视频网站盈利模式分析——以哔哩哔哩为例
Analysis of Profit Models for Video Websites—A Case Study of Bilibili

在如今的互联网大时代，视频网站作为大众休闲娱乐的平台之一，为我国的经济发展作出了巨大贡献。作为视频网站的后起之秀，哔哩哔哩先后在美国和香港上市，自上市之后发展迅速，但却持续亏损，引发广泛关注。本文集中探讨互联网视频平台哔哩哔哩的盈利模式，通过文献与案例研究，梳理了视频网站行业现状，概述哔哩哔哩发展历程及盈利模式，并与芒果TV、爱奇艺对比，发现哔哩哔哩面临盈利模式单一、用户流失较快、版权意识薄弱、成本居高不下等问题。基于此，本文提出一系列优化对策，旨在优化哔哩哔哩盈利模式，促进其可持续发展，同时提升市场竞争力。
In today’s Internet era, video websites, as one of the platforms for mass leisure and entertainment, have made great contributions to China’s economic development. As a rising star of video websites, Bilibili has been listed in the United States and Hong Kong, and has developed rapidly since its listing, but it has continued to lose money, which has attracted widespread attention. This article focuses on the profit model of the Internet video platform Bilibili, sorts out the current situation of the video website industry through literature and case studies, outlines the development history and profit model of Bilibili, and compares it with Mango TV and iQiyi, and finds that Bilibili faces problems such as a single profit model, rapid user churn, weak copyright awareness, and high costs. Based on this, this paper proposes a series of optimization countermeasures to optimize Bilibili’s profit model, promote its sustainable development, and enhance its market competitiveness.