哔哩哔哩弹幕网的营销策略分析

哔哩哔哩弹幕网的营销策略分析一、本文概述Overviewofthisarticle本文旨在深入分析哔哩哔哩弹幕网的营销策略，探究其在竞争激烈的市场环境中如何脱颖而出，成为广受欢迎的在线视频分享平台。哔哩哔哩弹幕网，简称B站，自2009年成立以来，以其独特的弹幕评论系统和丰富的内容生态，吸引了大量年轻用户，并形成了独特的社区文化。本文将首先回顾哔哩哔哩的发展历程，然后重点分析其营销策略，包括产品定位、目标市场选择、营销手段等方面。通过深入分析其成功的营销策略，希望能够为其他企业提供有益的启示和借鉴。ThisarticleaimstodeeplyanalyzethemarketingstrategyofBilibiliDanmuNetwork,explorehowitstandsoutinthefiercelycompetitivemarketenvironmentandbecomesapopularonlinevideosharingplatform.BilibiliDanmuNetwork,abbreviatedasBilibili,hasattractedalargenumberofyoungusersandformedauniquecommunityculturesinceitsestablishmentin2009withitsuniquebulletcommentssystemandrichcontentecosystem.ThisarticlewillfirstreviewthedevelopmentprocessofBilibili,andthenfocusonanalyzingitsmarketingstrategies,includingproductpositioning,targetmarketselection,marketingmethods,andotheraspects.Throughin-depthanalysisofitssuccessfulmarketingstrategies,wehopetoprovideusefulinspirationandreferenceforotherenterprises.二、哔哩哔哩弹幕网的营销策略概览OverviewofMarketingStrategiesforBilibiliDanmuNetwork哔哩哔哩弹幕网，作为中国领先的弹幕视频分享网站，自创立以来，凭借其独特的文化氛围和用户群体，已经发展成为一个集视频观看、弹幕互动、内容创作为一体的综合性社区。其成功的背后，离不开其精准而富有创意的营销策略。Bilibilibulletscreenwebsite,asaleadingbulletscreenvideosharingwebsiteinChina,hasdevelopedintoacomprehensivecommunitythatintegratesvideoviewing,bulletscreeninteraction,andcontentcreationsinceitsestablishment,thankstoitsuniqueculturalatmosphereandusergroup.Behinditssuccessliesitspreciseandcreativemarketingstrategies.哔哩哔哩的营销策略以用户为中心，紧密围绕其独特的弹幕文化和年轻化的用户群体展开。哔哩哔哩注重内容创新，鼓励用户生成内容（UGC），为用户提供了一个展示自我、交流想法的平台。这种内容生态的构建，不仅丰富了网站的内容库，也增强了用户的归属感和粘性。Bilibili'smarketingstrategyisusercentered,closelyrevolvingarounditsuniquebulletscreencultureandyouthfuluserbase.Bilibilifocusesoncontentinnovation,encouragesusergeneratedcontent(UGC),andprovidesuserswithaplatformtoshowcasethemselvesandexchangeideas.Theconstructionofthiscontentecosystemnotonlyenrichesthewebsite'scontentlibrary,butalsoenhancestheuser'ssenseofbelongingandstickiness.哔哩哔哩在推广方面，采用多元化的营销手段。除了传统的线上广告，哔哩哔哩还通过与各类媒体、品牌合作，进行跨平台、跨领域的推广。例如，哔哩哔哩曾多次与热门影视剧、游戏等进行联动，推出独家内容，吸引了大量用户的关注。Bilibiliadoptsdiversifiedmarketingmethodsintermsofpromotion.Inadditiontotraditionalonlineadvertising,Bilibilialsocollaborateswithvariousmediaandbrandstopromoteacrossplatformsandfields.Forexample,Bilibilihasrepeatedlycollaboratedwithpopularmovies,TVshows,games,etc.toreleaseexclusivecontent,attractingalargenumberofuserattention.再者，哔哩哔哩非常注重用户体验，不断优化其产品功能和服务。例如，哔哩哔哩推出了大会员制度，为付费用户提供更优质的观看体验和更多特权，有效提升了用户的付费意愿和忠诚度。Furthermore,Bilibiliplacesgreatemphasisonuserexperienceandcontinuouslyoptimizesitsproductfeaturesandservices.Forexample,Bilibilihaslaunchedalargemembershipsystem,providingpayinguserswithabetterviewingexperienceandmoreprivileges,effectivelyenhancingtheirwillingnessandloyaltytopay.