User analysis and marketing strategy research of video platform : ——A Study of Bilibili

Abstract

In the information age, as people increasingly like to watch videos in their leisure time, the video software industry has developed rapidly in recent years. After having experienced the period of comprehensive video and short video respectively, this industry appears an emerging mode, namely medium video, a video type that is very popular among young people. It is also an area that has not been well-developed because such video platforms are relatively rare in China. So far, only one video platform focuses on this type of video, which is Bilibili. Therefore, this article takes Bilibili as a case to analyze the video platform in China. Through user analysis and comparative analysis, the user portrait and monetization methods of Bilibili are determined. On the one hand, we found that the users of Bilibili are mainly young people, Gen Z, meaning that there is a lack of some middle-aged and old users due to its serious labeling. On the other hand, nowadays, with the gradual expansion of medium-sized video, to improve its profitability, Bilibili must seize this opportunity to develop the corresponding medium video business and improve and refine the content of the video sector. What's more, the game rake is still the primary cash flow business of Bilibili; it also needs to consolidate the gaming business simultaneously. We analyzed the future development trend of the medium video field and then analyzed the existing problems at Bilibili, the representatives of medium-sized video platforms, and put forward relevant suggestions and strategies. For example, strengthening the capacity of self-developed games, continuously cutting out subdivisions, creating a platform with richer content. We hope that video software operators can get some inspiration to promote the rapid development of Medium Video through this article.