电商营销背景下MCN机构内容标准化生产的矛盾与调解路径

Contradictions and Mediation Pathways in Standardized Content Production by MCN Institutions in the Context of E-Commerce Marketing

摘要: 在数字经济发展与消费形态变革的双重驱动下，电商营销已步入以内容为核心驱动力的新阶段。在此背景下，MCN机构为追求规模效率而推行的内容标准化生产，与专业内容创作者的个性化、专业化表达之间，产生了普遍且深刻的矛盾。本研究基于文化工业理论，批判性剖析该矛盾在生产流程僵化、商业变现异化、IP权属纠纷三方面的具体表征，揭示其根源在于流量效率逻辑与专业稀缺价值的根本性错配。为有效缓解冲突，本文从关系、生产与组织三层面提出调解路径：构建公平共生的契约关系，推行技术赋能的弹性标准化生产，推动MCN向价值服务商转型，以期为构建健康可持续的内容电商生态提供理论与实践参考。

Abstract: Driven by the dual forces of digital economic development and the transformation of consumption patterns, e-commerce marketing has entered a new stage with content as the core driving force. Against this backdrop, a widespread and profound contradiction has emerged between the standardized content production promoted by MCN institutions in pursuit of scale and efficiency and the personalized and professional expression of professional content creators. Based on the theory of cultural industry, this study critically analyzes the specific manifestations of this contradiction in three aspects: rigid production processes, alienation of commercial monetization, and disputes over IP ownership, revealing that the root cause lies in the fundamental mismatch between the logic of traffic efficiency and the value of professional scarcity. To effectively alleviate conflicts, this article proposes mediation paths from three levels: relationship, production, and organization: building a fair and symbiotic contractual relationship, promoting flexible and standardized production enabled by technology, and facilitating the transformation of MCNS into value service providers, with the aim of providing theoretical and practical references for constructing a healthy and sustainable content e-commerce ecosystem.