涅槃重生，全球串流影視平台經營策略分析：以Netflix, Inc.為例

Abstract

隨著網路串流服務的蓬勃發展和科技裝置的日新月異，串流影視服務產業（Over-the-top media services, OTT）近幾年逐漸崛起並改寫了全球影視產業的遊戲規則，同時也迅速影響大眾的影音閱覽習慣，並且在2020年的新冠疫情肆虐全球之下，民眾為疫情所困，使用付費影音平台的意願大幅上升。面對如此龐大的商機，越來越多企業前仆後繼地加入訂閱串流影視的競爭行列，而Netflix, Inc.更是串流影視產業中的佼佼者。截至2021年底，Netflix, Inc.在190多個國家與地區擁有約2.22億訂閱會員，並提供超過30種語言的串流服務。 本研究將聚焦於Netflix, Inc.為研究對象，採取個案研究法進行質性分析，運用系統化的資料蒐集並進行歸納統整，探討在訂閱型串流影視平台產業，分析其如何運用自身的資源與核心能力以其既有之競爭優勢成長茁壯，並且運用何種競爭策略與現行市場上兩大串流影視平台Amazon Prime Video與Disney+進行較量。最後透過產業關鍵因素與平台產業特性之分析，總結出Netflix, Inc.的關鍵成功因素並給予未來經營策略建議。 根據本研究之結論，目前訂閱型串流影視產業特性雖大者恆大，但市場具有高度吸引力下須注意包絡效應。面對包絡威脅之下，原創內容的製作將是關鍵，其為發揮規模經濟與提升品牌忠誠度之重要因素。另一方面，根據分析Netflix, Inc.的成長沿革，訂閱型串流影視平台各階段之成長仰賴不同核心能力的發揮，並且策略定位與策略活動的契合度影響網路效應的發揮。此外訂閱型串流影視平台必須隨著競爭環境改變擴張策略，並有效運用規模經濟效益所帶來的正向網路效應，以及透過差異化策略減少包絡威脅，同時與互補業者合作提升平台價值。

Over-the-top media services (OTT) have gradually increased and rewritten the rules of the worldwide film and cable television industries as a result of the rapid development of streaming services and technical devices. In the meantime, the 2020 COVID-19 pandemic has caused a dramatic shift in the public’s viewing habits and willingness to pay for OTT services. Faced with tremendous opportunities, an increasing number of businesses have entered the subscription video-on-demand market (SVOD). Netflix, Inc. (Netflix) is still a leader in the streaming industry, notably in the SVOD sector, despite the fact that the competition is intensifying. By the end of 2021, Netflix had offered its service to approximately 222 million subscribers in over 190 countries and 30 languages. The case study methodology has been utilized to conduct the qualitative analysis in the study focusing on Netflix. To discuss the corporate strategy of the SVOD industry in depth, the study has collected data to analyze how Netflix utilizes its own resources and core competencies to exert its competitive advantages, growth strategies, and competitive strategy to compete with the two major competitors, Amazon Prime Video and Disney+, in the current market. In addition, this study would summarize Netflix’s key success elements and provide recommendations for future corporate strategies based on the research's findings. Although one of the features of the SVOD market is "the winner takes all," platform envelopment should be noted due to its high attraction, according to the study's conclusion. Faced with the challenge presented by the platform envelopment, original content will be the key to exploiting economies of scale and enhancing brand loyalty simultaneously. In contrast, based on the analysis of Netflix’s growth history, each growth stage of SVOD platform is determined by their unique different core competencies. The congruence between strategic positioning and strategic actions also influences the magnitude of the network effect. In addition to the application of core competencies and the alignment of strategic activities, SVOD platforms should modify their expansion strategies in accordance with the competitive environment, effectively utilize the benefits of the economies of scale to produce a positive network effect, and use differentiation to reduce the risks of platform envelopment. Moreover, platforms owners should simultaneously cooperate with complementary companies to enhance the value of the platform.