Mobile Short Video Industry Value Chain Research

In the new economic era where the cultural industry has become the pillar of the national economy,as a segment of the digital cultural industry and an emerging form of media communication,mobile short video has developed from a marginalized industry to a mainstream format,creating an industry value chain and becoming a content entrepreneur.New air outlets and a new round of economic growth.The short mobile video that entered the Chinese media market in 2013,the user's “easy to read” psychological needs during the social transformation period,the support of “fast-speed” technology for smart phone 4G networks,and the “explosive” capital driving of media market investment and financing.Under the comprehensive effect,a relatively complete set of industrial value chains has been formed.It builds the content end with "UGC+PGC+OGC" as the main body of information,the platform end featuring "social interaction,technical tools and information aggregation",the traditional "centralization" and the customization of "decentralization".The intrinsic structure of the multi-integration.This internal structure follows a set of operational mechanisms: providing short video products and services as the core,based on trust,strengthening the interaction between industry entities through information exchange and resource sharing,and promoting the value-added of value chains;Motivation,with product innovation and platform innovation,promotes the appreciation of the industrial value chain;optimizes the operation of the industrial value chain through rational distribution of benefits.As a result,the mobile short video industry value chain has realized the subversion of the traditional video industry structure,diverging and expanding in a mesh and open manner.The mobile short video industry value chain pays attention to the mutual cooperation among the various industry entities,and builds core competitiveness through the allocation and sharing of resources,industrial competition and cooperation.First of all,adhere to the continuous production of original content,the main concept of "content is king." Secondly,break the time and space restrictions,meet the user's needs in different time and scenes,enhance user stickiness;use big data to realize personalized recommendation of users,and stimulate the three-dimensional communication of users' multi-platform through two-way interaction.Finally,strive to fully cover the distribution channels,expand the user community,build a data repository,and ensure the bombing effect of the spread.However,in the construction of the mobile short video industry value chain,there are deficiencies such as content simplification,platform homogenization,and channel decentralization,which still need to be further optimized.Content positioning needs to segment the market,enhance the adhesion with users;create a differentiated platform to achieve ecological layout;rely on algorithmic dissemination to achieve accurate delivery and cross-screen interaction,thereby enhancing the overall value of the mobile short video industry value chain.