长尾理论经典案例分析（Long tail theory, classic case analysis）Long tail theory, classic case analysisHan letter?You lie?(School of economics, Huazhong Normal UniversityHubei?Wuhan)Summary?The diversification of economy has spawned many new economic ideas, and the long tail theory can be said to be a unique innovation after the "Blue Ocean Strategy"Dimension. A new economic phenomenon growing up in the crack of the mainstream economy. The long tail theory is not a real sense of creation, but it is our own disciplineThe small market which is often overlooked has been pushed to a new stage. Is the classic theory of reverse thinking. This paper focuses on the application of the long tail theory in practical cases.Keywords?Long tail theory?Long tail effect?20/80 ruleAbstract?The, diversity, of, the, economy, many, new, ideas, on, the, economy., The, theory, cretive, ofLong, Tail,, is, said, be, toUnique, innovative, thinking, after, the, BlueOcean., is, a, new, It, Economic, phenomenon., The, theory,, ofLong, is,, not, a, ture, crea?Tive, it, is, a, discovery., This, paper, analyzes, the, long, tail,, in, the, actual, case.Keywords?The, theory, of, long, Tai, l, 20/80rulesThe so-called long tail is actually the distribution of Power, Laws and Pareto in StatisticsA colloquial expression. Long tail terms are also widely used and mathematically. The long tail theoryWas first proposed by ChrisAnderson. It's in the 2004 issue of Wired magazineThe first vocabulary used in the chapter to describe an economic model. Long tail terms are also commonUsed in statistics, as of wealth distribution or vocabulary.The basic principle of the long tail theory is that as long as the channels of storage and circulation are large enough, demandThe market share of products that are not booming or sold poorly can be shared with those fewThe market share of the product is even greater. That is, many small markets convergeMarket power comparable to the mainstream big market. The long tail theory overturns the original 20/80 law. The 20/80 principle emphasizes a small number of important principles, namely, 20% of the populationThe value of 80%, while the long tail theory emphasizes that those behind are considered not to bringLooking for a profit in the tail of profit. The process of the Internet has reached the age of mass customizationCustom made is the mode of production in the agricultural society. Customization is a mass production in an industrial societyOn the contrary, economies of scale, customization, and high re - added in the information societyThe primary mode of production of value. The advantages of customization are obvious: first, the products are rare and customizedThe product often has higher value; second, because of the personal knowledge contained in the valueHigher, customized products are often at the top of the value chain; third, because customized products are not availableThan to avoid competition. Informatization has changed production conditions so that small-scale production can be obtainedIt was only possible to achieve a low cost level by mass production and could even be achievedLower cost.1?In the field of e-commerce, the long tail effect is prominent. The following are the main basis:1.1?decreasing marginal costIn traditional industries, people usually have all kinds of expenses and expensesMaximum output under demand scale economy. Produce as large as possible on a large scale; make greatFixed costs and sunk costs are apportioned among most goods. Such as large books and notesA supplier of products like CD or a book to sell to 100 thousand flat managementCosts, profits, sales of such a best-selling product may not even be 1%. howeverNot everyone needs a few best-selling books, for non mainstream consumersIt is said that the traditional law of conduct is not applicable. But the long tail theory mainly emphasizes the non - PrincipalThe great value of streaming products, in the network, network products can just be fullFoot needs, an example of online music retailer Rhapsondy, offers over 1 million 500 thousand titlesThe songs, of course, are among the most popular songs, followed by popularity along with the rankingsDecline and fall sharply. But we found out those non popular songs after tens of thousands of yearsThe song still has about 22 million downloads per month -- almost Rhapsondy totalDownloads of 1/4. The repertoire at the end of the long tail may be in any of the traditional retailersYou can't find it there. But almost every capital is being ordered and purchased. These little onesThe need to get together became a great asset.1.2?Expansion of economies of scaleThe traditional large-scale production is the economies of scale of the producer; and the new economy is characterized byDemand side economies of scale. The demand side, economies of scale and creativity are related to creativity and phaseRelated products,Happens to reflect the positive feedback and positive externalities of the most obvious features, and positive andnegativeFeed and positive externalities are the basis of demand side economies of scale. The demand side is different in the networkIn the real life demand side, the virtualization of network products can better integrate the needsResources。
