Marketing Strategy Analysis of Short Video Platforms in the Era of Internet Economy - Taking Tiktok as the Case

Abstract

The short video market in the internet economy era is moving towards the age of national realization. It is a unique market area that intersects with various industries simultaneously. It is a new information dissemination carrier and trend to solve the needs of the fragmented online entertainment environment in the new digital economy era. This article combines the development trend of short video platforms and the growth process of TikTok, an in-depth analysis of TikTok's business model and its marketing strategy based on SWOT. It finds that TikTok has the advantages of a robust, intelligent algorithm, interest e-commerce expansion of consumer coverage, mature advertising interactive marketing system, live broadcast rewards to accelerate traffic realization, etc. This paper provides ideas for solving problems and future development suggestions from the aspects of intelligent algorithm mechanisms, innovative forms of advertising, functional diversification, and review requirements control. In the face of the rapid development of the short video industry in the era of the internet economy, TikTok should maintain its competitive advantage. At the same time, take corresponding solutions to problems in marketing strategies to maintain a leading position in the industry competition pattern.