随着信息技术的进一步发展，互联网的不断普及，使得企业产品或者服务的存储和传播成本变得越来越低，而针对传统产业的帕雷托原则在互联网时代，特别是WEB2.0时代有了新的突破和延伸：在传统商业模式下被企业所忽略或者不重视的80%显得越来越重要。有人认为长尾理论是对二八原则的一种颠覆，但笔者认为，这不是一种颠覆，而是一种新的突破和延伸，是一种解决更好利用80%的商业价值的模式。那么到底如何来理解长尾理论？是不是所有的企业都适用长尾理论？如果应用长尾理论的企业应该如何来运作自己的品牌，与传统的品牌运营模式有哪些差别？这些问题的探讨可能不是一篇论文就能探讨清楚的，笔者尝试着从理论、案例以及品牌运营的方面来对以上三个问题进行剖析。
第一，如何理解长尾理论？
长尾（The Long Tail）这一概念由《连线》杂志主编Chris Anderson在2004年十月的“长尾”一文中最早提出，用来描述诸如亚马逊和Netflix之类网站的商业和经济模式。传统商业认为只要抓住20%的有重要市场价值的部分就能占据绝大部分市场，某种程度上这种说法还是很正确的。但是在互联网模式下，有些现象需要用长尾理论解释，如果能够把大量市场价值相对较小的部分都汇聚起来将可能创造更大的经济价值。随着Chris提出长尾理论，业内很多专家学者都提出了自己对于长尾的理解：
（1）“长尾就是当籍籍无名的变成无处不在的时候你可以得到的”
——Eric Akawie
（2）“长尾实现的是许许多多小市场的总和等于，如果不是大于，一些大市场” ——Jason Foster
（3）“长尾讲述的是这样一个故事：以前被认为是边缘化的、地下的、独立的产品现在共同占据了一块市场份额，足以可与最畅销的热卖品匹敌”
——Bob Baker
（4）“长尾就是80%的过去不值得一卖的东西” ——Greg
（5）而Chris Anderson认为，只要存储和流通的渠道足够大，需求不旺或销量不佳的产品共同占据的市场份额就可以和那些数量不多的热卖品所占据的市场份额相匹敌甚至更大。
从传统公司运营的角度来看，长尾理论是对二八定律的突破。因为在全新的商业模式下，公司的利润不再依赖传统的20%的“优质客户”，而是许许多多原先被忽视的客户，他们数量庞大，足以让你挣得盆满钵满；从公司产品的角度分析，拳头产品主打市场的老套路将趋末路。而需要说明的是，互联网公司是突破二/八定律的最佳选择，因为通过互联网能够将被忽视的市场和不被重视的单元个体高效汇聚起来，从而为成就长尾理论提供可能。
由于现在的互联网上，信息过剩，产品过剩，因此细分市场变得重要。由于信息、物品和服务可以几乎免费而无风险地获取，商业重点开始转向这个长长的尾巴。而深层次上讲，长尾巴的背后也是利用互联网的优势满足广大用户的个性化需求。究其原因是传统经济环境下关注广大小用户提供个性化需求是要花费巨大成本的，因此二八定律发挥作用成为指导理论，但是通过合理的设计，在互联网上汇聚用户提供他们需求的服务是不用花费太多成本的，因此长尾理论发挥作用。
第二，什么样的企业适用长尾理论？
到底什么样的企业适用长尾理论，是不是所有的企业都能用长尾理论?我们看一下长尾理论中提到的长尾三个关键部分：热卖品向niches的转变、富足经济（the economics of abundance）、许许多多小市场聚合成一个大市场，这些价值的直接实现是存在障碍的，如果利用长尾重构进行处理，能产生很多积极的思路。长尾的价值在于长尾重构，长尾没有改变弱肉强食的市场规则，如果你没有找到新的技术或者方法，你并不能从长尾中获益，一些国内web2.0公司，在跟随国外的相关概念时，用新概念装老酒，这样的东西只能讲故事，不是真正的长尾赢利模式。
诸如维基百科、Gogle、亚马逊公司、Netflix等等公司这样的企业适合长尾理论。纵观这些公司的特征，我们可以总结归纳出适用长尾理论的企业往往具备以下几个特征：
（1）都是依托互联网技术的企业。
（2）由于互联网的特征，使得这些企业的产品或者服务的存储和传播流通的成本大大下降。
（3）这些企业的成功都是建立在一个庞大的用户群的个性化需求基础上的。
（4）个性化需求定制和不断创新往往占据主导地位。
第三，按照长尾理论来运作的企业如何来运作自己的品牌，有哪些特别需要重视的关键点？
随着Chris提出长尾理论之后，部分学者提出了品牌的作用将受到削弱，这多是因为当前传统的营销并没有抓住那些被忽略的群体和需求。其实这样的理解是错误的，传统市场由于成本的约束，譬如一家音像店不可能为了区区几个顾客的需求而让一些非主流的CD上架，商家只能专注那些足够规模的需求，品牌在此发挥了作用。而由于互联网技术的出现，因为存储和传播的成本大大降低，一些未被开发的需求可以被利用了，也就是长尾可以被利用了，然而品牌的作用依然关键。为什么会有人去苹果的iTune下载歌曲，这就是苹果的品牌效应。因此，长尾和品牌不是矛盾的，而是两个不同类别的概念。长尾或者说长尾理论告诉我们，通过技术可以将那些“缝隙市场（Niche Markets）”再次整合起来，形成利润来源。而品牌是一种产品受到关注的方式。同样，既然有利润就会有竞争，长尾如果利润空间足够吸引人的话，在这些市场的竞争也许可能比主流市场的竞争更为激烈。而谁能够获胜？依然是那种能够形成独特并持久的“顾客-品牌关系”的公司。因而品牌依然非常重要，那么如何来抓住长尾市场，并运作好企业品牌呢？
我们先看看Chris的见解。对于如何抓住长尾市场，Chris提出了三项法则：
法则1：让所有的东西都可以获得。（Make everything available）
法则2：将价格减半，现在让它更低。（Cut the price in half. Now lower it.）
法则3：帮我找到它！（Help me find it!）
其实这三项法则都是建立在互联网技术使得产品或者服务的存储和流通的成本大大下降的基础之上的。在这些法则的基础上，本人认为应用长尾理论的企业可以从以下四个方面来构建自己的品牌运营模式：
