Author(s)

Landan Zhang

Corresponding Author

Landan Zhang

ABSTRACT

The main research methods used in this essay are SWOT analysis and 4P marketing theory. The primary data sources are iimedia and the official website of Bytedance, the company Tik Tok belongs to. This paper draws from the essay that if Tik Tok wants to stand out, it must have its own independent and complete system with its characteristics. Based on maintaining advantages, Tik Tok should solve the problems such as lax video censorship, homogenization and vulgarization of video content, and a low threshold of the group access mechanism. Strengthen the review, try to avoid the frequent occurrence of similar videos, really understand the feelings of users, users first, into the user, for the user service. Not just the old ones, but the different ones simultaneously. At the same time, Tik Tok should also spread more traditional Chinese culture, should not let those old skills be lost. This not only carries forward the refined conventional culture of the Chinese people but also enables more famous people to have cultural confidence and enhance cultural identity. The research significance of this paper is to help Tik Tok discover and improve its shortcomings and take advantage of the intense market competition. It is of great importance to explore its future development strategy.

KEYWORDS

Tik Tok, Marketing strategy, SWOT analysis, 4P marketing theory