{"id":1241,"date":"2025-11-29T10:00:37","date_gmt":"2025-11-29T03:00:37","guid":{"rendered":"https:\/\/lbu.fsb.edu.vn\/mba\/?p=1241"},"modified":"2026-03-11T17:10:02","modified_gmt":"2026-03-11T10:10:02","slug":"strategy-unfolded-netflix-va-hanh-trinh-but-pha-de-tro-thanh-de-che-streaming-toan-cau","status":"publish","type":"post","link":"https:\/\/lbu.fsb.edu.vn\/mba\/strategy-unfolded-netflix-va-hanh-trinh-but-pha-de-tro-thanh-de-che-streaming-toan-cau\/","title":{"rendered":"STRATEGY UNFOLDED | NETFLIX V\u00c0 H\u00c0NH TR\u00ccNH B\u1ee8T PH\u00c1 \u0110\u1ec2 TR\u1ede TH\u00c0NH \u0110\u1ebe CH\u1ebe STREAMING TO\u00c0N C\u1ea6U"},"content":{"rendered":"

Khai sinh t\u1eeb m\u1ed9t d\u1ecbch v\u1ee5 cho thu\u00ea DVD g\u1eedi qua \u0111\u01b0\u1eddng b\u01b0u \u0111i\u1ec7n, Netflix \u0111\u00e3 tr\u1ea3i qua h\u01a1n hai th\u1eadp k\u1ef7 chuy\u1ec3n m\u00ecnh m\u1ea1nh m\u1ebd \u0111\u1ec3 tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng d\u1eabn d\u1eaft ng\u00e0nh gi\u1ea3i tr\u00ed s\u1ed1 to\u00e0n c\u1ea7u. H\u00e0nh tr\u00ecnh \u1ea5y l\u00e0 minh ch\u1ee9ng r\u00f5 nh\u1ea5t cho n\u0103ng l\u1ef1c <\/span>\u0111\u1ecdc v\u1ecb t\u01b0\u01a1ng lai<\/span><\/i>, d\u00e1m \u0111\u00e1nh \u0111\u1ed5i m\u00f4 h\u00ecnh hi\u1ec7n t\u1ea1i \u0111\u1ec3 n\u1eafm b\u1eaft m\u00f4 h\u00ecnh ti\u1ebfp theo v\u00e0 t\u1ea1o ra chu\u1ea9n m\u1ef1c m\u1edbi cho c\u1ea3 ng\u00e0nh.<\/span><\/p>\n

1. Chuy\u1ec3n \u0111\u1ed5i m\u00f4 h\u00ecnh: T\u1ea7m nh\u00ecn v\u01b0\u1ee3t tr\u01b0\u1edbc th\u1eddi \u0111\u1ea1i<\/b><\/h3>\n

Th\u1eddi \u0111i\u1ec3m 1998, Netflix t\u1ea1o d\u1ea5u \u1ea5n nh\u1edd m\u00f4 h\u00ecnh cho thu\u00ea DVD tr\u1ef1c tuy\u1ebfn, giao t\u1eadn nh\u00e0, kh\u00f4ng ph\u00ed tr\u1ec5 h\u1ea1n, ho\u00e0n to\u00e0n \u0111i ng\u01b0\u1ee3c v\u1edbi h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng c\u1ee7a Blockbuster. Nh\u01b0ng ch\u00ednh khi m\u00f4 h\u00ecnh n\u00e0y \u0111ang t\u0103ng tr\u01b0\u1edfng m\u1ea1nh, Reed Hastings l\u1ea1i nh\u00ecn th\u1ea5y gi\u1edbi h\u1ea1n c\u1ee7a chi\u1ebfc \u0111\u0129a: chi ph\u00ed v\u1eadt l\u00fd, kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng v\u00e0 thay \u0111\u1ed5i h\u00e0nh vi ti\u00eau th\u1ee5 n\u1ed9i dung.<\/span><\/p>\n

