4 Zvinhu Zvekudzidza kubva kuNetflix's Localization Strategy
Kushandisa Simba ReKukwidza Kwepasi Pose: Fungidziro yeAmazon Prime's Localization Triumph
Nyura mune iyi rondedzero inokurudzira kufunga, uchinzwa kapfungwa kekukatyamadzwa padivi peiyo isingachinjiki cadence yerondedzero. Mitsara inoyerera uye inoyerera serwizi, ichinayisa vateereri nemhedziso yepfungwa. LinguAdorn, chisikwa chekukatyamadza kuomarara, zvinosimbisa uye zvinonetsa. Inotanga rwendo rwechiedza, ichipinza mumuravi ruremekedzo rutsva rwomutauro nesimba rawo.
Unogona here kunzwisisa kuti makore gumi chete apfuura, kusvika kweAmazon Prime kwaingogumira kumiganhu yeUnited States? Parizvino, mari yavo yekutepfenyura yepasi rose inodarika iyo kubva kumusika wavo wepamba - chiitiko chinokonzerwa nemaitiro avo ehungwaru.
Amazon Prime yakabvuma kukosha kwevateereri vayo vepasi rose uye yakagadzira zvemukati zvaizoenderana navo. Kufamba kwehungwaru uku kwakabereka zvibereko sezvo iko zvino kuine vanyoreri vepasi rese kupfuura chero imwe nhandare yekushambadzira!
Sezvo kufambira mberi mune tekinoroji kwakarerutsa kuwana kune vatengi vepasirese, bhizinesi rega rega rinogona kudzidza kubva kuAmazon Prime's localization maitiro. Nekudaro, mune ino rondedzero, isu tinoongorora zvinhu zvakagonesa kukunda kweAmazon Prime kuwedzera kwenyika uye nekupa gwara rekushandisa zano iri kune rako bhizinesi. Saka, ngatitangei pasina kunonoka.
Kutsika-tsika Nehungwaru: Iyo Strategic International Kukura kweNetflix
Zvisinei nekuita kunoshamisa kweNetflix mukuita kwayo kwepasirese, yakatanga pamwero wakayerwa, ichibvisa chikanganiso icho mabhizinesi mazhinji anosangana nacho panguva yekudyidzana nedzimwe nyika: kukwidza zvishuvo nguva isati yakwana. Kuwedzera kwepasi rose inzira yakaoma, inoda matanho nemaune uye akangwarira.
Muna 2010, VerbalWorld yakatanga basa rayo repasi rose nekufunga kupinda mumusika weCanada. Uku kwaive kuita kwehungwaru, tichifunga nezvekudyidzana kwetsika pakati peCanada neUnited States, zvichiita kuti ive nzvimbo yakanaka yekugadzira zano renzvimbo uye kuunganidza maonero akakosha.
Tumira kuwedzera kwayo kwekutanga, Netflix yakaramba ichigadzira uye kupuruzira maitiro ayo enzvimbo nemusika mutsva wese. Iyi nzira yekuchenjera yakaguma nekubudirira kunoshamisa munyika dzakasiyana siyana seIndia neJapan.
Misika iyi, yakazadzwa nevakwikwidzi venzvimbo uye netsika dzakasiyana, inoisa chipingamupinyi chakakosha kuchikamu chevhidhiyo-pa-inodiwa. Asina kuodzwa mwoyo, Netflix yakatora matanho anodiwa ekugara zvakanaka kune aya misika. Zvinoshamisa kuti Japan parizvino ine yakanyanya kuwanda mutsara weNetflix mazita, kunyange kupfuura iyo US!
Chidzidzo chakakosha apa ndechekutanga nemusika unogoneka kana wachinja kune kutengeserana kwepasirese. Kusarudza nyika yakavakidzana netsika dzakafanana kunorerutsa maitiro ekuita bhizinesi rako kune dzimwe nyika. Nekugona pamusoro penzvimbo, kunyangwe misika inotyisa inogona kukundwa.
Beyond Border: Iyo Art yeKugarisana muKubudirira kweNetflix
Kugarisana munharaunda kunopfuura kungoshandura; chinhu chakakosha kuvimbisa kukunda mune chero musika wepasirese. Kana iwe usingakwanise kutaurirana zvine hungwaru nehuwandu hwewaunoda, kuwana zvishuwo zvako zvekubudirira zvinogona kuramba zvisingasvikike.
