Research on the Relationship Between Marketing Strategy of Contemporary TikTok E-commerce Platform and Young People's Consumption Motivation

Abstract

This template explains and demonstrates how to prepare your camera-ready paper for Trans Tech Publications. The best is to read these instructions and follow the outline of this text. Please make the page settings of your word processor to A4 format (21 x 29,7 cm or 8 x 11 inches); with the margins: bottom 1.5 cm (0.59 in) and top 3 cm (1.18 in), right/left margins must be 2 cm (0.78 in). This paper will focus on the structural framework of "Case background introduction - SWOT model analysis - Optimizing marketing strategy and its impact on young people's consumption motivation". First, in order to clarify the relationship between the marketing strategy of the contemporary TikTok e-commerce platform and young people's consumption motivation, this study chooses the 2023 "Double Eleven" TikTok e-commerce shopping Festival as the main analysis case and makes an overview of it. Secondly, in the context of the contemporary Internet, SWOT model analysis and interpretation of the marketing strategy of TikTok's e-commerce platform are carried out. Finally, the paper evaluates the relationship between the improvement of the marketing strategy of the contemporary TikTok e-commerce platform and young people's consumption motivation, puts forward the impact of this relationship on the social economy, and puts forward prospects. By optimizing corresponding marketing strategies, the relationship between young consumers and merchants is effectively coordinated, which not only has a positive effect on the consumer psychology of consumers but also plays a role in promoting the future development of the TikTok e-commerce platform.