A Digital Marketing Strategy Analysis and Application in the New Media Era: A Case Study of TikTok

With the rapid development of mobile internet and short videos, TikTok has rapidly risen to become one of the most influential new media platforms in the world with its innovative content distribution algorithm and social communication model, which had become the most successful app in recent years This study takes TikTok as a case study and analyzes its digital marketing strategy using Porter's Five Forces model, AARRR model, Yip framework and relevant user behavior data. Based on the analysis of TikTok's industry competitive environment, user consumption trends and technology drivers, it proposes optimization strategies based on user segmentation and global layout. It is found that TikTok's success is due to its accurate recommendation algorithm and strong user stickiness, but it also faces challenges such as homogenized competition and policy regulation. The paper concludes with insights and suggestions for marketing practices in the new media industry, providing reference for the development of similar platforms.