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분야
docxContent
1 Abstract
2 Introduction
3 History of Netflix
4 Characteristics of Netflix
5 SWOT Analysis
5.1 Strengths
5.2 Weaknesses
5.3 Opportunities
5.4 Threats
6 Segmentation, Targeting, Positioning
6.1 Segmentation
6.2 Target and Positioning
7 Marketing Mix: 4P
7.1 Product
7.2 Price
7.3 Promotion
7.4 Place
8 Conclusion
3 History of Netflix
Netflix is a company which was founded by Marc Randolph and Reed Hastings in 1997, who viewed the company as a combination of both a traditional video store and a subscription cable TV services. The word “Net” comes from the word “interNET” and the other word “Flix” is a slang of the word “movie”. Just like their name, their first goal was slightly different from Blockbuster, which was the biggest offline video rental shop in those days. Netflix combined the internet with the mail delivery service and made a new outlet for the video rental service. On April 1998, they opened the website www.netflix.com and buckled down for business. Members of Netflix, who pay the monthly fee, can just simply click on the movies they want at the website and then the company sends the DVDs to their home. They could rent no more than 3 DVDs at once, and to rent another movie, the customer has to return the DVD by mail. Customers can keep the movies as long as they like. Using these rules, the company no longer needed to charges for late returns.
After they buckled down for business, the company experienced large growth each year. According to research, at the end of 2009, more than 12 million members were registered for Netflix. Compared with Blockbuster, the stock price has jumped more than 15 times since conception.
