Value Management Of Bilibili Based On Strategic Orientation

After its listing in the United States in 2018,has developed its diversified strategy from a small platform operating secondary content to a pan entertainment platform company with the largest business category in the Internet video industry.Revenue,number of users and market value have been growing rapidly,but the scale of losses has continued to expand.In view of this phenomenon,combing the existing literature,it is found that the current research on value management of Bilibili mainly focuses on valuation model,business model and other aspects,and lacks systematic research on the formation mechanism and problems of enterprise value from the strategic level.Based on the characteristics of the multi-platform business model of Internet video enterprises,this paper summarizes the differences between traditional enterprises and Internet video enterprises in value driving factors and value creation path,analyzes the advantages and disadvantages of Bilibili strategy formulation,implementation and implementation,identifies enterprise value driving factors and management defects,and integrates value management from a financial perspective Expand to the enterprise strategic management level,according to this to explore the value management under the strategic guidance of Internet video enterprises.The innovation of this paper is as follows: first,the strategic oriented thinking runs through the value management of emerging Internet video enterprises.It complements the research on the synergy of strategic management and value management of Internet video enterprises.Second,considering the particularity of the transaction form between platform enterprises and users,the evaluation concept of "user value liquidity" is infiltrated into the existing strategic map framework to reflect the value characteristics of the industry more accurately.This study found that the value management of station B has advantages: first,accurate customer positioning-from generation Z to generation Z+,attracting and retaining young people is to retain the main force of future consumption.Due to the improvement of the platform content ecology by the exclusive community culture and diversified layout,the retention rate of platform users is maintained at a high level,and the revenue and number of users are growing rapidly.The capital market is the recognition of the attraction of future value and content ecology,which leads to the rapid growth of the market value of the enterprise;second,through the low-cost main business,it provides the expense space for the expansion and development;third,through the comprehensive up main incentive packaging mechanism,it ensures the talents.But there are also some defects: first,the radical expansion strategy leads to the loss of cost advantage,especially the large amount of marketing investment,which directly leads to a substantial increase in losses;second,the realization potential of diversified road has not yet been realized;third,the rapid growth of content leads to adverse risks of audit.To sum up,it is concluded that the diversified expansion strategy of Bilibili has a good effect on the company’s rapid customer acquisition in the short term,but the customer acquisition under the huge marketing support dilutes the user value,thus affecting the company’s value growth,and the support for high market value is bound to weaken.Therefore,the enterprise should combine the company’s value maximization goal,give full play to its exclusive resource advantages,avoid blind and ineffective expansion and marketing,and adjust the market in order to realize the long-term stable and healthy growth of enterprise value,we should lay out relevant diversification strategies.The research value of this paper lies in: in theory,the theory of strategic management and value management is applied to the Internet video enterprises,which provides theoretical guidance and reference for their value management under the strategic guidance.In practice,by enriching the evaluation elements of the strategic map tool,we can more accurately evaluate the value management effect of Internet video enterprises,make enterprises clear the problems in the implementation of the strategy,help enterprises adjust the strategy and realize the maximization of enterprise value.