MCN机构商业模式创新研究——以Papitube为例

Exploring Business Model Innovation of MCN Institution:Taking Papitube as an Example

移动互联网时代,信息井喷,用户的时间与习惯变得碎片化,市场已经不仅仅是商品之间的竞争,更是不同内容间的激烈碰撞。MCN机构便是在这种环境下诞生的具有内容整合能力的新兴企业。文章基于商业模式冰山理论,从显性层的价值主张、业务系统和盈利模式出发,结合隐性层的关键资源能力和外部环境信息,对Papitube的商业模式创新进行深度分析,希望对内容行业兴起的大环境下企业创新实践带来有价值的参考和启发。

In the era of mobile internet,with the information blowout and the fragmentation of users’time and habits,the market is not only the competition between commodities,but also the fierce collision between different content.MCN institution is a new enterprise with the ability of content integration.Based on the iceberg theory of business model,this paper makes a systematic analysis of the business model of Papitube using the value proposition,business system and profit model of the explicit layer,combined with the key resource capability and external environment of the tacit layer.At last,we put forward the corresponding strategies to MCN industry,thus providing valuable reference and inspiration to the innovation and practice of enterprises in the new environment.