基于MCN运营模式的医院网络直播研究
来源:用户上传
作者:邸洋 王蕾 杜孟凯
[摘要]伴随互联网移动视频产业的深入发展,多频道网络(MCN)模式被广泛应用于网络直播与短视频运营。本文结合医院实际工作,在充分认识中国互联网发展背景的前提下,以准确把握网络直播特性为基础,对医院发展网络直播事业的可行性与必要性进行分析,明确了网络直播助力人群健康素养提升、延展优质医疗服务半径、开辟医院宣传新阵地的功能定位;针对医院网络直播的运作流程、内容资源、人才优势、运营机制提出了基于 MCN 运营模式的优化策略,在实现内外联动的网状协作、搭建共享式直播平台、打造医疗领域头部 IP、科学规划直播内容与环节等方面提出具体建议。
[关键词] MCN 模式;医院网络直播;优质医疗服务;关键意见领袖
[中图分类号] R197.32[文献标识码] A [文章编号]2095-0616(2022)10-0165-04
Research on hospital webcast based on MCN operation mode
DIYangWANGLeiDUMengkai
Publicity and Education Centre, Xuanwu Hospital Capital Medical University, Beijing 100053, China
[Abstract] With the in-depth development of the internet mobile video industry, multi-channel network (MCN) mode is widely used in webcast and short video operation. Based on the actual work of the hospital, under the premise of fully understanding the development background of the internet in China, and on the basis of accurately grasping the characteristics of the webcast, the feasibility and necessity of developing the webcast in the hospital were analyzed in this paper, and the functional positioning of the webcast in the following aspects was clarified: promoting the health literacy of the population, extending the radius of high-quality medical service, and opening up a new position for hospital publicity. Aiming at the operation process, content resources, talent advantages and operation mechanism of hospital webcasting, the optimization strategy based on MCN operation mode was proposed. The specific suggestions were put forward in the aspects of realizing the internal and external linkage of network cooperation, building a shared direct broadcasting platform, building the head IP in the medical field, and scientifically planning the content and links of webcasting.
[Key words] MCN mode; Hospital webcast; Quality medical service; Key opinion leader
近年恚移动网络直播呈现井喷发展,聚集了庞大的用户群体。根据《第47次中国互联网络发展状况统计报告》显示,截至2020年12月,我国网民规模达9.89亿,互联网普及率达70.4%,其中手机网民规模达9.86亿,网络直播用户规模达6.17亿[1]。移动互联网直播扁平化、伴随式、大流量地传播内容,不仅极大丰富着网络用户的日常生活,更深刻影响着人们的信息获取与决策方式。“互联网+医疗健康”领域作为网络直播垂直领域之一,越来越多地受到医院管理者、医务人员、广大网民和直播平台的关注。如何用好网络直播方式整合需求,统筹资源,精准传送,拓展医疗健康服务渠道,提升优质医疗资源的服务效率和覆盖半径,成为医院管理者普遍关注的问题。
然而在医疗健康领域,网络直播依然存在多重问题,主要表现在内容同质化严重,创作缺乏创新;平台门槛低,主播缺乏专业素养;垂直市场开发不足,用户黏度不高[2]。多频道网络(multi-channelnetwork, MCN)作为内容生产者、平台方、广告方等之间的中介组织,通过将众多能力相对薄弱的内容生产者聚合起来建立频道,以精细化内容输出,链接网络用户对于某一领域的多种碎片化需求,以高效灵活的业务流程整合众多内容提供者、多重传播平台、流量资源、粉丝用户[3]。MCN 模式作为日趋成熟的网络直播运维模式,善于以流畅的业务流程管理作用于某一垂直领域直播,进行有针对性的内容运营。而医院网络直播作为公益直播,正是健康行业的垂直领域直播,MCN 模式应用于医院网络直播,不仅有利于医院网络直播阵地的开发,更有助于实现直播内容的精细化用户推送,从而精准对接人民群众的健康需求,促进全民健康事业的发展。本文从网络直播特性入手,明确医院网络直播定位,提出基于 MCN 模式的医院网络直播策略。
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