青年自媒体创业的SWOT分析及创业策略选择

伴随着互联网技术的蓬勃发展，自媒体创业逐渐成为中国青年创业的主流趋势。但在互联网红利逐渐消失的大背景下，如何提升自媒体创业者的创业成功率已然成为双创时代的重要课题。为使青年自媒体创业者对其创业环境建立起系统认知，从而引导他们对自身创业成功的可能性作出正确评估，采用SWOT（Strengths Weaknesses Opportunities Threats）分析法，从创业者的个人优势及劣势、宏观环境所带来的机遇及挑战四个维度对青年自媒体创业者的创业环境进行深入剖析。研究结果显示:多业态组合策略能够有效提升自媒体创业的盈利能力，相关平台及机构的支撑可以帮助创业者规避行业风险，引入MCN（Multi-Channel Network）模式能够保证创业者的高质量内容输出，而导入产业资本则能够助力自媒体创业者加速转型。处于不同发展阶段的青年自媒体创业者应当不断根据自身现状调整其创业策略，从而实现其最终的创业目标。

SWOT Analysis of Youth We-media Entrepreneurship and Choices of Entrepreneurship Strategies

With the rapid development of Internet technology, We-media entrepreneurship has gradually become the mainstream trend of Chinese youth entrepreneurship. However, in the context of the gradual disappearance of Internet dividend, how to improve the success rate of We-media entrepreneurs has become an important issue in the era of mass entrepreneurship and innovation. In order to enable young We-media entrepreneurs to establish a systematic understanding of their entrepreneurial environment, and guide them to make a correct assessment of the possibility of their own entrepreneurial success. SWOT analysis was used to analyze the entrepreneurial environment of young We-media entrepreneurs from four dimensions:entrepreneurs' personal strengths and weaknesses, opportunities and challenges brought by the macro environment. The research findings show that multi-format portfolio strategy can effectively improve the profitability of We-media entrepreneurship, the support of relevant platforms and institutions can help entrepreneurs avoid industry risks, the introduction of the MCN mode can guarantee entrepreneurs'high-quality content output, and the industrial capital can help entrepreneurs achieve strategic transformation. Young We-media entrepreneurs at different stages of development should continuously adjust their entrepreneurial strategies according to their own status quo, and finally achieve their entrepreneurial goals.