Research On Competitive Strategy Of Bilibili

With the rapid development of economy and society,under the catalysis of various factors,network video emerges as the times require,and at an amazing speed.With amazing speed,network video has passed the embryonic growth period and high-speed development period,gradually entered the mature and stable period.Since LETV,the first professional network video platform of China,went live in 2004,the network video industry has experienced the situation of competing with each other,and the current situation is basically stable.With excellent capital strength and competitive strategy,i QIYI,Tencent video and Youku have become the leaders in the network video industry.Bilibili,which established in 2009,is a well-known bullet screen video website in China.Bilibili is gradually becoming a Leading trendy cultural entertainment community for young people,have listed on NASDAQ in 2018.The number of Bilibili users has been growing at a high speed,but the profitability of Bilibili is not optimistic.How to turn losses into profits is an unavoidable problem ahead of Bilibili.In addition,with industry competition is becoming more and more fiercer,it’s urgent for Bilibili to focus on standing out from competitors through its competitive advantage,which is gained by formulating and implementing reasonable competition strategy.Based on the basic competitive strategy,this paper uses PEST analysis model and Porter’s five forces analysis model to analyze the macro environment and industry competitive environment of Bilibili,analyzes the core elements of Bilibili’s internal resources,including human,content,business and technical resources,then concludes the strengths,weaknesses,opportunities and threats of Bilibili through SWOT analysis model,afterwards chooses the most suitable basic competitive strategy for Bilibili and determines specific implementation plan,and finally formulates measures to ensure strategy’s smooth implementation.