Study On Profit Model Evaluation And Its Risk Control Of Bullet Screen Video Website Bilibili

According to the 50th Statistical Report on the Development of China’s Internet,as of June 2022,the size of China’s Internet users was 1.051 billion,and the number of China’s residents watching videos online reached 995 million,accounting for 94.6% of the overall Internet users,which shows the huge audience of China’s online video and the potential for future development.However,in the face of a complex and volatile market,and as consumers’ demand for ever-increasing culture continues to rise,Bilibili has so far failed to achieve profitability.This paper takes Bilibili as the research object and conducts an in-depth study on the profit model and its risk control by drawing on the nine elements of canvas theory.The study finds that,first,Bilibili is different from the traditional video website’s profit model of "games,membership and advertising revenue + content upload",and is dedicated to the "Generation Z",a highly sticky and interactive group of people,with games,live streaming,video and e-commerce as its key businesses.The company is committed to building a secondary yuan culture community platform for young people,with games,live streaming,video and e-commerce as key businesses,with pop-ups as the main core resource.Second,the analysis and evaluation of the profit model shows that the main advantages of the current profit model are diversified revenue development,high user stickiness,high user activity,and high quality content,but the disadvantages of the current profit model are continuous loss of profit,difficulty in content management,and confusion over copyright.The profit model of Bilibili is still in a situation of both opportunities and challenges.The opportunities include huge development space potential,improved technology and huge potential of IP industry,but there are also challenges such as fierce competition in the market,serious loss of content resources and large loss of UP owners.Third,by analyzing its financial reports in recent years and combining them with the induction of the aforementioned evaluation,the following risks are found to exist under the current profit model: based on the disadvantageous conditions of its own profit model of continuous losses and its inability to obtain more internal financing in the background,fundraising risks have emerged due to low realization efficiency,insufficient consumption potential and improper fundraising strategies,so it needs to improve realization efficiency,release consumption potential and enrich fundraising channels;based on the The opportunity of the value proposition of the huge secondary IP industry under its own profit model,in order to meet the attributes of the most important audience concentration of its own comics,animation and games,but the investment risk occurs due to the large and single investment scale,the lack of scientific investment decision-making mechanism and the lack of reasonable budget management,so it needs to invest prudently,build a scientific and reasonable investment decision-making mechanism and strengthen budget management;based on its own The company has the advantage of diversified revenue sources,but operational risks arise due to few key revenue-generating businesses,a single revenue model,and insufficient core resources,so it should actively seek new ways to generate revenue and improve innovation capabilities to create product differentiation.Finally,it is expected to help Bilibili to effectively control risks while ensuring its own advantages,and to achieve the purpose of providing lessons for other similar video sites.