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A. 1) III. SWOT ANALYSIS OF THE”TIK TOK” APP Advantage Analysis Product advantages In 2017, short video development was fierce, with a user scale of 243 million, a year-on-year increase of 58.2%. In February 2018, the number of active users of”Tik Tok” reached 12.5261 million. Compared with the total number of Internet users, plus short video with fragmentation and low threshold and high communication, it is believed that the user bonus of”Tik Tok” is still there. The content of the”Tik Tok” is very active, with a lot of activities online and offline, targeting young people with imagination and curiosity. And it has created a music community with distinctive and individual trends. The music category is divided into content categories. The special effects are very cool and cater to the trend. In the era of knowledge payment, the”Tik Tok” and the major music platforms cooperate to have many music. Copyright, users can choose bgm arbitrarily. 2) Technical advantages “Tik Tok” is the short video software of today's headlines. Today's headline has a powerful algorithm + artificial content recommendation mechanism, and “Tik Tok” is also mainly using the human body key detection technology to achieve accurate user posture to target posture. Matching, is based on AI intelligent algorithm technology. Having strong algorithmic technical support can be said to be a major advantage in the development of”Tik Tok”. B. Inferior Analysis “Tik Tok” is a short 15-second video community for young people. It can be divided into long video and short video depending on the length of the video. Short videos inevitably need to consider the form of realisation. The existing monetization methods include advertising monetization and e-commerce and content realization. At present, many merchants on the vibrating platform have put into advertising such as Mi Wei video, but at present, few users are willing to Short video content is paid for. In general, a short video of less than 15 seconds is relatively more difficult to charge than a short video of 5 minutes. C. Opportunity Analysis 1) Changes in user content consumption demand With the continuous development of mobile terminals and big data technology, users have higher requirements for content on the Internet and increasing social demand, and consumption habits are constantly changing and upgrading, no longer satisfying text and picture forms, and more preference for stereoscopic Vivid short videos, especially UGC (User Generstor Content) short videos. 2) Mature technical environment At present, most of the netizens in China are using mobile devices to access the Internet, and have developed the habit of socializing through mobile terminals. The popularity of smart terminals provides consumers with a good and convenient mobile touch-net experience, which can be used anytime and anywhere using mobile data networks. Watch the video. In addition, the development of artificial intelligence technology and the arrival of the era of big data enable the platform to more accurately grasp and analyze user preferences, push users' favorite video content and improve user experience satisfaction. 3) User dividend still exists D. 1) Threat Analysis already threatened ©2019 Journal of Advanced Management Science 60 Journal of Advanced Management Science Vol. 7, No. 2, June 2019 According to the "Top 20 of the 2018 Short Video Rankings" released on the leaderboard website, the short video of the vibrating voice went up to the fifth place. But there are currently hundreds of short video apps in the short video industry, such as traditional short video players. As of November 2017, the total number of Android and iOS users has reached 700 million. Its powerful and unique content tonality and UGC content operations have largely threatened the development of”Tik Tok”. In addition, BAT's three major Internet giants have also begun to deploy their own short videos, such as Baidu's good-looking videos. These factors invisibly limit the breakthrough development of the “Tik Tok”. What's more, the unexpected explosion of the”Tik Tok” is blocked by WeChat and Weibo. The videos shared by the users cannot be seen by other friends in the circle of friends. The dynamic display shared on Weibo is only visible on their homepage. It greatly affects the spread of”Tik Tok” and reduces the presence of “Tik Tok”. 2) Potential threats At present, the development of the short video market is on the rise. Many emerging Internet companies are beginning to see the short video market. Due to the low threshold of short video, the copying is so strong that it is likely to draw more”Tik Tok” in the future. The type of APP brings an invisible threat to “Tik Tok”. IV. THE REASONS FOR THE "“TIK TOK”" APP BECAME POPULAR A. Marketing Promotion Strategies are Diverse 1) Star promotion The rise of the “Tik Tok” APP originated on March 13, 2017. Yue Yunpeng forwarded a microblog that mimicked and shook the logo. From then on, the Baidu index of the vibrating APP began to soar. This shows that the vibrating APP invites celebrities and reds to settle in. Using the celebrity effect, on the one hand, it can increase the popularity of “Tik Tok” and on the other hand attract a group of fans. After that, “Tik Tok” invited Hu Yanbin to enter the station after he had a single "No Choice." As a result, the “Tik Tok” has been favored by more and more stars, and followed by the sudden increase in the amount of exposure. In the summer of 2017, the variety show "China has hip-hop" fires all over the net, and in the "Star Detective" star plays short videos on the show, which is a huge breakthrough in the degree of exposure and the number of users. During the Spring Festival of 2017, “Tik Tok” invited 12 big-name stars such as HePDF Image | Research on the Causes of the TikTok App Becoming Popular and the Existing Problems
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