Author(s)

Ma Ling ¹

Affiliation(s)

¹ Anhui Vocational College of Defense Technology, Lu’an City, Anhui Province, 237011, China

Corresponding Author

Ma Ling

ABSTRACT

With the arrival of the new media era, the Tiktok live broadcast platform has developed rapidly. More and more people begin to use the Tiktok platform to carry goods live, and have achieved certain results. This paper analyzes the Tiktok live broadcast platform, marketing strategies, marketing effects and other aspects of the Tiktok live broadcast platform. The research shows that Tiktok's live broadcast marketing effect is significant, but there are still some problems, such as the lack of attention to the operation of the live broadcast room, the low professional quality of the anchors, and the uneven product quality. By optimizing the Tiktok live broadcast marketing strategy, it can effectively promote the development of enterprises.

KEYWORDS

New media; Tiktok live broadcast marketing; Online marketing

CITE THIS PAPER

Ma Ling, Analysis of Tiktok Live Broadcast Marketing Strategy under the Background of New Media. Media and Communication Research (2024) Vol. 5: 159-163. DOI: http://dx.doi.org/10.23977/mediacr.2024.050125.

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