Study on the Marketing Strategy of ByteDance Company in the Internet Industry-Taking TikTok as an Example

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Title: Study on the Marketing Strategy of ByteDance Company in the Internet Industry-Taking TikTok as an Example
Author: Guan Xing
Advisor: Dr. Ma Yu
Degree: International Business Management
Major: Master of Business Administration
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 7th STIU International Conference “Leadership & Social Sustainability in the Tech-Driven Era” on 19-21 August 2023 SECTION-8 (pp.1408-1416)
conference  proceedings PDF

Abstract

In the 21st century, due to the rapid development of information science and technology, the consumption mode has undergone great changes, and the modern market situation has become more complicated, and the market competition is extremely fierce. For any enterprise to successfully enter, occupy, consolidate and expand the market, it is particularly important to adopt the right marketing strategy. The three main research objectives of this study were: 1) To analyze the current situation of ByteDance company in the Internet industry; 2) To explore the marketing strategy of ByteDance; 3) To provide suggestions for the better development of ByteDance in the Internet industry.
This paper adopted documentary research methodology, through the literature review which based on SWOT analysis to draw the conclusions. The study found that:

1) ByteDance company marketing strategy Lack of Emergency Mechanism; The internal supervision system is not comprehensive;There is a vicious competition with the competitors and weak competitiveness of corporate culture. 2) ByteDance has a massive user base, which over one billion active users across all its apps, this provides an effective advertising and user acquisition advantage; ByteDance’s success relies heavily on its flagship applications, including TikTok and Douyin, The corporation may suffer a significant income loss if these apps’ popularity diminishes; ByteDance could cooperate with other company to extend its product offerings and increase its presence in new markets through collaboration; And ByteDance faces significant competition from major social media and entertainment businesses like Facebook and Tencent. This competition may restrict the company’s growth potential and result in a loss of market share. 3) Based on a comprehensive analysis of ByteDance’s marketing strategy and the Internet environment, ByteDance should strengthen the technology construction of enterprises;create a flat management mode; improve corporate social responsibility and enhance the corporate culture concept.

Keywords: Internet+, Internet enterprise, marketing strategy, ByteDance, Network platform


Study on the Marketing Strategy of ByteDance Company in the Internet Industry-Taking TikTok as an Example

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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