Study On The Fans Management Strategy On Weibo Platform

With the development of science and technology,the emerging industry form of the Internet continues to impact the traditional industrial pattern.At the same time,the video industry is developing rapidly.Throughout the world,the video industry started relatively late.But the development speed is faster and the form is numerous.It can quickly catch the audience's eyeballs and stimulate the audience's consumption potential and so on.This video format has ushered in a new transformation in 2016--from the long video to the short video mode.The short video emerged from 2013,and has experienced a period of exploration and accumulation.In 2016,it had an explosive growth and quickly formed industrial draught.The consumption of short video content also increased significantly.From 2016 to 2017,the concept of MCN introduced from abroad suddenly appeared in the short video industry.It has become a new short video organization operation mode,and has been widely promoted and received widespread concern and discussion in the industry.As the largest public network social platform in our country,Weibo provides a good environment for the development of short video.Compared with text,pictures,voice and other traditional forms,short videos are intuitive,strong sharing and interactive.A lot of text and content are replaced by short videos that can carry more information content,which is also well received by audiences.MCN is the abbreviation of Mutli-Channel Network,the direct translation is the multi-channel network.It was developed by the United States and introduced a segment of video and short video operating mode in China in 2016.Users and content are the foundations of making a profit.But how to make full use of this form and aggregate scattered short video creators to form a short video MCN that can bring huge commercial value and brand effect is a problem that practitioners should focus on now.In this paper,the research object is the short video MCN organization with Weibo as the main platform,and the core content of its operation,fan management,is analyzed and studied.Firstly,we begin to discuss the appearance,introduction and current development of short video MCN.Secondly,it focuses on the analysis of three short video MCN fansmanagement modes based on the model of content generation,community construction and emotional training.Finally,the development trend of short video industry and short video MCN in the future is analyzed on the basis of the development status.The author hopes that by introducing the introduction of short video MCN and analyzing the management mode of fans,it will provide useful help for similar organizations,industry practitioners and short video industry in the future.