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Тема выпускной квалификационной работы бакалавра: «Особенности и проблемы компании Netflix Inc. на российском рынке». Целью работы является разработка рекламной кампания для Netflix Inc. с целью повышения осведомленности потенциальных клиентов о продукте и последующего увеличения клиентской базы. Задачи работы: - проведение анализа рынка видео-сервисов и онлайн кинотеатров в мире и в России - разработка стратегической дорожно-финансовой карты; - расчёт стоимости рекламной кампании . Работа выполнялось на материалах компании Netflix Inc. Методы: Применялись общенаучные методы исследования: контентный и сравнительный анализ, а также специфические методы исследования, в частности, SWOT-анализ, конкурентный анализ, методы управления проектами,эксперное оценивание, и методы орг.проектирования. Основные результаты работы: - обоснована экономическая целесообразность реализации рекламной кампании на российском рынке; - разработан проект рекламной кампании; - проведена оценка рентабильности рекламной кампании проекта. Практическая значимость работы определяется возможностью повышения прибыли и увеличения количества клиентов на территории Российской Федерации.
The title of the bachelor graduate qualification work: “Features and problems of Netflix Inc. on Russian market”. The aim of the graduate qualification work is to develop a promotion strategy for a company to increase potential customer’s awareness and enlarge the customer base. Tasks of the graduate qualification work: - analysis of the competitiveness of video-on demand market globally and particularly in Russia; - development of the strategical road-finance map; - calculation of marketing and product campaign costs. The graduate qualification work was carried out on the basis of the Netflix Inc. Methods: General scientific research methods were used: content and comparative analysis as well as specific research methods, in particular, SWOT-analysis, competitor analysis, methods of managing projects, expert evaluation and, methods of organizational design. The main results of the graduate qualification work: - substantiation of economic, organizational and technical feasibility of implementing marketing and product campaign on Russian market; - development of the organizational design of the advertising campaign project; - evaluation of the rentability of the marketing and product campaign; The practical significance of the work is determined by increasing the profit and enlarging the customer base on the territory of Russian Federation.
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Table of Contents
- INTRODUCTION 8
- 1. THEORY OF ENTERING THE MARKET STRATEGIES. 9
- 1.1. Approaches of strategy definition 9
- 1.2. Advertisement as a marketing communication tool for international business 14
- 1.3. Main video-on-demand market terms and definitions 19
- 2. THE NETFLIX INC. COMPANY OVERVIEW 22
- 2.1. History of the Netflix Inc. 22
- 2.2. VOD industry analysis 23
- 2.3. Netflix’s strategies of entering foreign markets 28
- 2.3.1. Netflix in America 28
- 2.3.2. Netflix in Europe 31
- 2.3.3. Netflix in Asia 33
- 2.4. Collaborations and partnerships of Netflix on the foreign markets 37
- 2.5. Netflix in Russia 38
- 2.6. VOD industry analysis in Russia 39
- 3. STRATEGICAL ROAD-FINANCIAL MAP Of NETFLIX INC. FOR RUSSIAN MARKET 43
- 3.1. Marketing campaign 45
- 3.2. Product campaign 54
- 3.3. Campaign cost results 57
- CONCLUSION 59
- INTRODUCTION
- 1. THEORY OF ENTERING THE MARKET STRATEGIES.
- 1.1. Approaches of strategy definition
- 1.2. Advertisement as a marketing communication tool for international business
- 1.3. Main video-on-demand market terms and definitions
- 2. THE NETFLIX INC. COMPANY OVERVIEW
- 2.1. History of the Netflix Inc.
- 2.2. VOD industry analysis
- 2.3. Netflix’s strategies of entering foreign markets
- 2.3.1. Netflix in America
- 2.3.2. Netflix in Europe
- 2.3.3. Netflix in Asia
- 2.4. Collaborations and partnerships of Netflix on the foreign markets
- 2.5. Netflix in Russia
- 2.6. VOD industry analysis in Russia
- 3. STRATEGICAL ROAD-FINANCIAL MAP Of NETFLIX INC. FOR RUSSIAN MARKET
- 3.1. Marketing campaign
- 3.2. Product campaign
- 3.3. Campaign cost results
- CONCLUSION
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