Author(s)

Jiading Chen, Yue Li

Corresponding Author

Jiading Chen

ABSTRACT

In just over ten years since its launch in 2009 using the name MikuFans, Bilibili has grown from a niche video platform focused on the ACG section at the beginning to the largest bullet chat video platform in China. The vast volume change is the most direct manifestation of the successful competitive strategy of Bilibili in the past. However, in the new market situation, in the face of strong competitors and discerning consumers, Bilibili should take its existing users as its foundation, be guided by its distinctive corporate culture, give full play to its relative advantages and find a competitive strategy that better suits its needs.

KEYWORDS

Bilibili, Video Platform, Strategy Optimization, Competitive Strategy, SWOT