“网红经济”背景下MCN公司的财务绩效研究——以如涵控股为例

Research on the Financial Performance of MCN Company under the Background of “Online Celebrity Economy”—Taking Ruhan Holdings as an Example

摘要: 本文剖析了“网红经济”背景下MCN公司的现状与特点，以如涵控股为例，从其2008~2020年的财务绩效评价入手进行实证研究，采用因子分析法的模型，找出4个主因子，通过命名和计算因子得分、综合得分、排名，比较剖析。研究发现，如涵控股的营运能力和盈利存在很大的提升空间，存在产业前期投入大、“网红”同质化严重、稳固一定数量的流量困难，后续盈利不稳定等问题。最后，本文基于以上问题提出若干条可行的建议，为“网红经济”背景下MCN公司的发展提供理论依据。

Abstract: This paper analyzes the present situation and characteristics of MCN company under the back-ground of “online celebrity economy”. Taking Ruhan Holdings as an example, it makes an empirical study from its financial performance evaluation from 2008 to 2020. It uses the model of factor analysis to find out four main factors, and compares and analyzes them by naming and calculating factor scores, comprehensive scores and rankings. It is found that Ruhan Holdings has a lot of room for improvement in its operating capacity and profit, and there are some problems, such as large investment in the early stage of the industry, serious homogenization of “online celebrity”, difficulty in stabilizing a certain amount of traffic, and unstable subsequent profit. Finally, based on the above problems, this paper puts forward some feasible suggestions, which provides theoretical basis for the development of MCN Company under the background of “online celebrity economy”.