ANALYSIS OF MARKETING STRATEGY FOR LIVESTREAM OF E-COMMERCE PLATFORM USING TIKTOK AS AN EXAMPLE

This article takes Tiktok as a case study to analyze the marketing strategy of livestream e-commerce platformusing literature research methods. This article aims to analyze the current situation of Tiktok livestream marketing development to help e-commerce livestream merchants develop more accurate marketing strategies. The study found that the scale of Tiktok livestream e-commerce is developing rapidly, so it is necessary to develop personalized marketing strategies. To avoid the expected effect of traffic input, improved operation and creating the habit of users to watch livestream can improve marketing efficiency. Interactive strategies can accumulate the quantity and quality of customers and quality by attracting new users and distributing rewards, thereby improving consumption rates. Finally, enhancing customer value is also an effective way to stimulate consumption by enhancing customer loyalty and repeat purchases. In the period of rapid development of livestream marketing on e-commerce platforms, analyzing the current situation of Tiktok livestream marketing can provide effective livestream marketing strategies for businesses to increase speed oftransactions.