Download pdf
The Study of Netflix's Integrated Marketing Model Based on SWOT Theory
- 1 School of Business, Macau University of Science and Technology, Macau, China, 999078
* Author to whom correspondence should be addressed.
Abstract
As a fundamental analytical tool, the SWOT analysis method is still widely applied in various areas of marketing, including strategic planning, competitive analysis, market entry strategies, brand management, product development, and innovation. It assists companies in making well-informed decisions within the intricate and constantly evolving market environment. Currently, the streaming market is experiencing rapid growth alongside intense competition. As the industry leader, Netflix continues to maintain its competitive edge through a robust library of original content, global expansion strategies, and user experience innovation. However, with increasing competition and market shifts, Netflix must continuously innovate and adjust its strategies to meet future challenges. This paper focuses on Netflix as the subject of study, using the SWOT analysis method to examine the strengths, weaknesses, opportunities, and threats within its current integrated marketing model. This paper delves into Netflix's marketing model and its application in the global streaming market. It also proposes recommendations for optimizing Netflix's marketing strategies to help the company maintain its competitive edge in an ever-changing market environment. These studies not only provide new insights into understanding Netflix's success but also offer valuable references for other companies in their marketing innovation and practices.
Keywords
Netflix, Integrated Marketing Model, SWOT, Online Video Platforms
[1]. Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 54-72.
[2]. Asmar, A., Raats, T., & Van Audenhove, L. (2023). Streaming difference(s): Netflix and the branding of diversity. Critical Studies in Television, 18(1), 24-40. https://doi.org/10.1177/17496020221129516
[3]. Lotz, A. D., Eklund, O., & Soroka, S. (2022). Netflix, library analysis, and globalization: Rethinking mass media flows. Journal of Communication, 72(4), 511-521.Gómez, R., & Muñoz Larroa, A. (2023). Netflix in Mexico: An Example of the Tech Giant’s Transnational Business Strategies. Television & New Media, 24(1), 88-105. https://doi.org/10.1177/15274764221082107
[4]. Pérez, E. P. (2020, May). Next Episode, Next Market: Social Media Marketing for SVOD: The Case Of Netflix. In GLOBAL(Vol. 4, p. 8).
[5]. Richter, F. (2024, July 18). Netflix and FX dethrone HBO at the Emmy nominations. Statista Daily Data. https://www.statista.com/chart/5282/emmy-nominations-2016/
[6]. Gómez, R., & Munoz Larroa, A. (2023). Netflix in Mexico: An example of the tech giant’s transnational business strategies. Television & New Media, 24(1), 88-105.
[7]. Lesjak Ž. (2024, March 15). Netflix Subscribers, Usage & Revenue Statistics (2024). Tridens. https://tridenstechnology.com/zh/%E7%BD%91%E9%A3%9E%E5%85%AC%E5%8F%B8-%E7%94%A8%E6%88%B7%E7%BB%9F%E8%AE%A1/
[8]. Wayne, M. L., & Uribe Sandoval, A. C. (2023). Netflix original series, global audiences and discourses of streaming success. Critical Studies in Television, 18(1), 81-100.
[9]. Alves, M. R. (2022, August 18). Aumentos de preços nos serviços de streaming levam consumidores ao cancelamento. Ecommercenews PT. https://ecommercenews.pt/aumentos-de-precos-nos-servicos-de-streaming-levam-consumidores-ao-cancelamento/
[10]. Kaminsky, L. (2022, July 20). Netflix 4K UHD: Unknown upgrade or unexpected price hike? RedSky Strategy - Marketing Consultants. New York City. https://redskystrategy.com/netflix-price-hike/
Cite this article
Ye,W. (2024). The Study of Netflix's Integrated Marketing Model Based on SWOT Theory. Advances in Economics, Management and Political Sciences,132,119-124.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 8th International Conference on Economic Management and Green Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).