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1、IntroductionNetflix,Inc.,acompanyisoneoftheworld'slargestonlinemovierentalproviders,toits6.7millioncustomerstoprovidemorethan85000DVDmovierentalservice,andisabletoprovidecustomerswithmorethan4000filmsorTVwatchonlineservices.Thecompany'ssuccessisderivedfromabletoprovidealargenu
2、mberofDVDS,butalsocanletcustomerschoosefilmquicklyandeasily,freedeliveryatthesametime.Netflixhasfiveconsecutivewasratedasthemostsatisfyingcustomerssite.ByPC,TVandthedevice,theiPhonetowatchmovies,TVshows,themonthlyrentalfeeis$7.99Canadianusers;theuseris$8.99permonth,canonlinewa
3、tch,alsocanfreeDVDbymail.NetflixprovidesfreeNetflixAppfortheiPhoneandiPodtouchusers(AAPL),letNetflixplanmemberstoabasicfeeof$8.99permonth,throughtheiPhoneoriPodtouchtowatchTVshowsandmovies,noextracostburden.Netflixhasrevolutionizedthewaypeoplerentmovies-bybringingthemoviesdire
4、ctlytothem.Withtoday'sbusylifestylesandconsumersdemandingmorevalueandcontrol,it'snowonderthatNetflixhasbecomethepreferredonlineproviderofthehomeentertainmentexperience.Netflixisabrightspotintheonlinebusinesscompany.IThassuccessfullyputthetraditionalvideorentalbusinessandmodern
5、marketingmeans,advancednetworktechnologytocombineIT,soastocreateanewsituationoftheonlinevideorental.NetflixbyintegratingitsownmarketingandrecentlyITnetworktechnologysuccessfullychangedtheconsumptionhabitsandbuildabrandofitsownadvantages.ThedevelopmentofNetflix,Moreover, its de
6、velopment wasnot easy.PromoteanewbusinessmodelMarketingDepartmentputforwardgreatchallengetothecompany.Netflixrentalmodeandthepeoplearefamiliarwiththelocalvideorentalpointverydifferent-customerspayafeepermonth,youcanleaseacertainamountofimagedata.Sentviathepostalsystembetweenco
7、nsumersandNetflixandrecoveryimagedata.Whenthecompanywasfoundedin1997,NetflixneverthoughtofITbusinessdevelopmentandmarketingactivity,theInternetorotherITtechnology.Thearrivalofthenewcompany'smarketingdirectorLeslieKilgore,companiesbegantotryinthisaspect.LeslieKilgore’smainideai
8、stochangethemarketingactivitiesofNetflixdistinguishfromtheoth
