Evaluation Of The Profit Model Of Barrage Video Website

Nowadays,China’s entertainment and culture industry is booming,and since we got on the Internet express at the end of the last century,the demand for entertainment in people’s lives,especially about online video,is changing faster and faster.The traditional long-form video sites no longer meet people’s entertainment needs,so many niche pop-up video sites such as bilibili,Acfun,etc.are slowly being born.However,these companies are caught in the high cost of doing business and have fallen into the wrong profit model structure,resulting in the development of the company is hampered,I decided to take the company bilibili as an example,to study the face of this situation,we should be reasonable advice to the corresponding enterprises.After reviewing the literature of many scholars,there are few evaluations of the profit model of niche video sites.In this article,we choose the company bilibili as a representative case and decide to analyze the pros and cons of this company’s profit model from the perspective of the value chain by dismantling its profit structure based on the value chain theory.The company’s current industry situation and development history are first explained,and then the components of the profit model in the value chain are analyzed one by one,depicting its profit framework and the components of each part,and the advantages and disadvantages of the existing profit model of bilibili are promoted and suggested through the company’s published financial data and various financial and non-financial information,and We propose optimization suggestions accordingly.Finally,after the research,we found that the current profit model of Beeping Beeping is a concentrated learning culture community and has created a secondary interactive community for users,forming a unique competitive advantage;at the same time,its business model has also achieved a certain degree of integration of the "long tail" effect and differentiation strategy.However,there are still problems of unbalanced structure of profit sources,solidified profit targets,and large cost investment.In addition,the thesis also analyzes the relevant influencing factors.In this regard,the article further gives suggestions for optimization: the revenue structure of Bleep should be properly balanced and the revenue channels should be broadened;the profit targets should be expanded and the conversion rate of users’ payment should be improved.In addition,it should actively expand overseas markets and improve brand awareness.In terms of strengthening cost control,we should promote the dual drive of R&D and marketing to achieve the purpose of cost reduction and efficiency increase,and bring into play the function of profit model.After the comparative analysis of domestic and foreign mainstream media profit model,combined with the actual situation of domestic mainstream media,to provide some reference views and reference experience for its future development.