长尾理论下的中小企业网络化生存机理与策略

SME'S Networking Survival Mechanism and Strategy Under the Long Tail Theory

分析了长尾理论的起源,明确了长尾理论和传统的"二八"理论的互补关系。在此基础上,以中小企业为研究对象,探讨了长尾理论下中小企业网络化生存机理,从3个方面给出了长尾理论下中小企业网络化生存策略:以规模化定制为客户降低购买成本;以针对性网络广告为客户过滤信息;通过与其他专业服务商维持良好互动为客户提供流畅的服务体系。

With the economic development, ＂prosperous economy＂ era is becoming obvious so that the approaches applied in marketing have also changed accordingly. The Long Tail Theory serves as a theoretical basis to cope up with the changes. This paper analyzes the origin of the Long Tail Theory and discusses the complementary relationship between the Long Tail theory and the traditional ＂80-20＂ rule （Pareto principle）. In addition, the author explores S ME＇s networking survival mechanism under the Long Tail Theory based on the main target of the theory-the small-and medium-sized enterprises as well as their application of the Internet. Finally, the paper demonstrates SME＇s networking strategy for survival under the Long Tail Theory from three aspects： with a large-scale custom to reduce the cost of purchase for the clients; with targeted online advertising to filter information for the clients; with a well-maintained good interaction with other professional service-providers to provide an effective service system for the clients.