Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 38 , 10 November 2023


Open Access | Article

Analysis of Network Effect Enhancement Method of Short-video Platform under the Background of MCN Mechanism Popularization - Taking Douyin as an Example

Jiayang Wu 1 , Yi Zhong * 2 , Ziru Zhou 3
1 South-central Minzu University
2 Hainan University
3 Beijing Foreign School University International Curriculum Center

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 38, 93-102
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Jiayang Wu, Yi Zhong, Ziru Zhou. Analysis of Network Effect Enhancement Method of Short-video Platform under the Background of MCN Mechanism Popularization - Taking Douyin as an Example. AEMPS (2023) Vol. 38: 93-102. DOI: 10.54254/2754-1169/38/20231892.

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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated