摘 要
自2017年起，中国MCN行业呈现爆发式增长，机构规模从寥寥数百家快速
飞涨到上万家体量，意味着内容产业已迎来新的风口。MCN机构的兴起是中国互
联网蓬勃发展时代背景下的必然产物，其对推动网络经济增长存在不可忽视的正
向价值。RH电商公司作为最早进入MCN行业的先行者，一边享受行业发展带来
的首波红利，一边也面临着潜在危机。面对竞争激烈的市场、快速变化的环境以
及供需信息不对称等现实问题，该公司在发展过程中经历了不少挫折，在行业内
的优势地位有所减弱，承受着巨大的经营发展压力。
本文基于竞争战略理论，借助战略管理的分析模型，就RH电商公司竞争战
略问题进行研究。由于MCN机构进入我国时间较短，学术界对于MCN机构的理论
研究还比较少，对于电商型MCN机构的研究更少，目前国内外将竞争战略与电商
型MCN机构结合进行研究的文献更是寥寥无几，故本文选择将竞争战略与电商型
MCN机构相结合进行研究，为学术界在战略管理领域的研究提供了一个新视角。
本文以RH电商公司竞争战略的个案为研究对象，从实践层面拓展了企业竞争战
略理论在电商型MCN机构中的应用，为RH电商公司实现经营目标以及公司的可
持续发展提供了参考，对企业形成竞争优势提供了一定对策建议，同时也希望为
同类型企业的发展提供一些帮助与启示。
关键词: 网红经济；电商型MCN机构；竞争战略；差异化战略
IV

Abstracts
Since 2017, China's MCN industry has shown explosive growth, and the size of
institutions has soared from a few hundred to tens of thousands, which means that the
content industry has ushered in a new outlet. The rise of MCN institutions is an
inevitable product under the background of the vigorous development of the Internet
in China. It has a positive value that can not be ignored in promoting the growth of
network economy. As the first pioneer to enter the MCN industry, Rh company
enjoys the first wave of dividends brought by the development of the industry and
faces potential crises. Facing the realistic problems such as the highly competitive
market, the rapidly changing environment and the asymmetry of supply and demand
information, the company has experienced many setbacks in the process of
development, weakened its dominant position in the industry and withstood great
pressure on operation and development.
Based on the theory of competitive strategy and the analysis model of strategic
management, this paper studies the competitive strategy of RH company. Since MCN
company has entered China for a short time, the academic circles still have less
theoretical research on MCN company and less research on e-commerce MCN
company. At present, there are few literatures at home and abroad that combine
competitive strategy with e-commerce MCN company. Therefore, this paper chooses
to combine competitive strategy with e-commerce MCN company for research, It
provides a new perspective for the academic research in the field of strategic
management. Taking the case of RH company's competitive strategy as the research
object, this paper expands the application of enterprise competitive strategy theory in
e-commerce MCN company from the practical level, provides a reference for RH
company to achieve its business objectives and the company's sustainable
development, provides some countermeasures and suggestions for enterprises to form
competitive advantage, and also provides some help and Enlightenment for the
development of similar enterprises.
Key words：Internet celebrity economy ；MCN；Competitive strategy；
Differentiation strategy
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目录
摘 要...............................................................I
ABSTRACTS..........................................................II
1 绪论..............................................................1
1.1 研究背景及意义................................................1
1.1.1 研究背景..................................................1
1.1.2 研究意义..................................................1
1.2 国内外研究综述................................................2
1.2.1 传统电商公司的研究........................................2
1.2.2 电商型MCN机构的研究......................................3
1.2.3 研究述评..................................................5
1.3 研究内容与研究目的............................................6
1.3.1 研究内容..................................................6
1.3.2 研究目的..................................................7
1.4 研究思路与研究方法............................................7
1.4.1 研究思路..................................................7
1.4.2 研究方法..................................................7
2 相关概论界定与理论基础............................................8
2.1 相关概念界定..................................................8
2.1.1 网红......................................................8
2.1.2 网红经济..................................................8
2.1.3 MCN机构..................................................9
2.2 竞争战略理论..................................................9
2.2.1 成本领先战略..............................................9
2.2.2 聚焦战略.................................................10
2.2.3 差异化战略...............................................10
3 RH电商公司基本情况及内外部环境分析..............................12
3.1 RH电商公司基本情况 ..........................................12
3.1.1 公司简介.................................................12
3.1.2 公司经营模式.............................................13
3.1.3 公司盈利模式.............................................15
3.2 外部宏观环境PEST分析........................................15
3.2.1 政治环境分析.............................................15
VI
。。。以下略