At present, the webcast sales model has become one of the main sales models of e-commerce. Compared with traditional e-commerce, this sales model has unique advantages. For example, it has its own transaction attributes and the anchor carries its own traffic; it improves the interaction with consumers and enhances the consumption experience; the scenario-based presentation of goods stimulates consumers' desire to buy; and the low entry threshold reduces the cost of sales. With its precise audience positioning, platform advantageous features and other aspects distinguishing it from traditional webcasting, Tik Tok platform empowers the rapid development of SMEs in the new media era. The above advantages need to be supported by appropriate marketing strategies. This paper takes Tik Tok live platform as an example, analyzes the current status of the network platform as well as the problems and future development trends, summarizes the corresponding marketing strategies, and provides reference for e-commerce live sales.

Exploring the Marketing Strategies of Live Web-based Shopping based on Tik Tok Live Streaming Platform

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