{"id":13053,"date":"2022-03-26T12:06:17","date_gmt":"2022-03-26T05:06:17","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=13053"},"modified":"2022-11-28T17:20:32","modified_gmt":"2022-11-28T10:20:32","slug":"bai-hoc-thanh-cong-cua-netflix","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/bai-hoc-thanh-cong-cua-netflix\/","title":{"rendered":"B\u00e0i h\u1ecdc th\u00e0nh c\u00f4ng c\u1ee7a Netflix cho c\u00e1c doanh nghi\u1ec7p kinh doanh d\u1ecbch v\u1ee5"},"content":{"rendered":"

C\u00e1c d\u1ecbch v\u1ee5 gi\u1ea3i tr\u00ed v\u00e0 gi\u00e1o d\u1ee5c tr\u1ef1c tuy\u1ebfn \u0111\u00e3 kh\u00f4ng c\u00f2n xa l\u1ea1 v\u1edbi m\u1ecdi ng\u01b0\u1eddi trong b\u1ed1i c\u1ea3nh hi\u1ec7n nay. B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 v\u00e0o c\u00e1c d\u1ecbch v\u1ee5 gi\u1ea3i tr\u00ed, gi\u00e1o d\u1ee5c tr\u1ef1c tuy\u1ebfn c\u0169ng \u0111\u00e3 v\u00e0 \u0111ang b\u1ecb th\u00fac \u0111\u1ea9y ph\u00e1t tri\u1ec3n v\u1edbi t\u1ed1c \u0111\u1ed9 \u0111\u00e1ng kinh ng\u1ea1c. \u0110\u1eb7c bi\u1ec7t, d\u01b0\u1edbi s\u1ef1 th\u00fac \u0111\u1ea9y c\u1ee7a COVID-19, nhu c\u1ea7u s\u1eed d\u1ee5ng c\u00e1c d\u1ecbch v\u1ee5 gi\u1ea3i tr\u00ed v\u00e0 h\u1ecdc t\u1eadp t\u1ea1i nh\u00e0 \u0111\u00e3 t\u0103ng m\u1ed9t c\u00e1ch nhanh ch\u00f3ng.<\/span><\/p>\n

V\u00e0 Netflix c\u0169ng l\u00e0 m\u1ed9t doanh nghi\u1ec7p \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb Covid-19 v\u00e0 h\u1ecd c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng doanh nghi\u1ec7p c\u00f4ng ngh\u1ec7 \u0111\u00e3 thay \u0111\u1ed5i th\u00e0nh c\u00f4ng th\u00f3i quen v\u00e0 h\u00e0nh vi s\u1eed d\u1ee5ng c\u00e1c d\u1ecbch v\u1ee5 gi\u1ea3i tr\u1ecd v\u00e0 ph\u00e1t video tr\u1ef1c tuy\u1ebfn tr\u00ean th\u1ebf gi\u1edbi, m\u1eb7c d\u00f9 m\u1edbi ch\u1ec9 \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp c\u00e1ch \u0111\u00e2y h\u01a1n hai th\u1eadp k\u1ef7 v\u00e0 c\u00f3 kh\u1edfi \u0111\u1ea7u ch\u1eadm ch\u1ea1p. V\u00e0 \u0111\u1ebfn 2020, Netflix \u0111\u00e3 t\u0103ng 33 h\u1ea1ng (x\u1ebfp h\u1ea1ng 164) so v\u1edbi n\u0103m 2020 trong danh s\u00e1ch top Fortune 500.<\/span><\/p>\n

C\u00f9ng DTM Consulting t\u00ecm hi\u1ec3u nh\u1eefng nguy\u00ean nh\u00e2n \u1ea9n \u0111\u1eb1ng sau th\u00e0nh c\u00f4ng c\u1ee7a Netflix v\u00e0 nh\u1eefng \u0111i\u1ec1u m\u00e0 doanh nghi\u1ec7p c\u00f4ng ngh\u1ec7 kh\u00e1c c\u00f3 th\u1ec3 h\u1ecdc h\u1ecfi.<\/span><\/p>\n

