跨国企业在印尼市场的管理策略:以TikTok为例

Management Strategies of Multinational Companies in the Indonesian Market: Taking TikTok as an Example

在全球化浪潮下,跨国企业管理的复杂性日益凸显,电子商务作为现代商业的重要组成部分,为跨国企业提供了全新的发展机遇与挑战。本论文以国际投资与跨国企业管理为主题,以TikTok在印尼市场的管理与发展为例,通过文献分析法和案例分析法,深入分析了TikTok两次进入印尼市场的策略,通过对比TikTok在印尼市场上的两次进入的策略,分析第二次进入的方式与第一次之间的差异,并总结第一次进入后失败的原因,本文重点通过对两次进入策略进行研究,探讨出国际投资与跨国企业在不同国家和文化环境中所面临的机遇和挑战,分别从本土文化、当地政策以及市场竞争三个方面分析,最后以TikTok为例,从它在印尼市场的策略改变给更多的跨国企业一些启示。

Under the tide of globalization, the complexity of the management of multinational enterprises is becoming increasingly prominent. As an important part of modern commerce, e-commerce provides new opportunities and challenges for the development of multinational enterprises. Taking international investment and management of multinational enterprises as the theme, this paper takes TikTok’s management and development in the Indonesian market as an example. Through literature analysis and case analysis, it deeply analyzes TikTok’s strategy of entering the Indonesian market twice. By comparing TikTok’s strategy of entering the Indonesian market twice, TikTok’s strategy of entering the Indonesian market twice is analyzed. This paper analyzes the differences between the second entry mode and the first entry mode, and summarizes the reasons for the failure after the first entry. This paper focuses on the study of the two entry strategies, discusses the opportunities and challenges faced by international investment and multinational enterprises in different countries and cultural environments, and analyzes them from three aspects: local culture, local policy and market competition. Finally, taking TikTok as an example, from its change of strategy in the Indonesian market, it can give more multinational enterprises some inspiration.