Research On Advertising Business Strategy Of Bilibili Video Network Based On Value Co Creation Theory

The video website industry’s swift growth has caused the user scale of the leading websites to decelerate,and the rivalry within the sector is intensifying.Many video platform based enterprises have shifted their strategic focus from user growth to profit growth,entering the stage of commercialization transformation.Enterprises need to expand their own business profit space to obtain a competitive position.Advertising is an undervalued business type.Each major video website has accumulated a large user base with its own high-quality video content,providing sufficient conditions for the value upgrade of the advertising business.This thesis takes the value co-creation theory as the core theory,examines the website、users and partners to create value.Through a literature review,it evaluates the scope of advertising opportunities for video websites.Selecting a service science perspective in the value co creation theory,the research constructs a value system based on the three core elements of "value”、“co”、“creation" and then examines how the website、users and partners of value co creation in the video website advertising business generate and obtain value,and how they connect into a community through interactions on the platform.Through the case study of Bilibili,the specific creative content and measures for each subject are discussed.Service science was the lens through which the study illuminated the value co creation system,aiming to foster the process of value co creation from the three main components of service,interaction and technology.To maximize the value production,Bilibili can create collaborative and interactive conditions,stimulate user’s willingness,strengthen platform control of advertising content,fully utilize big data technology to accurately push,and Complete technical support,thus forming a business model that meets the needs of website development.