Study On The Development Of Short-Video Multi-channel(MCN) Mode In The Web Celebrities

Since its birth in 2013,the short video industry has experienced.The model of short video from UGC to PGC,and a new content production model,namely MCN model,has emerged.This mode emerged from the relatively mature web celebrity economic operation system in foreign countries.After it was introduced into China,it kept adapting to the development of the Chinese market and gradually presented a trend of localized dissemination.China's market is experiencing the short video from the development of the “triangle” to “spindle”,because the MCN institutions of short video market has its own profound understanding and the analysis of the original,since then,for short video content producers,flat media hub between Taipei and advertisers,throughout the short video link of the whole industry chain,and plays a very important role.Based on the summary and analysis of the background and characteristics of the birth of short video MCN,this paper defines the core concept of MCN involved in the paper.Different from foreign development pattern,Chinese MCN take more platform distribution pattern,due to different platform between attributes are also different,therefore,in this paper,a different approach based on the comparison of the similarities and differences between Chinese and foreign development model,to explore the multiple platforms to the spread of the status quo,to find a suitable for the spread of local roads,it has both theoretical and practical significance.After all,MCN is a new thing for China.Behind its vigorous development,MCN is confronted with some unsolved model problems.In this paper,starting from the platform,the well-known social networking platform in China--Sina weibo and the most popular short video platform--Tik Tok were selected as the research objects.By studying the development status of short video MCN platform,the pain point of this model was found.Excessive resources in middle tail;Lack of industry self-discipline awareness,uneven quality of content;Many practical problems such as frequent infringement cases put forward targeted optimization strategies.For example,content optimization should be strengthened,vertical fields should be deeply cultivated,and user retention should be improved.Improve the internal structure,promote the coordinated development of head CP and middle tail CP;Strengthen management mechanism and improve media technology.Through refined production,the marketposition of MCN institutions will be improved,so as to seek diversified ways of realization and promote the future vigorous development of domestic short video industry.