Research On Incubation Mechanism Of Internet Celebrity IP Under MCN Mode

With the change of media and the market development of the Web celebrity economy,the MCN model(Multi-Channnel Network)introduced from abroad has gone through a budding stage,a brutal growth period and then a refined development stage,and has been deeply embedded in the industrial chain of the Web celebrity economy.Current studies on the MCN model and the Web celebrity IP are all based on a single macro perspective,and remain superficially focused on the causes,characteristics and development modes of the emergence of the MCN model,and the two are fragmented from each other,lacking a detailed investigation of the overall operation mechanism of the combination of the two.Based on the limitations of the existing studies,this paper uses the case study of the Netflix incubation MCN agency "Dayu Network" to construct a bottom-up model of the Netflix IP incubation mechanism under the MCN model using the qualitative research method of rooting theory,so as to clarify the influencing factors and formation logic of Netflix incubation.It is found that the individual quality of net celebrities,especially their charismatic performance and content production capacity,are the core elements for the branding of net celebrity IPs;the corporate culture,resource capacity,content support and benefit distribution of MCN organizations shape the growth environment of net celebrity IPs;the resources support,traffic supply and channel positioning provided by platforms,as the space for net celebrity incubation,are important factors influencing the growth of net celebrity IPs.The platforms,as the space for the incubation of Netflix,provide resources,traffic supply and channel positioning,which are important factors influencing the incubation of Netflix IP;and the fan groups of Netflix generate viewing,recognition and consumption behaviors based on certain demand orientation,which are key regulating factors for the incubation of Netflix IP.On the basis of theoretical research,the participatory observation method is used to further analyze the process construction path of the Netflix IP incubation mechanism under the MCN model.and it is found that MCN agencies have been deeply involved in various aspects of Netflix IP content production dissemination and operation,marketing and cashing,etc.With their professional support,the Netflix IP incubation generation has entered a professional development track.Finally,this paper proposes targeted optimization strategies to solve the problems faced by the MCN agency "Dayu Network" in the incubation of Netflix IPs and to achieve the standardized and systematic development of Netflix IPs.First,MCNs should establish a balanced management system to reduce the loss of tail-end netflix IPs;second,MCNs should focus on refined community operations and build a private traffic pool for netflix IPs to get out of the quagmire of rising operating costs;finally,to break through the dilemma of homogenization,MCNs need to open up new development tracks and leverage 5G technology to promote content innovation by means of content interaction and scene migration,so as to build a unique netflix IP identity.In order to build the unique value barrier of Netflix IP.