SME's Networking Survival Mechanism and Strategy Under the Long Tail Theory
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摘要: 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。Abstract: 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 SME'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.
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Keywords:
- the Long Tail Theory /
- SME /
- networking /
- survival mechanism
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