毕业论文-秦杰伟.doc

摘要随着移动终端的不断发展和5G时代的到来，我国目前的互联网环境也在不断高速发展，人们对互联网的使用更为频繁，人们获取信息的渠道也从原来的纸质报刊到现在的各类新媒体，新媒体行业在互联网高速发展的背景下迎来了机遇也迎来了挑战。哔哩哔哩，作为一家以二次元文化起步的新媒体平台，近年来在互联网高速发展的背景下，其发展的速度不容小觑，逐渐活跃在大众的视野中，已经有着成为主流媒体的潜力，是目前年轻人最喜爱的新媒体平台之一。本文以哔哩哔哩为例，从营销模式的视角，通过对哔哩哔哩发展的背景，企业的定位，视频的特点以及其在互联网营销中采用的方式进行分析并整理，总结哔哩哔哩的优势，并根据整理相关文献提出其在营销模式上可能存在的问题，针对哔哩哔哩当前的发展提出一些参考性意见。并希望以哔哩哔哩为例，能够给予当前新媒体平台如何发展提供方向，借鉴哔哩哔哩的发展情况和营销模式，不断调整自身的营销战略和手段，以提升品牌知名度，加强用户粘性，提高企业的竞争力。关键词：新媒体哔哩哔哩二次元营销模式AbstractWiththecontinuousdevelopmentofmobileterminalsandthearrivalof5gera,China'scurrentInternetenvironmentisalsoconstantlydevelopingatahighspeed,peopleusetheInternetmorefrequently,peoplegetinformationfromtheoriginalpapernewspapersandmagazinestoallkindsofnewmedia,newmediaindustryinthecontextoftherapiddevelopmentoftheInternetusheredinopportunitiesandchallenges.BiliBili,asanewmediaplatformstartingfromthesecond-orderculture,inrecentyears,underthebackgroundoftherapiddevelopmentoftheInternet,itsdevelopmentspeedcannotbeunderestimated,graduallyactiveinthepublicvision,hasthepotentialtobecomethemainstreammedia,andisoneofthemostfavoritenewmediaplatformsforyoungpeople.Fromtheperspectiveofmarketingmodel,thispaperanalyzesandcollatesthebackgroundofthedevelopment,thepositioningofenterprises,thecharacteristicsofvideoandthewaysitadoptsinInternetmarketing,summarizestheadvantagesofbilibili,putsforwardthepossibleproblemsinmarketingmodelbasedontherelevantliterature,andputsforwardaproposalforthecurrentdevelopmentofBiliBiliSomereferences.Andhopetotakebilibiliasanexampletoprovidedirectionforthecurrentdevelopmentofnewmediaplatform,learnfromthedevelopmentandmarketingmodeofbilibili,andconstantlyadjusttheirownmarketingstrategiesandmeanstoimprovebrandawareness,strengthenuserstickiness,andimprovethecompet