IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-811-0_40.html

Research on the Strategy of Realizing Revenue Under the Business Model of Short Video Platform -- Taking TikTok as an Example

In: Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)

Author

Listed:
  • Yutong Zhou

    (Wuhan University, School of Economics and Management)

Abstract

Against the backdrop of the rapid development of short video websites, effectively monetizing traffic has become a significant challenge. This study selects the head-short video platform TikTok as an example, focusing on its monetization of and proposing improvement suggestions. The approaches of monetization are mainly divided into two types, transaction promotion-based monetization and emotional relationship-based monetization, each including information flow advertisements and e-commerce diversion advertisements, live-streaming sales, and live-streaming rewards. Through analysis, it was found that TikTok’s income structure is single and vulnerable to market and policy influences. Therefore, to further expand the market size and increase monetization, TikTok can optimize the advertising and traffic allocation mechanism, support small and medium-sized businesses, optimize the e-commerce ecosystem, and promote content innovation and diversified monetization.

Suggested Citation

  • Yutong Zhou, 2025. "Research on the Strategy of Realizing Revenue Under the Business Model of Short Video Platform -- Taking TikTok as an Example," Advances in Economics, Business and Management Research, in: Prasad Siba Borah & Norhayati Zakuan & Nazimah Hussin & Azlina Binti Md Yassin (ed.), Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025), pages 373-380, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-811-0_40
    DOI: 10.2991/978-94-6463-811-0_40
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-811-0_40. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.