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Based on the Long Tail of the Model Construction

Author: JiangYu
Tutor: SunJie
School: Tianjin University of Science and Technology
Course: Business management
Keywords: long tail theory the long tail the key factors own brand
CLC: F724.6
Type: Master's thesis
Year: 2012
Downloads: 23
Quote: 0
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Abstract


With the continuous improvement of the productive forces and the increasing popularity of information technology, we are gradually entered the affluent economy era, influence people’s time and space limit is disappearing, goods shelves of the infinite extension to merchants brought new profit growth point, the demand of people is continually diffusion, the proportion of hot commodities are falling. In2004the United States Anderson issued the "long tail theory", it points out that the affluent economy enterprise new development thought, namely, pay attention to the long tail."The long tail theory" successful explains Google, amazon, ebay and the rapid rise of the enterprise, long tail theory has profound influence on the enterprise strategy of the company. Therefore, we have reason to believe that the influence of the long tail will more and more big.The long tail theory is put forward by the wide attention, has been successfully applied to many fields, these fields are based on the cultural economy mainly of industry, including: books, advertising, education, inventory, and other fields, although some research says it has found that long tail theory successfully applied to the entity economy, but in the real economy but the application does not see more.In practice, this article selects the China’s household electrical appliance chain enterprise SuNingYi purchase as the research object, and try to long tail theory to solve application existing problems. In the perspective of area, with its own entity shop because the main target market close, so set up shop in not only to the huge cost investment, and may be with its own entity shop conflict. In the perspective of products, the products and service with online mall similar, can lead to fierce price war, it is in the home appliance of e-commerce which party is unfavorable. This paper try to use "area" and "product" two dimension method to make market positioning shop, finally make to the development of "the e-commerce long tail" for the target market, give priority to dozen of private brand products market position, and how to use the long tail of scientific theory instruction practice activity carried on the exploration.In theory, this article through the methods of literature analysis, the key factors in the long tail classification and key factors of the long tail content was summarized, and discussed the long tail of the relationship between the key factors. Draw a new marketing model and efficient supply connection is rich of the premise that category. And expatiates the long tail key factors should be paid attention to when using problem:the hypothesis judgement and market positioning selection, plus the new marketing mode and efficient supply connection of the construction, the choice of new producers. The study on "long tail" theory and practice research have certain significance.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Circulation of commodities > E-commerce,online trading
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