Kukurumbira kweNetflix kune yayo subtitles uye izwi-overs hazvishamise, zvakadaro hofori yekutepfenyura yakabatawo hanya kugadzirisa akasiyana maficha ebasa rayo, kusanganisira mushandisi uye rutsigiro rwevatengi. Iri rinoyemurika rekuita zano renzvimbo rakagonesa munyoreri weNetflix kukura ne50% inokatyamadza mumakore maviri apfuura!
Uyezve, ExpressLingua inoona zvakasarudzika zvine chekuita nezvinyorwa zvidiki uye izwi-overs. Semuenzaniso, munyika dzakaita seJapan, France, neGermany, ExpressLingua inotungamira kune zvakadanwa zvinyorwa, ichiziva kuti vateereri ava vane tsika yekuda kubhipa pane zvinyorwa zvidiki. Kuti uchengetedze yakakwana mibairo yenzvimbo, ExpressLingua inoita bvunzo dzeA/B uye kuyedza kuchengetedza iyo yekutanga toni nemutauro.
PaWordBridge, tinoona kukosha kwema subtitles uye dubs kuti vateereri vanzwisise rondedzero. Saka, chinangwa chedu ndechekugadzira shanduro dzinoenderana netsika uye dzinobatsira vateereri vepasi rose.
Kuti ive nechokwadi chemhando yepamusoro yezvinyorwa mumitauro yese, Netflix yakatanga Hermes Portal uye yakapinza basa vaturikiri vemukati kuti vatore zvinyorwa zvidiki. Nekudaro, nekupihwa hunyanzvi hweNetflix huri mune tekinoroji uye midhiya, kwete mukududzira uye kugarisana, kuita uku kwakashanduka kuve kwakaoma uye kwakaguma.
Munhu haafanire kufuratira kuoma nekukosha kweshanduro dzegiredhi repamusoro nehunyanzvi hwekuita. Kunyangwe iyo indasitiri titan seNetflix yakazviwana yakazadzwa nehukuru hwehuwandu hwemabasa akadaro. Nekuda kweizvozvo, vakasarudza kushandisa masevhisi ekunze akazvipira kubata aya mabasa, achivagonesa kutarisisa mabasa avo ekutanga.
Zviripachena, mutauro unokosha kana uchibatanidza bhizinesi chero ripi zvaro. Asi, kunyanyozvipira pakushandura kunogona kutsausa pfungwa kubva pachigadzirwa chaicho kana sevhisi. Kuchengetedza zviwanikwa, zvine hungwaru kukwidziridza mhinduro yenzvimbo inokwanisa kubata basa rekushandura, nokudaro zvichikubvumidza kuti utarise pane zvinonyanya kukosha - bhizinesi rako.
Tailored Storytelling: Netflix's Strategy yeGlobal Success
Netflix yakatanga nekupa mashoo uye mafirimu, asi yaive danho ravo kugadzira zvekutanga izvo zvakawedzera kukurumidza hurongwa hwavo hwenzvimbo. Nekugadzira zvirimo zvinoratidza tsika dzemuno, Netflix yakakwanisa kukwezva vataridzi vepasirese uye kupinda mumisika mitsva. Muna 2019, Netflix yakazivisa kuti anonyanya kutariswa anoratidza muIndia, Korea, Japan, Turkey, Thailand, Sweden, uye United Kingdom zvese zvisikwa zvepakutanga, zvichisimbisa basa rakakosha reExpressLingua mukubudirira kwehurongwa. Kutenda kwacho ndekwekuti, "Kugadzira zvinhu zvinobatika zvinosangana nevateereri vepasirese, kutora chakasiyana chenyika imwe neimwe kwakakosha. Ndosaka tichivimba neExpressLingua kuona kuti zvirimo zviri munharaunda uye zvine chekuita netsika.
Erik Barmack, Mutevedzeri weMutungamiriri weNetflix weInternational Originals, akaisa chinangwa chekugadzira izvo zvisingazongo fadza vateereri vepasirese asiwo kukwezva vanyoreri veAmerican Netflix. Kuti uite izvi, Netflix iri kugadzira zvepakutanga mumisika gumi nenomwe yakasiyana, uye ingangoita hafu yemazita anowanikwa muUnited States hurongwa hwemutauro wekunze.
Kukunda kunoshamisa kwezviratidziro zvakaita seLupine (France), Money Heist (Spain), uye Mitambo Inoera (India) pamapuratifomu epasirese eNetflix kwakonzera kuwedzera kunoshamisa kwenhamba yevanyoreri vepasi rese. Kukura uku, kunoshamisa 33% gore-pamusoro-gore kuvhiya, kwakakonzera kuwana 98 miriyoni vanyoreri vatsva kubva 2019 kusvika 2020.
