Enlightenment Of Netflix Marketing Strategy On Domestic Streaming Media

Streaming media is a combination of multimedia networks and wireless communication technology.Streaming media's consumers do not need to download the entire media files before watching the video but watch the entertaining content directly on the streaming media platforms.The emergence of streaming media has greatly provided convenience for consumers,and also satisfied the consumers' pursuit of high-quality entertainment content in the current fast-paced living conditions.From the external perspective,the continuous innovation of network technology,efficient transmission of network information,and timely interactive network environment have provided a broad application prospect and advanced technical support for the streaming industry's development and dissemination.From the internal perspective,the market scale of the streaming industry has also expanded rapidly,and the demand for streaming media users is also continuously upgraded.These dramatic changes in both internal and external environments have boosted the domestic streaming enterprises to gradually recognize the trend of the industry as well as conforming to it consequently,thus completing their own continuous iteration and rapid development.However,the Chinese media industry's drawback shall not be ignored.Compared with the developed streaming media video platform abroad,there are still many defects and shortcomings that shall be improved,such as the big data application,self-made content,and business modelAs a representative entertainment enterprise and a world-renowned streaming media platform in the mobile Internet era,Netflix has successfully attracted more and more audiences with the help of its advanced technology,intelligent recommendation mechanism,and straightforward business logic since its birth.After 20 years of development,it has become one of the most successful streaming media giants in the world.In this context,this dissertation will study Netflix's business model and marketing strategy systematically through business analysis models such as marketing mix,SWOT,and PEST model.Because of QIYI has ranked first in the industry regarding the overall market share,mobile market share,and amount of membership.The status quo of Chinese long-video streaming media enterprises represented by IQIYI will also be compared.Finally,this dissertation will summarize Netflix's advanced experience in technology upgrading,business strategy,content production,and market insight.Consequently,practical development suggestions for domestic streaming media companies would be put.In terms of the dissertation's structure,it can be divided into six chapters.The whole framework of chapter one will follow the internal logic from the macro to the micro,from the abstract to the concrete,from the international to the domestic.It briefly introduces the definition,competition situation,development context,development scale,competitive pain point,and overseas leading company as the industry benchmark.After the introduction,the purpose and significance of the thesis are also discussed in the first part.At the same time,the literature review is also introduced.The paper summarizes and analyzes the former literature and papers on the topics of streaming media and business models.The second and third chapters are the dissertations' main body.Through the application of the existing mature business analysis model,this dissertation will complete Netflix's internal-based view and external-based view analysis.Specifically,the second chapter is based on external environmental analysis.Firstly,from the macro perspective,the political,economic and cultural background of Netflix will be introduced.Secondly,on the meso level,the media industry background is illustrated.Thirdly,from the micro dimension,Netflix's own background will also be analyzed.Correspondingly,the PEST model,Porter's five force model,and the SWOT analysis model are adopted.The third chapter is based on the enterprise's internal analysis,Netflix's products,marketing,distribution mechanism,and price strategy will be reviewed,the marketing mix business analysis model would be adopted.The fourth chapter mainly introduces the current situation of domestic streaming media and its existing problems.This dissertation will mainly take IQIYI,the Chinese streaming platform giants,as this dissertation's research objective.The existing problems of' IQIYI include the following aspects.Firstly,as an important analytical resource,Chinese cunsumers' abundant big data have not been fully utilized.Secondly,IQIYI's content production shall have its brand characteristics.The current situation of domestic streaming media content's drama themes are relatively simple and unitary,lacking of brand characteristics.Thirdly,the marketing model needs to be improved.As domestic netizens have cultivated the awareness of paying for the copyrights,domestic streaming media shall also adjust and upgrade its marketing model.In the fifth chapter,based on the analysis of Netflix's successful cases,taking the domestic streaming media's existing problems into consideration,this dissertation puts forward some corresponding suggestions.Initially,streaming companies' data analysis shall be upgraded to further clarify users' preferences.Secondly,according to the user data,more innovative and suitable theme contents can be produced.Thirdly,the marketing model needs to be strengthened.Other suggestions mainly focus on users' audio-visual experience,such as sound quality,advertising and classification strategy.Lastly,the sixth chapter is the summary chapter which concludes the main idea and the theme of the whole article as well as emphasizing the enlightenment and suggestions of domestic streaming media through the analysis of Netflix marketing strategy.