Research On The Theoretical Model And Realistic Path Of The Development Of Knowledge-based MCN In The Field Of Traditional Mass Publishing

In recent years,the MCN(Multi-Channel Network)model born on foreign video websites has developed rapidly in China.In the context of the increasing number of MCNs and the bottleneck of traditional mass publishing transformation that needs to be broken,this study is based on the perspective of traditional mass publishing units.Combine MCN's management of creator resources and channel operations with the original author resources and channel advantages of traditional publishing units,and explore the theoretical model and realistic path of traditional publishing units to develop knowledge-based MCN.First of all,the research summarizes the development status of knowledge-based MCN from the perspective of basic types,basic characteristics,and development cycles,in order to clarify the macro background and industry rules that traditional publishing units face in the development of knowledge-based MCN.Secondly,based on a rational analysis of the advantages and disadvantages of traditional mass publishing and a comprehensive grasp of the overall development trend of the publishing industry,this study constructs a theoretical model of the knowledge-based MCN for the development of traditional mass publishing.This model promotes the integration of traditional publishing and digital publishing.It has the characteristics of free flow of content and materials in the editing process,parallel online and offline channels in the distribution process,and multi-dimensional linkage of products and activities.In addition to helping traditional publishing units to gain industrial initiative with new functions,it also helps to promote the development of industry-related entities and the industry as a whole.Thirdly,taking the Zhongdu as a case,analyze the actual path of developing knowledge-based MCN from the aspects of creator mining and support,content production,multi-platform content distribution,and self-operated platform construction,so as to provide more specific reference for traditional publishing units.In addition,the study also discovered the development tension caused by the dual relationship of complementarity and competition during the interaction between the knowledge-based MCN and the platform.Taking this as an entry point,the study analyzed the natural limitations of the distribution platform to isolate target users and cause path dependence during the development of the knowledge-based MCN,as well as the stage limitations such as competition with the distribution platform for creator resources,and the imbalance between distributed content and exclusive content,to assist traditional publishing units to fully utilize the advantages of the MCN model and to minimize the side effects it brings based on their own advantages,and better move towards the road of transformation.