Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 31 , 10 November 2023


Open Access | Article

Case Study of Bilibili's Marketing Techniques

Luxue Wang * 1
1 Shandong Agricultural University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 31, 74-81
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Luxue Wang. Case Study of Bilibili's Marketing Techniques. AEMPS (2023) Vol. 31: 74-81. DOI: 10.54254/2754-1169/31/20231501.

Abstract

In today's era, streaming media is becoming more and more prevalent and dominating the entertainment worldwide. Among them, streaming video platforms are the most popular. Take bilibili for example, it is a video platform that is very hot within China. Although bilibili has been in business for more than a decade and has a regular young user base and brand recognition, there are many issues behind the seemingly smooth sailing that cannot be ignored. These issues include bilibili's positioning, community, video content and finances, all of which have an impact on its operations. As a nascent streaming platform, bilibili has a variety of marketing models as well as marketing tools. This paper will analyze bilibili's marketing model, marketing tools and strategies using the SWOT and 4P models, and make decisions about the problems the company is experiencing. After analyzing according to various models, bilibili's marketing means is mainly to serve the Z-era crowd as the main target group, and for the characteristics of the Z-era crowd, users can access user-generated content on B station, and the platform also includes a close-knit community. These two locations will be used by B station in an effort to monetize and profit from the traffic. And bilibili attracts the love of fixed groups with its unique secondary yuan-oriented style, achieving a long-lasting emotional maintenance with core users.

Keywords

Bilibili, streaming media, marketing model, marketing tools

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-083-7
ISBN (Online)
978-1-83558-084-4
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/31/20231501
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated