Analysis Of Competitive Strategy Of Bilibili Content Ecology

Abstract

With the development of The Times, the Internet industry has gradually penetrated all aspects of our daily life, especially in the field of pan-entertainment, among which the video industry is the gathering place of the Internet industry. Long video websites include iQiyi, Youku, and Tencent, while short video websites include Douyin and Kuaishou. Bilibili, an especially popular video website in recent years, has attracted many young people as its users. Bilibili, as a video website with both long and short videos, mainly focuses on PUGC content but also has rich self-made content. It has strong competition from many video websites, but it also successfully occupies a considerable part of the market with its unique content ecology and bullet screen culture. This paper will analyze the external and internal competition pattern of Bilibili, then analyze its differentiated competition strategy and competitive advantages, and finally put forward suggestions and prospects for its future development direction.