Research on the Development Status and Strategies of Micro Web Series in China

Ling Jiang, Ruoxuan Wang


In the era of "micro", the popularity of short video platforms provides a reasonable basis for developing micro web series, and the fast-paced life makes users more inclined to receive the piecemeal audio-visual experience. Along with the complement of network audio-visual industry developing planning and policies, the improvement of content audit system, the maturity of streaming technology, and the drive for content innovation, China's micro web series market has shown vigorous development. The short video platforms have provided distribution channels for micro web series, the comprehensive video platforms have joined to make the micro web series boutique, and the theatrical operation and support programs of platforms have provided a standardized and orderly market environment for micro web series. However, there are still shortcomings in the quality of episodes, policy regulation, cashing mode, content depth, and marketing channels. Micro web series is still relatively new, and little research has been conducted in this field. Therefore, it is necessary and innovative to study the development status of the micro web series. Meanwhile, this study puts forward development strategies such as branding and quality construction of micro web series to promote the healthy development of China's micro web series industry.

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International Journal of Business Administration
ISSN 1923-4007(Print) ISSN 1923-4015(Online)


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