随着互联网通讯技术的提高，以及移动终端的不断普及，互联网用户规模逐年攀升。根据数据统计，截止2021年1月，我国使用互联网的人数已经超过了9.89亿，其中使用手机上网的居民达到9.865亿，网络视频用户规模达到9.27亿，占整体网民的93.7%。人们对于网络平台的要求越来越高，平台也需要与时俱进丰富内容吸引用户。二次元作为我国新兴的娱乐市场，据统计2020年拥有的用户达到3.7亿，成为了发展最为迅猛的娱乐市场之一。哔哩哔哩作为以二次元为核心文化的视频网站，也逐渐走进了用户的视野，随着2018年在美国内斯达克上市，哔哩哔哩的股价也在不断上涨，得到了资本市场的认可。与此同时哔哩哔哩也在积极优化自身的盈利结构，不断探索新的盈利模式。以往学者主要以传播学的角度分析视频网站的盈利模式，本文则从财务视角出发，结合各个盈利模式构成要素之间的联系对案例企业的盈利模式进行分析。通过对哔哩哔哩盈利模式开展研究，可以对案例公司的盈利模式存在的问题提出优化建议，还对我国视频行业探索多元化经营有着参考价值，于我国提升自身文化媒体实力也有着一定的现实意义。

本文采取了文献研究的方法，对国内外学者对盈利模式以及视频企业的盈利模式的研究结果进行了梳理，并分析目前网络视频企业的主要盈利模式有哪些，在当下竞争激烈的互联网市场中可能会出现哪些问题。同时采取了案例研究的方法，选取哔哩哔哩作为案例对象对其盈利模式进行研究。首先从哔哩哔哩的概况以及融资发展历程出发，通过对案例公司自身情况及特点分析其盈利模式的构成要素，确定哔哩哔哩目前的盈利模式，最后将财务分析作为哔哩哔哩盈利模式的量化指标来评价哔哩哔哩目前盈利模式的效果。从目前哔哩哔哩的盈利情况来看，营业收入连续四年都保持增长的态势，但是亏损也在逐年增大，说明其盈利模式具有优势的同时还存在一定问题，例如盈利对象单一，成本费用较高等问题。就当下的互联网视频市场来说，哔哩哔哩如果想要保持营收的增长并将净利润扭亏为盈，还需要不断的努力。最后，基于研究的结果与对哔哩哔哩盈利模式的分析，对其存在的问题提出针对性的优化建议。

With the improvement of Internet communication technology and the continuous popularization of mobile terminals, the scale of Internet users has increased year by year. According to statistics, as of January 2021, the number of people using the Internet in my country has exceeded 989 million, of which 986.5 million residents use mobile phones to access the Internet, and the scale of online video users has reached 927 million, accounting for 93.7% of the total Internet users. People's entertainment methods have also changed due to the popularity of the Internet. People have higher and higher requirements for network platforms, and platforms also need to keep pace with the times and provide richer content to attract users. As an emerging entertainment market in my country, the second element has 370 million users in 2020, making it one of the fastest growing entertainment markets. BILI, as a video website with two-dimensional as its core culture, has gradually entered the user's field of vision. With the listing on Nasdaq in the United States in 2018, BILI's stock price is also rising, and it has received capital. market recognition. At the same time, BILI is also actively optimizing its profit structure and constantly exploring new profit models. In the past, people mainly analyzed the profit model of video websites from the perspective of communication, This paper analyzes the profit model of the case enterprise from the financial perspective, combined with the relationship between the constituent elements of each profit model.Through the research on BILI's profit model, it has reference significance for the development of China's secondary related industries and the diversified operation of the video industry, and has certain practical significance for China to improve its own cultural soft power.

This paper adopts the method of literature research to combs the research results of domestic and foreign scholars on the profit model and the profit model of video enterprises. Analyze the main profit models of online video enterprises and the problems that may occur in the current highly competitive Internet market. Then it adopts the method of case study, selects BILI as the case object to study its profit model, and finds the differences in income structure between BILI and traditional video enterprise profit model through comparative analysis. Firstly, starting from the general situation and financing development process of BILI. Secondly this paper analyzes the constituent elements of its profit model through the situation and characteristics of the case company and determines the current profit model of BILI. Finally evaluates the effect of BILI's current profit model by taking financial analysis as the quantitative index of BILI's profit model. From the current profit situation of BILI, the operating revenue has maintained a growth trend for four consecutive years, but the loss is also increasing with each passing year. This profit model has advantages exactly, but there are still some problems, such as single profit object and high cost. As for the current Internet video market, it takes ongoing effort to maintain the growth of revenue and turn the net profit into profit. Finally, based on the research results and the analysis of BILI's profit model, this paper puts forward targeted optimization suggestions for its existing problems.

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