第一，关注细分市场建立纵深的服务并发展合适的模式，正如长尾理论中那条长长的尾巴是很有价值的。其武器就是细分市场下的专业化服务，把这种能力发挥到极致。其实质是建立纵深的服务和汇聚最多的用户。在技术门槛低，服务同质化的市场环境下，满足用户的服务永远是核心的要素。
第二，深入挖掘广大用户的个性化需求，同时充分利用互联网技术彻底改变了存储和传播的成本曲线，构建自己独特的能够维系企业长久发展的商业盈利模式，同时要为消费者提供性能良好的信息过滤器。当社会进入“富足经济”时代时，可能发生的情况之一是各种广告信息过载，消费者感到不堪重负而不做任何选择，Chris将这现象称“选择的专制”。因此，必须建立一个性能良好的信息过滤器，它的必要性主要体现在两个方面：一是信息过滤器和用户推荐使个人能进行沟通从而加强互相之间的营销。二是随着需求曲线的尾端聚集了越来越多的商品，就需要更多强有力的信息过滤器对准备出售给个人的商品进行个性化定制，为消费者提供一个性能良好的“信息过滤器”实乃是能充分开发“长尾市场的前提条件。
第三，进一步挖掘长尾理论的精髓，打造专业化个性化的互联网整合平台，同时结合传统产业，除了关注20%的主流市场之外，把更多的80%的缝隙市场的需求满足方案低成本地整合到这个平台，实现整个缝隙市场的共赢发展。并在开发初期选定曲线”中部”作为突破口。由于随着长尾的延展基于帕累托分布的需求曲线的“头部”也会发生相应的变化，Chris认为这一部分仍将占据主要份额，但是其影响力将会减弱。而在大头市场和长尾市场交接的区域即需求曲线的中部的影响力将首先得到加强，因为该区域是隐藏着巨大利润的市场边缘，位于该区域的现有商品还具有很大的市场潜力。因此企业在开发“长尾市场”时应选曲线的中部为突破口然后再向尾部逐渐转移。
第四，应用长尾理论要重点开发好“三个环节”。随着长尾市场的做大，许多人认为在这一新型的市场上存在着三种广义上的市场机遇。第一种是那些充当聚合器的机遇。第二种是被其他公司所聚合的细分市场型供应商的机遇。第三种是提供信息过滤器的企业能帮助消费者找出他们所需要的产品或服务信息，减少消费者的“搜寻成本”，从而发掘“长尾市场上的潜在需求，延展长尾”的机遇。而重点开发从这三个环节入手是“长尾市场”尽快由稚嫩走向成熟的重要保证。
总 结
总之，长尾理论的提出是互联网发展的一项重要里程碑，也是Web2.0时代很多企业的盈利模式的重要理论依据，同时也可以解决传统经济学意义上的很多约束。这也就为创业者和企业家提供了更为广泛的思路，但在运用长尾理论的过程中我们还要避免把长尾理论与二八理论彻底对立、盲目追求“长尾市场”、过度追求产品或者服务的个性化等误区。本人认为长尾理论的理论体系有多么完善并不是最重要的，重要的是运用长尾是一种理念，是指导企业自身定位以及战略和战术行为的思维运营模式，而如何利用这种长尾理念形成一种盈利模式才是最关键的。
On the basis of WEB2.0 the brand operation mode discussions of times of the long end theory
With the further development of the information technology, constant popularization of Internet, make memory of the enterprise products or service and spread cost lower and lower, direct against traditional handkerchief thunder of industry ask principle at Internet age, especially WEB2.0 era there is new break-through and extend: 80 neglected or not paid attention to under the traditional commercial mode by enterprises is more and more important. Someone thinks the long end theory is to a kind of subversion of two eight principles, but the author thinks, this one subversion, but one new break-through and extend, one settlement easy to utilize 80 commercial value of modes. Then how on earth to come to understand the long end theory? Is it all applicable long end theories of enterprise? How should if employ the enterprises of the long tail theory to come to operate one‘s own brand, what differences are there with traditional brand operation mode? The discussions of these questions may not be be clearly probed into by a thesis, I am trying to dissect the above-mentioned three questions from theory, case and respect that the brand run.
First, how to understand the long end theory?
Long tail concept this compile under the editorship of " line " magazine Chris Anderson article propose first in " long tail " for will it be October 2004, used for describing the commerce such as Amazon and websites such as Netflix,etc. and economic mode. Can occupy most markets if the traditional commerce thinks so long as catches 20 parts with important market value, this kind of statement is still very correct to a certain extent. But under Internet‘s mode, some phenomena need explaining with the long end theory, can assemble, stand up, may create loud economic worth a large number of market value relatively smaller part. As Chris proposes the long end theory, a lot of experts and scholars have proposed oneself to the understanding of the long end in the family property:
(1)" the long end is that you can get in the book nameless turning into the ubiquitous time of book " --Eric Akawie
(2) " it is that the total of a lot of little markets is equal to, is not greater than that the long end is realized, some large markets " --Jason Foster
(3) " it is such a story that the long end is told: Considered to be marginalisation, the underground in the past, the independent products had occupied a market share together now, enough to be equal to the most salable hot sales product " --Bob Baker
(4) " the long end is that 80 was not worth a thing sold in the past " --Greg
(5) but Chris Anderson thinks, so long as the channel stored and circulated is great enough, demand prosperous or sales volume good products occupy together market share can large hot sales market share product occupy equal to even bigger with quantity those.
From the view point of running in the traditional company, the long end theory is a break-through of two eight laws. Because under the brand-new commercial mode, the profit of the company no longer relies on 20 traditional " high-quality customers ", but a lot of customers originally ignored, they are huge, enough to let you earn the full earthen bowl of basin fully in quantity; Analyze, the old stuff road where the competitive product mainly opens the market will trend towards dead end in terms of company products. And need to prove, the Internet firm is the best choice of topping two / eight laws, because can until and individual high-efficient to assemble unit that pay attention to market that ignore through Internet, thus it is possible to offer for long end theory of the achievement.
Because the present one is on Internet, information surplus, the surplus of the products, become important to subdivide the market. Because of information, article and service can with nearly free affording to have no risk, commerce begin, turn to these long tail especially. And say, it is the individualized demand for utilizing the advantage of Internet to meet the masses of users behind long tail on profound level. It traces it to its cause to be to pay close attention to little user the masses of offer individualized demand to want, cost enormous cost under the traditional economic environment, so two eight laws function and become theories of instructing, but pass the rational design, assemble user offer they service of demand to needn‘t cost a lot of money cost at Internet, so long end theory Function.
Second, what kind of enterprise‘s applicable long end theory?
What kind of enterprise‘s applicable long end theory on earth, can all enterprises use the long end theory? We have a look at three key parts of long end mentioned in the long end theory: The hot sales product is transformed into niches, the rich economy (the economics of abundance), a lot of small markets get together into a large market, the directness of the value realizes that there is the obstacle, if utilize long end and reconstruct to deal with, can produce a lot of positive thinkings. The value of the long end lies in the long end was reconstructed, the long end has not changed the market rule that the weak are the prey of the strong, if you have not found new technology or method, you can not draw advantage from long end, some domestic web2.0 Companies, while following foreign relevant concepts, puts the wine with the new concept, such a thing can only tell a story, it is not a real long end profit mode.
For example such enterprises of company such as Wicky‘s encyclopaedia, Gogle, Amazon Company, Netflix are suitable for the long end theory. Reviewing the characteristics of these companies, we can summarize the enterprises which sum up the applicable long end theory and often possess the following several characteristic:
(1)All the enterprises which rely on Internet technology.
(2)Because of the characteristic of Internet, make the memory of the products or service of these enterprises leave with propagating the cost circulating greatly Lower.
(3)Success of these enterprises is all set up on one of huge users‘ individualized demand foundations.