哔哩哔哩还注重社会责任，积极参与公益活动，传递正能量。这不仅提升了哔哩哔哩的品牌形象，也增强了用户对其的信任和好感。Bilibilialsoemphasizessocialresponsibility,activelyparticipatesinpublicwelfareactivities,andtransmitspositiveenergy.ThisnotonlyenhancesthebrandimageofBilibili,butalsoenhancesthetrustandfavorabilityofuserstowardsit.哔哩哔哩的营销策略以其独特的文化氛围和用户群体为基础，通过内容创新、多元化推广、优化用户体验和履行社会责任等手段，成功打造了一个充满活力和创造力的社区，赢得了广大用户的喜爱和支持。Basedonitsuniqueculturalatmosphereanduserbase,Bilibili'smarketingstrategyhassuccessfullycreatedavibrantandcreativecommunitythroughcontentinnovation,diversifiedpromotion,optimizeduserexperience,andfulfillingsocialresponsibilities,winningtheloveandsupportofalargenumberofusers.三、内容策略分析Contentstrategyanalysis哔哩哔哩弹幕网的内容策略是其成功的关键之一。作为一家以ACG（动画、漫画、游戏）为主的视频分享平台，哔哩哔哩弹幕网始终坚持提供优质、多样化的内容，以满足广大用户的需求。ThecontentstrategyofBilibiliDanmuisoneofthekeyfactorstoitssuccess.AsavideosharingplatformprimarilyfocusedonACG(animation,comics,games),BilibiliDanmuNetworkalwaysinsistsonprovidinghigh-qualityanddiversecontenttomeettheneedsofitsusers.哔哩哔哩弹幕网注重内容的原创性和独特性。它鼓励用户上传自己创作的视频内容，如独立动画、同人创作、翻唱歌曲等，这些内容往往具有高度的创意和独特性，吸引了大量用户的关注和喜爱。同时，哔哩哔哩弹幕网还积极与各大动画制作公司、游戏开发商等合作，引入了许多独家、高质量的ACG内容，进一步丰富了平台的内容库。Bilibilibulletscreenwebsiteemphasizestheoriginalityanduniquenessofitscontent.Itencouragesuserstouploadtheirowncreatedvideocontent,suchasindependentanimations,fancreations,coversongs,etc.Thesecontentsoftenhavehighcreativityanduniqueness,attractingalargenumberofusers'attentionandlove.Atthesametime,BilibiliDanmuNetworkactivelycooperateswithmajoranimationproductioncompanies,gamedevelopers,etc.,introducingmanyexclusiveandhigh-qualityACGcontent,furtherenrichingtheplatform'scontentlibrary.哔哩哔哩弹幕网注重内容的时效性和热点性。它紧跟ACG行业的最新动态和热点话题，及时发布相关的视频内容，吸引了大量用户的关注和讨论。同时，哔哩哔哩弹幕网还通过举办各种线上活动、比赛等，鼓励用户参与创作和分享，进一步提高了平台的互动性和用户黏性。Bilibilibulletscreenwebsitefocusesonthetimelinessandhottopicsofitscontent.ItkeepsupwiththelatestdevelopmentsandhottopicsintheACGindustry,timelyreleasesrelevantvideocontent,andattractsalargenumberofuserattentionanddiscussion.Atthesametime,BilibiliDanmuNetworkalsoencouragesuserstoparticipateincreationandsharingbyorganizingvariousonlineactivities,competitions,etc.,furtherimprovingtheplatform'sinteractivityanduserstickiness.哔哩哔哩弹幕网注重内容的个性化推荐。它利用先进的算法和数据分析技术，根据用户的兴趣和行为习惯，为用户推荐个性化的视频内容，提高了用户的满意度和忠诚度。哔哩哔哩弹幕网还提供了丰富的标签和分类系统，方便用户快速找到自己感兴趣的内容，进一步提升了用户的体验。Bilibilibulletscreenwebsitefocusesonpersonalizedcontentrecommendations.Itutilizesadvancedalgorithmsanddataanalysistechniquestorecommendpersonalizedvideocontenttousersbasedontheirinterestsandbehavioralhabits,improvingtheirsatisfactionandloyalty.Bilibilibulletscreenwebsitealsoprovidesarichtagandclassificationsystem,makingitconvenientforuserstoquicklyfindthecontenttheyareinterestedin,furtherenhancingtheuserexperience.