全球市场百宝书—日本-TikTok for Business

傈劥 C O N F I D E N T I A L & P R O P R I E T A R Y 2湡䔶Part1:傈劥䋑㖞嚋錢紷錜⚆歲痦♲㣐絑崸⡤✫鍒傈劥涸絑崸梠㞯♸➃俒暵䖄կPart2:傈劥侨㶶㯮⡤呔㽷傈劥涸✽翫緸兜⿺桧ㄤ兰腊䩛劼䭆剣桧⚹鵳Ⰶ䔲㖑䋑㖞䌄勻✫➊⛎劼麁Part3:傈劥嶊餩罏嚋錢✫鍒♶ず⚆➿傈劥➃涸嶊餩錜䙁♸⣩ꅾ挿䊵䒗帿䮔➭⟌涸嶊餩汥挿կPart4:傈劥䋑㖞ꅾ挿遤⚌蠒Ꝉ馋⸷帿Ⰶ确程傈劥䔲㖑涸ꅾ挿㘌湬遤⚌馋⸷暵挿➢歏(休)康䧬3Cⵌ繠㥿կPart5:傈劥䋑㖞蒜挿蠒Ꝉ銳곭✫鍒䔲㖑埒蔄㷍ㄤ䎃劣䎃㨤涸峯㻋䱍䳣絟⢕涸劥㖑蠒Ꝉ傞劼⡹䗳곢濼麤涸傈劥ꅾ銳蠒Ꝉ蒜挿鿪㖈鵯ꅽկPart6:TikTok㖈傈劥傈劥嶊餩罏㖈TikTok獤匧ⴔ❧ծ綖鸣崨遤鵯ꅽ剣⡹♶腊ꝡ鵂涸傈劥ぐ⚆➿欽䨪峯㻋ㄤ剒掚꡶涸ⰻ㺂馋⸷կPart7:傈劥䋑㖞蠒Ꝉ䎁餗傈劥嶊餩罏昶溏涸錠곸ⰻ㺂Ⱘ㢊ㆭ❈暵挿侅⡹㥵⡦♸⴯⡲罏㖈蠒Ꝉ怩修涸嫦♧姿亭ⴀ䒸敍嶊餩涸抠蔄կ C O N F I D E N T I A L & P R O P R I E T A R Y 3C O N F I D E N T I A L & P R O P R I E T A R Y 傈劥䋑㖞嚋錢 C O N F I D E N T I A L & P R O P R I E T A R Y 4䋑㖞嚋ⲃ傈劥㖑勹⚆歲痦♲㣐絑崸⡤珘㹁〄⸂GDP䚪괄⚆歲痦♲$5.05⯐鵛40䎃㢅✵⚆歲곭⯓㖑⡙Source:WorldBank20212018-2022䎃傈劥䧭䎃➃➃㖲餒㺢支⡙尢繠⯋傈劥涸⚡➃嶊餩毛䚪GDP涸Ⱉ䧭,鵛Ⳝ䎃勻侮⡤錞垷㢅✵珘㹁朐䙖կⴀ〡괄㟞Ɤ鵶絯10⚡剢+17.5%YoY⚆歲痦㔋㣐嶊餩䋑㖞㕂ⰻ絑崸㹊梡ⰻ䗄梠1.26➉➃〡15~64㿨➃〡毛侮⡤Ⱉ䧭,䎃鲽➃〡嫱⢾Ⲹ㼱傈劥㕂ⰻ䋑㖞畊✰⸂⚆歲痦❀㼆傈䫏餴⡮괄$2,675➉倝䌢䙖♴⣜搬觌⸽〄㾝涸館僒208.78218.05221.47239.39258.9620182019202020212022 C O N F I D E N T I A L & P R O P R I E T A R Y 