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recently a kind of chat and friend application namely Soulmate has become popular in China; it is following big data to analyze the users’ characteristics to match them with similar personalities. Therefore, the product features make Soulmate attract more young people and get popular in a short time. With the development of the technology, people get into the era of Internet. With the appearance of more and more internet products, there are several marketing strategies for promotion those products. Wu (2018) stated marketing strategy is a strategic product promotion strategy based on product features. With the arrival of the Internet era, more and more Internet products tend to be online and offline cooperative marketing strategies. Generally speaking, online promotion refers to all kinds of Internet ways such as webpage to promote the product, while offline refers to cooperation with other company to hold activities to increase product exposure. Furthermore, with the development of the internet society, marketing strategies are gradually diversified. All in all, target audiences, product features, and marketing strategies are key factors in product positioning (Xin, 2007). Regarding short video apps, identify target audiences can help the apps know their real needs on the perspective of short video. Product feature is thus the essential factor to make the short video app maintain the development (Yu, 1999). As for the marketing strategies, Baron (1995) stated that they are the power to expand marketing and also important for the product positioning. 15PDF Image | STUDY ON THE PERCEIVED POPULARITY OF TIKTOK
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