Research On The Market Competition Strategy Of Bilibili Inc

With the sustainable,healthy and rapid development of China's social economy,China has invested a lot of funds and advanced technology in the Internet infrastructure,which not only ensures the security and stability of China's network environment,but also the cornerstone of the rapid development of China's Internet enterprises.Founded on June 26,2009 and successfully launched on March 28,2018,Bilibili features the function of real-time review,i.e.pop screen.This virtual tribal video viewing method has been recognized and loved by the majority of young people.At present,the main business of Bilibili mainly includes three categories: game,live broadcast,value-added and advertising.Based on the theoretical research and practical exploration results of market competition at home and abroad,this paper uses pest and five force model to analyze the macro and micro environment of the market competition of Bilibili,uses SWOT to analyze its own advantages and disadvantages,opportunities and challenges,uses BCG model to discuss its main products and services,and then put forward the market competition strategy and implementation strategy of Bilibili.The main conclusions are as follows:(1)the formulation and implementation of the market competition strategy of Bilibili must make a comprehensive analysis of its internal and external competitive environment,and first of all,we should have a clear understanding and accurate positioning of ourselves.At the same time,while focusing on itself and competitors,we should start with existing consumers and potential consumers to avoid losing ourselves in blind competition;(2)the long-term sustainable development of China's economy,science and technology,and a harmonious and stable political and social environment have made China's video website industry develop rapidly,showing fine differentiation growth and periodicity.The development of Bilibili has the characteristics of high penetration,originality and strong derivation.However,in the development of the industry,it still faces severe challenges such as producing high-quality video,realizing rapid production,attracting advertising investment,alleviating user sentiment,seeking transformation and transformation of traditional media equipment under the impact of the Internet,and increasing barriers in the network video industry It has the advantages of high user stickiness,relatively low copyright cost,less advertising investment and multiple cash channels,but at the same time,it also has the disadvantages of single value-added business,high compliance standards and weak internal review;it has the development opportunities of extensive cooperation market,expanded coverage and improved technical level,as well as the challenges of increased user demand,fierce competition among peers and intensified supervision;(4)Bilibili's game,live broadcast and advertisement are its star businesses,its member products are its Taurus businesses,its UGC content products are its problem businesses,and its physical peripheral products are its thin dog businesses;(5)Bilibili should choose differentiated market competition strategy,and through product differentiation,market differentiation and service difference The strategies of alienation,channel differentiation,user differentiation,management differentiation and ecological differentiation are realized.