Google推广助力企业抢占东南亚市场：TikTok与美团本地生活服务战略解析

Google推广助力企业抢占东南亚市场：TikTok与美团本地生活服务战略解析

Google Ads Strategies for Southeast Asian Market Expansion: Analyzing TikTok and Meituan's Local Service Approaches

随着全球数字营销的快速发展，Google推广已成为企业出海的重要工具。近期，TikTok和美团在东南亚市场的本地生活服务布局，为跨境企业提供了宝贵的市场拓展案例。

With the rapid development of global digital marketing, Google Ads has become a crucial tool for businesses going global. Recently, TikTok and Meituan's local service strategies in Southeast Asia have provided valuable case studies for cross-border expansion.

TikTok的东南亚本地生活服务试水

TikTok's Local Service Pilot in Southeast Asia

据报道，TikTok已在印尼和泰国启动本地生活服务业务测试。通过Google推广和平台内流量，TikTok正在为餐饮商家提供营销支持。

Reports indicate TikTok has launched local service pilots in Indonesia and Thailand. Leveraging Google Ads and platform traffic, TikTok is providing marketing support for F&B merchants.

美团的国际化战略对比

Meituan's International Strategy Comparison

不同于TikTok的轻资产模式，美团选择在香港和中东市场开展重资产的外卖业务。Google推广在这两种模式中都扮演着获取当地用户的重要角色。

Unlike TikTok's asset-light model, Meituan has opted for asset-heavy food delivery in Hong Kong and Middle East markets. Google Ads plays a crucial role in acquiring local users for both approaches.

东南亚市场的数字营销机遇

Digital Marketing Opportunities in Southeast Asia

专家指出，东南亚市场数字化基础设施尚不完善，这为通过Google推广等数字营销工具进入市场的企业创造了独特机会。

Experts note Southeast Asia's underdeveloped digital infrastructure creates unique opportunities for businesses entering through Google Ads and other digital marketing tools.

跨境企业的营销策略建议

Marketing Strategy Recommendations for Cross-border Businesses

对于计划进军东南亚的企业，建议结合Google推广和本地化内容营销，同时关注供应链等基础设施挑战。

For businesses targeting Southeast Asia, combining Google Ads with localized content marketing is recommended, while addressing infrastructure challenges like supply chain.