Analysis of Bilibili's Operating Model and Research on Homogeneous Competition Strategy in the Perspective of New Media

Abstract

In 2019, it became increasingly difficult for Chinas mobile internet users to grow. Fewer new users were downloading mobile apps, causing the incremental market to transform into a stock market in that major mobile companies started to compete. Against this backdrop of profitability still being a certain distance away, Bilibili could prioritize slightly delaying its core goal of profiting and instead increase its shared revenue and content costs to further enhance its core competitiveness and expand its influence. This article analyzes Bilibilis development environment and trends from two perspectives: macro analysis of Chinas video industry development and micro analysis of Bilibili and other peer companies development. Finally, the article provides suggestions, such as strengthening content innovation, improving user experience, expanding user groups, and building a solid brand image, to create a more promising future for Bilibili. Finally, this article presents a vision for conducting further research and analysis on Bilibili in the future.