A Study On The Motivation And Performance Of Bilibili’s Diversification

With the rapid development of the Internet economy,various emerging enterprises based on the Internet have sprung up.However,the market environment in which enterprises are located is not immutable.In order to better adapt to the changes in the market environment and seize the opportunities of the Internet era,many enterprises have begun to implement diversified business strategies to seek more development opportunities and space.As a member of emerging Internet enterprises,online audiovisual enterprises are also showing a thriving development trend.As a cutting-edge enterprise in the domestic network audio-visual industry,Bilibili has achieved good results in diversified operation since 2014,and its popularity has been high,but it is doubtful that its net income has been negative.Therefore,in order to explore the essential reasons for the formation of this phenomenon,this paper selects Bilibili Enterprises as the case enterprise,and comprehensively analyzes the causes,performance results of Bilibili’s diversified operation according to the ideas of why to carry out diversified operation,the specific performance of diversified operation and the results of diversified operation,so as to explore what role diversified operation plays in the development of Bilibili.This thesis first summarizes and reviews the literature on the connotation and motivation of diversification at home and abroad,as well as the relationship between diversification and performance,and obtains three views of diversification discount,premium and compromise,which lays a theoretical foundation for further analysis of Bilibili diversification;Secondly,it analyzes the motivation of Bilibili’s diversification from two aspects: external driving factors and internal driving factors;Finally,this paper introduces the balanced scorecard model,specifically explores the results of financial performance and non-financial performance of Bili Bili from four dimensions,and scores its operating results by the combination of entropy method and comprehensive scoring method to obtain the overall performance evaluation of enterprise diversification.The research results show that there are many reasons for the diversified operation of Bilibili.The external factors are policy regulation,economic support,social development,technical changes and other factors.The internal factors are to reduce operational risk,integrate enterprise resources and shape brand value.Through the study of the results of the diversified operation of Bilibili,it is found that the impact of diversified operation on its financial performance has a downward trend and then an upward trend.The non-financial performance has improved significantly,and the comprehensive performance impact has a positive role in promoting,but the progress is relatively slow.This is due to the weak liquidity of Bilibili and the poor self research ability of the game.Based on this,I try to put forward relevant suggestions for Bilibili and other similar enterprises for reference.