哔哩哔哩弹幕网的内容策略具有原创性、独特性、时效性、热点性、互动性和个性化推荐等特点，为其在激烈的市场竞争中脱颖而出提供了有力保障。ThecontentstrategyofBilibiliDanmuNetworkhasthecharacteristicsoforiginality,uniqueness,timeliness,hottopics,interactivity,andpersonalizedrecommendations,providingstrongsupportforittostandoutinfiercemarketcompetition.四、社区文化策略分析AnalysisofCommunityCultureStrategies哔哩哔哩弹幕网的成功在很大程度上得益于其独特的社区文化策略。社区文化策略的实施，不仅为用户提供了丰富多彩的互动体验，也为平台创造了巨大的用户粘性。ThesuccessofBilibiliDanmuNetworkislargelyduetoitsuniquecommunityculturalstrategy.Theimplementationofcommunityculturalstrategiesnotonlyprovidesuserswithrichandcolorfulinteractiveexperiences,butalsocreateshugeuserstickinessfortheplatform.弹幕文化：弹幕系统是哔哩哔哩的一大特色，用户可以在观看视频的同时发表自己的评论，这些评论会以弹幕的形式悬浮在视频上方，所有的用户都可以看到。这种即时的、互动性的评论方式极大地提升了用户的参与感和归属感，使得用户不仅仅是视频的接收者，更是内容的创造者和分享者。Bulletscreenculture:ThebulletscreensystemisamajorfeatureofBilibili,whereuserscanposttheirowncommentswhilewatchingthevideo.Thesecommentswillbesuspendedabovethevideointheformofbulletscreens,andalluserscanseethem.Thisreal-timeandinteractivewayofcommentinggreatlyenhancestheuser'ssenseofparticipationandbelonging,makingthemnotonlyreceiversofvideos,butalsocreatorsandsharersofcontent.鬼畜文化：哔哩哔哩的鬼畜文化也是其社区文化的重要组成部分。用户通过对视频进行二次创作，制作出各种搞笑、荒诞的鬼畜视频，这种独特的创作方式吸引了大量用户的参与和分享，使得哔哩哔哩的社区更加活跃和多元。Ghostanimalculture:TheghostanimalcultureofBilibiliisalsoanimportantcomponentofitscommunityculture.Userscreatevariousfunnyandabsurdghostlyvideosthroughsecondarycreation,whichattractsalargenumberofuserstoparticipateandshare,makingBilibili'scommunitymoreactiveanddiverse.节日文化：哔哩哔哩还通过举办各种线上节日活动，如“拜年祭”“BML”等，来增强用户的社区认同感。这些活动不仅提供了丰富的娱乐内容，也为用户提供了展示自我、交流互动的平台，进一步加深了用户对社区的依赖和喜爱。Festivalculture:Bilibilialsoorganizesvariousonlinefestivalactivities,suchas"NewYear'sgreetings"and"BML",toenhanceusers'senseofcommunityidentity.Theseactivitiesnotonlyproviderichentertainmentcontent,butalsoprovideuserswithaplatformtoshowcasethemselves,communicateandinteract,furtherdeepeningtheirdependenceandloveforthecommunity.粉丝文化：在哔哩哔哩，粉丝文化也得到了充分的展现。用户对自己喜爱的UP主可以进行关注和打赏，UP主也会通过与粉丝的互动来增强彼此之间的联系。这种粉丝文化的形成，不仅为UP主提供了创作的动力，也为哔哩哔哩的社区文化注入了新的活力。Fanculture:AtBilibili,fanculturehasalsobeenfullydemonstrated.UserscanfollowandgivetipstotheirfavoriteUPowners,andUPownerswillalsoenhancetheirconnectionwitheachotherthroughinteractionwithfans.TheformationofthisfanculturenotonlyprovidescreativemotivationforUPowners,butalsoinjectsnewvitalityintoBilibili'scommunityculture.哔哩哔哩弹幕网的社区文化策略是其成功的重要因素之一。通过构建独特的弹幕文化、鬼畜文化、节日文化和粉丝文化，哔哩哔哩成功地打造了一个充满活力、多元互动的社区环境，吸引了大量用户的参与和分享，进一步增强了平台的用户粘性和市场竞争力。ThecommunityculturalstrategyofBilibilibulletscreenwebsiteisoneoftheimportantfactorsforitssuccess.Bybuildingauniquebulletscreenculture,ghostanimalculture,festivalculture,andfanculture,Bilibilihassuccessfullycreatedavibrantanddiverseinteractivecommunityenvironment,attractingalargenumberofuserstoparticipateandshare,furtherenhancingtheplatform'suserstickinessandmarketcompetitiveness.