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谢伏瞻
    中国社会科学院学部委员,学部主席团主席,研究员,博士生导师。历任中国社会科学院院长、党组书记,国务院发展中心副主... 详情>>
蔡 昉
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李培林
    男,汉族,出生于1955年5月,山东济南人,博士,研究员,全国人民代表大会社会建设委员会副主任委员,中国社会科学... 详情>>

    2020年中国主流媒体MCN创新案例

    摘要

    自2018年国内首家广电MCN成立以来,截至2021年上半年,全国至少有20多家广电媒体成立了MCN,主流媒体布局MCN的步伐正在加快。一些入局较早的机构如芒果MCN,已经形成了完整的产业链,进入了品牌升级阶段;稍晚入局的机构正整合各类资源谋求快速发展,例如,浙江广电采用体制内外强强联合的方式成立布噜文化MCN,黑龙江广电以“融”赋能、以生态化布局谋发展,山东广电的闪电MCN走社会效益和经济效益并重的特色之路,重视传媒MCN深耕影视内容创作、依托内容生产和运营打造全新业态。在实践中,广电MCN逐渐探索出多元化的商业模式,部分机构实现了可观的盈利,让更多主流媒体看到了重构商业生态的希望。

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    Abstract

    Since the first radio-and-television-owned MCN in China was founded in 2018,more than 20 radio-and-television institutions across the country has established their own MCN,showing that the process of mainstream media MCN expansion is speeding up. Earlier MCNs such as MANGO MCN have their industrial chain completed and have stepped in the stage of brand upgrading,while recent ones are integrating multiple resources on the purpose of a rapid development. For instance,the Radio and Television Bureau of Zhejiang established “Bulu Culture” MCN by combining the strength of internal and external resources;the Radio and Television Bureau of Heilongjiang adopted the strategy of convergence to design the future layout;the “Lightening” MCN from the Radio and Television Bureau of Shandong has succeeded in balancing social and economic benefits;Chongqing Media MCN has put effort in film and television production and created a new business model based on content production and operation. In Practice,radio-and-television-owned MCNs has been exploring diversified business models,some of which have earned remarkable profits,showing the mainstream media the possibility of reconstructing their business ecology.

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    作者简介
    万强:万强,央视市场研究(CTR)媒体融合研究院副总经理。
    安宝丹:安宝丹,央视市场研究(CTR)媒体融合研究院研究经理。
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