Research On The Impact Of Video Business Model Innovation On Enterprise Performance ——Taking BILI As An Example

With lower consumption and production threshold and richer and vivid content presentation,video has become a larger media form than text and picture users.The world has entered the video era.By the end of 2021,the number of video users had reached 944 million,and the average daily time spent by users on video content had reached 2.67 hours,far exceeding that of other media types.The video industry is also booming.However,with the rapid innovation of Internet technology,the entertainment needs of users are changing with the times.The business model of traditional video websites can no longer meet the rapidly developing market demand.Business model has become a key element of horizontal competition.The goal of sustainable development drives more and more video platforms to carry out targeted business model innovation,so as to better create value for the platform.Taking Bili Bili as an example,this paper discusses the impact of video website business model innovation on enterprise performance.Firstly,based on the nine elements theory of business model canvas,this paper analyzes the business model innovation measures of station B according to the process of value creation,value transmission and value acquisition;Then,according to the relevant data during the business model innovation period of station B,analyze from the two perspectives of financial data and non-financial data.At the same time,select iqiyi and Sohu Video in the same industry for horizontal comparative analysis,study the impact of station B business model innovation on enterprise performance,and put forward the possible breakthrough direction of station B business model innovation in the future;Finally,draw relevant conclusions and Enlightenment to other enterprises in the same industry.The research shows that after taking a series of business model innovation measures,in terms of business model optimization,the user circle of station B platform has been expanding,PUGV content ecology and community management have been strengthened,up main enthusiasm has been continuously improved,channels and business modules have been more diversified,and the revenue structure has been improved to a certain extent,achieving today's comprehensive video platform with thousands of people and thousands of faces.In terms of financial performance,the relevant indicators of solvency and growth capacity of station B have been greatly improved.The current ratio is gradually leading the industry,the asset liability ratio continues to rise,the growth rate of main business income is much higher than that of other video platforms,and the growth rate of net assets is still in a relatively good development situation.Although the operating capacity and profitability need to be improved,the turnover rate of accounts receivable and total assets have maintained a good development trend,and the net sales interest rate is developing towards a relatively high level in the industry.In terms of non-financial performance,non-financial indicators such as market share,user satisfaction and brand reputation have been greatly improved,but there is still a big gap in station B in terms of market penetration,two-dimensional games and advertising business.This shows that the business model innovation of station B has achieved initial results,but there is still room for further improvement.