Research On The Business Model Of Content E-commerce MCN

With the rapid development of the content industry,the industry has begun to pay close attention to the realization of content.After a period of exploration and practice,content-related practitioners have discovered that e-commerce is the most direct and effective monetization method for content,and content e-commerce has emerged as the times require.And because personal content producers have difficulty maintaining continuous content production and are not capable of commercial operations,in order to address their needs,content e-commerce MCN institutions have emerged as the times require.Scholars have actively carried out research on topics such as the profit model of content e-commerce and the significance of MCN,but few of them have studied the business model of content e-commerce MCN companies as cases.As one of the largest content e-commerce MCNs in China,Ruhan Holdings has achieved significant results after several years of development and successfully listed in the United States.Due to the current development of China's content e-commerce MCNs,the business model is generally incomplete.With the entry of various capitals,the market is chaotic,and many traditional advertising companies and brokerage companies enter across industries.Facing huge challenges.Ruhan's business model can provide some useful experience and inspiration for China's MCN institutions that are involved in the content e-commerce industry.Therefore,this article selects Ruhan Holdings as the research object of the content e-commerce MCN.This paper establishes a thesis framework with reference to the three-dimensional three-dimensional model in the monograph "Business Model Innovation White Paper" of Johnson,Christensen,and Kong Hanning.Research and analysis of business activities.This article uses the literature analysis method,case analysis method and in-depth interview method to study the development of Ruhan Holdings' business model.First,sort out the value proposition of Ruhan Holdings,and analyze its value proposition as a contente-commerce MCN according to the needs of its audience.Secondly,it analyzes the key business and profit models including influencer incubation,content marketing,and e-commerce operations.Finally,the inspiration for business models of similar enterprises is put forward.Based on Ruhan's performance in business operations and the characteristics of its business model,this article proposes enlightenment for relevant content e-commerce MCNs,including the need to innovate content production methods and create content with "content + people" as its core;Supply chain to build a complete business system;expand differential competition on vertical tracks;build a multi-tiered red-man system,etc.