Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

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The Impact of PUGC on Marketing: A Case Study of Bilibili

Authors
Linlin Yang1, *
1International Business School, Chongqing Technology and Business University, Chongqing, 400000, China
*Corresponding author. Email: eeleeah@163.com
Corresponding Author
Linlin Yang
Available Online 26 September 2023.
DOI
10.2991/978-94-6463-246-0_85How to use a DOI?
Keywords
PUGC platform; Bilibili; marketing strategy; 4Ps; digital media platform
Abstract

Over the past few years, PUGC has emerged as a rapidly growing new type of digital media platform in China and other countries, enabling users to create and share creative content. Bilibili, as one of the most popular PUGC platforms in China, provides a rich source of data for studying the marketing strategies of such platforms. This paper aims to examine the marketing strategies of PUGC (professionally generated user content) platforms by using the Bilibili platform as a case study. This paper made a detailed analysis of the PUGC platform of Bilibili is conducted, covering platform overview, user demographics, and user behavior. Then reviews the literature on the concept, business model, impact, and significance of PUGC platforms in marketing. Finally, the marketing aspects of the Bilibili PUGC platform are analyzed in terms of product, price, promotion, and place, using the marketing theory of 4Ps. The study offers insights into the marketing strategies of PUGC platforms and indicates future directions for their development and study of PUGC marketing. With the continuous expansion of PUGC platforms, their marketing strategies will continue to play a crucial role in shaping the business models and success of digital media platforms.

Copyright
© 2024 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 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 September 2023
ISBN
978-94-6463-246-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-246-0_85How to use a DOI?
Copyright
© 2024 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  - Linlin Yang
PY  - 2023
DA  - 2023/09/26
TI  - The Impact of PUGC on Marketing: A Case Study of Bilibili
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 709
EP  - 717
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_85
DO  - 10.2991/978-94-6463-246-0_85
ID  - Yang2023
ER  -