弹幕视频网站的营销策略研究: 以BILIBILI为例

Research on Marketing Strategy Analysis of Barrage Video Website: Taking BILIBILI as an Example

Purpose - The purpose of this paper is exploring the existing problems of the barrage video website in view of the current situation that the barrage video website has a great impact on people’s video viewing mod. Design/Methodology/Approach - Based on marketing, the paper studies the main problems of barrage video website. Based on the case analysis and the marketing theory of 4C, taking BILIBILI as an example, which is the most popular barrage found four main problems of barrage video website: lacking of humanization in UI design, unreasonable video content, copyright disputes and single income model. Therefore, we make four suggestions. Findings - This paper studies precision marketing and smart recommendation, creative advertising improves revenue structure, optimizing user experience, resolving copyright disputes. Research Implications - In the management of this paper, this study has significance in improving the content of barrage video website, spreading positive energy, improving user experience and reducing user cost, which will also provide reference for other scholars’ follow-up research.