Research On Short Video MCN Based On Industry Chain Theory

With the rapid increase in the content driven by capital and platforms,the short video industry is developing rapidly.At the same time,short video,as a "new generation text",urgently needs to complete the construction of the strategic layout of content ecology,communication operation mode,professional management and service methods.MCN(Multi-Channel Network),as a product that conforms to the iteration and evolution of the short video industry chain itself,has had a great impact on the construction and operation mechanism of China's short video industry chain.This article mainly examines the changes,functions and values brought by MCN to China's short video industry from the perspective of industry chain theory,using literature research,in-depth interview and questionnaire.The study found that in terms of industrial relations,the main responsibility of MCN is to integrate and output content,which is closely related to and cooperates with the various constituents in the short video industry chain.In terms of industrial functions,MCN has played a role in promoting the industrialization of content production,promoting the specialization of industrial division of labor,enhancing the status of content producers and commercialization capabilities.As for industrial value,the core value provided by MCN to the short video industry chain lies in the optimization of the operating mechanism,which is mainly achieved by establishing and improving trust contract mechanisms,communication and coordination mechanisms,benefit distribution mechanisms,risk sharing mechanisms,and competition negotiation mechanisms.Based on the operation mode of MCN,not only the trust contract between the short video industry chains has been further strengthened,but also the conflicts among various stakeholders can be reduced.At the same time,MCN also plays a role in promoting the balance of interests,reducing the risks shared by stakeholders,and improving the efficiency of industrial competition by controlling the quality of content.Finally,in the light of the problems of the current MCN,this paper combines the relevant research theories of industry chain optimization and integration,and puts forward relevant suggestions in a targeted manner.