N\u0103m 2007, Netflix quy\u1ebft \u0111\u1ecbnh chuy\u1ec3n \u0111\u1ed5i sang m\u00f4 h\u00ecnh subscription streaming. Ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 xem Netflix tr\u00ean TV, m\u00e1y t\u00ednh, \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 m\u00e1y t\u00ednh b\u1ea3ng m\u00e0 v\u1eabn \u0111\u1ea3m b\u1ea3o n\u1ed9i dung li\u1ec1n m\u1ea1ch.\u0110\u00e2y l\u00e0 b\u01b0\u1edbc \u0111i \u0111\u1ea7y r\u1ee7i ro, khi doanh thu t\u1eeb DVD v\u1eabn chi\u1ebfm t\u1ef7 tr\u1ecdng l\u1edbn. Tuy nhi\u00ean, quy\u1ebft \u0111\u1ecbnh \u201c\u0111i tr\u01b0\u1edbc \u0111\u01b0\u1eddng cong\u201d (ahead of the curve) n\u00e0y gi\u00fap Netflix tr\u1edf th\u00e0nh ng\u01b0\u1eddi \u0111\u1ecbnh h\u00ecnh th\u00f3i quen <\/span>xem phim theo y\u00eau c\u1ea7u<\/span><\/i> v\u00e0 m\u1edf ra k\u1ef7 nguy\u00ean streaming to\u00e0n c\u1ea7u.<\/span><\/p>\n

2. T\u1ef1 s\u1ea3n xu\u1ea5t n\u1ed9i dung g\u1ed1c: X\u00e2y r\u00e0o c\u1ea3n c\u1ea1nh tranh kh\u00f4ng th\u1ec3 sao ch\u00e9p<\/b><\/h3>\n

Khi streaming ph\u00e1t tri\u1ec3n, th\u00e1ch th\u1ee9c l\u1edbn nh\u1ea5t c\u1ee7a Netflix l\u00e0 ph\u1ee5 thu\u1ed9c qu\u00e1 nhi\u1ec1u v\u00e0o b\u1ea3n quy\u1ec1n n\u1ed9i dung t\u1eeb c\u00e1c h\u00e3ng phim l\u1edbn. S\u1ef1 l\u1ec7 thu\u1ed9c n\u00e0y khi\u1ebfn h\u1ecd d\u1ec5 b\u1ecb \u0111\u1ed9ng, th\u1eadm ch\u00ed m\u1ea5t \u0111i nh\u1eefng n\u1ed9i dung chi\u1ebfn l\u01b0\u1ee3c khi c\u00e1c \u0111\u1ed1i th\u1ee7 nh\u01b0 Disney, HBO t\u1ea1o n\u1ec1n t\u1ea3ng ri\u00eang.<\/span><\/p>\n

V\u00ec v\u1eady, thay v\u00ec ch\u1ea1y \u0111ua mua b\u1ea3n quy\u1ec1n, Netflix ch\u1ecdn b\u01b0\u1edbc \u0111i d\u00e0i h\u1ea1n, \u0111\u00f3 l\u00e0 <\/span>t\u1ef1 s\u1ea3n xu\u1ea5t n\u1ed9i dung. D\u1ef1a tr\u00ean d\u1eef li\u1ec7u ng\u01b0\u1eddi xem \u0111\u01b0\u1ee3c thu th\u1eadp to\u00e0n c\u1ea7u, h\u00e3ng x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c Netflix Originals v\u1edbi c\u00e1c t\u00e1c ph\u1ea9m nh\u01b0 <\/span>House of Cards<\/span><\/i>, <\/span>Stranger Things<\/span><\/i>, <\/span>The Crown<\/span><\/i>, <\/span>Money Heist<\/span><\/i>, <\/span>Squid Game<\/span><\/i>.<\/span><\/p>\n

Nh\u1edd ch\u1ee7 \u0111\u1ed9ng t\u1eeb s\u1ea3n xu\u1ea5t \u0111\u1ebfn ph\u00e2n ph\u1ed1i, Netflix ki\u1ec3m so\u00e1t ho\u00e0n to\u00e0n chu\u1ed7i gi\u00e1 tr\u1ecb – r\u00e0o c\u1ea3n c\u1ea1nh tranh khi\u1ebfn ngay c\u1ea3 c\u00e1c \u201c\u00f4ng l\u1edbn\u201d Hollywood c\u0169ng kh\u00f3 sao ch\u00e9p. \u0110\u1ebfn n\u0103m 2020, h\u00e3ng s\u1ea3n xu\u1ea5t h\u01a1n <\/span>60 phim v\u00e0 series\/n\u0103m<\/b>, v\u01b0\u1ee3t t\u1ed5ng s\u1ea3n l\u01b0\u1ee3ng c\u1ee7a nhi\u1ec1u studio Hollywood c\u1ed9ng l\u1ea1i.<\/span><\/p>\n

