Research On The Business Model Of Chinese E-sports Clubs

The outbreak of COVID-19 pandemic at the beginning of 2020 has dealt a serious blow to the traditional sports industry,but the development of e-sports in China is still on the fast track.The release of a series of favorable policies makes the attention of e-sports in China continue to rise.As one of the basic components of e-sports industry,e-sports clubs also play a decisive role in the development of Chinese e-sports industry.This study mainly focuses on Chinese e-sports clubs,and studies the business model adopted by Chinese e-sports clubs in the process of development.While exploring the current development status of China’s e-sports clubs,this paper selects the dimensions and models suitable for analyzing the business model of Chinese e-sports clubs through the collation and analysis of relevant literature and tries to reveal the problems in the development of the existing e-sports clubs in China.At the same time,through the analysis of typical cases,this paper tries to enrich the theoretical content of Chinese e-sports clubs and put forward some practical suggestions.The research methods used in this paper include literature analysis,expert interview and case analysis.This paper reviewed and analyzed the literature related to Chinese e-sports industry,e-sports clubs and business models,and went deep into the e-sports clubs to interview the experts responsible for the commercialization of e-sports clubs.At the same time,this paper chooses bilibili E-sports,which has a relatively perfect organizational structure,a reasonable product layout and a healthy and reasonable overall operation,as a case for analysis.Through research and analysis,it is found that the number of e-sports clubs in China is growing rapidly.From the three dimensions of customer value proposition,core resource deployment and club profit model,the target customer group of existing e-sports clubs is still the core users of e-sports,and there is still insufficient attention to the pan-e-sports crowd.In terms of the deployment of core resources,e-sports clubs mainly focus on teams and players who participate in different e-sports events.Large-scale e-sports clubs will also allocate resources in e-sports anchors and artists.In terms of profit model,the existing e-sports clubs mainly generate income by means of event bonus,league sharing,selling players and commercial sponsorship.Through the analysis of typical cases,it can be concluded that bilibili E-sports has certain particularity in the selection of core customer groups and shows comprehensive layout of core resources.In terms of profit model,bilibili E-sports has explored more ways besides the conventional ways.Through comparison and analysis,this paper believes that the existing e-sports clubs in China should make use of the opportunity of the rising popularity of e-sports to deploy more core resources with club characteristics,expand the scope of the core customer group of the clubs in a variety of ways,and at the same time enrich the ways of generating income.