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Analysis on Bilibili Marketing Strategy

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

Author

Listed:
  • Jiaqi Cong

    (Dalian University of Technology, Software College)

Abstract

ABSTRACT The wave of the Internet has promoted the rapid development of video websites in China. Bilibili has created a unique community atmosphere and formed a loyal user group with its anime culture, bullet-screen interaction, and extensive participation in high-quality video creation. But its marketing strategy still has deficiencies and challenges. This paper mainly analyzes all aspects of Bilibili’s marketing strategy through the SWOT analysis method and identifies its advantages and disadvantages. Through SWOT analysis, it can be seen that it should continue to give full play to its excellent community atmosphere and bullet chat cultural advantages, improving the content of the video supervision system and solving copyright and vulgar video problems. At the same time, Bilibili should actively develop the ACG (Anime & Manga & Game) cultural market and expand its content and form, following the development and changes of the trend closely, developing its advantages and making up the shortcomings, and finally, clarifying its direction and path.

Suggested Citation

  • Jiaqi Cong, 2022. "Analysis on Bilibili Marketing Strategy," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 1116-1121, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_164
    DOI: 10.2991/978-94-6463-036-7_164
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