3. Marketing \u0111\u1ed9t ph\u00e1: Khi n\u1ed9i dung v\u01b0\u1ee3t kh\u1ecfi m\u00e0n h\u00ecnh<\/b><\/h3>\n

\u201cNetflix kh\u00f4ng b\u00e1n phim – Netflix b\u00e1n tr\u1ea3i nghi\u1ec7m.\u201d<\/em><\/strong>
\n<\/span> V\u00e0 \u0111\u1ec3 bi\u1ebfn tr\u1ea3i nghi\u1ec7m \u1ea5y th\u00e0nh v\u0103n h\u00f3a \u0111\u1ea1i ch\u00fang, h\u00e3ng tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c marketing \u0111a \u0111i\u1ec3m ch\u1ea1m: OOH t\u01b0\u01a1ng t\u00e1c, experiential marketing, digital-first, social-first, creative adaptation d\u1ef1a tr\u00ean d\u1eef li\u1ec7u (nhi\u1ec1u phi\u00ean b\u1ea3n trailer\/poster cho t\u1eebng th\u1ecb tr\u01b0\u1eddng), gi\u00fap Netflix \u0111\u01b0a n\u1ed9i dung v\u01b0\u1ee3t kh\u1ecfi m\u00e0n h\u00ecnh v\u00e0 s\u1ed1ng trong \u0111\u1eddi s\u1ed1ng v\u0103n ho\u00e1.<\/span><\/p>\n

C\u00e1c chi\u1ebfn d\u1ecbch ti\u00eau bi\u1ec3u c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0: <\/span>Stranger Things 4<\/em>\u00a0t\u00e1i hi\u1ec7n \u201cc\u00e1nh c\u1ed5ng Upside Down\u201d \u1edf Empire State (M\u1ef9) v\u00e0 Bondi Beach (\u00dac), t\u1ea1o hi\u1ec7u \u1ee9ng check-in to\u00e0n c\u1ea7u. <\/span>Wednesday <\/em>v\u1edbi b\u00e0n tay Thing \u201c\u0111i d\u1ea1o ph\u1ed1\u201d viral h\u01a1n 40 tri\u1ec7u l\u01b0\u1ee3t xem.<\/span>
\n<\/span>Squid Game<\/em> bi\u1ebfn th\u1eed th\u00e1ch \u201c\u0111\u00e8n \u0111\u1ecf \u0111\u00e8n xanh\u201d th\u00e0nh trend to\u00e0n c\u1ea7u, \u0111\u01b0a v\u0103n h\u00f3a H\u00e0n Qu\u1ed1c b\u00f9ng n\u1ed5 tr\u00ean th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf. <\/span>Money Heist<\/em> c\u00f9ng\u00a0h\u00ecnh t\u01b0\u1ee3ng chi\u1ebfc m\u1eb7t n\u1ea1 Salvador Dal\u00ed lan r\u1ed9ng kh\u1eafp th\u1ebf gi\u1edbi, tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng v\u0103n h\u00f3a \u0111\u1ea1i ch\u00fang.<\/span>
\n<\/span>Netflix \u0111\u00e3 \u0111\u1ecbnh ngh\u0129a l\u1ea1i marketing gi\u1ea3i tr\u00ed, khi\u1ebfn kh\u00e1n gi\u1ea3 <\/span>kh\u00f4ng ch\u1ec9 xem n\u1ed9i dung m\u00e0 tham gia v\u00e0o th\u1ebf gi\u1edbi c\u1ee7a n\u1ed9i dung<\/span><\/i>.<\/span><\/p>\n

4. M\u1edf r\u1ed9ng to\u00e0n c\u1ea7u: B\u1ea3n \u0111\u1ecba h\u00f3a \u0111\u1ec3 lan t\u1ecfa qu\u1ed1c t\u1ebf<\/b><\/h3>\n

Netflix kh\u00f4ng m\u1edf r\u1ed9ng \u1ed3 \u1ea1t m\u00e0 \u0111i theo chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp theo t\u1ea7ng: b\u1eaft \u0111\u1ea7u t\u1eeb Canada \u0111\u1ebfn M\u1ef9 Latin, ti\u1ebfp t\u1ee5c m\u1edf r\u1ed9ng sang Ch\u00e2u \u00c2u r\u1ed3i Ch\u00e2u \u00c1. \u1ede m\u1ed7i th\u1ecb tr\u01b0\u1eddng, h\u00e3ng \u0111\u1ea7u t\u01b0 v\u00e0o ng\u00f4n ng\u1eef, \u0111\u1ed9i ng\u0169 s\u1ea3n xu\u1ea5t \u0111\u1ecba ph\u01b0\u01a1ng, n\u1ed9i dung mang b\u1ea3n s\u1eafc b\u1ea3n \u0111\u1ecba.<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap Netflix t\u1ea1o ra h\u00e0ng lo\u1ea1t \u201cc\u00fa n\u1ed5 v\u0103n h\u00f3a\u201d nh\u01b0\u00a0<\/span>Squid Game<\/b>, <\/span>Kingdom<\/b>, <\/span>Sweet Home<\/b> (H\u00e0n Qu\u1ed1c), <\/span>Alice in Borderland<\/b> (Nh\u1eadt), <\/span>La Casa de Papel \/ Money Heist<\/b> (T\u00e2y Ban Nha), v.v.<\/span>
\n<\/span><\/p>\n

