The Impact of PUGC on Marketing: A Case Study of Bilibili

Linlin Yang ()
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Linlin Yang: Chongqing Technology and Business University, International Business School

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 709-717 from Springer

Abstract: Abstract Over the past few years, PUGC has emerged as a rapidly growing new type of digital media platform in China and other countries, enabling users to create and share creative content. Bilibili, as one of the most popular PUGC platforms in China, provides a rich source of data for studying the marketing strategies of such platforms. This paper aims to examine the marketing strategies of PUGC (professionally generated user content) platforms by using the Bilibili platform as a case study. This paper made a detailed analysis of the PUGC platform of Bilibili is conducted, covering platform overview, user demographics, and user behavior. Then reviews the literature on the concept, business model, impact, and significance of PUGC platforms in marketing. Finally, the marketing aspects of the Bilibili PUGC platform are analyzed in terms of product, price, promotion, and place, using the marketing theory of 4Ps. The study offers insights into the marketing strategies of PUGC platforms and indicates future directions for their development and study of PUGC marketing. With the continuous expansion of PUGC platforms, their marketing strategies will continue to play a crucial role in shaping the business models and success of digital media platforms.

Keywords: PUGC platform; Bilibili; marketing strategy; 4Ps; digital media platform (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-246-0_85

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