L\u1ecbch s\u1eed Netflix<\/b><\/h3>\n

Netflix, Inc. \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn l\u00e0 nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 ph\u00e1t tr\u1ef1c tuy\u1ebfn phim v\u00e0 phim truy\u1ec1n h\u00ecnh tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. <\/span>\u0110i\u1ec1u m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi kh\u00f4ng bi\u1ebft l\u00e0 c\u00f4ng ty b\u1eaft \u0111\u1ea7u nh\u01b0 m\u1ed9t trang web cung c\u1ea5p d\u1ecbch v\u1ee5 cho thu\u00ea DVD. C\u00f4ng ty \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 1997 b\u1edfi Marc Randolph v\u00e0 Reed Hastings, c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i California. C\u00e2u chuy\u1ec7n v\u1ec1 s\u1ef1 kh\u1edfi \u0111\u1ea7u c\u1ee7a Netflix xu\u1ea5t ph\u00e1t t\u1eeb m\u1ed9t v\u1ea5n \u0111\u1ec1 c\u1ee7a Hastings, anh quy\u1ebft \u0111\u1ecbnh th\u00e0nh l\u1eadp c\u00f4ng ty v\u00ec th\u1ea5t v\u1ecdng khi anh ta b\u1ecb t\u00ednh ph\u00ed tr\u1ea3 ch\u1eadm $40 cho vi\u1ec7c thu\u00ea Apollo 13 t\u1eeb c\u00f4ng ty cho thu\u00ea video Blockbuster.\u00a0<\/strong><\/span><\/p>\n

Ng\u00e0y nay, Netflix l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng quan tr\u1ecdng nh\u1ea5t tr\u00ean to\u00e0n th\u1ebf gi\u1edbi v\u1edbi d\u1ecbch v\u1ee5 ph\u00e1t video tr\u1ef1c tuy\u1ebfn. V\u00e0o cu\u1ed1i n\u0103m 2019, s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi \u0111\u0103ng k\u00fd l\u00e0 167 tri\u1ec7u. Doanh thu c\u1ee7a Netflix t\u0103ng t\u1eeb 1,36 t\u1ef7 \u0111\u00f4 la n\u0103m 2007 l\u00ean kho\u1ea3ng 15,8 t\u1ef7 \u0111\u00f4 la trong 10 n\u0103m sau \u0111\u00f3. Video ph\u00e1t tr\u1ef1c tuy\u1ebfn c\u0169ng \u0111\u00e3 thay \u0111\u1ed5i m\u1ed1i quan h\u1ec7 c\u1ee7a con ng\u01b0\u1eddi v\u1edbi truy\u1ec1n h\u00ecnh v\u00e0 c\u00e1ch ch\u00fang ta xem n\u00f3.<\/span><\/p>\n

[\u0110\u1ed1i m\u1eb7t v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 truy\u1ec1n h\u00ecnh ho\u00e0n to\u00e0n v\u01b0\u1ee3t th\u1eddi gian v\u00e0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ch\u1ea5t l\u01b0\u1ee3ng k\u00e9m, m\u1ed9t s\u1ed1 c\u00f3 th\u1ec3 n\u00f3i, ng\u01b0\u1eddi d\u00f9ng \u0111\u00e3 t\u00ecm th\u1ea5y trong ph\u00e1t tr\u1ef1c tuy\u1ebfn video m\u1ed9t c\u00e1ch \u0111\u1ec3 mang cu\u1ed9c s\u1ed1ng m\u1edbi v\u00e0o TV. M\u1eb7c d\u00f9 Netflix \u0111\u00e3 ho\u00e0n to\u00e0n ch\u1ee7 \u0111\u1ed9ng vi\u1ec7c ph\u00e1t tr\u1ef1c tuy\u1ebfn video, nh\u01b0ng n\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 tr\u00ean th\u1ecb tr\u01b0\u1eddng d\u1ecbch v\u1ee5 ph\u00e1t video tr\u1ef1c tuy\u1ebfn. Trong khi \u0111\u00f3, c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u01b0 Amazon Prime, Disney + v\u00e0 Apple TV + \u0111\u00e3 tung ra c\u00e1c d\u1ecbch v\u1ee5 m\u1edbi v\u1edbi c\u00e1c danh m\u1ee5c, t\u00ednh n\u0103ng kh\u00e1c nhau, v\u00e0 gi\u00e1 c\u1ea3 \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi d\u00f9ng. V\u00ec v\u1eady, c\u1ea7n hi\u1ec3u r\u00f5 c\u00e2u chuy\u1ec7n \u0111\u1eb1ng sau.]<\/span><\/p>\n

