Research On Integrated Marketing Conmmunication Of Bilibili Barrage Video Website

Bilibili Barrage Video Website is one of the most important online entertainment communities for young people in China.The most special feature of station B is the barrage function.Different from the traditional video websites,the function of bullet screen can be synchronized with the playback video.This unique video watching experience enables the instant bullet screen to transcend the space and time limit,forming a virtual community viewing atmosphere,and making station B a secondary cultural community with interactive sharing and creation.Since the implementation of integrated marketing strategy in station B,the growth rate of users is significantly higher than the predicted growth rate,the operating revenue turns to profit,and the video content also doubles.However,while station B is developing rapidly,it is also facing huge challenges.With the rapid growth of users and content sources,the problems of content supervision and pan-entertainment are becoming more and more prominent.From the perspective of integrated marketing communication,the marketing strategy of station B mainly includes three aspects: audience strategy,content strategy and brand strategy.Through the questionnaire survey,it is found that the audience of station B is relatively young.In terms of behavior,they have a strong ability to learn and accept new things easily.They have their own ideas about things.It is proposed that the audience strategy of station B mainly includes: "guide the audience,shape a new image of barrage","establish a large database to promote audience segmentation","promote terminal development and optimize user experience".Through the analysis of the content of station B,it is found that the content strategies adopted by station B include "improving the payment mode,expanding the content resources","building and protecting the original content of station B".In addition,station B attaches great importance to brand building,integrates the brand strategy of marketing communication,strengthens the "de-commercialization" of the brand communication process,actively promotes the social interaction of the brand,and extends the offline promotion of the brand.However,there are some problems in the integrated marketing communication of station B.First,"the audience analysis is not in place,the value orientation is not clear","high pricing strategy,ignoring secondary users","focusing on young audiences needs improvement";Secondly,"some high-quality domestic animation works","lack of original content" and "lack of a sound content supervision system";Third,"potential competitors enter and the competition becomes increasingly fierce","the industrial structure is single,the brand is homogeneous","the economic revenue model is single,the revenue structure needs to be optimized",etc.In order to solve the above problems,station B needs to develop optimization strategies from three aspects:audience,content and brand.At the level of the audience,the measures of "clarifying the communication subject and purifying the network environment" are needed,and the measures of "differentiated payment strategy" are formulated on the basis of subdividing the paying audience of station B.In terms of content,we should "update the ranking of original videos" and "strengthen the publicity of original videos in the field of film and television animation".Based on the brand level,it is necessary to formulate "OTO strategic deployment" : "build an integrated industrial chain","improve the offline development system".