of international market entry mode,scholars mostly analyze the entry mode and influencing factors based on the traditional manufacturing enterprises.There is no unified conclusion on how to choose the entry mode of Internet enterprises or mobile short video enterprises.Therefore,this paper takes China mobile short video enterprise as the research object,hoping to explore the choice of its international market entry mode from the perspective of this emerging enterprise.Combined with the relevant research results of the international market entry mode of domestic and foreign enterprises,this paper analyzes the motivation,entry mode types and influencing factors of China mobile short video enterprises entering the international market.Driven by policies,technologies,distribution channels and markets,it is necessary for China mobile short video enterprises to continue to explore the international market.There are five modes of international market entry for mobile short video enterprises,namely,direct issuance of mobile short video app,local self built team,joint venture,M &A and strategic alliance.On this basis,this paper analyzes the factors that influence the choice of international market entry mode of China's mobile short video enterprises from two aspects of host country environment and enterprise interior,and applies cluster analysis method to 28 Chinese mobile short video enterprises based on six quantitative indicators of target market:politics,economy,technology,market scale,network infrastructure and social culture According to the classification of the state,this paper focuses on the analysis of the entry mode that China mobile short video enterprises should adopt in various marketswith different environments.The results show that in the United States,Japan,South Korea and other countries with stable politics and superior investment environment,M &A is suitable to enter,so as to overcome high barriers to entry and quickly seize market share;in Australia,Canada,Britain and France and other European countries,due to their small population and different cultures,it is difficult for Internet enterprises to achieve economies of scale,so it is not suitable to adopt high resource commitment In Latin American markets such as Brazil,Colombia and Mexico,where political,economic and technical conditions are not outstanding,it is not suitable to adopt joint ventures that are prone to technology diffusion,but to expand the market through direct discovery of mobile short video app and localized operation of self built teams;In Southeast Asia,the Middle East and neighboring Russia,due to the poor political and legal environment and economic development,it is not suitable to adopt the entry mode of high control and high resource commitment,but under certain cultural and geographical advantages,it can adopt the entry mode of local self built teams and strategic alliances;in India and some African regions,the political and economic environment is very backward,and the Internet The infrastructure has not been popularized and does not have the infrastructure guarantee for the operation of mobile short video enterprises.It is recommended to adopt the conservative way of direct discovery of mobile short video app or strategic alliance to enter the market.Finally,combined with the analysis results,three suggestions are put forward for the transnational operation of China's mobile short video Enterprises:,(1)improve the platform governance ability;(2)diversify the business realization;(3)build a mature artificial intelligence development system.It is hoped that the research of this paper can further enrich the relevant theories of Internet enterprises' international market entry mode,and provide some help for China's mobile short video enterprises to enter the international market.