Study on the Optimization of Bilibili's Business Model —— Based on the Business Model Canvas

With the booming development of the Internet industry and the comprehensive coverage of 4G and 5G networks, the Internet tide is gradually changing people's daily habits, and online video has been deeply integrated into people's daily life entertainment. Each major video website has its own characteristics and unique business model, and Bilibili has created a unique profit model in this field, constructed a unique community culture, and achieved wide recognition in the market. Bilibili, with its focus on PUGC (professional user-generated content) videos and a strong community atmosphere, is a unique video community. As a listed niche video website, Bilibili is popular among young people in terms of pan-ACG culture. Using the business model canvas as a framework, combined with SWOT analysis and Porter's Five Forces analysis, this paper explores Bilibili's business model with the aim of providing useful references for the healthy and sustainable development of China's digital content service industry, and promoting the industry's continuous innovation and progress. This is not only an in-depth study of Bilibili's business model, but also a deep reflection on the development trend of the whole industry, which will draw a richer and more sustainable development blueprint for the future digital entertainment era.