Tiktok Platform -- Brand Marketing and Business Model Behind Live Commerce

Abstract

With the rapid development of the Internet era, the consumption demand, form and mode of online consumers are constantly updated. Live commerce for selling products continues to open new channels for product sales mode through major social platforms. Tiktok is one of the most popular social short video platforms in contemporary times. Tiktok live broadcast brings new and intuitive consumption mode and immersive shopping experience to users and consumers. This paper mainly discusses the communication mode and marketing strategy of "Tiktok live broadcast with goods" under the background of the times through literature search and case analysis, and analyzes its business model and the relationship between the platform and its users and consumers. The purpose and significance of this paper is to understand the improvement, contribution and future development space of Tiktok live commerce and delivery in all aspects, also aims to understand the origin and future development of the live streaming industry, and bring a reference to people in this industry or interested in this platform.