五、技术创新策略分析AnalysisofTechnologicalInnovationStrategies在当今的数字化时代，技术的创新与应用对任何企业的发展都起到了至关重要的作用。哔哩哔哩弹幕网作为国内的弹幕视频分享网站，其技术创新策略更是其保持竞争力的关键。Intoday'sdigitalage,technologicalinnovationandapplicationplayacrucialroleinthedevelopmentofanyenterprise.Asadomesticbulletscreenvideosharingwebsite,Bilibili'stechnologicalinnovationstrategyisthekeytomaintainingitscompetitiveness.哔哩哔哩弹幕网一直保持着对新技术、新应用的前瞻性和敏锐性。无论是早期的HTML5技术，还是近年来的5G、AI、云计算等前沿技术，哔哩哔哩都积极引入并尝试将其融入到自身的业务中。例如，通过5G技术，哔哩哔哩实现了更高质量的视频传输和更低的延迟，为用户带来了更好的观看体验。而AI技术则在内容推荐、弹幕管理等方面发挥了巨大作用，大大提高了用户的活跃度和粘性。BilibiliBulletScreenNetworkhasalwaysmaintaineditsforesightandsensitivitytowardsnewtechnologiesandapplications.WhetheritistheearlyHTML5technologyorcutting-edgetechnologiessuchas5G,AI,andcloudcomputinginrecentyears,Bilibilihasactivelyintroducedandattemptedtointegratethemintoitsownbusiness.Forexample,through5Gtechnology,Bilibilihasachievedhigherqualityvideotransmissionandlowerlatency,bringingusersabetterviewingexperience.AItechnologyhasplayedahugeroleincontentrecommendation,bulletmanagement,andotheraspects,greatlyimprovinguserengagementandstickiness.技术创新不仅仅是引入新技术，更重要的是如何将这些技术应用到实际业务中，提升用户体验。哔哩哔哩在这方面做得尤为出色。无论是弹幕系统的持续优化，还是智能推荐算法的升级，都是为了更好地满足用户需求，提高用户的满意度。这种以用户为中心的技术创新策略，使得哔哩哔哩在激烈的市场竞争中始终保持领先地位。Technologicalinnovationisnotonlyaboutintroducingnewtechnologies,butmoreimportantly,howtoapplythesetechnologiestoactualbusinessandimproveuserexperience.Bilibilihasdoneparticularlywellinthisarea.Whetheritisthecontinuousoptimizationofthebarragesystemortheupgradeofintelligentrecommendationalgorithms,theyareallaimedatbettermeetinguserneedsandimprovingusersatisfaction.ThisusercenteredtechnologicalinnovationstrategyhasenabledBilibilitomaintainaleadingpositioninthefiercemarketcompetition.哔哩哔哩注重培养员工的创新意识，鼓励员工提出新的想法和建议。这种开放、包容的创新文化，使得哔哩哔哩能够源源不断地涌现出新的技术和应用。哔哩哔哩还积极与外部的科研机构、高校等进行合作，引入外部的创新资源，共同推动技术的发展和应用。Bilibilifocusesoncultivatingemployees'innovativeawarenessandencouragingthemtocomeupwithnewideasandsuggestions.ThisopenandinclusiveinnovationcultureenablesBilibilitocontinuouslyemergewithnewtechnologiesandapplications.Bilibiliactivelycooperateswithexternalresearchinstitutions,universities,etc.,introducesexternalinnovativeresources,andjointlypromotesthedevelopmentandapplicationoftechnology.哔哩哔哩弹幕网在技术创新方面采取了积极的策略，不仅积极引入和应用前沿技术，还注重优化用户体验和培养创新文化。这些措施使得哔哩哔哩在激烈的市场竞争中始终保持领先地位，为其未来的发展奠定了坚实的基础。BilibiliDanmuNetworkhasadoptedanactivestrategyintechnologicalinnovation,notonlyactivelyintroducingandapplyingcutting-edgetechnologies,butalsofocusingonoptimizinguserexperienceandcultivatinganinnovativeculture.ThesemeasureshaveenabledBilibilitomaintainaleadingpositioninthefiercemarketcompetition,layingasolidfoundationforitsfuturedevelopment.