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

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.