\"B\u00e0i<\/p>\n

M\u00f4 h\u00ecnh kinh doanh d\u1ecbch v\u1ee5 r\u00f5 r\u00e0ng<\/b><\/h3>\n

M\u00f4 h\u00ecnh kinh doanh (Business Model)<\/b><\/a> c\u1ee7a Netflix l\u00e0 ng\u01b0\u1eddi d\u00f9ng tr\u1ea3 ti\u1ec1n cho m\u1ed7i l\u1ea7n thu\u00ea, theo \u0111\u00f3 ng\u01b0\u1eddi d\u00f9ng s\u1ebd t\u00ecm ki\u1ebfm b\u1ed9 phim h\u1ecd mu\u1ed1n tr\u00ean trang web, \u0111\u1eb7t h\u00e0ng v\u00e0 nh\u1eadn v\u00e0 tr\u1ea3 phim qua \u0111\u01b0\u1eddng b\u01b0u \u0111i\u1ec7n. \u0110\u00e2y l\u00e0 m\u1ed9t \u00fd t\u01b0\u1edfng m\u1edbi v\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u01b0\u1edbc \u0111\u00e2y th\u01b0\u1eddng ph\u1ea3i \u0111\u1ebfn t\u1eadn c\u1eeda h\u00e0ng \u0111\u1ec3 thu\u00ea \u0111\u0129a DVD.<\/span><\/p>\n

Ban \u0111\u1ea7u, gi\u00e1 kho\u1ea3ng $4 cho m\u1ed7i l\u1ea7n thu\u00ea c\u1ed9ng v\u1edbi ph\u00ed b\u01b0u \u0111i\u1ec7n, nh\u01b0ng khi c\u00f4ng ty ph\u00e1t tri\u1ec3n, m\u00f4 h\u00ecnh kinh doanh chuy\u1ec3n sang m\u00f4 h\u00ecnh thu\u00ea bao h\u00e0ng th\u00e1ng, n\u0103m. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c l\u1ee3i t\u1eeb vi\u1ec7c cho thu\u00ea kh\u00f4ng gi\u1edbi h\u1ea1n trong khi v\u1eabn gi\u1eef phim \u0111\u00e3 thu\u00ea bao l\u00e2u t\u00f9y th\u00edch m\u00e0 kh\u00f4ng c\u00f3 th\u1eddi h\u1ea1n tr\u1ea3 l\u1ea1i ho\u1eb7c ph\u00ed tr\u1ec5 h\u1ea1n. \u0110i\u1ec1u n\u00e0y l\u00e0m cho d\u1ecbch v\u1ee5 Netflix thu h\u00fat nhi\u1ec1u ng\u01b0\u1eddi xem m\u00e0 kh\u00f4ng c\u00f3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/a> n\u00e0o kh\u00e1c cung c\u1ea5p (c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u01b0 Blockbuster d\u1ef1a v\u00e0o vi\u1ec7c kh\u00e1ch h\u00e0ng \u0111\u1ebfn c\u1eeda h\u00e0ng c\u1ee7a h\u1ecd \u0111\u1ec3 thu\u00ea phim).<\/span><\/p>\n

Tuy nhi\u00ean, c\u00f4ng ty ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi th\u00e1ch th\u1ee9c r\u1eb1ng nhi\u1ec1u ng\u01b0\u1eddi M\u1ef9 kh\u00f4ng s\u1edf h\u1eefu \u0111\u1ea7u \u0111\u0129a DVD. Tuy nhi\u00ean, Netflix \u0111\u00e3 ch\u1ea5p nh\u1eadn r\u1ee7i ro v\u00e0 ti\u1ebfp t\u1ee5c cung c\u1ea5p d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh thua l\u1ed7. M\u00e3i \u0111\u1ebfn n\u0103m 2001, gi\u00e1 \u0111\u1ea7u \u0111\u0129a DVD gi\u1ea3m v\u00e0 ch\u00fang tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n trong ng\u00f4i nh\u00e0 c\u1ee7a m\u1ecdi ng\u01b0\u1eddi M\u1ef9 v\u00e0 m\u1ecdi ng\u01b0\u1eddi \u0111ang n\u01b0\u01a1ng n\u00e1u trong nh\u00e0 c\u1ee7a h\u1ecd sau s\u1ef1 ki\u1ec7n 11\/9, s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi \u0111\u0103ng k\u00fd Netflix d\u1ea7n t\u0103ng l\u00ean.<\/span><\/p>\n

