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

Research Article
Open access

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    
  • *corresponding author 20203103668@hainanu.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/38/20231892
AEMPS Vol.38
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-097-4
ISBN (Online): 978-1-83558-098-1

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

Wu,J.;Zhong,Y.;Zhou,Z. (2023). Analysis of Network Effect Enhancement Method of Short-video Platform under the Background of MCN Mechanism Popularization - Taking Douyin as an Example. Advances in Economics, Management and Political Sciences,38,93-102.
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References

[1]. Li, J, Z.: The profit model of MCN operation of short video platform: a case based on “Jieyin” platform, Industrial Economics Review, 50(03):188-200 (2022).

[2]. Iimedia Data. China MCN industry development and user consumption research data.

[3]. Zhang, P, P.: Netflix “factory”: the development history, emergence logic, and future trends of MCN agencies. Future Communication, 28(01):48-54 (2021).

[4]. Zhu, X, L.: On the bottleneck and optimization of the development of short video MCN agencies--Jitterbug as an example. Audiovisual, No.156(04):15-17 (2020).

[5]. Zhou, W, H., Qiu, Y, J., Jin, K, K., et al.: The mechanism of the role of e-commerce platform and bilateral market value co-creation on network effect - based on Taobao case study. Soft Science, 29(04):83-89 (2015).

[6]. Moonfox, Estimated number of Douyin (TikTok) users in China from 2021 to 2025 (in millions), 2021

[7]. IiMedia Consulting. Research Report on the Competitive Situation of China’s Short Video Head Market in 2020-2021.

[8]. Lu, Y, R.: Jieyin’s short video differentiation strategy. Jiangsu Business Theory, 456(10):20-24 (2022).

[9]. IiMedia Consulting.: China MCN Industry Development Research Report 2022-2023.

[10]. Iimedia Consulting.: China Live Streaming E-Commerce Industry Operation Big Data Analysis and Trends Research Report, 2022-2023.

[11]. Gong, L, M., Jiang, S, S.: Frontiers of research on strategic management of platform-based business ecosystems: perspectives and objects Foreign Economics and Management, 38(6): 38-50, 62 (2016).

[12]. McIntyre, D, P., Srinivasan, A.: Networks, platforms, and strategy: Emerging views and next steps. Strategic Management Journal, 38(1): 141-160 (2017).

[13]. Ren, X, C.: The innovative development path of short video MCN agencies--an analysis based on Jitterbug. Publishing Wide Angle, 381(03):82-84 (2021).

Cite this article

Wu,J.;Zhong,Y.;Zhou,Z. (2023). Analysis of Network Effect Enhancement Method of Short-video Platform under the Background of MCN Mechanism Popularization - Taking Douyin as an Example. Advances in Economics, Management and Political Sciences,38,93-102.

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About volume

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

ISBN：978-1-83558-097-4(Print) / 978-1-83558-098-1(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.38
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Li, J, Z.: The profit model of MCN operation of short video platform: a case based on “Jieyin” platform, Industrial Economics Review, 50(03):188-200 (2022).

[2]. Iimedia Data. China MCN industry development and user consumption research data.

[3]. Zhang, P, P.: Netflix “factory”: the development history, emergence logic, and future trends of MCN agencies. Future Communication, 28(01):48-54 (2021).

[4]. Zhu, X, L.: On the bottleneck and optimization of the development of short video MCN agencies--Jitterbug as an example. Audiovisual, No.156(04):15-17 (2020).

[5]. Zhou, W, H., Qiu, Y, J., Jin, K, K., et al.: The mechanism of the role of e-commerce platform and bilateral market value co-creation on network effect - based on Taobao case study. Soft Science, 29(04):83-89 (2015).

[6]. Moonfox, Estimated number of Douyin (TikTok) users in China from 2021 to 2025 (in millions), 2021

[7]. IiMedia Consulting. Research Report on the Competitive Situation of China’s Short Video Head Market in 2020-2021.

[8]. Lu, Y, R.: Jieyin’s short video differentiation strategy. Jiangsu Business Theory, 456(10):20-24 (2022).

[9]. IiMedia Consulting.: China MCN Industry Development Research Report 2022-2023.

[10]. Iimedia Consulting.: China Live Streaming E-Commerce Industry Operation Big Data Analysis and Trends Research Report, 2022-2023.

[11]. Gong, L, M., Jiang, S, S.: Frontiers of research on strategic management of platform-based business ecosystems: perspectives and objects Foreign Economics and Management, 38(6): 38-50, 62 (2016).

[12]. McIntyre, D, P., Srinivasan, A.: Networks, platforms, and strategy: Emerging views and next steps. Strategic Management Journal, 38(1): 141-160 (2017).

[13]. Ren, X, C.: The innovative development path of short video MCN agencies--an analysis based on Jitterbug. Publishing Wide Angle, 381(03):82-84 (2021).

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