5Source:Wikipedia;ResearchGate;GCCSTAT;WorldBank䭆剣〄鴪⚂Ɤ劍珘㹁涸䧭擿絑崸梠㞯㕂ⰻ(休)⚌Ꝉ(마)괄鷶䎃䛪㢕䧭擿珘㹁涸(休)⚌梠㞯宀䎃ꢂ暟⟟珘㹁暟⟟䭷侨」⸓㖈3%⟄ⰻ(七ꤑ佟䏎嶊餩玘㟞⸈涸䕧ᆄ)㰺繠ぐ㕂涸㖑倰絑崸傈劥ぐ㖑倰絑崸湱䔲✵㕂㹻紩GDP㖈剣ꣳ涸㕂㕼꬗獤♳謉肫✫〳⟄馄馊榰㡦ծ榰Ⱙծ岲㕂ծ䊼銯瘝㕂㹻涸넞腊絑崸⸂կꥥ满爢⠔鷶幯鷓䎾倝䌢䙖傈劥涸絑崸崞⸓珘姿饥ぢ䛪㢕㾝梡ⴀ葻㥩涸〄㾝䙖⸷կ䁘歊俒꧆佟䏎ⴀ〵涸絑崸ⵞ赠雦够곫雦㼜鵳♧姿⤛鵳⚡➃嶊餩ㄤ餴劥佅ⴀ涸㟞Ɤկ⚆歲痦♲⚆歲痦♲⚆歲痦♧⚆歲痦✳岁䖒♸遤佟ⵖ䏞模㊤ⰖⰟ❜鸑剪⸉佪桧䚍纸㖞鵶䱹䚍鵳ⴀ〡鷳僈䏞♸佪桧䚍2022GDP곫雦㟞Ɤ♸繠㕂ծ妍崍㟞Ɤ桧䭯䎂4%傈劥㕂ⰻꨪ(마)Ꝉ(마)괄⯐傈⯋2022傈劥ꨪ(마)⚌Ꝉ(마)괄紨⚹154.4♰➉傈⯋⴯♴✫10䎃勻涸倝넞կ⡲⚹⚆歲♳㾅䭷〳侨涸絑崸㣐㕂傈劥涸ⵖ䏞♸㛇炄霃倶䒊霃宀ⴔ模㊤կ䭆剣〄鴪⚂Ɤ劍珘㹁涸䧭擿絑崸梠㞯僽(休)⚌〄㾝涸将㕼կ⻌嵳麤ծ⚎⻌567.5榰Ⱙ540.5⚥鿈777.6榰㡦680鵛毆775.2榰㡦680⚥㕂㖑勹274.2榰㡦680⛰䊜464.3岲㕂455.3㔋㕂131.6倛峫⠄⯘95.5Ⱒ⚎2077.2䊼銯2062.8支⡙宀➉繠⯋2017)146.46150.46154.4202020212022 C O N F I D E N T I A L & P R O P R I E T A R Y 6⟱⚌餘ꆀㄤ剪⸉宐䎂넞넞欰崞ᄩ餘僽䌢䙖Source:WorldBank2021;Brookings2021傈劥涰䎃⟱⚌毛嫱Ⰼ锋痦♧•傈劥䭆剣䌢䎃〄鴪涸絑崸宐䎂珘㹁涸欰崞梠㞯ㄤ务넞佐Ⰶկ•Ɤ劍䲿⣘넞餘ꆀ❡ᄩㄤ剪⸉僽⟱⚌涸㛇劥䌢霋⢪傈劥䧭⚹Ⰼ椕㶲肫衼ぜꟋ㼑⟱⚌涸㕂㹻剒㢴涸㕂㹻⚎❩碛Ⱖ卌star䚪侨傈劥㙹䋑㸝Ⰼ䚍⚆歲痦♧⚆歲痦♧41%24%6%2%65%12%10%10%傈劥繠㕂䗞㕂薉㕂⴯⚌>100䎃⴯⚌>200䎃䋞劅㾀⡞㙹䋑ˊ⚎❩⚆歲痦㔋46%62%佐Ⰶ宐䎂넞,䋑㖞錞垷㣐㖈傈㢪⟱雩⚹傈劥䋑㖞 ̆㼆❡ᄩㄤ剪⸉涸꣡⸈⟟⧩ㄤ崨遤宀ⴔ併䠭傈劥衼ぜ涰䎃⟱⚌吳䒭⠔爢餴欰㛔⟣㣔㛔吳䒭⠔爢⴯✵1872䎃⴯✵1889䎃吳䒭⠔爢贄㾋吳䒭⠔爢ꆄ⴮絆⴯✵1526䎃⴯✵578䎃 C O N F I D E N T I A L & P R O P R I E T A R Y 7넞륁㼱㶩⻊涸➃〡絕匬翸꧋✵Ⱒ⚎Ⱒ銯⚙㣐絑崸㕕ꥥ满爢⠔錜䙁涸佖」ㄤ㥎䚍㽠⚌桧涸䲿巛Ethic⠡椚麤䗞錜䙁涸䔂⻊㽍Ⱖ僽䚍ⵆ䎂瘝ㄤ翟⚌麤䗞⟄⿺㢴呋䚍(Diversity)嚋䙁涸兜⿺雮➃⟌腊刿荈⚺莞鷓涸鷥䭊痗ざ荈䊹Lifestyle涸欰崞կ罈䎃➃〡馋ぢ䎃鲽⻊傈劥㹻䏭➃侨〄欰尊⻊Source:WorldBank2021;Brookings2021傈劥⛲ꥥ满⚆歲馋⸷鷶姿鵳Ⰶ罈륁⻊爢⠔告㣐륁➃〡涸湱㼆䎃鲽傞ꢂ姻㖈♶倗䒁Ɤ⨴䐀㼑ㄐ⚆歲痦♧կ呏䰘➃〡ⴔ䋒ծ㖑㚖䊵䒗ㄤ絑崸㕕〳⟄㼜傈劥够ⴔ⚹⟄⚎❩⚹去邍涸Ⱒ⚎㖑勹ㄤ⟄㣐ꢼ⚹去邍涸Ⱒ銯㖑勹կ➃〡翸꧋✵Ⱒ⚎Ⱒ銯支魧欰崞䊺䧭⚺偒䖒25-34㿨歑㥎劢㭵桧鷶䎃♳巛59%47%48%20%㼑ㄐ鴪90 㿨㼑ㄐ鴪100 㿨38%7%2040䎃65+㿨➃〡欰㶸嫱⢾傈劥僽⚆歲♳곫劍㼑ㄐ剒넞涸㕂㹻⛓♧Ⱒ⚎㖑勹⚺銳㙹䋑Ⱒ銯㖑勹⚺銳㙹䋑•⚎❩•牟㣽䊛•㛊桪•尢衝•㣐ꢼ•㺉䎽•❩鿪•㣽葻3,700♰➃〡1,700♰➃〡Ⱒ銯㖑勹Ⱒ⚎㖑勹鵛20䎃勻罈䎃➃⡤⸂㟞Ɤ鴽鸟湱㼆䎃鲽✫10㿨կ2022䎃傈劥剣㷛㹻䏭侨ꆀ荈1986䎃剣〳嫱侨䰘⟄勻껷妃駮灶1,000♰荈1960䎃⟄勻傈劥ⴀ欰傞곫劍㼑ㄐ㣐䌴䲿넞➢69㿨鷶姿㟞荛2023䎃涸84.95㿨կ傈劥涸곫劍㼑ㄐ⡙㾀⚆歲⵸⴩痦3⡙넞✵⚆歲瓦欰絆絉(WHO)銯㣖䎂峕㖑勹76.6㿨涸䎂㖲곫劍㼑ㄐկ C O N F I D E N T I A L & P R O P R I E T A R Y 8㼭絕123傈劥僽⚆歲痦♲㣐絑崸⡤䋑㖞錞垷䎛ꢢぐ㖑勹GDP㾝梡ⴀ馄馊♧⠍㕂㹻涸넞腊絑崸⸂կ傈劥ꤑ✫ⵖ䏞Ɤ劍珘㹁⟄㢪⟱⚌⛲傋㖈礵✵䲿⣘넞餘ꆀ❡ᄩㄤ剪⸉涸涰䎃⟱⚌կ鷅宠넞ᄩ餘欰崞倝䌢䙖⟄勻傈劥ⰻ꨽㟞Ɤⴀ〡䒓㨤㢕蔼䛪㢕ⵌ姻䌢宐䎂կ4傈劥涸ⵖ䏞♸㛇炄霃倶䒊霃宀ⴔ模㊤䭆剣〄鴪⚂Ɤ劍珘㹁涸䧭擿絑崸梠㞯鳅㼱ⴀ梡ぐ猫♶烁㹁䚍涸굥ꤗ✲⟝支魧欰崞䊺絑䧭⚹傈劥涸爢⠔⚺崨➃〡⨴䐀㼑ㄐㄤ罈䎃➃涸湱㼆䎃鲽傞ꢂ姻㖈♶倗䒁Ɤկ5 C O N F I D E N T I A L & P R O P R I E T A R Y 9C O N F I D E N T I A L & P R O P R I E T A R Y 傈劥侨㶶㯮⡤呔㽷 C O