Abstract
With the advent of the digital age, China's e-commerce platform has developed rapidly. Affected by the COVID-19 epidemic in 2020, the enthusiasm of short video live e-commerce continues to rise, and this brand business faces many threats and challenges. Brand marketing needs new growth points, and short video and live broadcast marketing give brand marketing a new exploration trend. Compared with commercial stars, the influential grassroots stars have gradually transformed into the product of modern science and technology-"online celebrity effect". While the "online celebrity effect" has brought huge fans and traffic economy, the realization of traffic has become an economic model in modern society. Taking "Tiktok" as an example, by studying its existing marketing strategy, this paper analyzes its problems in the "short video+live broadcast" e-commerce marketing strategy from the objective and various data indicators, and provides optimization suggestions for its problems. This paper takes the Tiktok short video APP software as an example to analyze the red IP traffic problem of modern social networks, as well as the analysis and solutions to its problems, using the methods of investigation and research.
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