中国短视频社交软件在泰国的应用──以抖音泰国版为例

Abstract

抖音（Tik Tok）是由字节跳动发展出来的一款音乐创意短视频社交软件。抖音开发了 “抖音泰国版”。抖音泰国最新版里面有很多泰国人在使用，分享很多泰国特色旅游景点、美 食、建筑等等，让大家不出门也能看到不同国家的风景特色，同时用户也可以尝试自己拍摄视 频上传，为你喜欢的地方做宣传，软件内还自带简单的剪辑功能。这款软件专门为泰国用户进 行了UI 的设计，让泰国的人民也能更好地通过这款软件发表自己生活中的点点滴滴。抖音的 泰国版本，除了语言的不同外，其他玩法都和中文版差不多。 论文研究的目的是通过市场调查，研究抖音泰国版的应用在商业、娱乐和社交方面的情况 和所产的影响；通过调查研究说明抖音泰国版把中文操作方法翻译成泰文后，抖音在中译泰方 面是否准确易懂，符合泰国的语言习惯，方便泰国人使用；在文献资料分析和问卷调查的基础 上，说明目前泰国人使用抖音的情况，发现存在的问题，提出改进的措施。 在分析研究的基础上，掌握抖音泰国版在泰国的使用情况，分析出抖音泰国版的营销策 略， 使用者的满意度，抖音泰国版对泰国短视频市场的影响，与其他短视频平台的竞争情 况，以及发现存在的问题，提出改进的建议。 本次研究从六个方面评估使用抖音泰国版的满意情况。通过对抖音泰国版用户的调查可 知，虽然抖音泰国版用户在各方面对应用软件的总体满意度都很高，平均值是3.92，但是在 应用程序会不断更新系统方面，有有 17 人表示不满意。抖音使用中有三个最常见的问题，如：1.抖音应用会自行关闭。2.抖音对用户反映的应用程序问题解决的很慢，导致视频停顿，重启非常缓慢。3.抖音出现未加载问题，造成设备无法使用的情况。 另外研究发现，对于抖音服务的总体满意度，用户的满意度比较高，平均值为3.92。但 是在明确告知详细信息方面有多人表示不满意。为了改进泰国版抖音在泰国的良好运用，本次 研究认为抖音泰国版需要在视频质量，提供视频的分辨率上加以提高和改进。抖音还应该会增 加使用文本和字幕，方便使用户了解更多的信息。同时抖音系统应该提高稳定性，保证系统的 质量，满足用户的需求。

Douyin is a music creative short video that was developed by ByteDance, and it also developed the "TikTok Thailand" which was launched in May 2017. Many Thais use the latest version of TikTok Thailand to share Thai tourist attractions, foods, architecture, etc., so users can discover the landscape of different countries through the platform. Meanwhile, users can also try to shoot and upload videos by themselves to promote their favorite places. In addition, the software also has simple editing functions, and it has designed the UI specifically for Thai users to share their daily lives through this software. The TikTok Thai version is similar to the Chinese version except for the language. The purpose of this paper is to study the application of TikTok Thailand in business, entertainment, and social networking and its impact through market research; suitable is shown that after the TikTok Thai version was translated from Chinese to Thai, whether TikTok is accurate and easy to use and suitable and convenient for Thai people; Based on literature analysis and questionnaire surveys, this paper explains the current situation using TikTok surveys of Thai people, finding the existing problems, and suggesting solutions. The research will be analyzed the marketing strategy, satisfaction, and impact of TikTok on the short video market in Thailand. Furthermore, the research will demonstrate the problems, and suggest improvement of TikTok Thailand. This study evaluated the satisfaction of using the Tiktok Thai version in six respects. According to the survey of Tiktok Thailand users, although Tiktok Thailand users have a high overall satisfaction with the application software in all aspects, with an average of 3.92, 17 people are dissatisfied with the application software that will constantly update the system. There are three common problems with the use of Tiktok, such as: 1. The Tiktok application will automatically close. 2. Tiktok solves the application problems reported by users very slowly, resulting in a video pause and very slow restart. 3. Tiktok is not loaded, which makes the device unusable. In addition, the study found that the overall satisfaction of users with the Tiktok service was relatively high, with an average of 3.92. However, many people expressed dissatisfaction with clearly providing detailed information. In order to improve the good use of Tiktok in Tiktok, this study believes that the Thai version of dithering needs to be improved in terms of video quality and video resolution. Tiktok should also increase the use of text and subtitles to help users to learn more information. At the same time, the Tiktok system should improve stability, ensure the quality of the system, and meet the needs of users.