基于长尾理论的网络营销策略研究毕业论文

摘要

随着计算机网络技术的日益进步，一些新的理论就有了用武之地。而由于技术的发展，一些旧的网络营销方法已经满足不了现在的市场。这就促使企业需要借鉴相应的先进理念在网络营销方式上做出对应的应变。长尾理论给网络营销策略带来了创新的观念，它符合人们对消费的认知，顺应了当今市场的规律。它将改变公司的经营理念，带动公司营销方案的升级和战略的优化。而且将长尾理论用于网络营销有利于建立强大的销售渠道。因此，本文研究长尾理论的背景及内涵，通过对网络营销的重新认识来分析长尾理论用于产品网络营销的前提，进而发掘长尾理论在互联网上营销所在领域的应用，最后总结出基于长尾理论的网络营销策略。

关键词

长尾理论；网络营销；营销策略

IV

Abstract

With the progress of computer network technology, some new theories have nowhere to go. Due to the development of technology, some old methods of network marketing has not satisfy the current market. This causes the enterprise needs to draw lessons from the corresponding advanced ideas on the network marketing way to make the corresponding strain. The long tail network marketing strategy to bring the concept of innovation, it is in line with people's perception of consumer, complied with the laws of the market today. It will change the company's business philosophy, the upgrading of the company's marketing plan and strategy optimization. And the long tail theory is used to help create a strong sales network marketing channels. Therefore, this article studies the background and meaning of the long tail, through to the network marketing to know to analyze the long tail theory to the premise of product network marketing, and then explore the long tail in the application of the Internet marketing field, and finally summed up the network marketing strategy based on the theory of the long tail.

Key words

The long tail theory; The network marketing; The marketing strategy

V

目录

摘 要 .................................................................................................................................... I Abstract ................................................................................................................................... V

前 言 ................................................................................................................................... 1 一、长尾理论及其产生背景 ................................................................................................... 2

（一）长尾理论的概念 .................................................................................................... 2 （二）长尾理论产生的背景 ............................................................................................ 2 二、长尾理论应用于网络营销的前提条件 ........................................................................... 2

（一）产品或服务的营销成本大幅降低 ........................................................................ 3

1.产品信息具有网络易传播性 ................................................................................. 3 2.产品具有价格低廉的优势 ..................................................................................... 3 （二）消费者个性化需求占据主导地位 ........................................................................ 3

1.个性化需求产生的原因 ......................................................................................... 3 2.个性化需求的基本特征 ......................................................................................... 3 3.扩大个性化需求群体的规模 ................................................................................. 4 （三）利基市场是长尾理论用于网络营销的基础 ........................................................ 4

1.产品市场狭小而地域市场广阔 ............................................................................. 4 2.产品市场狭小而差异性明显 ................................................................................. 4 3.具有持续发展的潜力 ............................................................................................. 4

三、长尾理论在网络营销中的应用 ....................................................................................... 4

（一）从关注热卖品向关注利基市场的转变 ................................................................ 4 （二）把握长尾理论的实质，以先进技术推进主流区域的延伸 ................................ 5 （三）实现品牌长尾化和广告长尾化 ............................................................................ 5 （四）通过推荐，把顾客的需求朝长尾引导 ................................................................ 6 四、基于长尾理论的网络营销策略 ....................................................................................... 7

（一）网络品牌价值策略 ................................................................................................ 7 （二）产品策略 ................................................................................................................ 7 （三）促销策略 ................................................................................................................ 8

（四）渠道策略 ................................................................................................................ 8 （五）高效整合产业链策略 ............................................................................................ 9 （六）目标策略 .............................................................................................................. 10 （七）基于长尾理论的网络营销策略应用案例 .......................................................... 10 结 论 ................................................................................................................................. 12 参考文献 ................................................................................................................................. 13 致 谢 ................................................................................................................................. 14