Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 23 , 13 September 2023
Open
Access | Article
The Marketing Strategy of Popular Short Video Application -- Taking TikTok as an Example
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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
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-89-8
- ISBN (Online)
- 978-1-915371-90-4
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/23/20230356
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited