The Profit Model Research Of Chinese "Bullet Screen" Video-Sharing Websites

"Bullet screen" or "Dan muv in Chinese is an emerging form of comments which zoom across the screen like intensive bullets.It originates from Japanese "bullet screen"video-sharing websites—"niconico".Since the introduction of "Bullet screen" into China before and after 2008,domestic "bullet screen" vide websites have been the dreamful utopia of lots of "ACGN" lovers for such a long time.With the swarm of users and unceasing increase of operating costs,"bullet screen" have to experience the waves of commercialization instead of simply being a zone for several "ACGN" lovers to amuse themselves.Among all the domestic "bullet screen" video-sharing sites,"bilibili" has embarked firmly on the road of commercialization.However,"bilibili" has publicly declared not to add pre-movie adverts into the purchased authorized manga for good.It may surprise the public that what the new profit model is for these "bullet screen" video websites,represented by "bilibili",after the abandon of "pre-movie adverts" which is the vital profit model for traditional video-sharing websites.In regarding to this question,this article tries to make a systematic and thorough analysis of profit model of "bullet screen"video websites based on the related economic management theories.Introduction part firstly talks about research background and research significance,and then it sorts out and sums up the concept of "bullet screen" and "bullet screen Video-sharing" and related paper resources.Before the analysis of profit model,this article introduces "value chain theory","Slywotzky's theory of profit model elements" and has a literature review of domestic researches related to these two economic and management theories and researches about the profit model of video websites.At last,it leads to the research purposes,research methods and research design.Chapter two summarizes the developmental procedures of domestic "bullet screen"Video-sharing websites and puts forward the values of "bullet screen" video websites on perspectives of culture,propagation model and customer requirements.Chapter three mainly analyzes the profit points,profit targets,profit source,profit leverage and profit barrier.Chapter four puts "bullet screen" video-sharing websites into the overall industry chain to investigate the interrelation of elements belonging to different profit model and then concludes two types of profit model belonging to "bullet screen" video websites——model of users resources and model of community economic.As the most popular and welcomed "bullet screen" Video-sharing websites,chapter five cites "bilibili" as research subject to sort out its procedures of development and commercialization and summarizes its present profit model with the help of questionnaires about users' perception of present profit model.Based on the collected data,chapter six proposes several implications of profit model of "bilibili.com" so as to put forward some references for development of "ACGN",corporation in China.