网红经济是近年来中国在线新经济领域最受关注、最具影响力的热点行业，其迅猛发展展示了中国经济所具备的巨大活力和市场潜力。上海发达的互联网和数字经济为网红经济的发展提供了坚实基础和良好环境。而作为网红经济产业链的运作核心，上海的MCN机构在其中起到了非常积极的作用。本报告将对上海网红经济和MCN机构的发展现状进行分析，以小红书为案例探讨上海网红经济存在的问题和约束，并从市场和政府监管的层面对网红经济及MCN机构的未来发展做出展望。
In recent years，online celebrity economy is the most forefront and influential industry in online new economy in China. Its rapid development shows the great vitality and market potential of China’s economy. The developed Internet and digital economy level of Shanghai provides a solid foundation and a good environment for web celebrity economy. As the core of industrial chain of online celebrity economy，Shanghai’s MCN organizations play a very positive role. In this chapter，we will analyze the development of web celebrity economy and MCN institutions in Shanghai，and take Xiaohongshu as a case study. Finally，we will make a prospect for future development of online celebrity economy and MCN institutions in Shanghai from perspectives of market supervision and management.
