Στρατηγικές μάρκετινγκ της συνδρομητικής πλατφόρμας «Netflix» και βαθμός επιτυχίας έναντι των παραδοσιακών και των νέων ανταγωνιστών τους
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Keywords
Συνδρομητική πλατφόρμα ; Μάρκετινγκ ; Στρατηγικές προώθησης ; Στρατηγική ανάλυση ; 5 δυνάμεις Porter ; SWOT ανάλυση ; NetflixAbstract
The strategic management of an organization is an indispensible part for its proper operation. In
addition, in a generic context, the environment within which the subscribing platform “Netflix”
lies, is prosperous due to technology’s evolution. Moreover, due to the necessities occurring from
the political, social and economical circumstances, it is essential that the contextually organization
has followed a successful strategic in order to prevent any hazard. The aim of the paper is the in-
depth analysis of the “Netflix” company’s structure in order to reconnoiter the strategic point of
view which has conducive to its non-stop success. Nevertheless, the paper begins with a
theoretical approach in order to analyze main concepts of analysis (strategic analysis, promotion
strategies, marketing, video streaming services), and reference is made to key strategic
exploration models like Porter’s 5 forces, Pestel analysis and Swot analysis. Since 1997, the
subscribing platform has achieved to maintain a successful development, mainly due to the
continuous readjustment and planning of its strategic models. The strategic analysis was
conducted with “SWOT”, “PETSEL” and “Porter’s Five Forces” for braking down the business
model. Referring to the occurring data Netflix maintains an ongoing success, which assures a
high rank among the subscribing streaming platforms; however, to maintain one of the highest
positions in the industry, the company should make careful investments, to provide innovative
content, and to ensure evolutionary technology coming out from strong alliances and strategic
moves.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
94Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα