Research On Bilibili’s Business Model And User Evaluation From The Perspective Of Value Co-creation

In recent years,my country has mature material conditions and strong technical support.The public’s demand for entertainment products that meet spiritual and cultural needs has become increasingly strong,and video websites have developed in full swing.Bilibili,as the only comprehensive video website in China with the second element as the core,started from barrage video,and gradually developed into pan-entertainment,occupying a place in the video website Red Sea.Different from the business model of other mainstream video websites,including content production model,operation strategy and profit model,Bilibili has created dazzling user data and attracted a lot of attention.Domestic research on business models began as early as the end of the 20 th century and is still hot today.In the post-epidemic era,the political,economic,cultural,technological and other macro-environments are changing.In order to make profits in the fierce market competition and harsh external environment,companies must establish a business model that adapts to the market.Bilibili can quickly get out of the circle and occupy the public eye when other video sites are stagnant.What is unique about its business model? What elements do users pay more attention to in Bilibili’s business model? If you want to continue to develop Bilibili,what should be optimized?In response to the above problems,this paper combines the value co-creation theory and the business model canvas model,adopts the case analysis method and the questionnaire survey method,and analyzes the business model of Bilibili and its user evaluation.By sorting out the definition of the existing business model,the business model framework of creating value,delivering value,and acquiring value was selected,and the nine elements of the Osterwalder business model canvas model were reclassified.There are four elements of resources and key business.The value delivery link includes three elements of channel access,customer relationship and important cooperation,and the value acquisition link includes two elements,income source and cost structure.Bilibili analyzed these elements respectively.Using the questionnaire survey method,with the source of income and cost structure as the dependent variables,and the other seven elements as independent variables,16 measurement indicators were designed,and a model was constructed to conduct correlation and regression analysis on the user evaluation of Bilibili’s business model.It is concluded that customer segmentation,channel channels and important cooperation have a more significant impact on the user evaluation of business models,and enterprises should pay more attention to the strategic planning of these three elements.Finally,combined with the case analysis,three problems of Bilibili’s existing platform positioning deviation,lack of content supervision,and unbalanced profit model are obtained,and three significant elements obtained from user evaluations.Bilibili is proposed from the three links of value co-creation.Miles business model optimization advice.In general,when discussing the business model,this article focuses on both the enterprise and the user,and uses the objective business behavior of the enterprise and the subjective evaluation of the user to combine the two dimensions to obtain the business model of Bilibili,in order to enable the enterprise to achieve the profit goal,users can enjoy the experience and build a more superior platform ecology.