Live streaming has gained immense popularity in recent years, and it has become an essential tool for marketers to promote their products or services. However, with the increasing number of live streaming platforms, it has become difficult for marketers to optimize their strategies for live streaming especially in China due to its rapid growth of live streaming marketing. This paper aims to study the optimizing strategies of live streaming platforms for marketing. This study analyzes the data collected by online questionnaire related to live streaming marketing, and optimization strategies to identify the key factors that optimize the strategies of live streaming platform for marketing by quantitative and deductive research based on live streaming platform in China, and first proposed the “Five-dimensional Unity Model” for optimizing live marketing platforms, which consists of five strategies including “Define the Target Audience, Promote the Live Stream, Create Engaging Content, Use High-Quality Equipment, and Analyze Metrics” for optimizing live marketing platform.
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