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.
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 -