Research On Profit Model Of Bilbili Video Website

With the improvement of Internet communication technology and the continuous popularization of mobile terminals,the scale of Internet users has increased year by year.According to statistics,as of January 2021,the number of people using the Internet in my country has exceeded 989 million,of which 986.5 million residents use mobile phones to access the Internet,and the scale of online video users has reached 927 million,accounting for 93.7%of the total Internet users.People’s entertainment methods have also changed due to the popularity of the Internet.People have higher and higher requirements for network platforms,and platforms also need to keep pace with the times and provide richer content to attract users.As an emerging entertainment market in my country,the second element has 370 million users in 2020,making it one of the fastest growing entertainment markets.BILI,as a video website with two-dimensional as its core culture,has gradually entered the user’s field of vision.With the listing on Nasdaq in the United States in 2018,BILI’s stock price is also rising,and it has received capital.market recognition.At the same time,BILI is also actively optimizing its profit structure and constantly exploring new profit models.In the past,people mainly analyzed the profit model of video websites from the perspective of communication,This paper analyzes the profitmodel of the case enterprise from the financial perspective,combined with the relationship between the constituent elements of each profit model.Through the research on BILI’s profit model,it has reference significance for the development of China’s secondary related industries and the diversified operation of the video industry,and has certain practical significance for China to improve its own cultural soft power.This paper adopts the method of literature research to combs the research results of domestic and foreign scholars on the profit model and the profit model of video enterprises.Analyze the main profit models of online video enterprises and the problems that may occur in the current highly competitive Internet market.Then it adopts the method of case study,selects BILI as the case object to study its profit model,and finds the differences in income structure between BILI and traditional video enterprise profit model through comparative analysis.Firstly,starting from the general situation and financing development process of BILI.Secondly this paper analyzes the constituent elements of its profit model through the situation and characteristics of the case company and determines the current profit model of BILI.Finally evaluates the effect of BILI’s current profit model by taking financial analysis as the quantitative index of BILI’s profit model.From the current profit situation of BILI,the operating revenue has maintained a growth trend for four consecutive years,but the loss is also increasing with each passing year.This profit model has advantages exactly,but there are still some problems,such as single profit object and high cost.As for the current Internet video market,it takes ongoing effort to maintain the growth of revenue and turn the net profit into profit.Finally,based on the research results and the analysis of BILI’s profit model,this paper puts forward targeted optimization suggestions for its existing problems.