N F I D E N T I A L & P R O P R I E T A R Y 10兰腊䩛劼⚹呍䗱翫緸霃㢊傈劥涸✽翫緸兜⿺䏞鳅넞兰腊䩛纸䭆剣桧ㄤ緸絞⢪欽桧鿪㢅✵嫱鳅넞涸宐䎂կ䩛纸僽傈劥Ⰼ䎃륁媯剒⚺銳涸♳緸㯮➝Ⱖ务10-20去⢪欽䩛纸♳緸涸傞Ɤ剒ꟋկSource:MinistryofInternalAffairsandCommunications兰腊䩛劼䭆剣桧88%13-60㿨ぐ䎃륁媯➃纈&䎃佐Ⰶ600♰傈⯋⟄♳㹻䏭涸♳緸嫱桧90%+248231137110774729403126342810代20代30代40代50代60代手机PC平板电视⠅䜂傈鸑鵂⚺銳霃㢊⢪欽緸絞涸䎂㖲傞Ɤⴔꛦ18717711498655434746459634710代20代30代40代50代60代手机PC平板电视䊨⡲傈鸑鵂⚺銳霃㢊⢪欽緸絞涸䎂㖲傞Ɤⴔꛦ93%✽翫緸兜⿺桧,銻渷1.74➉➃ C O N F I D E N T I A L & P R O P R I E T A R Y 11欽䨪緸絞崞⸓넞곸㢴⯋告곥贊緸絞㸝Ⰼ傈劥✽翫緸欽䨪涸♳緸崞⸓宀ⴔ㢴呋կ湱嫱Ⱖ➭䎃륁꣌媯䎃鲽➃㼆錠곸䫏珳爢❜㯮⡤ㄤ緸絞康䧬涸䫏Ⰶ玐䏞刿넞կSource:MinistryofInternalAffairsandCommunications⢪欽✽翫緸䠭ⵌ♶㸝涸➃嫱⢾12%14%21%41%45%46%53%63%92%网瘾和交流对象的争执浏览违法有害信息电子支付的可信度安全对策垃圾邮件虚假缴费/网络诈骗电脑感染病毒个人信息/上网历史泄漏⢪欽✽翫緸傞䠭ⵌ♶㸝涸ⰻ㺂9%16%43%31%尵䠭ⵌ♶㸝嫱鳅尵䠭ⵌ♶㸝嫱鳅䠭ⵌ♶㸝䠭ⵌ♶㸝78%76%74%58%56%54%歏㶩齱⟝涸佐封佐꧋⥌䜂⢪欽爢❜緸絞剪⸉ꢓ錢/䫏珳/刿倝⚺곜䧴日㹐餝✈(休)ᄩ䧴剪⸉⢪欽錠곸䫏珳緸畀76%(休)ᄩ/剪⸉涸餝✈ㄤ❜僒74%⢪欽錠곸䫏珳/ⴔ❧緸畀90%⢪欽爢❜緸絞剪⸉55%緸絞康䧬㖈倝䌢䙖涸끮⢪♴傈劥㣐⠍䘯鸟鲮ぢ絁♳剪⸉告緸絞㸝Ⰼ➠僽➭⟌涸곥贊䨾㖈㼆⚡➃⥌䜂屧怩ㄤ歏腰氻嫫瘝倰꬗㽍⚹併䠭կ傈劥Ⰼ䎃륁➃纈涸♳緸崞⸓嫱桧20-30䎃륁媯涸➃刿掚邪✵ ̆ C O N F I D E N T I A L & P R O P R I E T A R Y 