在华外国人博主短视频商业价值与网络营销传播策略研究

A Study on the Commercial Value and Digital Marketing Communication Strategies of Short Videos Created by Foreign Influencers in China

摘要: 全球化语境下，国家之间的交流愈发密切，同时随着网络技术的发展，为新媒体平台的兴盛提供了可能。与此同时，以抖音、小红书及哔哩哔哩(B站)电商模块等为代表的短视频社交电商平台迅速崛起，深刻改变了传统的消费模式，沉浸式、即时化的数字消费模式兴起。在此背景下，一大批外国人因学习、就业等目的来到中国，积极参与到推动中国文化的传播及营销当中。本文简要分析了在华外国人博主短视频的传播策略及其如何利用短视频平台促进电子消费，有利于电子商务的发展。通过分析在华外国人博主的短视频传播策略，看到其促进电子商务发展的积极作用以及做好内容营销所面临的挑战，并以期提供相应解决措施，以进一步促进在华外国人博主发挥自身优势，促进电子商务的发展。

Abstract: In the context of globalization, exchanges between nations have become increasingly close. Simultaneously, the development of internet technology has enabled the flourishing of new media platforms. Against this backdrop, short-video social e-commerce platforms, represented by Douyin (TikTok), Xiaohongshu (Little Red Book/RED), and the e-commerce modules of Bilibili, have rapidly emerged. These platforms have profoundly transformed traditional consumption patterns, giving rise to immersive and instant digital consumption models. Within this environment, a significant number of foreigners have come to China for purposes such as study or employment. They actively participate in promoting the dissemination and marketing of Chinese culture. This article briefly analyzes the communication strategies employed by foreign content creators based in China within their short videos and examines how they utilize these platforms to promote e-commerce consumption, thereby benefiting the development of e-commerce. By analyzing these creators’ short-video communication strategies, the study aims to identify their positive role in fostering e-commerce development, analyze the challenges they face in effective content marketing, and propose corresponding solutions. The ultimate goal is to further enable these foreign creators in China to leverage their unique strengths and contribute to the advancement of e-commerce.