| Title: | Analyze the live broadcast marketing strategy of E-commerce platform – take Tiktok as an example |
| Author: | Mr. Shen Yongyao |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | Graduate School |
| Academic year: | 2566 (2023) |
| Url: Published: |
EUrASEANs The EUrASEANs: journal on global socio-economic dynamics, issue 1(44), 2024 |
Abstract
With the development of mobile intelligent electronic devices, the short video industry has become a hot spot in the internet field, and businesses urgently need to find effective live streaming marketing strategies on E-commerce platforms to adapt to the fierce competition trend in the industry. The paper takes Tiktok as an example to analyze the current situation of live broadcast marketing development to help E-commerce live broadcast merchants develop more accurate marketing strategies. According to the current status of Tiktok’s live broadcast marketing, analyze the problems in live broadcast marketing, find effective live broadcast marketing strategies for E-commerce platforms, and provide guidance and suggestions for E-commerce businesses in live broadcast marketing on the platform. And the following research objectives are proposed: 1) To analyze the status of tiktok live broadcast marketing; 2) To analyze the problems in tiktok live broadcast marketing; 3) To provide strategies for E-commerce merchants to improve the effectiveness of live streaming marketing plans on E-commerce platforms.
Mainly using documentary methods. The research found that: first, the scale of Tiktok live broadcast E-commerce is developing rapidly, so it is necessary to develop personalized marketing strategies. In order to avoid the expected effect of traffic investment, refined operation and cultivating users’ habit of watching live broadcast can improve the effectiveness of marketing. Secondly, interactive strategies can accumulate customer quantity and quality through new user fission and sharing rewards, thereby improving consumption rates. Finally, enhancing customer value is also an effective way to stimulate consumption by enhancing customer stickiness and increasing repeat purchases. In the period of rapid development of live broadcast marketing on E-commerce platforms, analyzing the current situation of Tiktok live broadcast marketing can provide effective live broadcast marketing strategies for businesses to improve the transaction rate.
Keywords: E-commerce platform, live broadcast marketing, marketing strategy, tiktok
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Master of Business Administration (International Program), Siam University, Bangkok, Thailand