Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)

Generation Z Subculture Marketing in the New Media Environment: A Case Study of Bilibili

Authors
Meng Wang
College of Culture and Tourism, University of Jinan, Jinan, Shandong, 250000, China
*Corresponding author. Email: 201931421033@stu.ujn.edu.cn
Corresponding Author
Meng Wang
Available Online 18 April 2022.
DOI
10.2991/aebmr.k.220404.047How to use a DOI?
Keywords
Generation Z; Media marketing; Subcultural marketing
Abstract

With the development of the times, Generation Z has gradually become the main force of market consumption. Taking Bilibili as an example, this paper studies the subculture marketing of Generation Z in the new media environment. The research shows that, influenced by the Internet environment, online social media, and the popularity and development of subculture among young groups, Generation Z has its own characteristics, and there are some new changes for them in the concept of aesthetic, creation, and consumption. In the meanwhile, Bilibili has achieved great development by grasping these new demands for targeted marketing with its corresponding strategies.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

Volume Title
Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
18 April 2022
ISBN
978-94-6239-565-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.220404.047How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Meng Wang
PY  - 2022
DA  - 2022/04/18
TI  - Generation Z Subculture Marketing in the New Media Environment: A Case Study of Bilibili
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 256
EP  - 260
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.047
DO  - 10.2991/aebmr.k.220404.047
ID  - Wang2022
ER  -