六、品牌合作与联名策略分析BrandCooperationandCobrandingStrategyAnalysis在数字营销的时代，品牌合作与联名策略已成为企业扩大影响力、增强品牌认知度的重要手段。哔哩哔哩弹幕网（以下简称B站）在这一方面，同样展现出了其独特的策略眼光与执行力。Intheeraofdigitalmarketing,brandcollaborationandcollaborationstrategieshavebecomeimportantmeansforenterprisestoexpandtheirinfluenceandenhancebrandawareness.BilibiliBulletScreenNetwork(hereinafterreferredtoasBilibili)hasalsodemonstrateditsuniquestrategicvisionandexecutionabilityinthisregard.B站与各大品牌之间的合作，并不仅仅停留在广告投放或是内容植入的层面，更多的是一种文化与价值观的共鸣。B站的用户群体以年轻人为主，他们追求个性、热爱创新，对于新鲜事物充满好奇。因此，B站在选择合作品牌时，非常注重品牌的文化内涵与年轻用户群体的契合度。例如，与动漫、游戏、时尚等领域的知名品牌合作，推出联名活动或是限量周边产品，既满足了用户的个性化需求，又增强了品牌与用户之间的情感联系。ThecooperationbetweenBilibiliandmajorbrandsisnotonlylimitedtoadvertisingorcontentimplantation,butalsoaresonanceofcultureandvalues.TheusergroupofBilibiliismainlyyoungpeople,whopursueindividuality,loveinnovation,andarecuriousaboutnewthings.Therefore,whenchoosingacooperativebrand,Bilibiliattachesgreatimportancetotheculturalconnotationofthebrandandthefitwiththeyoungusergroup.Forexample,collaboratingwithwell-knownbrandsinthefieldsofanimation,gaming,fashion,etc.tolaunchjointeventsorlimitededitionperipheralproductsnotonlymeetsthepersonalizedneedsofusers,butalsoenhancestheemotionalconnectionbetweenbrandsandusers.B站还通过线下活动、线上直播等多种形式，为品牌合作创造更多的互动机会。这些活动不仅吸引了大量用户的关注与参与，也为品牌带来了更多的曝光机会。通过与用户的互动，品牌不仅能够更好地了解用户的需求与喜好，还能够为自身的产品与服务提供更为精准的定位。Bilibilialsocreatesmoreinteractiveopportunitiesforbrandcooperationthroughvariousformssuchasofflineactivitiesandonlinelivebroadcasts.Theseactivitiesnotonlyattractalargenumberofusers'attentionandparticipation,butalsobringmoreexposureopportunitiestothebrand.Throughinteractionwithusers,brandscannotonlybetterunderstandtheirneedsandpreferences,butalsoprovidemoreprecisepositioningfortheirproductsandservices.值得一提的是，B站在品牌合作与联名策略中，还非常注重保护用户的权益。无论是联名产品的设计还是活动的推广，都充分考虑到了用户的感受与需求，确保了用户能够在享受合作带来的新鲜感与乐趣的也能够得到实实在在的价值与体验。ItisworthmentioningthatBilibilialsoattachesgreatimportancetoprotectingtherightsandinterestsofusersinbrandcooperationandcobrandingstrategies.Boththedesignofcollaborativeproductsandthepromotionofeventsfullyconsidertheuser'sfeelingsandneeds,ensuringthatuserscanenjoythefreshnessandfunbroughtbycooperationwhilealsoreceivingtangiblevalueandexperience.B站在品牌合作与联名策略方面，凭借其独特的文化定位与精准的用户洞察，成功地打造了一系列深受年轻用户喜爱的合作活动。这些活动不仅增强了品牌与用户之间的联系，也为B站自身的发展注入了新的活力。未来，随着市场的不断变化与用户需求的升级，B站还将继续探索更为创新的品牌合作与联名策略，为用户带来更多的惊喜与体验。Bilibili,withitsuniqueculturalpositioningandpreciseuserinsights,hassuccessfullycreatedaseriesofcollaborativeactivitiesthatarelovedbyyoungusersintermsofbrandcooperationandcollaborativestrategies.Theseactivitiesnotonlyenhancetheconnectionbetweenthebrandandusers,butalsoinjectnewvitalityintothedevelopmentofBilibiliitself.Inthefuture,withthecontinuouschangesinthemarketandtheupgradingofuserneeds,Bilibiliwillcontinuetoexploremoreinnovativebrandcooperationandcollaborationstrategies,bringingmoresurprisesandexperiencestousers.