The Influential Factors of Developing Better in the Global Stream Media Market

An Analysis of Netflix

DOI

10.2991/assehr.k.211020.150How to use a DOI?

Keywords

Netflix, Marketing Mix, 4Ps, SWOT, Stream Media Market

Abstract

Netflix is a world-leading streaming media market company. Due to the constant changes of COVID-19, the development of the online streaming media business is on the rise globally, and Netflix as a leading company also exerts a huge influence. This study aims to find out how Netflix can develop better in the global stream media market. This paper takes the Marketing Mix theory as the theoretical support, which consists of four main factors: product, price, promotion, place, to analyses the relationship between 4Ps and consumer behaviour by combining the 4Ps with SWOT analysis, and proves the hypothesis of the study by analysing the specific market data of Netflix. The results of the study are that Netflix’s strategies in terms of product, price, promotion, and place have promoted consumers’ purchase of Netflix to varying degrees and expanded Netflix’s global market share. This study concludes that Netflix has used its own localized global expansion strategy to obtain its high-quality targeted consumer in the streaming media market. However, it faces different competitors, and there are deficiencies in evaluating quality and price.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaoxue Wu
AU  - Jiatong Zhou
PY  - 2021
DA  - 2021/10/21
TI  - The Influential Factors of Developing Better in the Global Stream Media Market
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 177
EP  - 183
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.150
DO  - 10.2991/assehr.k.211020.150
ID  - Wu2021
ER  -