A Review Of The Development Of China's Short Video Industry Under The MCN Model

This paper will start from the foreign origin and development of the MCN model and the localization process after entering China to study the development of China's short video industry.The article will explore the impact of the MCN model on the development of China's short video industry from the development of production content,the development of communication strategies and the development of short video business models.The development of production content will be discussed from three aspects: production subject,content selection and content production;the development of communication strategy will be studied from the three main directions of communication subject,communication mode and communication audience;the research on business model characteristics focuses on the scale of advertising,Research on three aspects of e-commerce cooperation and IP commercialization.In addition,this article will explain and discuss the existing problems in the short video industry under the MCN mode,and propose corresponding solutions.With the rapid development of the Internet,the continuous improvement of mobile terminals,and the popularity of 4G networks,the rise of 5G networks,the short video industry has gradually penetrated into every corner of people's lives and become a new way of life.Throughout the development of the domestic short video industry,the production subject has experienced the transformation of UGC to PGC.The user identity has changed from receiving information in one direction to directly participating in the process of information production and dissemination.The short video industry has also begun to appear as a new "MCN".concept.Behind the high-quality content,there must be a professional service system.Privately,the MCN organization is the most professional service system in China's short video industry.After the emergence of the MCN model,the short video market formed a competition between the alliance and the alliance.The content evolved from the initial chaos to the vertical domain,and from the vertical domain to the content matrix.The communication mode also began to move toward more creative and multi-channel directions.For the macro upgrade,the user's choice of content has also begun to change from passive to active.For the short video industry,the MCN organization's professional help to the industry can help the sustainable development of the short video industry.Although the development of MCN institutions in the domestic short video industry still faces many problems to be solved,for content producers and users,MCN institutions are still an indispensable part of the development of the short video industry.In the future development of the industry,MCN institutions will gradually develop in a professional and procedural direction to accelerate the iterative upgrade of short video content.After the popularization of 5G,the birth of the new platform will make the content form upgrade and the way of realization more diversified.MCN is expected to grow into a super MCN organization,and the short video industry will also achieve better quality content output under a more professional and comprehensive service system.