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文化差异明显,Line在北美扩张推进难

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2014-05-27 09:16:55 转载来源: 网络整理/侵权必删

据纽约时报报道,Line的国际化扩张策略在东南亚和拉美取得了明显成效,但是在北美市场,由于激烈的竞争以及文化原因,依然没有太大进展。Line的一大特色是丰富的贴图表情,在日本取得成功,很大部分是因为贴图表情可以让不善直接表达的日本用户来表达感情

文化差异明显,Line在北美扩张推进难

据纽约时报报道,Line的国际化扩张策略在东南亚和拉美取得了明显成效,但是在北美市场,由于激烈的竞争以及文化原因,依然没有太大进展。

Line的一大特色是丰富的贴图表情,在日本取得成功,很大部分是因为贴图表情可以让不善直接表达的日本用户来表达感情。比如别人请你去吃饭,你不想去,直接拒绝又不合适,这时发一个说No的布朗熊表情,就能避免尴尬。

贴图表情的成功也是一个问题,不同文化下的用户对 同一张贴纸的理解是完全不同的,意味着要想进入全新市场,需要在本地化上下工夫,还不一定有效果。北美市场遇冷可能就是这个原因。

IM同当年的SNS一样,在不同文化下有不同的表现形式,都是人类交流方式的一种体现。不少Line的用户互相之间就是纯用表情来对话的,相较于普通的文字或者音频对话,也算是一种新的沟通方式吧。

文化差异明显,Line在北美扩张推进难

[36氪原创文章,作者: Leon]

标签: 文化差异 明显 Line 北美 扩张 推进


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