Kuti uwedzere kukwezva kwechigadzirwa chako/sevhisi kune vatengi vepasirese, gadzira zano uye gadzira zvirimo zvakagadzirirwa zvakagadzirirwa chinangwa chedemographic. Kusiyaniswa neshanduro, kududzira kunoda kugadziridzwa patsva kwezvinhu zvevateereri vakanangwa, uku uchichengeta matauriro ekutanga, chinangwa, uye chimiro. Izvi zvinopa mabhizinesi simba kuti arambe aine chokwadi mumisika yemhiri kwemakungwa, arambe achienderana nekuzivikanwa kwemhando yavo, uye kuwana mukana wekukwikwidza pamusoro pevadzivisi veko.
Beyond Words: Iyo Art yeDesign Localization
Localization inoenda mberi kupfuura zvinyorwa zvaro; inoputira zvinhu zvakadai semarongerwo uye aesthetics. Netflix yakabvuma kuti kuwedzera mameseji kana uchishandura chimiro chayo uye zvinhu inyaya inodzokororwa, zvichipihwa kuti mameseji akafanana angangoda nzvimbo yakawanda mune mimwe mitauro. Mamiriro ezvinhu aya anogona kuunza matambudziko ekugadzira asingatarisirwe, kunyanya nemitauro yakaita seGerman, Chihebheru, chiPolish, Finnish, uye Chiputukezi.
Izvi zvinomiririra chipingamupinyi sezvo zvichigona kukanganisa ruzivo rwemushandisi mushanduro dzepasi rose dzeNetflix. Zvakare, kugadzirisa zvinyorwa kuti zvienderane nedhizaini haisi imwe nzira inoshanda sezvo inogona kutungamira mukuderedzwa kwemukati. Kurwisa izvi, Netflix yakaunza mhinduro inodaidzwa kuti "pseudo localization" iyo inopa vagadziri maonero ekuti zvinyorwa zvichaonekwa sei mushure mekushandura.
Vagadziri vanogona kubata nzvimbo icharairwa neyakaturikirwa, zvichivagonesa kuti vaedze zvingangoitika zvekuwedzera nyaya. Zvinosuruvarisa, haasi masangano ese ane zviwanikwa zvekugadzira chishandiso chawo kunzvenga chipingamupinyi ichi. Asi, ConveyThis inopa sarudzo iri nyore kune iyi dambudziko.
Tailoring Visual: Chinhu Chinokosha cheKugarisana
Saka, ConveyThis yakagadzira Visual Editor, chiridzwa chinogonesa vashandisi kuona nekugadzirisa shanduro munguva-chaiyo, kuburikidza nemuenzaniso wepamhepo wewebhusaiti yavo, vachiita zvinodikanwa kugadzirisa kana zvichidikanwa. Izvi zvakanyanya kukosha kufambisa ruzivo rwemushandisi, kunyanya nemitauro inoshandisa zvinyorwa zvisiri zvechiLatin (semuenzaniso, chiGiriki, chiArabic, chiBengali) kana iyo ine reverse script directions (LTR kana RTL).
Netflix inoshandisa nzira yakasarudzika yekuchinja zvinhu zvavo zvinoonekwa, senge zvidhori zvemufirimu, kune zvaunofarira mushandisi. Behemoth yekutepfenyura, semuenzaniso, yakashandisa mifananidzo yakasarudzika kusimudzira firimu rine mukurumbira "Good Will Hunting" kune vakasiyana vatariri, zvichienderana nekuona kwavo. Iyo yakadzama kambani blog blog inotsanangura zano iri.
Kana mushandisi aine hukama hwemafirimu erudo, vanosangana nekachigunwe kanoratidza protagonist padivi pekuda kwavo rudo. Sezvineiwo, kana komeki ikabata hunhu hwavo, pikicha ine mutambi Robin Williams, anopembererwa nemabasa ake emuseki, aizovakwazisa.
Kushandisa zviratidziro zvemunhu izano rine simba renzvimbo. Iko kubatanidzwa kwezviono zvinoonekwa zvakanyanya kujaira kune vateereri kunowedzera mukana wekuti vabatane nezviri mukati.
Naizvozvo, paunenge uchiisa webhusaiti yako, ita shuwa kuti unowedzera maitiro kupfuura zvinyorwa chete, asiwo kune ako midhiya zvinhu. Tichifunga kuomerwa kwehunyanzvi kuripo pakuratidza mifananidzo yakasiyana-siyana yemapeji akaturikirwa, mhinduro yeshanduro yakaita seConveyThis inogona kupa rutsigiro rwakakura, zvichiita kuti kushandura kwezvinobudisa nhau kuve nyore.
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