Analysis of the Marketing Strategy of Bilibili and the Reasons for Its Success

DOI

10.2991/assehr.k.211209.463How to use a DOI?

Keywords

ACG subculture; barrage sites; youth; social media

Abstract

China’s video platforms show a good and rapid development momentum in 2019-2021, among which Bilibili is the most rapid. Its number of users has doubled in just two years and it has become one of the most popular video platforms in China. Founded in 2009, Bilibili focuses on ACG subculture. After more than a decade of development and covering more than 7,000 interest circles, Bilibili has gradually become a highly concentrated cultural community and video platform for the young generation in China. This article will use case analysis and comparative analysis to explore the reasons for the success of the Bilibili strategy. The result of the study is that Bilibili has a competitive advantage in the Chinese young generation consumer market by using the product strategy of community mode operation, cheap and simple price strategy and vertical marketing channel strategy. Excellent marketing strategy, high sticky-user groups and community operation mode are the reasons for Bilibili’s success.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Hansong Tian
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of the Marketing Strategy of Bilibili and the Reasons for Its Success
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2853
EP  - 2856
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.463
DO  - 10.2991/assehr.k.211209.463
ID  - Tian2021
ER  -