12緸絞㯮⡤䎛デ毛䰘⚺㼋⸷㥵灶畾Source:NIKKEIAdvertisingResearchInstitute;Dentsu,Statista202227%15%15%4%20152016201720182019202020212022緸絞䎛デ䎛デ餩䚪ㄤ㔋猫㣐⠍⠛㯮䎛デ餩㟞Ɤ嫱桧2022䎃緸絞䎛デ䧭⚹⚺銳蠒Ꝉ庈麤告歏錠ㄤ䫣紺瘝⠛絡䎛デ庈麤㸛⡞✫꣋㖑毛䰘紨30%涸䋑㖞口괄$557➉䎛デ䋑㖞錞垷紨23%YoY2021緸絞䎛デ錞垷侮⡤㟞Ɤ傈劥䎛デ䋑㖞鵛宀䎃勻錞垷⥂䭯珘㹁絕匬♳歋⠛絡㯮⡤鲮ぢ緸絞㯮⡤կꥥ满爢⠔鷓䎾倝䌢䙖䎛デ䋑㖞侮⡤㖈2021䎃䔂⸷V㶶导䔀緸絞䎛デ㟞Ɤ㽍⚹鴽枡կ2022䎃傈劥䎛デ佅ⴀⴔ䋒43.5%25.4%5.2%4.8%4.2%✽翫緸歏錠䫣紺湬齱崞⸓/㾝錢2022䎃緸絞䎛デ㯮⡤佅ⴀ支⡙宀➉傈⯋976.6737.259296.577.8➰餩䵂程䎛デ㾝爙碫䎛デ錠곸䎛デ翫湅䎛デⰦ➭緸絞䎛デ C O N F I D E N T I A L & P R O P R I E T A R Y 13錠곸䕎䙖ㄤ爢❜㯮⡤䎛デ嶻⸷葻㥩㖈傈劥社程ㄤ㾝爙碫䎛デ➠毛䰘䋑㖞⚺㼋㖑⡙告㾝爙碫䎛デ涸䋑㖞口괄殜剣♴꣭կ♸姼ず傞錠곸ㄤ爢❜㯮⡤䎛デ涸「妅鵓玐䏞군巛鴽鸟「ⵌ蠒Ꝉ➃プㄤ䎛デ「⠍涸Ⱒ岤կSource:DentsuInc;CCIInternetAdFeeResearch202290%+2020-2023䎃傈劥爢❜㯮⡤䎛デ䎃䏞佅ⴀ支⡙宀➉傈⯋34%YoY爢❜緸絞䎛デ侮⡤錞垷㟞Ɤ64%YoY錠곸爢❜䎂〵䎛デ錞垷㟞Ɤ錠곸䎛デꆄ괄㟞Ɤ33%YoY34%YoY玐䎸⻊䎛デ毛嫱玐䎸⻊錠곸䎛デ㟞Ɤ42%34%24%44%28%28%18%12%15%19%33%30%35%40%20202023社程㘗䎛デ㾝爙碫䎛デ錠곸䎛デⰦ➭緸絞䎛デ537.4679.7833972.42020202120222023* C O N F I D E N T I A L & P R O P R I E T A R Y 14㼭絕123傈劥✽翫緸兜⿺桧ㄤ兰腊䩛劼䭆剣桧鿪㢅✵鳅넞宐䎂兰腊䩛劼僽㣐⠍涸⚺銳翫緸㯮➝կ傈劥䎃鲽➃㼆錠곸䫏珳爢❜㯮⡤ㄤ緸絞康䧬涸䫏Ⰶ玐䏞刿넞傈劥緸字宀ⴔⰢ岤緸絞㸝Ⰼㄤꥧ猙կ4錠곸䎛デ口괄䭯絯的㣐爢❜碫緸絞䎛デ侮⡤錞垷⛲㾝梡✫〳錜涸