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

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Analysis on Bilibili Marketing Strategy

Authors
Jiaqi Cong1, *
1Software College, Dalian University of Technology, Dalian, Liaoning, 116621, China
*Corresponding author. Email: congjiaqi2002@126.com
Corresponding Author
Jiaqi Cong
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_164How to use a DOI?
Keywords
Bilibili; Video website; ACG culture; Marketing strategy; SWOT analysis
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.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
978-94-6463-036-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_164How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiaqi Cong
PY  - 2022
DA  - 2022/12/31
TI  - Analysis on Bilibili Marketing Strategy
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 1116
EP  - 1121
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_164
DO  - 10.2991/978-94-6463-036-7_164
ID  - Cong2022
ER  -