Research On The Glocalization Strategy Of China’s Internet Enterprises In Southeast Asian Market From The Perspective Of Cultural Dimension

This paper takes the UC browser,Tik Tok,and Tencent’s Arena Of Valor as examples to expound on the reasons for the success or failure of three enterprises from the perspective of cultural dimension.This paper study the following three questions by case analysis:(1)How do the successful glocalization strategies of UC and Tik Tok’s reflect the acculturation of cultural dimensions?(2)From the perspective of cultural dimension,what are the reasons for the early failure of Arena Of Valor?(3)Based on the case study of internet enterprises,what is the correspondence between glocalization strategies and cultural dimensions?The major findings in this paper are that Southeast Asian countries and China are consistent in high power distance and collectivism.Therefore,the UC and Tik Tok both choose to depoliticize themselves to reduce the resistance from the authorities when entering the Southeast Asian market.Both enterprises attach great importance to offline operations to expand the market.Malaysia and Indonesia tend to be more feminist,so both companies are more life-oriented in content.About the long-term and short-term orientation,Indonesia belongs to the long-term orientation,while the UC browser chooses to bring actual benefits and value to customers.However,Malaysia is short-term orientation;Tik Tok continuously meets customers’ needs as the enterprise development direction.Malaysia is indulgent.Tik Tok in Malaysia’s product style chooses pan-entertainment.And,in response to Indonesia’s restraint,the style of the UC browser is also more conservative.In the early development process of Arena of Valor,it ignored offline operations.Arena of Valor’s content preferred competitive,which was not in line with the cultural dimension attributes of most Southeast Asian countries.This is one of the reasons Arena of Valor did not win Mobile Legend in the early Southeast Asian market.Based on the case study of Chinese enterprises,this paper summarizes the following correlations between glocalization strategies and cultural dimensions:(1)power distance corresponds to government relations;(2)collectivism/individualism corresponds to operation mode;(3)masculinity/femininity corresponds to product content;(4)long-term/short-term corresponds to development direction;(5)indulgence/restraint corresponds to product style.This paper aims to explore the relationship between the global localization of enterprises from the perspective of cultural dimensions and enrich the cultural dimension theory.This study also helps to give Chinese internet enterprises some methodologies for studying and judging south Asia culture and guide enterprises in developing global localization strategies suitable for local culture.