中小品牌TikTok跨境营销破局路径研究——基于短视频种草与本土化直播的案例研究

Research on the Breakthrough Paths of Cross-Border Marketing for Small and Medium-Sized Brands on TikTok—A Case Study Based on Short-Video Seeding and Localized Live Streaming

摘要: 在全球数字经济一体化与跨境电商爆发式增长的背景下，TikTok 凭借庞大的用户基础与强互动性内容生态，成为中小品牌开拓海外市场的核心流量入口。本文以霍夫斯泰德文化维度理论、消费者行为学中的感知价值理论与AIDA模型为分析框架，结合中小品牌跨境营销痛点，通过案例分析与数据调研，探究短视频种草与本土化直播双轮驱动模式下的破局路径。研究发现，精准的用户画像定位、场景化的短视频内容创作、适配目标市场的本土化直播运营以及全链路的流量转化机制，是中小品牌实现低成本高效出海的关键要素。本文构建的“内容种草–直播转化–留存复购”营销闭环模型，可为缺乏海外市场经验与资金优势的中小品牌提供可复制的实践参考。

Abstract: Against the backdrop of the integration of the global digital economy and the explosive growth of cross-border e-commerce, TikTok has emerged as a core traffic gateway for small and medium-sized brands (SMBs) to explore overseas markets, by virtue of its massive user base and a highly interactive content ecosystem. Based on Hofstede’s Cultural Dimensions Theory, the Perceived Value Theory in consumer behavior, and the AIDA model as the analytical framework, this paper combines the pain points of cross-border marketing for small and medium-sized brands, and explores the breakthrough paths under the dual-wheel driven model of short-video seeding and localized live streaming through case analysis and data research. The research finds that precise user persona positioning, scenario-based short-video content creation, localized live streaming operations adapted to target markets, and a full-link traffic conversion mechanism are the key elements for SMBs to achieve low-cost and high-efficiency overseas expansion. The marketing closed-loop model of “content seeding—live streaming conversion—retention and repurchase” constructed in this paper can provide replicable practical references for SMBs lacking overseas market experience and financial advantages.