TITLE:
Research on the Core Competitiveness of Short Video Industry in the Context of Big Data—A Case Study of Tiktok of Bytedance Company
AUTHORS:
Kexi Liu
KEYWORDS:
Short Video Industry, Core Competitiveness, Tiktok, SWOT-PEST
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.12 No.4,
April
29,
2022
ABSTRACT: Recently, with the development of artificial intelligence technology and
the arrival of the 5G era, the short video industry has boomed. A number of
enterprises have entered the short video industry. However, only with their own
core competitiveness, enterprises can establish competitive advantages in the
market to achieve sustainable development. Therefore, the core competitiveness
has always been a topic of concern for many domestic managers. This paper takes
Tiktok industry chain of Bytedance as an example to help it become a benchmark
in the industry from four aspects of core competitiveness, including innovative
technology, innovative talents, excellent corporate culture and brand
influence. First of all, the author analyzed the current situation of Tiktok by
using SWOT-PEST model through literature research method, and analyzed the
opinions of video creators and users by questionnaire survey and interview. By
combining qualitative and quantitative research methods, the author concluded
four major problems currently existing in Tiktok. Then, the author solved four
problems by combining the relevant theoretical knowledge and the four aspects
of core competitiveness. In the end, based on the idea of “learning from the
superior and excellence; emulating it and finally surmounting it”, the author
put forward some useful experiences and inspirations for enterprises developing
short video platforms. Other industrial chains within Bytedance and other short
video companies in China should also analyze their own actual conditions and
strive to cultivate core competitiveness suitable for their own development, so
as to remain invincible in the fierce market competition.