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2024年我国商业平台出海发展报告

文章摘要

近年来,随着全球化进程的加速和国际市场需求的不断增长,我国商业平台在巩固国内市场优势的基础上,积极向海外市场拓展。本报告通过收集和分析统计数据、市场调研报告、行业白皮书及企业公开财务报告等资料,探讨我国生活服务、电子商务、社交媒体、游戏产业、网络文学领域商业平台出海的现状、特征与发展态势。研究发现,我国商业平台出海呈现多行业并行发展、商业模式创新与全球品牌升级、布局地区与策略优化的现状。在出海过程中,政策细化、本土化战略和人工智能技术赋能成为推动平台国际化的典型特征,并为平台提升全球市场竞争力奠定坚实基础。未来,我国商业平台出海将面临更激烈的地缘政治博弈与国际市场份额挤压的挑战,跨境数据将成为平台出海争夺的关键点。基于以上分析,报告提出以下对策建议:首先,平台出海应做到多地区、多行业的“量身定制化”,制定符合目标市场文化背景、消费习惯、法律法规的出海策略;其次,在保证数据安全的基础上,积极推动平台出海“国际规范”的建立;最后,应注重技术创新,坚持自主研发,增强我国商业平台的全球竞争力和运营效率,实现可持续发展。

Abstract

In recent years,the acceleration of globalization and the growing demand of the international market have prompted China’s commercial platforms to actively expand into overseas markets,aiming to consolidate their domestic market advantages. This report employs a multi-method approach to investigate the current situation,characteristics,and development trends of China’s commercial platforms operating abroad. Drawing on a diverse range of data sources,including statistical data,market research reports,industry white papers,and publicly available financial reports,the analysis focuses on five key sectors:life services,e-commerce,social media,gaming,and online literature. The study reveals that China’s commercial platforms overseas are characterized by parallel development across multiple industries,business model innovation,global brand upgrading,and the optimization of regional distribution strategies. During the internationalization process,policy refinement,localization strategies,and the empowerment of artificial intelligence(AI)technologies have emerged as typical features,facilitating the expansion of platforms and enhancing their competitiveness in the global market. Policy refinement involves detailed governmental support and regulatory frameworks that enable smoother market entry and operational sustainability. Localization strategies emphasize adapting services and products to align with the cultural,consumer behavior,and legal requirements of target markets. Concurrently,the integration of AI technologies enhances operational efficiency,personalized user experiences,and scalable business processes. Anticipating future developments,Chinese commercial platforms will be subjected to more intense geopolitical competition and augmented challenges to their international market shares. Cross-border data management will become a critical factor in their overseas competitiveness,with data security and compliance being paramount. To address these challenges,the report proposes several strategic recommendations:firstly,platforms should develop multi-region and multi-industry tailored strategies that account for the unique cultural backgrounds,consumer habits,and legal regulations of each target market to ensure successful and sustainable market entry. Secondly,while ensuring data security,platforms must actively participate in establishing international data norms,fostering collaborations with global governments and enterprises to promote fair and efficient data flow. Lastly,an emphasis on technological innovation and independent research and development(R&D)is essential. Platforms should prioritize technological advancements and autonomous R&D to bolster their global competitiveness and enhance operational efficiencies,thereby achieving sustainable growth. By implementing these strategies,Chinese commercial platforms can better navigate the complexities of international markets,strengthen their global presence,and achieve sustainable development.

作者简介
陈欣欣:陈欣欣,中国社会科学院大学新闻传播学院硕士研究生,研究方向为国际传播、数字劳动。
刘瑞生:王从健,中国社会科学院大学新闻传播学院硕士研究生,研究方向为国际传播、数字劳动。
王从健:梁慧博,中国社会科学院大学新闻传播学院硕士研究生,研究方向为国际传播、数字劳动。
梁慧博:刘瑞生,中国社会科学院新闻与传播研究所副研究员、中国社会科学院大学新闻传播学院副教授,主要研究方向为国际传播、网络舆情。