Research On The Development Model Of China's Short Video MCN

Video content has evolved from the UGC era to the PGC era,and short video content has gone from being a single content creator to a time of team talk,refinement,and standardisation,during which,whether it is short video content production level or the audience's attention has been greatly improved.Until 2016,the Red Papi showed that the PGC had reached a higher peak,but as content based short video encountered a creative ceiling,short video creators began looking for new ways to operate.At this point,the Chinese MCN was born in this environment.While individual creators of content recognize the ceiling of content creation,on the other hand,the constant demand shock to short video content,coupled with the inevitable choice of capital,the short video begins to shift fully to the MCN mode.After the introduction of the MCN model in China for the first time from the new set,second-generation video,Papitube,quick beauty makeup,and Ivy League culture and other Chinese mcns,these MCN companies with different development patterns and content characteristics are exploring the business of content output,business models,and ways to monetize,some of which have been promoted to beauty fields,vertical head companies such as mother and baby,and others rely on the signing of different micro-blogging red people to become the net red economic incubation companies and so on.Since 2016,Short Video MCN has developed rapidly and has become a force to be reckoned with in the media industry,but the short-video MCN model has only been developed in China for a short time,so the corresponding literature research is very little,on the basis of the above,in this paper,six MCN companies with Chinese brand in their development and dissemination are selected as the case study examples,the development of short-video MCN mode in China is studied by case analysis,Content analysis,depth investigation and so on.This paper is divided into six chapters,the first is the introduction part,and the concept and characteristics of short video MCN mode are systematically explained,the third chapter focuses on the development of the complex MCN model and the research of the main MCN representatives.The Fourth Chapter is also the key chapter,from the content analysis,the dissemination channel,the audience analysis and so on the Qingteng culture MCN.The fifth and sixth chapters are the analysis ofthe profit model and existing problems of Chinese MCN companies under the line.In this paper,six typical MCN companies,"new set","fast beauty make-up","Qingteng culture","swarm culture","papitube" and "Shell Video",the six typical MCN companies,it brings forward-looking thinking for the development of short-video industry.