Research On The Business Model Innovation Of MCN Institutions Of Urban Radio And Television Station

In recent years,with the rapid change of Internet technology and the rapid development of various new media platforms,traditional media such as newspapers,TV,radio and other traditional media are facing difficulties such as shrinking channel advantages,loss of subscribers,declining advertising and so on.Under such circumstances,how to adapt to the new changes in the media landscape,continue to deepen integrated development,continuous reform and innovation,Urban Radio and Television stations out of the predicament of the inevitable choice.At the same time,MCN,which was born in foreign countries,is flourishing in China,and its operation mode and successful experience provide useful reference for the transformation and development of Urban Radio and Television stations,which makes some Urban Radio and Television stations take the layout of MCN as one of the important measures for reform and innovation.This paper takes Que Hua MCN as a case study,focusing on the business model innovation of Urban Radio and Television stations MCN organisations,analysing the existing problems of Que Hua MCN business model,proposing corresponding innovation paths,and providing relevant suggestions for Urban Radio and Television stations MCN to innovate their business models and do a good job of integrated development on this basis.The research in this paper mainly includes the following parts: the introductory part introduces the background of the research,systematically composes the research dynamics about business model,MCN and Radio and Television stations MCN introduces the research idea,research content and relevant theoretical basis,then,on the basis of drawing on the value theory and the four elements of business model,combined with the development status of Urban Radio and Television stations,puts forward the Radio and Television stations MCN The four elements of the business model,namely content production,distribution and dissemination,key resources and commercial realisation,are presented.Chapter 1 introduces some basic conditions of MCN,including the connotation of the concept of MCN,the development history of MCN at home and abroad,and the current business models of MCN in China,that is,the realization of content influence mainly based on advertising,the realization of online celebrity influence mainly based on live streaming e-commerce,and the realization of multiple influence simultaneously supported by multiple operations.Chapter 2 discusses the background of China’s Radio and Television stations entering the MCN market and introduces the development of Que Hua MCN.Que Hua MCN is the first MCN brand built by an Urban Radio and Television stations and a headline short video agency in China,and after two years of development,it has made a more successful exploration in the MCN field.Chapter 3 analyses the business model of Que Hua MCN and its existing main problems,including the limited thinking in content production and over-reliance on Moderator IP;the difficulty in obtaining traffic and lack of operational awareness in distribution and dissemination;and the lack of attractiveness in the field of vertical categories and low traffic conversion rate in commercial realisation.Chapter 4 addresses the existing problems of Que Hua MCN business model,discusses the policy,practice and theoretical basis for its business model innovation,and proposes corresponding innovation paths,mainly including consolidating the content foundation to achieve a "circle breakthrough";establishing localized community marketing to make up for operational shortcomings;and innovating diversified forms of realisation with the goal of conversion.The main innovation paths include consolidating the foundation of content to achieve a "circle breakthrough";establishing localised community marketing to complement the shortcomings of operation;and innovating multiple forms of realisation with the goal of conversion.Chapter 5 points out the necessity and urgency of MCN business model innovation for Urban Radio and Television stations,and proposes the universal experience of Que Hua MCN on the innovation and development of MCN business model for Urban Radio and Television stations,mainly including deep ploughing of content,insisting on individual and precise positioning and localised content production;risk avoidance,adhering to the responsibility of mainstream media and focusing on emotional communication with audiences;multiple realisations,focusing on local services and extending the industry chain.