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商品編號： 9-521-004 出版日期： 2020/07/22 作者姓名： Ofek, Elie;Bertini, Marco;Koenigsberg, Oded;Klopfenstein, Amy 商品類別： Marketing 商品規格： 33p 再版日期： 2020/11/23 地域： Central America and Caribbean;United States 產業： Film and video industry 個案年度： 1998 - 2020
商品敘述：
Since its launch in 1998 as "the Amazon.com of DVDs," Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product offerings while continuing to add new subscribers. However, between late 2019 and mid-2020, competition within the streaming industry intensified with the launch of new entrants such as Disney+, Apple TV+, and HBO Max, jeopardizing Netflix''s position as the industry leader. In spite of the heightened competition in the streaming industry, some analysts and customer willingness-to-pay surveys suggested that Netflix had the opportunity to implement another rate hike in the near future. By May 2020, Netflix must decide whether to increase prices again, or whether it should consider a different pricing model altogether.
涵蓋領域：
Strategy;Competitive strategy;Customer satisfaction;Corporate strategy;Internet;Marketing strategy;Information systems;Pricing strategy;Product localization;Business communication;Customer profitability;Profitability
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