Analysis And Optimization Of Bilibli Profit Model

With the rapid development of Internet technology and the increasing spiritual and cultural needs of the people,China’s online video industry is developing rapidly.However,after more than ten years of development,the majority of enterprises in China’s network video industry still failed to break through the profit dilemma.Therefore,in order to explore an effective profit model and improve the state of continuous loss,it is very necessary to study the profit model of China’s online video industry.In this paper,Bilibili,which has shown outstanding performance in the industry in recent years,is selected as the case study object to study its profit model,with the expectation of providing effective suggestions for Bilibili and other online video enterprises in optimizing their profit model.In this paper,the case analysis method,literature research method and comparative analysis method are used comprehensively.First of all,on the basis of establishing the research background and significance,relevant literatures at home and abroad are summarized.Secondly,after fully understanding the relevant concepts and theories,the current situation of the network video industry and the general situation of Bilibili are studied,and the components of the current profit model of the enterprise are clarified.Then select the financial report data of Bilibili in recent years,take the five components of the profit model as the entry point,analyze the current situation of the profit model of Bilibili in combination with the financial report and relevant information,and put forward optimization suggestions for the problems existing in the current profit model.On the whole,Bilibili’s profit model is running well at this stage and is in a stage of stable development and continuous improvement.However,in order to maintain competitive advantage in the fierce industry competition and achieve lasting profits,profit points should be optimized,profit objects should be expanded,profit sources should be enriched,profit leverage should be strengthened and profit barrier should be consolidated,then optimize the profit model on the whole.It is hoped that this study can help enterprises improve their profit model,enhance market competitiveness and break through the profit dilemma as soon as possible.At the same time,it provides some inspiration for the development of other enterprises in the network video industry in their own profit model innovation and other aspects,and it is hoped that it can also provide some reference in case study and practice.The innovation of this article has two aspects.One is that Bilibili is a video website that started with two-dimensional content.This kind of online video company with special genes is relatively rare,its profit model is very different from the traditional network video enterprises.Analysis of its profit model can further enrich the theoretical research on the profit model of the online video industry.It has certain characteristics of the times.Second,from the perspective of financial analysis,this paper researches and analyzes the constituent elements of Bilibili’s profit model.