Pioneer and Leader of the Gen-Z Entertainment Industry: Bilibilis Market Analysis and Strategy Based on the SWOT Analysis Framework

Abstract

Bilibili, as a leading Chinese online entertainment platform, boasts a distinctive community culture that has garnered significant attention. With approximately 315 million monthly active users in the first quarter of 2023, Bilibilis influence is undeniable, highlighting its commercial and social value. This research identifies critical challenges that Bilibili faces in the modern video market. These challenges encompass commercialization difficulties, content creator attrition, and struggles to redefine its identity while attempting to break boundaries. To address these issues, the research offers strategic recommendations. Firstly, Bilibili can enhance its commercialization by promoting its e-commerce function, fostering branded content partnerships, and implementing data-driven advertising to increase revenue. Secondly, reducing talent attrition among content creators can be achieved by addressing fan culture concerns and demonstrating a commitment to content creators. Finally, instead of unthinkingly pursuing boundary-breaking strategies, Bilibili should reaffirm its identity, emphasize long-form content, and focus on its profitable gaming segment. This research is significant as it guides Bilibilis strategic decision-making, ensuring it remains competitive and adaptable in the dynamic video content landscape. By implementing the recommendations, Bilibili can strengthen its position and remain the preferred platform for Chinas young generation, ensuring its long-term success in the online entertainment industry.