The Profit Model Research Of Video Website

With the rapid development of Internet technology,the scale of Internet users in China keeps rising steadily every year,and the competition of network video industry is in a critical period.After years of competition,there are Youku,Iqiyi,Tencent and the video website of in the long video area,and also included Bili Bili and Mango TV.Tiktok and Kwai are the most famous in short video field.Iqiyi and bilibilibili were listed on NASDAQ in 2018,showing their further ambition.In this paper,Bili Bili is selected as a case study.As one of the most prosperous enterprises in the network video industry,the profit model of Bili Bili barrage video network is worthy of our study.Through the exploration of the profit model of Bili Bili,it can provide reasonable suggestions for the improvement of the profit model of China's online video industry.In this paper,the theory of profit model is combined with practical cases,and the profit object,profit source,profit point,profit lever and profit barrier are deeply excavated from the perspective of profit model.The internal and external environment and strategic choice are comprehensively evaluated by combining the profitability,operation ability and debt paying ability of financial level and SWOT analysis,and the possibility is expounded The contribution of.After analyzing the current profit model of Bili Bili,the author thinks that its core advantages lie in the innovation combination of profit point and game industry,the diversified development of profit source,the advertising model suitable for its own positioning and the construction of profit barrier through website culture to achieve higher user stickiness.The disadvantages are unbalanced structure of profit source,narrow range of profit objects and low penetration rate of member payment.Finally,based on the above analysis,the author puts forward reasonable suggestions for the future development of Bili Bili and the video industry.