Abstract
Through literature analysis, this paper explores the issue of the marketing strategy of Tik Tok live broadcast with goods, and at the same time, analyzes the problems arising in its development process and puts forward some optimization suggestions. This paper analyzes the existing live broadcast with goods model of Tik Tok. Tik Tok mainly has two types of live broadcast with goods models: internet celebrity bloggers themselves live broadcast with goods and pop stars+live broadcast with goods, and this paper points out the problems of homogenization of live broadcast content, serious fraud of live broadcast data, and product quality and after-sale service cannot be guaranteed according to the analysis. Then, according to the above problems, this paper puts forward four optimization suggestions: emphasis on professional training of anchors, linking online and offline shopping festivals, checking the live data to ensure authenticity, and strict control of the selection process to ensure product quality.
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