(4)The individualized demand is being customized and innovated and often occupying the leading position constantly.
Third, how to operate one‘s own brand according to the enterprises that long end theory operate, which are there to especially need the key paid attention to? As Chris proposes after the long end theory, some scholars have proposed the function of the brand will be weakened, this is mostly because present and traditional marketing has not caught those colonies and demands neglected. In fact such understanding is wrong, the restraint because of the cost of traditional market, for example a audio-video shop can not let some non-mainstream CD put on the shelf for several trivial customers‘ demand, the demand for enough scale that trade companies can only be those absorbed, the brand has functioned here. And because of the appearance of Internet technology, because the cost stored and spread is reduced greatly, some demands not developed can have been utilized, that is to say the long end can have been utilized, but the function of the brand is still crucial. Why someone will go iTune of apple download the song, this is a brand effect of the apple. So, long end and brand are not contradictory, but it is two concepts of different classes. The long end theory tells us in other words, can combine those " markets of chink (Niche Markets) " again through technology at the long end, form the profit source. And the brand is that a product receives the concerned way. Likewise, since have the competition if there are profits, the long end if the profit space is enough to attract People‘s words, perhaps the competition on these markets may be fiercer than the competition of the major market. And who can win? It is still that that kind can form unique and lasting " the customer - brand relation‘s " company. Therefore the brand is still very important, how to come to catch the market of long tail then, where is and the good enterprise‘s brand of operation?
We see the opinion of Chris first. As to how catch long tail market, Chris has proposed three rules:
Rule 1: Make everything available
Rule 2: Cut the price in half. Now lower it.
Rule 3: Help me find it!
In fact these three rules are all based on the fact that Internet technology makes the memory of the products or service and cost of circulation drop greatly. On the basis of these rules, I think I employ the enterprises of the long end theory to construct one‘s own brand operation mode from four following respects:
First, pay close attention to subdividing the service that the market sets up the depth and developing the mode suitable, that long tail is very valuable just as the long end theory. His weapon is served, bring this kind of ability into full play by specialization subdivided under the market. Its essence is to set up the service of the depth and assemble the most user. It is low in the technological threshold, under the homogeneity market environment of service, the service of meeting users is a central key element forever.
Second, excavate the masses of users‘ individualized demand thoroughly, fully utilize Internet technology to makeover the cost curve stored and spread at the same time, constructing one‘s own unique one can maintain the commercial profit mode that enterprises develop for a long time, offer the good information filter of performance to consumer at the same time. When the society enters " rich economy " era, one of the possible things happened is various advertising information overload, consumers feel and can‘t bear the heavy load instead of making any choice, Chris calls this phenomenon " the autocracy chosen ". So, must set up an information filter with good performance, its necessity mainly reflects in two aspects: First, information filter with user recommend, enable individual, go on, link up to strengthen the marketing each other. Gather more and more goods with demand tail end of curve, need more strong information filters to customize to planning to sell to the personal goods individualizedly, " information filter " can be fully developed the precondition of the market of long end in fact " to offer a good performance to consumer.
Third, further excavate the marrow of the long end theory, make Internet integration platform with individualized specialization, combine the traditional industry at the same time, besides paying close attention to 20 major markets, combine to this platform meeting the demand of market of 80 more chinks low cost of the scheme ,The ones that realized the market of whole chink were won together and developing. And select the curve " middle part " as the breach on the initial stage of developing. Because as " head " based on that the handkerchief holds the demand curve distributed hard of extension of the long end will change correspondingly, Chris thinks this part will occupy main share, but its influence will be weakened. The influence of the middle part of the area handed over on the market of major part and market of long end i.e. demand curve will be enhanced at first, because this area is the edge of market to hide the enormous profit, the existing goods lying in this area also have a very great market potential. So enterprises should select middle part of the curve as the breach then shift to the tail gradually while developing " market of long end ".
Fourth, employ the long end theory to develop " three links " well especially. With the making big of market of long end, a lot of people think that the market opportunity on three kinds of broad sense exists on this new market. The first kind is that those make opportunity of the getting together device. The second kind is subdivided the market-oriented supplier‘s opportunity by what other companies get together. The third kind is that the enterprises offering information filter can help consumers to find out the products that they need or service information, reduce consumers‘ " search the cost ", thus explore " potential demand on the market of long end, opportunity that extend the long end ". And it is " market of long end " by the tender important insurance that moves to maturity as soon as possible to develop and proceed with these three links especially.
Summarize in a word, long tail proposition of theory Internet an important milestone of development, the important theoretical foundation of the profit modes of a lot of enterprises of era that it is Web2.0 too, can solve much restraint in the traditional economics meaning at the same time. This has just offered more extensive thinking to entrepreneur and entrepreneur, but we will avoid setting long end theory and two eight theories against completely during the process of using long end theory, pursue mistaken ideas such as " market of long end ", individualization that excessively pursues the products or service,etc. blindly. I think how improve not the most important for the theoretical system of the long end theory, the more important thing is Use the long end to be a kind of idea, instructing enterprises to make a reservation and strategy and behavioral thinking operation mode of tactics, and it is the most key how to utilize such long end idea to form a kind of profit mode.
第一，如何理解长尾理论？
长尾（The Long Tail）这一概念由《连线》杂志主编Chris Anderson在2004年十月的“长尾”一文中最早提出，用来描述诸如亚马逊和Netflix之类网站的商业和经济模式。传统商业认为只要抓住20%的有重要市场价值的部分就能占据绝大部分市场，某种程度上这种说法还是很正确的。但是在互联网模式下，有些现象需要用长尾理论解释，如果能够把大量市场价值相对较小的部分都汇聚起来将可能创造更大的经济价值。随着Chris提出长尾理论，业内很多专家学者都提出了自己对于长尾的理解：
（1）“长尾就是当籍籍无名的变成无处不在的时候你可以得到的”
——Eric Akawie
（2）“长尾实现的是许许多多小市场的总和等于，如果不是大于，一些大市场” ——Jason Foster
（3）“长尾讲述的是这样一个故事：以前被认为是边缘化的、地下的、独立的产品现在共同占据了一块市场份额，足以可与最畅销的热卖品匹敌”
——Bob Baker
（4）“长尾就是80%的过去不值得一卖的东西” ——Greg
（5）而Chris Anderson认为，只要存储和流通的渠道足够大，需求不旺或销量不佳的产品共同占据的市场份额就可以和那些数量不多的热卖品所占据的市场份额相匹敌甚至更大。
从传统公司运营的角度来看，长尾理论是对二八定律的突破。因为在全新的商业模式下，公司的利润不再依赖传统的20%的“优质客户”，而是许许多多原先被忽视的客户，他们数量庞大，足以让你挣得盆满钵满；从公司产品的角度分析，拳头产品主打市场的老套路将趋末路。而需要说明的是，互联网公司是突破二/八定律的最佳选择，因为通过互联网能够将被忽视的市场和不被重视的单元个体高效汇聚起来，从而为成就长尾理论提供可能。
由于现在的互联网上，信息过剩，产品过剩，因此细分市场变得重要。由于信息、物品和服务可以几乎免费而无风险地获取，商业重点开始转向这个长长的尾巴。而深层次上讲，长尾巴的背后也是利用互联网的优势满足广大用户的个性化需求。究其原因是传统经济环境下关注广大小用户提供个性化需求是要花费巨大成本的，因此二八定律发挥作用成为指导理论，但是通过合理的设计，在互联网上汇聚用户提供他们需求的服务是不用花费太多成本的，因此长尾理论发挥作用。
第二，什么样的企业适用长尾理论？
到底什么样的企业适用长尾理论，是不是所有的企业都能用长尾理论?我们看一下长尾理论中提到的长尾三个关键部分：热卖品向niches的转变、富足经济（the economics of abundance）、许许多多小市场聚合成一个大市场，这些价值的直接实现是存在障碍的，如果利用长尾重构进行处理，能产生很多积极的思路。长尾的价值在于长尾重构，长尾没有改变弱肉强食的市场规则，如果你没有找到新的技术或者方法，你并不能从长尾中获益，一些国内web2.0公司，在跟随国外的相关概念时，用新概念装老酒，这样的东西只能讲故事，不是真正的长尾赢利模式。
诸如维基百科、Gogle、亚马逊公司、Netflix等等公司这样的企业适合长尾理论。纵观这些公司的特征，我们可以总结归纳出适用长尾理论的企业往往具备以下几个特征：
（1）都是依托互联网技术的企业。
（2）由于互联网的特征，使得这些企业的产品或者服务的存储和传播流通的成本大大下降。
（3）这些企业的成功都是建立在一个庞大的用户群的个性化需求基础上的。
（4）个性化需求定制和不断创新往往占据主导地位。
第三，按照长尾理论来运作的企业如何来运作自己的品牌，有哪些特别需要重视的关键点？
随着Chris提出长尾理论之后，部分学者提出了品牌的作用将受到削弱，这多是因为当前传统的营销并没有抓住那些被忽略的群体和需求。其实这样的理解是错误的，传统市场由于成本的约束，譬如一家音像店不可能为了区区几个顾客的需求而让一些非主流的CD上架，商家只能专注那些足够规模的需求，品牌在此发挥了作用。而由于互联网技术的出现，因为存储和传播的成本大大降低，一些未被开发的需求可以被利用了，也就是长尾可以被利用了，然而品牌的作用依然关键。为什么会有人去苹果的iTune下载歌曲，这就是苹果的品牌效应。因此，长尾和品牌不是矛盾的，而是两个不同类别的概念。长尾或者说长尾理论告诉我们，通过技术可以将那些“缝隙市场（Niche Markets）”再次整合起来，形成利润来源。而品牌是一种产品受到关注的方式。同样，既然有利润就会有竞争，长尾如果利润空间足够吸引人的话，在这些市场的竞争也许可能比主流市场的竞争更为激烈。而谁能够获胜？依然是那种能够形成独特并持久的“顾客-品牌关系”的公司。因而品牌依然非常重要，那么如何来抓住长尾市场，并运作好企业品牌呢？
我们先看看Chris的见解。对于如何抓住长尾市场，Chris提出了三项法则：
法则1：让所有的东西都可以获得。（Make everything available）
法则2：将价格减半，现在让它更低。（Cut the price in half. Now lower it.）
法则3：帮我找到它！（Help me find it!）
其实这三项法则都是建立在互联网技术使得产品或者服务的存储和流通的成本大大下降的基础之上的。在这些法则的基础上，本人认为应用长尾理论的企业可以从以下四个方面来构建自己的品牌运营模式：
第一，关注细分市场建立纵深的服务并发展合适的模式，正如长尾理论中那条长长的尾巴是很有价值的。其武器就是细分市场下的专业化服务，把这种能力发挥到极致。其实质是建立纵深的服务和汇聚最多的用户。在技术门槛低，服务同质化的市场环境下，满足用户的服务永远是核心的要素。
第二，深入挖掘广大用户的个性化需求，同时充分利用互联网技术彻底改变了存储和传播的成本曲线，构建自己独特的能够维系企业长久发展的商业盈利模式，同时要为消费者提供性能良好的信息过滤器。当社会进入“富足经济”时代时，可能发生的情况之一是各种广告信息过载，消费者感到不堪重负而不做任何选择，Chris将这现象称“选择的专制”。因此，必须建立一个性能良好的信息过滤器，它的必要性主要体现在两个方面：一是信息过滤器和用户推荐使个人能进行沟通从而加强互相之间的营销。二是随着需求曲线的尾端聚集了越来越多的商品，就需要更多强有力的信息过滤器对准备出售给个人的商品进行个性化定制，为消费者提供一个性能良好的“信息过滤器”实乃是能充分开发“长尾市场的前提条件。
第三，进一步挖掘长尾理论的精髓，打造专业化个性化的互联网整合平台，同时结合传统产业，除了关注20%的主流市场之外，把更多的80%的缝隙市场的需求满足方案低成本地整合到这个平台，实现整个缝隙市场的共赢发展。并在开发初期选定曲线”中部”作为突破口。由于随着长尾的延展基于帕累托分布的需求曲线的“头部”也会发生相应的变化，Chris认为这一部分仍将占据主要份额，但是其影响力将会减弱。而在大头市场和长尾市场交接的区域即需求曲线的中部的影响力将首先得到加强，因为该区域是隐藏着巨大利润的市场边缘，位于该区域的现有商品还具有很大的市场潜力。因此企业在开发“长尾市场”时应选曲线的中部为突破口然后再向尾部逐渐转移。
第四，应用长尾理论要重点开发好“三个环节”。随着长尾市场的做大，许多人认为在这一新型的市场上存在着三种广义上的市场机遇。第一种是那些充当聚合器的机遇。第二种是被其他公司所聚合的细分市场型供应商的机遇。第三种是提供信息过滤器的企业能帮助消费者找出他们所需要的产品或服务信息，减少消费者的“搜寻成本”，从而发掘“长尾市场上的潜在需求，延展长尾”的机遇。而重点开发从这三个环节入手是“长尾市场”尽快由稚嫩走向成熟的重要保证。
总 结
总之，长尾理论的提出是互联网发展的一项重要里程碑，也是Web2.0时代很多企业的盈利模式的重要理论依据，同时也可以解决传统经济学意义上的很多约束。这也就为创业者和企业家提供了更为广泛的思路，但在运用长尾理论的过程中我们还要避免把长尾理论与二八理论彻底对立、盲目追求“长尾市场”、过度追求产品或者服务的个性化等误区。本人认为长尾理论的理论体系有多么完善并不是最重要的，重要的是运用长尾是一种理念，是指导企业自身定位以及战略和战术行为的思维运营模式，而如何利用这种长尾理念形成一种盈利模式才是最关键的。
On the basis of WEB2.0 the brand operation mode discussions of times of the long end theory
With the further development of the information technology, constant popularization of Internet, make memory of the enterprise products or service and spread cost lower and lower, direct against traditional handkerchief thunder of industry ask principle at Internet age, especially WEB2.0 era there is new break-through and extend: 80 neglected or not paid attention to under the traditional commercial mode by enterprises is more and more important. Someone thinks the long end theory is to a kind of subversion of two eight principles, but the author thinks, this one subversion, but one new break-through and extend, one settlement easy to utilize 80 commercial value of modes. Then how on earth to come to understand the long end theory? Is it all applicable long end theories of enterprise? How should if employ the enterprises of the long tail theory to come to operate one‘s own brand, what differences are there with traditional brand operation mode? The discussions of these questions may not be be clearly probed into by a thesis, I am trying to dissect the above-mentioned three questions from theory, case and respect that the brand run.
