Research On The Internationalization Development Strategy Of The Video Platform Netflix

The development of the Internet has spawned many Internet multinationals.Netflix is the leader in the online video industry.As a cross terminal video platform,Netflix has expanded its services to more than 190 countries and regions around the world,ranking in the forefront of the industry in terms of expansion speed and user scale.Taking Netflix as an example,this thesis studies its international development strategy by using the case analysis method,and puts forward some suggestions for China's video platform to go overseas according to its development experience.Firstly,combined with the enterprise internationalization motivation theory,this thesis analyzes the reasons for Netflix's internationalization development,such as the expansibility of enterprise strategy,the scarcity of products and services,the maturity of technical solutions and so on.Secondly,combined with the theory of enterprise internationalization stage,this thesis analyzes the internationalization development process of Netflix,which is divided into two stages : growth stage of "testing the water" and all-round development stage;It also summarizes the problems encountered in the process of Netflix internationalization from four aspects: content library works,technology,brand positioning and cultural differences.Then,for the problems encountered in the process of Netflix internationalization,this thesis analyzes the countermeasures taken by Netflix from the five perspectives of content,technology,industry innovation,marketing and compliance with regulatory policies,including content as the king and customizing video directories for users,such as investing heavily in original dramas by using the "local style + international standard" shooting mode;Continuous improvement,emphasis on technology Research& Development and cooperation,such as using the recommendation system Cinematch to complete content push,etc;Continuously innovate and consolidate the position of the industry,such as initiating the "Binge-watch" and abandoning the linear program list;Grasp the market positioning,shape the brand image,and adhere to the principle of "one price,one simple service";Do as the Romans do,comply with local regulatory policies,and complete the internationalization and localization management of video content.Finally,it introduces the current situation that the international development of China's video platform is still in the primary stage.Combined with Netflix's international development experience,it puts forward suggestions and references for China's video platform to expand the overseas market from three aspects: market strategy,content strategy and user strategy.