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Generation Z Subculture Marketing in the New Media Environment: A Case Study of Bilibili

With the development of the times, Generation Z has gradually become the main force of market consumption. Taking Bilibili as an example, this paper studies the subculture marketing of Generation Z in the new media environment. The research shows that, influenced by the Internet environment, online social media, and the popularity and development of subculture among young groups, Generation Z has its own characteristics, and there are some new changes for them in the concept of aesthetic, creation, and consumption. In the meanwhile, Bilibili has achieved great development by grasping these new demands for targeted marketing with its corresponding strategies.