C\u00f4ng ty sau \u0111\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c ni\u00eam y\u1ebft. V\u00e0o th\u1eddi \u0111i\u1ec3m \u0111\u00f3, c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh c\u1ee7a Netflix l\u00e0 Blockbuster v\u00e0 Walmart c\u0169ng quy\u1ebft \u0111\u1ecbnh ph\u00e1t h\u00e0nh d\u1ecbch v\u1ee5 mail DVD tr\u1ef1c tuy\u1ebfn c\u1ee7a ri\u00eang h\u1ecd \u0111\u1ec3 c\u1ea1nh tranh v\u1edbi Netflix. Ba c\u00f4ng ty \u0111\u00e3 lao v\u00e0o m\u1ed9t cu\u1ed9c chi\u1ebfn \u0111\u1ec3 tranh gi\u00e0nh th\u1ecb ph\u1ea7n. Tuy nhi\u00ean, Blockbuster v\u00e0 Walmart \u0111\u00e3 “ch\u1eadm ch\u00e2n” so v\u1edbi \u0111\u1ed1i th\u1ee7. Netflix l\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u1ea1nh nh\u1ea5t v\u1edbi s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi \u0111\u0103ng k\u00fd \u0111\u00e1ng k\u1ec3 nh\u1ea5t.<\/strong><\/p>\n

>> Xem th\u00eam: [Case study] Dove | Th\u1ea5t b\u1ea1i v\u00ec b\u1ecf qua Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m<\/a><\/strong><\/p>\n

C\u1eadp nh\u1eadt\/c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 th\u01b0\u1eddng xuy\u00ean<\/b><\/h3>\n

S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Netflix c\u00f2n d\u1ef1a tr\u00ean chi\u1ebfn l\u01b0\u1ee3c marketing d\u1ecbch v\u1ee5<\/a> c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y.<\/p>\n

C\u1ee5 th\u1ec3, n\u0103m 2007, Netflix \u0111\u00e3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh kh\u00f4n ngoan khi gi\u1edbi thi\u1ec7u n\u1ec1n t\u1ea3ng ph\u00e1t tr\u1ef1c tuy\u1ebfn cho ph\u00e9p ng\u01b0\u1eddi xem \u0111\u1ec3 xem c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh v\u00e0 phim tr\u00ean m\u00e1y t\u00ednh c\u1ee7a h\u1ecd mi\u1ec5n ph\u00ed ngay l\u1eadp t\u1ee9c. C\u00f4ng ty nh\u1eadn ra r\u1eb1ng \u0111\u00e2y l\u00e0 t\u01b0\u01a1ng lai c\u1ee7a truy\u1ec1n h\u00ecnh v\u00e0 n\u00f3 s\u1ebd \u0111\u00e1p \u1ee9ng mong mu\u1ed1n ti\u00eau d\u00f9ng k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a kh\u00e1n gi\u1ea3, ch\u1ee7 y\u1ebfu bao g\u1ed3m nh\u1eefng ng\u01b0\u1eddi trong \u0111\u1ed9 tu\u1ed5i 15\u2013 40 tu\u1ed5i, trong khi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ee7a n\u00f3 v\u1eabn ti\u1ebfp t\u1ee5c cho thu\u00ea DVD truy\u1ec1n th\u1ed1ng.<\/span><\/p>\n

Cu\u1ed9c chi\u1ebfn cu\u1ed1i c\u00f9ng \u0111\u00e3 k\u1ebft th\u00fac v\u1edbi chi\u1ebfn th\u1eafng thu\u1ed9c v\u1ec1 Netflix. N\u0103m 2005, Walmart quy\u1ebft \u0111\u1ecbnh t\u1eeb b\u1ecf ng\u00e0nh cho thu\u00ea DVD v\u00e0 Blockbuster n\u1ed9p \u0111\u01a1n ph\u00e1 s\u1ea3n v\u00e0o n\u0103m 2010.<\/span><\/p>\n

Ph\u00e1t tri\u1ec3n n\u1ed9i dung d\u1ecbch v\u1ee5 theo nhu c\u1ea7u ng\u01b0\u1eddi d\u00f9ng<\/b><\/h3>\n

