Study on the business model of BILIBILI

This paper takes BILIBILI ("BILI") as the research object, aiming to explore the business model of BILIBILI. From the four dimensions of strategic positioning, profit model, collaborative innovation, and value creation, we analyze BILIBILI's business model, discuss the current status of its business model, and uncover the logic behind the status quo. Then, we point out the problems of BILIBILI's status quo and give strategies to deal with them. The study finds that BILIBILI has attracted many young users due to its unique ACG culture. It has also formed an active community and diversified profit models. However, BILIBILI also faces some problems, such as a single-user group, a profit structure that cannot be developed comprehensively, and unstable online cooperation. The study suggests that BILIBILI should expand a wider user group, create a profit structure, strengthen offline cooperation, and integrate diversified cultures in order to promote future development.