Research On Bilibili's Brand Marketing Strategy

Bilibili was born in 2009,and users also call it "B Zhan" and "Xiaopo Zhan".Bilibili,which was originally intended to introduce and broadcast the two-dimensional drama,has always been defined as the two-dimensional community.In 2020,Bilibili officially released a brand upgrade video.As a result,Bilibili has gradually grown from a two-dimensional video website to a cultural and entertainment community loved by young people and well-known by middle-aged people.After 2018,Bilibili began to break the circle.In terms of strategy formulation,Bilibili expands the target market from two-dimensional users to non-two-dimensional users,that is,Internet users in a broad sense,breaking the initial niche two-dimensional circle.At the level of strategy execution,cross-border marketing,experiential marketing and online video advertising marketing are effective marketing combinations in the Bilibili’s de-circle strategy.Bilibili attempts to use the above marketing methods to break the brand circle,break the user’s inherent brand impression,and transform it into a pan-entertainment and pan-life platform.In the brand marketing theory,the customer-based brand equity proposed by Kevin Keller is a management theory that focuses on the needs of consumers themselves in the new era.Regarding how to create and evaluate brand equity,Kevin Keller proposed three research models.The brand resonance model,one of the models,refers to the problem of how to further strengthen communication and contact with consumers on the basis of existing brands.Then,according to Keller’s model,scholars such as Yoo summarized the measurement dimensions of brand equity as brand awareness,perceived quality,brand association and brand loyalty.For Bilibili,in the process of breaking the circle,whether these marketing methods are related to the establishment of brand equity,and whether they can improve the brand awareness and brand loyalty.This paper uses the method of questionnaire survey to collect 353 questionnaires,uses spss26.0 software to analyze the variance of the control variables and the observed variables,and at the same time,combines the case study to answer this research question.Research conclusions show that the core users of Bilibili are mainly young people in the Z era.Users are positively supportive of the cross-border marketing,experiential marketing activities and online video advertising.Cross-border marketing,experiential marketing and online video advertising marketing are related to the formation of brand associations,brand awareness,perceived quality and brand loyalty.After analyzing the brand upgrade case of Bilibili,this article believes that cross-border marketing,experiential marketing and online video advertising marketing contribute to the construction of corporate brand equity.For the video industry,brand marketing that breaks the circle can be expanded and strengthened from five aspects.In terms of brand positioning,the repositioning of niche platforms should be oriented towards breaking the circle.From the perspective of overall strategy,IP is a long-term marketing strategy for the content industry.In terms of cross-border marketing,cooperation needs to strengthen the contrast with the target and the creativity of the cooperation form.In terms of experience marketing,the guarantee factor is the infrastructure,and the experience factor is the basis for the formation of experience differentiation.In online video advertising,the diversification of consumer insights and content presentation perspectives is the core of perceptual appeal advertising creativity.