L\u00fac \u0111\u1ea7u, b\u1ea3n quy\u1ec1n phim kh\u00f3 c\u00f3 \u0111\u01b0\u1ee3c, nh\u01b0ng v\u00e0o n\u0103m 2008, Netflix \u0111\u00e3 k\u00fd h\u1ee3p \u0111\u1ed3ng v\u1edbi Disney v\u00e0 Sony v\u1edbi m\u1ee9c gi\u00e1 t\u01b0\u01a1ng \u0111\u1ed1i h\u1ee3p l\u00fd, \u0111i\u1ec1u n\u00e0y cho ph\u00e9p h\u00e3ng n\u00e0y ph\u00e1t tri\u1ec3n th\u00eam nhi\u1ec1u n\u1ed9i dung cho ng\u01b0\u1eddi xem. C\u00f4ng ty c\u0169ng \u0111\u00e3 h\u1ee3p t\u00e1c v\u1edbi c\u00e1c c\u00f4ng ty \u0111i\u1ec7n t\u1eed ti\u00eau d\u00f9ng, gi\u00fap kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 truy\u1ec1n tr\u1ef1c tuy\u1ebfn n\u1ed9i dung tr\u00ean Xbox, Apple iPad, iPhone, iPod Touch, Nintendo Wii v\u00e0 c\u00e1c thi\u1ebft b\u1ecb k\u1ebft n\u1ed1i Internet kh\u00e1c.<\/span><\/p>\n

T\u1eeb \u0111\u00f3, Netflix \u0111\u00e3 ph\u00e1t tri\u1ec3n theo c\u1ea5p s\u1ed1 nh\u00e2n, ra m\u1eaft t\u1ea1i Canada v\u00e0o n\u0103m 2010 v\u00e0 m\u1edf r\u1ed9ng d\u1ecbch v\u1ee5 ph\u00e1t tr\u1ef1c tuy\u1ebfn ra th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf tr\u00ean to\u00e0n th\u1ebf gi\u1edbi v\u00e0o n\u0103m 2016. <\/span>Tuy nhi\u00ean, v\u1edbi s\u1ef1 gia nh\u1eadp c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 ph\u00e1t tr\u1ef1c tuy\u1ebfn m\u1edbi nh\u01b0 Hulu, chi ph\u00ed c\u1ea5p ph\u00e9p ph\u00e1t tr\u1ef1c tuy\u1ebfn n\u1ed9i dung tr\u1edf n\u00ean \u0111\u1eaft \u0111\u1ecf. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 th\u00fac \u0111\u1ea9y Netflix s\u1ea3n xu\u1ea5t n\u1ed9i dung g\u1ed1c c\u1ee7a n\u00f3. C\u00f4ng ty \u0111\u00e3 s\u1ea3n xu\u1ea5t c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh truy\u1ec1n h\u00ecnh t\u1eebng \u0111o\u1ea1t gi\u1ea3i th\u01b0\u1edfng nh\u01b0 House of Cards v\u00e0 Orange Is the New Black c\u00f9ng v\u1edbi phim \u0111i\u1ec7n \u1ea3nh v\u00e0 phim t\u00e0i li\u1ec7u.<\/span><\/p>\n

Netflix lu\u00f4n \u0111i tr\u01b0\u1edbc m\u1ed9t b\u01b0\u1edbc khi \u0111\u1ed5i m\u1edbi; c\u00f4ng ty \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t ng\u01b0\u1eddi t\u1ea1o ra xu h\u01b0\u1edbng b\u1eb1ng c\u00e1ch lu\u00f4n ch\u1ea5p nh\u1eadn r\u1ee7i ro v\u00e0 th\u1eed nh\u1eefng \u0111i\u1ec1u m\u1edbi v\u1edbi m\u00f4 h\u00ecnh kinh doanh li\u00ean t\u1ee5c thay \u0111\u1ed5i. \u0110\u1ed3ng th\u1eddi, Netflix c\u0169ng lu\u00f4n coi ch\u00eca kh\u00f3a th\u00e0nh c\u00f4ng, t\u0103ng tr\u01b0\u1edfng doanh thu, l\u1ee3i nhu\u1eadn l\u00e0 t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng<\/a>.<\/span><\/p>\n

B\u1ed1n l\u00fd do ch\u00ednh \u0111\u01b0\u1ee3c cho l\u00e0 do th\u00e0nh c\u00f4ng c\u1ee7a Netflix:<\/span><\/p>\n