First, how to understand the long end theory?
Long tail concept this compile under the editorship of " line " magazine Chris Anderson article propose first in " long tail " for will it be October 2004, used for describing the commerce such as Amazon and websites such as Netflix,etc. and economic mode. Can occupy most markets if the traditional commerce thinks so long as catches 20 parts with important market value, this kind of statement is still very correct to a certain extent. But under Internet‘s mode, some phenomena need explaining with the long end theory, can assemble, stand up, may create loud economic worth a large number of market value relatively smaller part. As Chris proposes the long end theory, a lot of experts and scholars have proposed oneself to the understanding of the long end in the family property:
(1)" the long end is that you can get in the book nameless turning into the ubiquitous time of book " --Eric Akawie
(2) " it is that the total of a lot of little markets is equal to, is not greater than that the long end is realized, some large markets " --Jason Foster
(3) " it is such a story that the long end is told: Considered to be marginalisation, the underground in the past, the independent products had occupied a market share together now, enough to be equal to the most salable hot sales product " --Bob Baker
(4) " the long end is that 80 was not worth a thing sold in the past " --Greg
(5) but Chris Anderson thinks, so long as the channel stored and circulated is great enough, demand prosperous or sales volume good products occupy together market share can large hot sales market share product occupy equal to even bigger with quantity those.
From the view point of running in the traditional company, the long end theory is a break-through of two eight laws. Because under the brand-new commercial mode, the profit of the company no longer relies on 20 traditional " high-quality customers ", but a lot of customers originally ignored, they are huge, enough to let you earn the full earthen bowl of basin fully in quantity; Analyze, the old stuff road where the competitive product mainly opens the market will trend towards dead end in terms of company products. And need to prove, the Internet firm is the best choice of topping two / eight laws, because can until and individual high-efficient to assemble unit that pay attention to market that ignore through Internet, thus it is possible to offer for long end theory of the achievement.
Because the present one is on Internet, information surplus, the surplus of the products, become important to subdivide the market. Because of information, article and service can with nearly free affording to have no risk, commerce begin, turn to these long tail especially. And say, it is the individualized demand for utilizing the advantage of Internet to meet the masses of users behind long tail on profound level. It traces it to its cause to be to pay close attention to little user the masses of offer individualized demand to want, cost enormous cost under the traditional economic environment, so two eight laws function and become theories of instructing, but pass the rational design, assemble user offer they service of demand to needn‘t cost a lot of money cost at Internet, so long end theory Function.
Second, what kind of enterprise‘s applicable long end theory?
What kind of enterprise‘s applicable long end theory on earth, can all enterprises use the long end theory? We have a look at three key parts of long end mentioned in the long end theory: The hot sales product is transformed into niches, the rich economy (the economics of abundance), a lot of small markets get together into a large market, the directness of the value realizes that there is the obstacle, if utilize long end and reconstruct to deal with, can produce a lot of positive thinkings. The value of the long end lies in the long end was reconstructed, the long end has not changed the market rule that the weak are the prey of the strong, if you have not found new technology or method, you can not draw advantage from long end, some domestic web2.0 Companies, while following foreign relevant concepts, puts the wine with the new concept, such a thing can only tell a story, it is not a real long end profit mode.
For example such enterprises of company such as Wicky‘s encyclopaedia, Gogle, Amazon Company, Netflix are suitable for the long end theory. Reviewing the characteristics of these companies, we can summarize the enterprises which sum up the applicable long end theory and often possess the following several characteristic:
(1)All the enterprises which rely on Internet technology.
(2)Because of the characteristic of Internet, make the memory of the products or service of these enterprises leave with propagating the cost circulating greatly Lower.
(3)Success of these enterprises is all set up on one of huge users‘ individualized demand foundations.
(4)The individualized demand is being customized and innovated and often occupying the leading position constantly.
