Research On Brand Value Evaluation And Promotion Strategies Of MCN Institutions

In 2016,a new economic operation mode of Internet celebrity began to emerge in China,namely multi-channel network platform,referred to as MCN for short.Nowadays,the development of the MCN industry is improving and market competition is increasing.In the face of increasing demand for information and transactions,it is particularly important to scientifically evaluate the brand value of MCN institutions to help them increase their brand value.This paper constructs a brand value evaluation model suitable for MCN institutions based on the Interbrand brand value evaluation method to help both supply and demand parties to scientifically determine the brand value of MCN institutions,and research the brand value enhancement strategies of MCN institutions based on the model and evaluation results.Further promote the development of the MCN industry.First of all,through a large amount of literature reading and collation,this article analyzes and compares a variety of brand value evaluation methods on the premise of clarifying the basic concepts,and finally selects the Interbrand brand value evaluation model as the research basis.Combined with the characteristics of the MCN industry,the Interbrand brand value evaluation model has been adjusted to suit the MCN industry.The first is the adjustment of the brand effect index,which integrates the opinions and feedback of the service objects of MCN institutions into the model,thereby increasing the comprehensiveness and objectivity of the model.The other is the adjustment of brand strength,which expands and improves brand strength factors suitable for the characteristics of the MCN industry to increase the rigor and pertinence of the model.After the adjustment of the brand value evaluation model suitable for the MCN industry is completed,this article selects "Ruhnn " to conduct an empirical case analysis to verify the robustness and operability of the model.Then,according to the adjusted model and evaluation results,this paper studies the brand value promotion strategy of MCN.From the financial perspective of the model,MCN institutions need to explore more commercial channels to improve cash flow management ability;from the consumer perspective of the model,MCN institutions need to be based on demand,improve service level,and enhance brand awareness and brand loyalty on the basis of the above;from the market perspective of the model,MCN institutions need to keep up with the industry and market trends,and constantly improve the red man incubation and management system Manage and use laws and policies to protect brands.Finally,the paper makes a summary and prospect.