B站的营销策略问题及对策研究

B站的营销策略问题及对策研究摘要在数字内容行业激烈竞争与用户偏好变迁的背景下，哔哩哔哩(B站)凭借独特的弹幕文化、UP主生态与年轻用户黏性，形成了“内容+社区+消费的闭环模式，但其在短视频冲击与商业化进程中面临多重挑战。基于B站的现状，本文以B站为研究对象，运用4P营销理论，结合问卷调查、STP分析，对B站的营销策略的现状、问题及优化路径进行研究。提出优化营销策略的建议，涵盖产品、价格、渠道、促销四个方面，以解决B站现存问题，具体为：细化7000+兴趣圈层内容，开发多端协同功能，分层设计大会员权益：推出学生认证会员与高净值用户专属服务，动态调整广告定价：设立品牌联名创作基金，策划圈层专属活动，优化“内容即广告”模式。希望借此可以对视频平台营销策略研究提供一定的理论借鉴意义。关键词：视频平台营销：Z时代；营销策略AbstractIn the context of fierce competition in the digital content industry and changes in userpreferences,Bilibili (Bilibili)has formed a closed-loop model of "content,community,andconsumption"with its unique barrage culture,UP main ecology and young user stickiness,butit faces multiple challenges in the process of short video impact and commercialization.Based on the current situation of Bilibili,this paper takes Bilibili as the research object,usesthe 4P marketing theory,combines questionnaire survey,SWOT analysis,STP analysis andPorter's Five Forces Model,and studies the current situation,problems and optimization pathof Bilibili's marketing strategy.Put forward suggestions for optimizing marketing strategies,covering four aspects:products,prices,channels,and promotions,in order to solve theexisting problems of station B,specifically:refine the content of 7000 interest circles,developmulti-terminal collaborative functions,and design the rights and interests of large members inlayers;Launched exclusive services for student certified members and high-net-worth users,and dynamically adjusted advertising pricing;Set up a brand co-branding fund,plan exclusiveactivities at the circle level,and optimize the "content as advertising"model.It is hoped thatthis can provide some theoretical reference for the research on the marketing strategy of videoplatforms.Key words:video platform marketing;Generation Z;Marketing strategy目录一、绪论(一)研究背景。(二)研究B站营销策略的意义..21.理论意义…22.现实意义.2(三)研究内容….2(四)研究方法.。.3(五)国内外研究现状….4二、B站营销现状及存在问题分析..6(一)B站发展概况..6(二)B站现行营销策略.7(三)B站用户行为调查问卷分析..81.问卷的设计…82.问卷调查结果统计分析9(四)B站营销策略存在问题分析121.产品策略问题112.价格策略问题..133.渠道策略问题…144.促销策略问题，14三、B站营销策略改进方案，.16(一)B站STP分析...161.市场细分162.目标市场选择163.市场定位……16(二)营销策略改进建议161.产品策略改进建议162.价格策略改进建议173.渠道策略改进策略，174.促销策略改进策略18四、优化方案保障措施.19(一)组织架构与协同机制19(二)资源投入与优先级分配19(三)风险预警与动态调整19(四)效果评估与迭代升级。........m.m19(五)用户参与共治生态19五、结论与展望….20(一)结论.21(二)展望.21参考文献.22附录.23致谢...25e