Research On The Content Marketing Of Short Video Industry In Multi-channel Network (MCN) Production Mode In China

In recent years,the rapid development of short video APP in China has brought brand owners a new marketing scene and a huge user flow,and short video platform has naturally become a new position for brand content marketing.Its production mode also changes from UGC mode,PGC mode,PUGC mode to MCN mode,which is more perfect of industrialization.MCN is the abbreviation of multi-channel network.In this mode,it can better aggregate,produce and distribute content and maximize the value of communication.This mode has carried on the localization development in the short video industry of our country,involving in the content production,our country's MCN organization arises at the historic moment.It is a new agent and intermediary for the short video industry,connecting content producers and media platforms.It provides a series of services including content production,creator management,resource connection,promotion,fan operation and commercial realization.Its unique attributes thus expand the space of content marketing.It is the center of the whole content marketing process,connecting advertisers,media platforms,content creators and users,and participating in the whole process of content marketing from content production to realization.Based on the theories and disciplinary perspectives of communication,sociology and psychology,this paper studies the content marketing of short videos in MCN mode in China by means of literature analysis,case analysis,questionnaire survey,and the thinking of analyzing the status quo-proposing problems-solving problems.Paper is divided into four chapters,the first chapter is a general overview of short video MCN,analyzed the definition and the motivation of MCN,as well as the development of Chinese short video MCN existence form.By analysing the interaction between content marketing and short video MCN,we can point out the fit and promotion between the two,the new era of short video content marketing in China has arrived under MCN mode,to do the stage of marketing analysis.The second chapter is the focus of this article,analyse of short video MCN play a role in the process of content marketing,it is not only an intermediary agent in short video content industry,connecting advertisers,media platform,content creators and users,and also to a certain extent,is a web celebrity brokers,helps to build a perfect content ecological system.This chapter analyses present situation from the perspective of content,users,platforms and brand,in terms of resource guarantee,ecological construction,the fan effect and multiple ways.In the last of this chapter,summarizes the basic pattern of the content marketing strategy of short video MCN.The third chapter points out that there are still some problems in in the content marketing of short video MCN,such as the level of specialization,web celebrity management,content IP development and resource allocation.In the fourth chapter,through the logic of content development in the early stage,content distribution in the middle stage and content feedback in the later stage,come up with some suggestions of content marketing strategy of MCN in short video industry.Including strengthen content production with creators in the early stage,using short video platform to optimize distribution and dissemination in the middle stage,and paying much attention to feedback of marketing effect in the later stage.