商务传媒学院知识库

中国MCN机构（行业）作为近年来互联网内容产业发展的突出代表，逐渐得到各方的重视，包括国家政府层面的关注、平台流量的扶持、资本的介入。通过研究中国MCN机构的由来与演变历史，分析其本土化的发展历程，再通过结合案例分析当前国内MCN机构的七大业态，分析其多元的营收模式及变现方式。平台是MCN赖以生存的环境，MCN既是平台的用户、内容生产者，也是平台价值的延伸与部分体现。机构依托于平台生存，也是平台产品生态中的重要一环，双方也在互相依存。接下来通过分析MCN在发展过程中存在的问题，如：变现天花板的突破难题、人才管理与行业规范性问题、持续生产优质内容的困扰、市场发展中的流量竞争、直播合作社等全新形式冲击等，提出MCN未来的发展对策，即进行“去MCN化”、注重人才培养与账号运营、尝试创新发展、布局国际化输出。

As a prominent representative of the development of the Internet content industry in recent years, China's MCN institutions have gradually received attention from various parties, including the attention of the national government, the support of platform traffic, and the intervention of capital. 
This article through studies MCN institutions the origin and evolution of Chinese history, analysis of the localization of its development course, and then by combining case analysis of the current domestic MCN seven forms,  to analyze its diverse revenue models and the mode of cash. Platform is the environment that MCN depends on for survival, so the author takes it as one of the focuses of this paper. MCN is not only the user and content producer of the platform, but also the extension and partial reflection of the platform value. An organization that lives on a platform is an important part of the ecosystem of platform products, and both sides are interdependent. The following listed by MCN in main stress in the process of development, explore MCN will toward "to MCN", industry standardization, diversification of content to homogenize, roles, output the trend of internationalization development.