Bilibili's Profit Model And Effect Analysis From The Perspective Of Value Co-creation

In recent years,how to achieve profits has become a common problem in the network video industry.With the impact of the short video industry,the traditional video industry,which is difficult to make profits,has been challenged more.And the traditional video websites can not make profits has become a thorny problem in the industry.Bilibili,a multi-cultural community turned from a video-sharing website,is popular with the young generation for its good community atmosphere and unique interaction mechanism.Established more than ten years,losses have followed Bilibili.At the same time,Bilibili is also the representative of the video website,which develops rapidly and changes rapidly in recent years.And Bilibili also has a profit model different from other video websites.This paper takes Bilibili as the case object,adopts literature analysis method,case analysis method and comparative analysis method.At the same time,this paper analyzes Bilibili's profit model and its effect from the perspective of value co-creation.After sorting out the relevant concepts of profit model,value co-creation and the current situation of the network video industry,this paper analyzes the elements of Bilibili profit model,the mechanism of value co-creation and the profitability of Bilibili.And through the analysis of bilibili financial statements to test the value co-creation model on bilibili profit model.The research finds that due to Bilibili users' characteristics of high stickiness and high interaction,value co-creation is more likely to play a role in it.For Bilibili,value co-creation can better understand and control profit factors and rationally allocate its own resources.In terms of revenue structure,Bilibili has changed from relying solely on game transportation revenue to focusing on traffic realization to bring more diversified profit sources at the present stage,and its operating income has also been greatly improved.The disadvantage is that the former business lacks game revenue motivation and cost control,so far it has not achieved profitability.The good news is that Bilibili has initially achieved expectations in the transformation of its revenue structure.If Bilibili can improve its current profit model on this basis and reasonably control marketing costs,it is still expected to make profits.This paper has a certain reference for bilibili itself and the improvement of the profit model of the network video industry.