Analysis And Reflection On MCN Business Model Under New Media Environment

With the rise of short video and the rapid growth of Internet content industry,MCN,as a content provider,is becoming a new outlet in the industry.In recent years,the domestic MCN market has been expanding,MCN business types are becoming more diversified,business models are becoming more and more mature,capital and platform are competing for it,and the bubble in the development of industry is gradually emerging.Content production is dominated by traffic,over-reliance on community fission transmission,the collapse of netizens,the flooding of low-level content,the lack of high-level content and other issues have greatly limited the healthy development of MCN industry.Analyzing MCN business model,we can find that:in content production,content production based on algorithm recommendation and industrialized production guidance has become the mainstream,some MCN organizations even have data-driven content production,vulgarization,homogenization and other issues are undermining the high-quality reputation of the content industry;in the communication link,community communication in the vertical field is accurate and efficient,but with the help of data-driven content production,vulgarization and homogenization are destroying the high-quality reputation of the content industry.Marketing for the purpose of community operations need to grasp the sense of proportionality,avoid the group polarization of fans and deviate from the mainstream value output;in the cash link,the establishment of personalized networking is a good way to extend the lifecycle of networking,but it is easy to establish and collapse,valuable IP must be based on cultural connotation.The increase of users' willingness to pay is a good trend of knowledge payment,but knowledge should not become a gimmick for realizing.Creating Academic Net bonus and selling knowledge anxiety are vicious consumption of knowledge payment market.To build a good ecosystem of MCN industry requires efforts from all sides.Besides MCN institutions,platforms and capital need to treat the MCN model calmly.Excessive subsidies of capital and flow can easily lead to bad currency driving out good currency.Although the supervision of the network information office has been strengthened and the content control of the platform and MCN institutions has been improved,the remediation of the content chaos of network students can not be relaxed.All parties need to work together,and Internet users themselves need to constantly improve their cultural literacy.