live Streaming, TikTok platform, Marketing strategy
Abstract
In the era of the gradual development of Internet construction, online shopping with its convenient and affordable advantages, so that many consumers rarely go to physical stores for shopping; Therefore, in today’s increasingly popular online shopping, more and more merchants choose to publicize their products in the form of live streaming on social media platforms. How the effect of different marketing strategies on different products’ delivery will affect consumers’ purchase decisions is a question worth studying. Based on the phenomenon of “livestreaming goods” on the short video platform of Tik Tok, this study conducted a detailed analysis of the status quo, marketing strategy, advantages and disadvantages of TikTok platform through actual case analysis, so as to analyze the reasons and results of the popularity of livestreaming goods on social media platforms, as well as the impact on consumers’ psychology and consumption decisions. Through research and analysis, it is shown that the live streaming of goods on the TikTok platform has made use of a variety of unique marketing strategies to build a new network consumption model. However, it is still necessary to conduct stricter control and optimization of live broadcasting personnel, platform control, after-sales service. In order to more perfectly maximize the benefits of this model for merchants and consumers.