七、营销策略的成效与挑战Theeffectivenessandchallengesofmarketingstrategies哔哩哔哩弹幕网凭借其独特的营销策略，取得了显著的市场成效。在用户增长方面，通过内容营销和社区文化塑造，哔哩哔哩吸引了大量年轻用户，用户活跃度与粘性持续增强。品牌知名度与影响力也显著提升，通过跨界合作和线上线下活动，哔哩哔哩在多个领域都展现出了强大的品牌影响力。营销策略也有效推动了商业变现，无论是广告收入、会员服务还是电商业务，都展现出了良好的增长势头。BilibiliDanmuNetworkhasachievedsignificantmarketresultswithitsuniquemarketingstrategy.Intermsofusergrowth,throughcontentmarketingandcommunitycultureshaping,Bilibilihasattractedalargenumberofyoungusers,anduseractivityandstickinesscontinuetoincrease.Thebrandawarenessandinfluencehavealsosignificantlyincreased.Throughcross-bordercooperationandonlineandofflineactivities,Bilibilihasdemonstratedstrongbrandinfluenceinmultiplefields.Themarketingstrategyhasalsoeffectivelydrivencommercialmonetization,showinggoodgrowthmomentuminadvertisingrevenue,membershipservices,ande-commercebusiness.然而，随着市场环境的变化和竞争的加剧，哔哩哔哩的营销策略也面临着诸多挑战。内容创新压力持续加大，如何在众多竞争者中脱颖而出，持续提供高质量、有创新性的内容，是哔哩哔哩需要面对的问题。用户需求的多样化也带来了挑战，如何满足不同用户群体的需求，保持社区的活跃度和凝聚力，同样考验着哔哩哔哩的营销策略。随着监管政策的收紧，如何在合规的前提下进行营销，也是哔哩哔哩需要面对的重要课题。However,withchangesinthemarketenvironmentandintensifiedcompetition,Bilibili'smarketingstrategyalsofacesmanychallenges.Thepressureofcontentinnovationcontinuestoincrease,andhowtostandoutamongnumerouscompetitorsandcontinuouslyprovidehigh-qualityandinnovativecontentistheproblemthatBilibilineedstoface.Thediversificationofuserneedsalsobringschallenges,andhowtomeettheneedsofdifferentusergroups,maintaincommunityactivityandcohesion,alsotestsBilibili'smarketingstrategy.Withthetighteningofregulatorypolicies,howtoconductmarketingunderthepremiseofcomplianceisalsoanimportantissuethatBilibilineedstoface.哔哩哔哩弹幕网的营销策略在取得显著成效的也面临着多方面的挑战。未来，哔哩哔哩需要继续优化营销策略，创新内容形式，提升用户体验，以应对不断变化的市场环境和用户需求。ThemarketingstrategyofBilibiliDanmuNetworkisalsofacingvariouschallengesinachievingsignificantresults.Inthefuture,Bilibilineedstocontinueoptimizingitsmarketingstrategy,innovatingcontentformats,andenhancinguserexperiencetocopewiththeconstantlychangingmarketenvironmentanduserneeds.八、结论与展望ConclusionandOutlook经过对哔哩哔哩弹幕网的营销策略进行深入分析，我们可以得出以下结论。哔哩哔哩弹幕网凭借其独特的内容策略，成功吸引了大量年轻用户，并保持了极高的用户粘性。在品牌建设方面，哔哩哔哩注重与用户的互动，通过举办线下活动、参与社会公益等方式，提升了品牌影响力。在渠道策略上，哔哩哔哩不断拓展其业务边界，通过收购、投资等方式，实现了多元化发展。价格策略方面，哔哩哔哩采取免费加增值服务的模式，既吸引了大量用户，又实现了盈利。促销策略上，哔哩哔哩充分利用社交媒体和短视频平台，实现了精准营销。Afterin-depthanalysisofthemarketingstrategyofBilibiliDanmuNetwork,wecandrawthefollowingconclusions.BilibiliDanmuNetworkhassuccessfullyattractedalargenumberofyoungusersandmaintainedahighuserstickinesswithitsuniquecontentstrategy.Intermsof