发展多频道网络传播新业态——文化产业视域下的基本特点、优势集群和产业链创新  

Develop New Business Formats of Multi-channel Network:Basic Characteristics,Advantageous Clusters,and Industrial Chain Innovation from the Perspective of Cultural Industry

作　　者：花建[1] Hua Jian

机构地区：[1]上海社会科学院文学研究所,上海200235

出　　处：《复印报刊资料（文化创意产业）》2022年第5期42-51,共10页CULTURAL INNOVATION INDUSTRY

基　　金：深圳市建设中国特色社会主义先行示范区研究中心2021年重大课题“社会主义现代化强国城市文明典范研究”。

摘　　要：多频道网络传播(multi-channel network,MCN)是一种依托多频道网络传播,为视频内容的开发者提供多样化的中介服务,实现快速反馈与供需对接的文化经济新业态,近十年来在世界范围内逐渐兴起。中国推动MCN新业态的高质量发展,要把握世界上MCN发展的四大特点和三大潮流,要立足中国的国情,使之服务国家大政方针,突出人民本位,融入主流文化;要根据MCN依托4I(4力,即科技力、创造力、流通力和注意力)的动力规律,以优良的营商环境、智慧型的基础设施与丰富的资源供给相结合,培育集约化的产业集群;要推动MCN的全产业链包括机构、平台、第三方服务、基地/园区等各个环节的创新;要推动MCN机构适应中国经济社会发展的大趋势,不断转型升级,把握新的增长点,融入国有广电媒体等的改革进程,为文化惠民作出更大的贡献。Multi-channel network(MCN),as a new form of cultural economy relying on providing diversified intermediary services for video content developers and realizing rapid feedback and connection between supply and demand,has gradually sprung up all over the world in recent ten years.To promote the high-quality development of MCN,China should grasp its four characteristics.That is,promote the rapid circulation of information flow,capital flow and commodity flow based on multi-media network communication technology;rely on various types of video platforms to form highly-specialized intermediary services;take the development and commercial realization of video content as the central link to form the advantages of head organization and celebrity of IP development;take the network organization as the development ecology of industrialization and carry out cross-border cooperation with various industries.It is necessary to grasp the three major trends of the development of MCN new business formats in the world,and make them serve the national policies and integrate into the mainstream culture based on China's national conditions.According to the dynamic law of MCN relying on 4I(IT、IP、Idea、Idol),it is necessary to cultivate intensive industrial clusters by combining excellent business environment,intelligent infrastructure and rich resource supply.Its focus is to give full play to the characteristics of MCN,combine people,goods,fields and things,and create good economic and social benefits.It is necessary to promote the innovation of MCN's whole industrial chain,including institutions,platforms,thirdparty services,bases and other key links,give full play to the positive force of transferring the market to dynamic equilibrium in the survival of the fittest and seeking advantages and avoiding disadvantages,empower and help the overall situation of dual circulation,make new enterprises rise competitively,and make quality consumption benefit the people.It is necessary to grasp the new growth point of MCN,adapt to the general

关 键 词：MCN新业态 基本特点 优势集群 全链创新 转型升级 

分 类 号：G124[文化科学] G206