基于4C理论浅析“抖音直播带货”的营销策略研究

Analysis of “Tik Tok Live Streaming” Marketing Strategy Research Based on the 4C Theory

摘要: 数字化时代的到来，5G、大数据等媒介技术的发展促进了短视频和直播的迅速发展。当前，线上直播带货已成为市场营销模式的重要组成部分，作为一种创新的营销模式，为市场营销带来了新的机遇和挑战。本文以抖音直播带货为例，运用4C市场营销理论来分析直播带货的营销策略，并在此基础上对当前的抖音直播带货模式进行思考与展望。

Abstract: With the advent of the digital era, the development of media technologies such as 5G and big data has promoted the rapid development of short videos and live broadcasts. Currently, online live streaming with goods has become an important part of the marketing model, as an innovative marketing model, which brings new opportunities and challenges for marketing. This paper takes Tik Tok live streaming as an example, uses the 4C marketing theory to analyze the marketing strategy of live streaming, and on this basis, thinks about and looks forward to the current Tik Tok live streaming model.