Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)

TikTok’s Advertising Policy in the Chinese Market and Impacts on China’s Internet Economic Advertising Market

Authors
Hongfei Cai1, *, Runzhen Huang2, Tianyi Wang3
1Shenzhen College of International Education, GuangDong, Shenzhen 518043, China
2Shanghai United International School Jiaoke Campus, Shanghai 201102, China
3Shenzhen Foreign Languages School, GuangDong, Shenzhen 518083, China
*Corresponding author. Email: andiechf@163.com
Corresponding Author
Hongfei Cai
Available Online 26 March 2022.
DOI
https://doi.org/10.2991/aebmr.k.220307.310How to use a DOI?
Keywords
online advertising; Internet economics; platform
Abstract

In the context of the rapid development of China’s Internet economy, TikTok, as a short video platform with an oligopoly position in China’s Internet economy, has a strong influence on platform advertising. By investigating TikTok’s existing advertising strategies, including surveying user experience and the effectiveness of different advertising methods, as well as analyzing China’s existing policies on Internet platform advertising, SWOT analysis methods help evaluate the situation of TikTok, based on its internal and external competitive environment. In addition, the impact of TikTok’s existing advertising strategy on the platform itself and China’s Internet economic advertising market is considerable and far-reaching. Based on the analysis of the above, three managerial suggestions for TikTok’s advertising strategy are listed.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
26 March 2022
ISBN
978-94-6239-554-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.220307.310How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Hongfei Cai
AU  - Runzhen Huang
AU  - Tianyi Wang
PY  - 2022
DA  - 2022/03/26
TI  - TikTok’s Advertising Policy in the Chinese Market and Impacts on China’s Internet Economic Advertising Market
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1884
EP  - 1893
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.310
DO  - https://doi.org/10.2991/aebmr.k.220307.310
ID  - Cai2022
ER  -