摘要
本文以抖音平台为例,探讨短视频平台MCN化阶段的产业主要盈利模式。以MCN机构以及拥有大粉丝量的短视频账号为主体,依照行业发展的变化脉络,进行访谈、材料收集、数据论证等,从多角度观察、探寻、研究、归纳出短视频平台MCN化运营下的主要盈利方式,总结为账号交易收入、账号内容孵化定制收入、平台补贴营收、广告收入、流量转化变现收入五种盈利模式。本文分别对其具体表现形式及实现原理进行分析,并做出行业预判和提出政策启示。本文关于短视频平台MCN化运营下的盈利模式分析,对移动互联网业态的最新发展具有理论探讨与实践指导的双重意义。
This paper takes theTiktok platform as an example to explore the main profitability of the industry in the MCNization stage of short video platforms.Taking MCN organizations and short video accounts with large fan base as the main body,we conduct interviews,material collection,data argumentation and other methods in accordance with the development of the industry,and observe,explore,study and summarize the main profit methods under the MCN operation of short video platforms from multiple perspectives.The five profit models are:account trading revenue,account content incubation customization revenue,platform subsidy revenue,advertising revenueand network flow conversion revenue.In this paper,we analyze their specific performance and realization principles,and make industry prediction and policy inspiration.The analysis of the profitability of MCN operation of short video platforms in this paper is of both theoretical discussion and practical guidance for the latest development of mobile Internet industry.
作者
李嘉泽
JIAZE LI(Macao University of Science and Technology)
出处
《产业经济评论》
CSSCI
2022年第3期188-200,共13页
Review of Industrial Economics
