Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 38 , 10 November 2023
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Analysis of Network Effect Enhancement Method of Short-video Platform under the Background of MCN Mechanism Popularization - Taking Douyin as an Example
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Abstract
Recently, with the rapid development of Internet entertainment, China’s Multi-Channel Network markets (MCN) has been expanding, and MCN have significant advantages in many aspects. Meanwhile, Douyin has also maintained a forward development trend since its launch. Therefore, the research topic is to explore how to enhance Network Effects of short video platform on Douyin in the context of the extensive MCN. During the research process, the necessity and scientific nature of Douyin + MCN is analyzed by SWOT analysis, and it is concluded that Douyin + MCN is a Positive Trans-Boundary Network Effect Model, which accords with the law of “Winner-takes-all”. Finally, countermeasures are proposed for the future challenges of Douyin + MCN. Therefore, in order to further expand Network Effect, Douyin should make use of MCN to achieve high-quality video content, seize the dominant position, control the content direction, appropriately subsidize MCN, balance the market development, encourage the development of small and medium-sized MCN, and avoid the situation of one or several dominant MCN. Besides, it is suggested to create a better creation environment, attract more users, and ultimately achieve the purpose of maximizing Network Effects.
Keywords
Douyin, MCN, network effect, short-video platform
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-097-4
- ISBN (Online)
- 978-1-83558-098-1
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/38/20231892
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited