Cross-Border E-Commerce Between China and Thailand under Regional Comprehensive Economic Partnership – A Case study of TIKTOK in Thailand

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Title: Cross-Border E-Commerce Between China and Thailand under Regional Comprehensive Economic Partnership – A Case study of TIKTOK in Thailand

Author: Li Dongyang

Advisor: Dr. Ma Yu

Degree: Master of Business Administration

Major: International Business Management

Faculty: บัณฑิตวิทยาลัย (Graduate School)

Academic year: 2566 (2023)

Published: The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023  (pp.479-489) https://mba.siam.edu/proceedings16/   PDF


Abstract

The signing of Regional Comprehensive Economic Partnership (RCEP) has further expanded China’s foreign trade market, coupled with the current rapid development of Internet technology, Internet-based e-commerce cross-border transactions in China’s foreign trade are increasingly widely used. In this context, TIKTOK, as an emerging industry of cross-border e-commerce, has ushered in new opportunities and is also facing challenges. How to utilize the advantages of the current environment to rapidly develop the cross-border e-commerce strength of the enterprise is the biggest problem it faces. The research objectives of this paper were 1) to analyze the impact of the entry into force of RCEP on cross-border e-commerce; 2) to Explore the current development status of cross-border e-commerce by combining the current SWOT analysis of TIKTOK cross-border e-commerce; and 3) to analyze the strategic direction of TIKTOK’s e-commerce strategy based on the SWOT Strategy Matrix.

This paper adopted a qualitative research method to analyze TIKTOK’s Sino-Thai cross-border e-commerce using SWOT analysis. Targeted sampling and data collection methods were also used to interview the relevant teams within TIKTOK. These included four major departments, namely operations, commerce, marketing, and business solution, with 4 directors, 4 supervisors, and 12 employees interviewed, totaling 20 people. They are involved in operation decision-making, business management, marketing operation and strategy deployment, and were closely related to the development of the Group. This was crucial for a deep understanding of TIKTOK’s factors and strategies.

This leaded to the conclusion that: 1) The tariff concessions and facilitation measures of RCEP will not only provide a more favorable development environment for the development of cross-border e-commerce, but also greatly promote the increase of the scale of import and export of cross-border e-commerce in the region and reduce the difficulty of cross-border e-commerce transactions. 2) The results of SWOT analysis are:Strengths are Thailand has demographic dividend, the population is young as well as the Internet penetration rate is high, the e-commerce penetration rate is low, and there is more room for development. Weaknesses are large logistics costs, talent shortages, and social media attributes limiting introduction. Opportunities are RCEP’s tariff reduction policy for cross-border e-commerce to broaden the growth space, as well as China’s economic development of international influence. Threats are consumers’ path dependence on local platforms and the obvious shortcomings in e-commerce logistics support. 3) From the SWOT analysis model, four strategic directions can be derived. SO strategy was to seize the demographic dividend and expand the scale of cross-border e-commerce exports. ST strategy was to customize the publicity program according to the localization and intensify the publicity. WO strategy was to formulate the cross-border e-commerce talent standards and establish a multi-level cross-border e-commerce talent training system. WT strategy was to improve the cross-border infrastructure construction and shorten the trade distance. WT strategies are to improve cross-border infrastructure construction and shorten trade distance.

In conclusion, this study not only theoretically deepens the understanding of SWOT analysis in the formulation of a company’s strategic direction, but also provides practical insights for TIKTOK to align its strategic direction with the current environment. This study also highlights the role of SWOT analysis in corporate research on strategic direction for other subsequent corporate research on strategic direction.

Keywords: cross-border e-commerce, RCEP, TIKTOK, SWOT


Cross-Border E-Commerce Between China and Thailand under Regional Comprehensive Economic Partnership – A Case study of TIKTOK in Thailand

6517195402 Li Dongyang 2566 (2023) Cross-Border E-Commerce Between China and Thailand under Regional Comprehensive Economic Partnership – A Case study of TIKTOK in Thailand สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University

Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management

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