Abstract:

The potential of the Russian market for Internet services and mobile applications is enormous, and for the growing popularity of the TikTok brand, it represents an economic benefit. Macro-factors of the Russian market have a significant impact on the transformation of business and communication with the consumer. It is important for the Chinese internet service TikTok to take these features into account and adapt its positioning strategy. This article examines the approaches to positioning, strategic guidelines and communication principles of one of the leaders in the market of Internet services and mobile applications - the Chinese Internet service TikTok. The focus is on the interaction of the brand with the Russian youth audience, which has its own specifics and expectations. The problem raised in this paper concerns the inconsistency of the current communication strategy of the Chinese Internet service TikTok with the expectations of the Russian youth audience. The purpose of this work is to study the perception of the Internet service TikTok by Russian representatives of generation Z. The research methods were a secondary analysis of statistical data from official sources, the work of international experts on researching the state of the Russian market of Internet services and mobile applications, as well as conducting a primary survey of opinions about the work of the Chinese Internet service TikTok among representatives of the Russian youth audience. The work resulted in recommendations for the Chinese Internet service TikTok on adapting a communication strategy for the Russian market. The novelty of the work lies in the representative data obtained in the course of the study and the possibility of their use to improve the communication mechanisms of the TikTok Internet service in the Russian market.