Third, how to operate one‘s own brand according to the enterprises that long end theory operate, which are there to especially need the key paid attention to? As Chris proposes after the long end theory, some scholars have proposed the function of the brand will be weakened, this is mostly because present and traditional marketing has not caught those colonies and demands neglected. In fact such understanding is wrong, the restraint because of the cost of traditional market, for example a audio-video shop can not let some non-mainstream CD put on the shelf for several trivial customers‘ demand, the demand for enough scale that trade companies can only be those absorbed, the brand has functioned here. And because of the appearance of Internet technology, because the cost stored and spread is reduced greatly, some demands not developed can have been utilized, that is to say the long end can have been utilized, but the function of the brand is still crucial. Why someone will go iTune of apple download the song, this is a brand effect of the apple. So, long end and brand are not contradictory, but it is two concepts of different classes. The long end theory tells us in other words, can combine those " markets of chink (Niche Markets) " again through technology at the long end, form the profit source. And the brand is that a product receives the concerned way. Likewise, since have the competition if there are profits, the long end if the profit space is enough to attract People‘s words, perhaps the competition on these markets may be fiercer than the competition of the major market. And who can win? It is still that that kind can form unique and lasting " the customer - brand relation‘s " company. Therefore the brand is still very important, how to come to catch the market of long tail then, where is and the good enterprise‘s brand of operation?
We see the opinion of Chris first. As to how catch long tail market, Chris has proposed three rules:
Rule 1: Make everything available
Rule 2: Cut the price in half. Now lower it.
Rule 3: Help me find it!
In fact these three rules are all based on the fact that Internet technology makes the memory of the products or service and cost of circulation drop greatly. On the basis of these rules, I think I employ the enterprises of the long end theory to construct one‘s own brand operation mode from four following respects:
First, pay close attention to subdividing the service that the market sets up the depth and developing the mode suitable, that long tail is very valuable just as the long end theory. His weapon is served, bring this kind of ability into full play by specialization subdivided under the market. Its essence is to set up the service of the depth and assemble the most user. It is low in the technological threshold, under the homogeneity market environment of service, the service of meeting users is a central key element forever.
Second, excavate the masses of users‘ individualized demand thoroughly, fully utilize Internet technology to makeover the cost curve stored and spread at the same time, constructing one‘s own unique one can maintain the commercial profit mode that enterprises develop for a long time, offer the good information filter of performance to consumer at the same time. When the society enters " rich economy " era, one of the possible things happened is various advertising information overload, consumers feel and can‘t bear the heavy load instead of making any choice, Chris calls this phenomenon " the autocracy chosen ". So, must set up an information filter with good performance, its necessity mainly reflects in two aspects: First, information filter with user recommend, enable individual, go on, link up to strengthen the marketing each other. Gather more and more goods with demand tail end of curve, need more strong information filters to customize to planning to sell to the personal goods individualizedly, " information filter " can be fully developed the precondition of the market of long end in fact " to offer a good performance to consumer.
Third, further excavate the marrow of the long end theory, make Internet integration platform with individualized specialization, combine the traditional industry at the same time, besides paying close attention to 20 major markets, combine to this platform meeting the demand of market of 80 more chinks low cost of the scheme ,The ones that realized the market of whole chink were won together and developing. And select the curve " middle part " as the breach on the initial stage of developing. Because as " head " based on that the handkerchief holds the demand curve distributed hard of extension of the long end will change correspondingly, Chris thinks this part will occupy main share, but its influence will be weakened. The influence of the middle part of the area handed over on the market of major part and market of long end i.e. demand curve will be enhanced at first, because this area is the edge of market to hide the enormous profit, the existing goods lying in this area also have a very great market potential. So enterprises should select middle part of the curve as the breach then shift to the tail gradually while developing " market of long end ".
Fourth, employ the long end theory to develop " three links " well especially. With the making big of market of long end, a lot of people think that the market opportunity on three kinds of broad sense exists on this new market. The first kind is that those make opportunity of the getting together device. The second kind is subdivided the market-oriented supplier‘s opportunity by what other companies get together. The third kind is that the enterprises offering information filter can help consumers to find out the products that they need or service information, reduce consumers‘ " search the cost ", thus explore " potential demand on the market of long end, opportunity that extend the long end ". And it is " market of long end " by the tender important insurance that moves to maturity as soon as possible to develop and proceed with these three links especially.
Summarize in a word, long tail proposition of theory Internet an important milestone of development, the important theoretical foundation of the profit modes of a lot of enterprises of era that it is Web2.0 too, can solve much restraint in the traditional economics meaning at the same time. This has just offered more extensive thinking to entrepreneur and entrepreneur, but we will avoid setting long end theory and two eight theories against completely during the process of using long end theory, pursue mistaken ideas such as " market of long end ", individualization that excessively pursues the products or service,etc. blindly. I think how improve not the most important for the theoretical system of the long end theory, the more important thing is Use the long end to be a kind of idea, instructing enterprises to make a reservation and strategy and behavioral thinking operation mode of tactics, and it is the most key how to utilize such long end idea to form a kind of profit mode.