I摘 要现如今因为时代发展和技术进步新媒体和自媒体不断诞生，在互联网和抖音等平台获得了较好的收益。其中最具代表性的就是抖音，成为了当下最火热的短视频平台。本文对抖音平台进行了 SWOT 分析，针对抖音成功超越其他平台的创新营销策略进行深入研究，在此基础上对短视频平台的营销提出建议，以使短视频平台向更好地方向制定营销策略。 关键词：抖音；SWOT 分析；营销策略IIAbstractWith the development of the times and the advancement of science and technology, more new media and self-media have sprung up. They have achieved good results with the help of internet platforms such as the Internet and Tik Tok. Tik Tok short video, as one of the most representative successful forms, has become a favorite video platform for people. This article has performed a SWOT analysis on the Tik Tok platform, conducted in-depth research on Tik Tok ’s innovative marketing strategy that successfully surpassed other platforms, and based on this, puts forward suggestions for the marketing of the short video platform so that the short video platform can better develop marketing Strategy.Keywords:Tik Tok; SWOT analysis; marketing strategy目 录1 引 言.........................................................11.1 选题背景.......................................................................................................................................11.2 选题意义........................................................11.2.1 理论意义......................................................11.2.2 现实意义......................................................21.3 国内外研究现状及发展趋势........................................21.3.1 国外短视频营销研究现状........................................71.3.2 国内短视频营销研究现状........................................91.4 研究方法........................................................92 抖音短视频市场环境分析...................................
