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1、www.12y.org 留学生活网 专业留学作业论文代写网站留学论文写作Netflix营销计划与SWOT分析Netflix Marketing Plan and SWOT AnalysisBrand or Company Description Netflix is subscription service on the internet that offers a variety of TV shows and movies. Netflix is a forerunner in the internet delivery of TV shows and movies, launching
2、its streaming service in 2007. Since this time, the company has developed a wide variety of internet-connected devices and has licensed increasing amounts of content that enable consumers to enjoy their favorite TV shows and movies no matter where they are at because they can access this content on
3、their TVs, computers or mobile devices. As a result of these efforts, Netflix has experienced growing consumer acceptance of and interest in the delivery of TV shows and movies directly over the Internet (Netflix, 2018).Core Products or Services Subscribers can watch unlimited TV shows and movies in
4、stantly. Content can be streamed over the Internet to their TVs, computers and mobile devices and, in the United States, subscribers can also receive standard definition DVDs, as well as Blu-ray discs, delivered directly to their homes. Netflix markets its service through various channels, including
5、 online advertising, broad-based media, such as television and radio, as well as various strategic partnerships. In addition to various marketing strategies, the company offers free-trial memberships to new and rejoining members. According to Netflix, rejoining members are an important source of sub
6、scriber additions (Netflix, 2018).A Brief History Netflix is an American entertainment company founded by Reed Hastings and Marc Randolph on August 29, 1997, in Scotts Valley, California. The company expanded into film in 2016 as well as television production and online distribution. The company is
7、headquartered in Los Gatos, California. As of January 2016, Netflix is operating in over 190 countries and has greatly expanded the production of both film and television series. Netflix released an estimated 126 original series or films in 2016, more than any other network or cable channel. As of J
8、anuary 2018, Netflix had 117.58 million paying subscribers worldwide, including 54.75 million in the United States (Netflix, 2018).Key current competitors The market for entertainment video is competitive and changes rapidly. Competitors have the ability to launch new businesses at relatively low co
9、sts. Many consumers maintain subscriptions to multiple entertainment video providers at once and can easily shift from one provider to another. Netflix competitors include multichannel video programming distributors with free TV everywhere and video-on-demand content including cable providers, such
10、as Time Warner and Comcast. Direct broadcast satellite providers, such as DIRECTV and EchoStar, as well as telecommunication providers such as AT&T and Verizon, are also key competitors for Netflix. Internet movie and TV content providers, such as Apples iTunes, A, H and Googles YouTube are also sou
11、rces of competition. DVD rental outlets such as Blockbuster and Red-box also are also included in the list of key competitors that Netflix faces (Netflix, 2018). SWOT Analysis SWOT Analysis: Strengths 1. Brand Name After ten years, Netflix has become the sole brand name for online streaming content
12、with a share price increase of over 6000% since 2007 (Bradshaw & Bond, 2017). Often consumers are much more likely to go with a brand name they know and trust than an off-brand that may or may not be a better value for their money. This is one way Netflix can capitalize and grow their business. Bein
13、g the known familiar service provider puts them at a greater advantage of not only keeping their customers but attaining new ones.2. Large customer baseThrough serving 190 countries, Netflix has access to over 100 million subscribers. This strength gives the company bargaining power when in talks wi
14、th studios to secure exclusive content (Bradshaw & Bond, 2017). The popularity and convenience of Netflix is one of its greatest strengths. This makes them able to accommodate and appeal to a very large customer base and has the ability to further expand and develop in more areas, including partners
15、hips and expansions in various areas and with various companies in a variety of countries. Growth will likely continue as the company goes forward and continues to expand. Customers are opting for the convenience of consuming entertainment online and Netflix continues to expand internationally.3.Ori
16、ginal contentThrough careful acquisitions, Netflix have secured numerous original shows that have appealed to audiences. In 2017, two Netflix shows are so popular they have pushed subscribers from 83m to over 100m in one quarter (Bradshaw & Bond, 2017). The House of Cards was a game changer for Netflix. All episodes of the first season of the show were released at the same time, and the response of the c
