Research on Marketing Mode of Live Broadcast with Goods based on Tik Tok Platform

Abstract

Since the covid-19 outbreak, the way of shopping under the line has been unprecedentedly affected. Tik Tok, Fast Hand and other short video platforms are highly sought after. With the development of digital media technology, the continuous development of online e-commerce marketing mode has gradually formed a wave of live broadcast with goods. Through the analysis of data from the platform, we can see that the product content and packaging, the source of the customers, the main audience and the star effect will have an impact on the sales performance. The specific contents of the impact mechanism of the live selling mode of the live broadcast on the sales performance are discussed, and the development status of the live marketing mode of the live broadcast and the challenges in the future are analyzed, and reasonable suggestions are put forward.