Research on Exploration of Bilibili's Contentious Profitability and Development

With the rapid development of Internet technology, traditional online video websites have transformed into diversified commercial trading platforms. This paper takes Bilibili as the research object to analyze its development process from ACG community to a multi-cultural development business platform centered on Generation Z. The development stages of Bilibili are introduced, including initial community formation, middle community expansion, and later community maturity. It analyzes its status, such as becoming one of the largest video sites in the world and growing revenue in advertising and games. This paper discusses the reasons and problems of Bilibili's profitability, including its marketing strategy (internal strategy encourages user creation, provides personalized recommendations and unique community culture, and adopts diversified business strategy combining hard and soft business models), and analyzes the current problems and competition, such as limited profitability and uneven content quality. SWOT analysis is also carried out. Finally, suggestions for the future are put forward, including diversification of profit models, improvement of content quality, lowering of creation threshold and strengthening community management, and the conclusion is that Bilibili's success is due to its adaptability, innovation and strong community participation, and it needs to constantly explore new profit models and enhance competitiveness to meet the challenges of the online video market.