论长尾理论视域下的广告传播策略

A Study on the Advertising Strategy With the Theory of Long Tail

长尾理论告诉我们：广告最终的结果并不仅仅是催生某个品牌的产生，而是在催生品牌的过程中根据“长尾”的特点，细分市场，选择传播媒介，进行规模化定制和个性化生产。本文从产品、市场、媒体、受众四个方面具体分析了长尾理论视域下的广告传播策略。

The Theory of Long Tail inspire us： the advertisements can not only produce brands, but also segment market, select media and produce things in a customized and personalized way based on the feature of Long Tail in the process of producing brand. This paper analyzes on the advertising strategy with the theory of Long Tall from products, markets, media and audience.