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

Abstract

Recently, with the rapid development of Internet entertainment, Chinas 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.