Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Series Vol. 31 , 10 November 2023
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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.
Bilibili, streaming media, marketing model, marketing tools
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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