Case Study of Bilibili's Marketing Techniques

Research Article
Open access

Case Study of Bilibili's Marketing Techniques

Luxue Wang 1*
  • 1 Shandong Agricultural University    
  • *corresponding author ilikeapples@sdau.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/31/20231501
AEMPS Vol.31
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-083-7
ISBN (Online): 978-1-83558-084-4

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

Wang,L. (2023). Case Study of Bilibili's Marketing Techniques. Advances in Economics, Management and Political Sciences,31,74-81.
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References

[1]. Li, J., Lv, D., Wang, R., Wei, Q.: Research on the influencing factors of excessive behavior of Bilibili video platform. SHS Web of Conferences 145 (1), (2022).

[2]. Chang, Y. Z.: Current situation of online video websites. BCP Business & Management, (2023).

[3]. Zhang, Z.Y.: Problem analysis and optimization strategy research of the Bilibili platform. Journal of Education, Humanities and Social Sciences 5, 99-101 (2022).

[4]. Duan, Y.M.: Analysis of competitive strategy of Bilibili content ecology. BCP Business & Management 34, 866 (2022).

[5]. Meng, T.S.: Analyze of the unique characteristics of Bilibili. BCP Business & Management 36, 344 (2023).

[6]. Gong, S.Y.: Research on the development of Bilibili. BCP Business & Management, (2023).

[7]. Miu, S.Q.: Research on bilibili marketing strategy based on STP theory and 4P theory. Journal of Luohe Vocational and Technical College 21(68), (2022).

[8]. Luo, X.Y., Huang, R. W., Shen, T. Y.: Research on the status and measures of Bilibili business model based. BCP Business & Management 24(477), (2022).

[9]. Xiao, W.J., Wang, Z. H.: Analysis of Bilibili's business model. Advances in Economics, Business and Management Research 166(684), (2021).

[10]. Zhao, L.H.: Research on the marketing strategy of bilibili website. Zhongyuan University of Technology, 25-26(2021).

[11]. Sun, W.T., Wang, Z. Y., Zheng, W. X.: Research on the profit model of virtual idols. Highlights in Business, Economics and Management 2(313), (2022).

Cite this article

Wang,L. (2023). Case Study of Bilibili's Marketing Techniques. Advances in Economics, Management and Political Sciences,31,74-81.

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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About volume

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

ISBN：978-1-83558-083-7(Print) / 978-1-83558-084-4(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.31
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Li, J., Lv, D., Wang, R., Wei, Q.: Research on the influencing factors of excessive behavior of Bilibili video platform. SHS Web of Conferences 145 (1), (2022).

[2]. Chang, Y. Z.: Current situation of online video websites. BCP Business & Management, (2023).

[3]. Zhang, Z.Y.: Problem analysis and optimization strategy research of the Bilibili platform. Journal of Education, Humanities and Social Sciences 5, 99-101 (2022).

[4]. Duan, Y.M.: Analysis of competitive strategy of Bilibili content ecology. BCP Business & Management 34, 866 (2022).

[5]. Meng, T.S.: Analyze of the unique characteristics of Bilibili. BCP Business & Management 36, 344 (2023).

[6]. Gong, S.Y.: Research on the development of Bilibili. BCP Business & Management, (2023).

[7]. Miu, S.Q.: Research on bilibili marketing strategy based on STP theory and 4P theory. Journal of Luohe Vocational and Technical College 21(68), (2022).

[8]. Luo, X.Y., Huang, R. W., Shen, T. Y.: Research on the status and measures of Bilibili business model based. BCP Business & Management 24(477), (2022).

[9]. Xiao, W.J., Wang, Z. H.: Analysis of Bilibili's business model. Advances in Economics, Business and Management Research 166(684), (2021).

[10]. Zhao, L.H.: Research on the marketing strategy of bilibili website. Zhongyuan University of Technology, 25-26(2021).

[11]. Sun, W.T., Wang, Z. Y., Zheng, W. X.: Research on the profit model of virtual idols. Highlights in Business, Economics and Management 2(313), (2022).

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