\u0110\u1eb7c bi\u1ec7t, nhi\u1ec1u series c\u0169ng tr\u1edf<\/span>th\u00e0nh hi\u1ec7n t\u01b0\u1ee3ng to\u00e0n c\u1ea7u nh\u1edd vi\u1ec7c t\u00e1i s\u1ea3n xu\u1ea5t theo t\u1eebng phi\u00ean b\u1ea3n qu\u1ed1c gia ho\u1eb7c \u0111\u01b0\u1ee3c l\u1ed3ng gh\u00e9p v\u0103n h\u00f3a \u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0ng gi\u1eef tinh th\u1ea7n c\u1ed1t l\u00f5i c\u1ee7a series g\u1ed1c. \u0110\u00e2y l\u00e0 minh ch\u1ee9ng r\u00f5 nh\u1ea5t cho chi\u1ebfn l\u01b0\u1ee3c \u201clocal to global\u201d c\u1ee7a Netflix.<\/span><\/p>\n

H\u1ecdc t\u01b0 c\u00e1ch duy chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 Netflix t\u1ea1i Leeds Beckett MBA<\/b><\/h3>\n

Netflix l\u00e0 case-study ti\u00eau bi\u1ec3u trong ch\u01b0\u01a1ng tr\u00ecnh h\u1ecdc c\u1ee7a Leeds Beckett MBA. H\u1ecdc vi\u00ean \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch t\u1eeb m\u00f4 h\u00ecnh kinh doanh, chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed5i m\u1edbi, qu\u1ea3n tr\u1ecb r\u1ee7i ro \u0111\u1ebfn t\u01b0 duy l\u00e3nh \u0111\u1ea1o trong b\u1ed1i c\u1ea3nh chuy\u1ec3n \u0111\u1ed5i s\u1ed1, \u0111\u00e2y l\u00e0 n\u1ec1n t\u1ea3ng quan tr\u1ecdng \u0111\u1ec3 tr\u1edf th\u00e0nh nh\u1eefng nh\u00e0 qu\u1ea3n tr\u1ecb hi\u1ec7n \u0111\u1ea1i.<\/span><\/p>\n

\u0110\u0103ng k\u00fd x\u00e9t tuy\u1ec3n k\u1ef3 h\u1ecdc cu\u1ed1i n\u0103m 2025 <\/b>t\u1ea1i \u0111\u00e2y<\/i><\/b><\/a> \u0111\u1ec3 c\u00f3 c\u01a1 h\u1ed9i nh\u1eadn h\u1ecdc b\u1ed5ng l\u00ean \u0111\u1ebfn 60% h\u1ecdc ph\u00ed k\u1ef3 1.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Khai sinh t\u1eeb m\u1ed9t d\u1ecbch v\u1ee5 cho thu\u00ea DVD g\u1eedi qua \u0111\u01b0\u1eddng b\u01b0u \u0111i\u1ec7n, Netflix \u0111\u00e3 tr\u1ea3i qua h\u01a1n hai th\u1eadp k\u1ef7 chuy\u1ec3n m\u00ecnh m\u1ea1nh m\u1ebd \u0111\u1ec3 tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng d\u1eabn d\u1eaft ng\u00e0nh gi\u1ea3i tr\u00ed s\u1ed1 to\u00e0n c\u1ea7u. H\u00e0nh tr\u00ecnh \u1ea5y l\u00e0 minh ch\u1ee9ng r\u00f5 nh\u1ea5t cho n\u0103ng l\u1ef1c \u0111\u1ecdc v\u1ecb t\u01b0\u01a1ng lai, d\u00e1m…<\/p>\n","protected":false},"author":1,"featured_media":1243,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[23],"tags":[],"_links":{"self":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts\/1241"}],"collection":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/comments?post=1241"}],"version-history":[{"count":1,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts\/1241\/revisions"}],"predecessor-version":[{"id":1244,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts\/1241\/revisions\/1244"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/media\/1243"}],"wp:attachment":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/media?parent=1241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/categories?post=1241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/tags?post=1241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}