The Marketing Strategy of Popular Short Video Application -- Taking TikTok as an Example

Research Article
Open access

The Marketing Strategy of Popular Short Video Application -- Taking TikTok as an Example

Hao Liu 1*
  • 1 Hailiang foreign language high school    
  • *corresponding author 15825772889@163.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/23/20230356
AEMPS Vol.23
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-89-8
ISBN (Online): 978-1-915371-90-4

Abstract

As technology rapidly developed, many entertainment applications occurred on the internet. Competition among various entertainment software is fierce, Chinese TikTok (also named Douyin) become the most popular entertainment application of its excellent marketing strategy in recent years. Meanwhile, TikTok also revealed many disadvantages which make the network society become chaotic. This passage combing some literature and the history of TikTok analyses the marketing strategies and existing problems of this product. The research found that some marketing strategies of TikTok are product strategy, price strategy, promotion strategy, and content strategy. This research also provides some advice on the development of the company.

Keywords:

marketing strategy, entertainment application, TikTok

Liu,H. (2023). The Marketing Strategy of Popular Short Video Application -- Taking TikTok as an Example. Advances in Economics, Management and Political Sciences,23,76-82.
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References

[1]. Wang Yan, Xie Huacong. Trill short video marketing strategy [J]. Journal of cooperation in economy and technology, 2022, No. 694 (23) : 60-62. The DOI: 10.13665 / j.carol carroll nki hzjjykj. 2022.23.030.

[2]. Liu Zhi. Leveraging the advantages of short video platform to create a new situation of international communication [J]. Audio-visual industry, 2023 (01) : 28-31 + 35 DOI: 10.13994 / j.carol carroll nki STJ. 2023.01.010.

[3]. Li Bao, Fan Yaning, Wang Xiaoman, et al. Based on trill short video marketing strategy research [J]. Circulation of the national economy, 2021, No. 2283 (15) : 10-12. DOI: 10.16834 / j.carol carroll nki issn1009-5292.2021.15.003.

[4]. Sun Wei. The impact of TikTok and Kuishou live streaming on farmers' income growth [J]. New Agriculture,2022,No.977(20):76-77. (in Chinese with English abstract)

[5]. Tang Lixia. Analysis on the Popularity of Douyin Short video APP and its Prospect [J]. News Research Guide,2018,9(17):68-69.

[6]. Wang Xuan, Liu Yi native. Trill APP advertising marketing strategy analysis [J]. Circulation of the national economy, 2021, No. 2296 (28) : 12-14. DOI: 10.16834 / j.carol carroll nki issn1009-5292.2021.28.004.

[7]. Lan Yuxin. Research on existing problems and improvement strategies of Douyin short video advertising[J].Jinmedia,2022,30(07):123-126.)JIANG Shiming. Analysis of the advantages and disadvantages of hot news spread on TikTok [J]. News Communication,2022,No.427(10):34-36

[8]. Lindsay Harvey. Trill short video marketing strategy study [J]. Modern marketing (below the ten-day), 2022, No. 768 (04) : 30-32. DOI: 10.19932 / j.carol carroll nki. 22-1256 / F 2022.04.030.

[9]. Chen Zhening Research on Short Video Marketing and Strategies for Books [D]. Liaoning Normal University, 2022. DOI: 10.27212/d.cnki.glnsu.2022.001151.

[10]. Zhao Zhibin. Research on Brand Marketing Strategy of Tiktok Short Video Platform [J]. Business Exhibition Economics, 2022, No.65 (19): 45-47. DOI: 10.19995/j.cnki.CN10-1617/F7.2022.19.045

Cite this article

Liu,H. (2023). The Marketing Strategy of Popular Short Video Application -- Taking TikTok as an Example. Advances in Economics, Management and Political Sciences,23,76-82.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-89-8(Print) / 978-1-915371-90-4(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.23
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Wang Yan, Xie Huacong. Trill short video marketing strategy [J]. Journal of cooperation in economy and technology, 2022, No. 694 (23) : 60-62. The DOI: 10.13665 / j.carol carroll nki hzjjykj. 2022.23.030.

[2]. Liu Zhi. Leveraging the advantages of short video platform to create a new situation of international communication [J]. Audio-visual industry, 2023 (01) : 28-31 + 35 DOI: 10.13994 / j.carol carroll nki STJ. 2023.01.010.

[3]. Li Bao, Fan Yaning, Wang Xiaoman, et al. Based on trill short video marketing strategy research [J]. Circulation of the national economy, 2021, No. 2283 (15) : 10-12. DOI: 10.16834 / j.carol carroll nki issn1009-5292.2021.15.003.

[4]. Sun Wei. The impact of TikTok and Kuishou live streaming on farmers' income growth [J]. New Agriculture,2022,No.977(20):76-77. (in Chinese with English abstract)

[5]. Tang Lixia. Analysis on the Popularity of Douyin Short video APP and its Prospect [J]. News Research Guide,2018,9(17):68-69.

[6]. Wang Xuan, Liu Yi native. Trill APP advertising marketing strategy analysis [J]. Circulation of the national economy, 2021, No. 2296 (28) : 12-14. DOI: 10.16834 / j.carol carroll nki issn1009-5292.2021.28.004.

[7]. Lan Yuxin. Research on existing problems and improvement strategies of Douyin short video advertising[J].Jinmedia,2022,30(07):123-126.)JIANG Shiming. Analysis of the advantages and disadvantages of hot news spread on TikTok [J]. News Communication,2022,No.427(10):34-36

[8]. Lindsay Harvey. Trill short video marketing strategy study [J]. Modern marketing (below the ten-day), 2022, No. 768 (04) : 30-32. DOI: 10.19932 / j.carol carroll nki. 22-1256 / F 2022.04.030.

[9]. Chen Zhening Research on Short Video Marketing and Strategies for Books [D]. Liaoning Normal University, 2022. DOI: 10.27212/d.cnki.glnsu.2022.001151.

[10]. Zhao Zhibin. Research on Brand Marketing Strategy of Tiktok Short Video Platform [J]. Business Exhibition Economics, 2022, No.65 (19): 45-47. DOI: 10.19995/j.cnki.CN10-1617/F7.2022.19.045

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