数字时代图书的长尾分析与运作

Analysis and Operation of the Long Tail of Books in Digital Era

出版业已步入高丰饶度时代,图书品种极大丰富,读者的选择空间随之扩展,其不再满足于热门大众图书,而更倾向于体现个性化需求的冷门小众图书,数量庞大的冷门小众图书构成了图书市场的长尾。读者的需求、出版业的逐利、技术的革新共同推动着图书长尾市场的发展。文章分析了图书市场的长尾规律,指出数字出版和按需印刷能解决库存和需求的矛盾,让图书的长尾运作成为可能。

The publislfing industry has entered the era of high abundance and the species of books are abundant. Readers＇choice also expands： they are no longer satisfied with the popular books, and more willing to choose unpopular books, which reflect the personalized demands. A lot of unpopular books constitute the long tail of the book market. The readers＇ demand, the publishing industry＇s profit chasing and the technology innovation promote the development of the long tail market. This paper analyzes the law of the long tail of book market, and points out the digital publishing and printing on demand can solve the contradiction between stock and demand, which make the operation of the long tail of books possible.