基于需求方规模经济的长尾理论研究

从克里斯.安德森的《长尾理论》的内涵谈起,从需求方规模经济的角度分析了该理论的优势所在,并阐述了如何通过抓住相互关联的冷门来抓住长尾市场,最后浅析了长尾理论在中国商业上的实践。旨在通过对长尾理论的浅析,让读者对前沿营销与管理理论有更深一步的认识,最终能让理论与实践充分的结合。     

刍议“长尾理论”与国有商业银行银行卡营销策略

"长尾理论"可以说是继蓝海战略后又一个有着独到创新的思维。本文从"长尾理论"以及国有商业银行银行卡营销业务的基本概念出发,分析了长尾理论在国有商业银行银行卡营销中的应用,并检验了形成长尾市场的三股力量,创造长尾市场的九大成功原则在国有商业银行公司业务领域的影响力和适用度,最后在验证的基础上,将"长尾理论"的一些适用原则应用于国有银行公司业务的发展,提出了一系列可行性建议。     

分析网络购物中的长尾现象——基于消费者权利和购物行为模式

论文从消费者的角度出发,通过分析消费者权利的变化和网购行为模式的新特点,对长尾现象在网络购物中的形成机理进行了阐释.并通过亚马逊网络图书销售中长尾现象的实证分析,说明了注重尾部产品对于网站盈利的重要性.关于长尾形成机理的研究对指导网站应用长尾理论,促进电子商务持续平稳发展具有较强的理论和现实意义.     

长尾理论在搜索引擎中的应用

长尾理论是网络时代兴起的一种新理论,本文重点论述长尾理论与搜索引擎的关系,并讨论了长尾理论在搜索引擎营销中的应用.通过对关键词设定的探讨给出了具体建议并指出未来的发展方向.     

基于二八定律与长尾理论的图书馆管理服务研究

二八定律与长尾理论是传统经济与网络经济时代两种不同的理论观点,它们与图书馆有着密切的联系。本文分别介绍了二八定律与长尾理论在图书馆领域的应用,总结了二者的辩证关系,最后提出了基于二八定律和长尾理论的图书馆管理服务策略。     

基于长尾理论的网络销售模式研究——以淘宝网为例

互联网销售消费者的消费方式产生了重要影响。本文运用长尾理论对网络销售模式进行初步的探讨,分析了解了长尾理论的三种主要力量在淘宝网中的具体应用。其次,以纸尿裤为例分析了幂律曲线图。最后,介绍了网络销售模式的优势及分析了网络销售模式的弊端。     

基于长尾理论的网络销售模式研究--以淘宝网为例

互联网销售消费者的消费方式产生了重要影响。本文运用长尾理论对网络销售模式进行初步的探讨,分析了解了长尾理论的三种主要力量在淘宝网中的具体应用。其次,以纸尿裤为例分析了幂律曲线图。最后,介绍了网络销售模式的优势及分析了网络销售模式的弊端。     

移动应用产业长尾现象探析

随着移动互联网的蓬勃发展,移动应用产业的规模迅速增长,以i Tunes、Google Play为首的移动应用平台上的移动应用程序数量也持续上升。通过分析长尾理论的现象、本质及其实现条件,总结移动应用产业的相关特征,本文认为移动应用产业具有形成长尾现象的环境机制,并且这种趋势将越来越明显。以此为假设,以某个安卓应用市场为实例,实证研究其是否具有长尾现象。     

长尾理论下网络营销发展策略研究

长尾理论自2004年被提出以来,对企业的经营产生了非常大的影响,本文阐述了长尾理论的基本理论,对长尾理论的产生原因从边际成本递减、顾客需求差异化、需求引导三个方面进行了相应的分析,进而提出了企业在长尾理论下的网络营销发展策略。     

基于长尾理论的我国数字付费电视生存策略

在叙述长尾理论基础上,分析了国内数字付费电视行业的现状,探讨了长尾理论下我国数字付费电视的生存策略。     

长尾理论为档案信息传播带来的机遇和挑战

本文从长尾理论出发分析档案信息传播中存在的长尾现象,并探讨网络给档案信息传播带来的新挑战。     

Multichannel customer purchase behavior and long tail effects in the fashion goods market

The fast-paced growth of e-commerce is impacting the type and variety of products consumers purchase across channels. A commonly held theory, known as long tail theory, posits that online sales are less concentrated at the top of the sales distribution than offline sales, and that more variety is bought online, making the tails of the overall sales distribution denser with the growth of e-commerce. Most of the literature testing the long tail theory has focused on examining entertainment goods markets that do not require much physical examination, and has predominantly found results consistent with the theory. However, the magnitude and antecedents of the observed long tail effects might be different for product categories containing products that require more physical examination before purchase, such as fashion goods. In this study, using detailed individual and transaction level panel data from two multichannel fashion goods retail brands, we show that while the shift to the online channel results in a decrease in the concentration of overall sales for both brands, this change mostly results from consumers buying different products online rather than consumers buying a greater variety online compared to offline. We show that the flattening of the overall sales distribution with the growth of e-commerce in our data is driven by consumers sorting their purchases into channels based on product characteristics. In contrast to the recommendations from the previous long tail literature, our results show that fashion apparel retailers do not need to offer broader assortments online compared to offline, but they may find it profitable to carry or emphasize a different product mix online compared to offline. Our results also provide guidance to fashion goods retailers in curating their online and offline assortments and setting inventory management strategies across the channels.     

POT模型在商业银行信用风险度量中的应用

由于银行信用风险的损失分布具有鲜明的厚尾性,所以应用一般的风险计算方法往往会低估银行信用风险、而应用极值理论计算风险时能更有效地捕捉可能导致银行重大损失的尾部风险。所以把极值理论应用于银行信用风险量化分析不失为一种比较理想的方法。     

稳定配置的理论与市场设计的实践——2012年诺贝尔经济学奖评介

埃尔文·罗斯和劳埃德·沙普利因为在＂稳定配置的理论和市场设计的实践＂研究方面所做的突出贡献而获得2012年诺贝尔经济学奖。本文分析了两位学者获奖的理论背景,介绍了稳定匹配和市场设计两个领域的理论演进与实践应用,并进行了若干有针对性的评析。本文认为,这两位学者的贡献直接推动了大量重要的现实市场的成功再设计,该领域在未来将会持续成长并拥有广阔前景,国内研究人员有必要加强跟踪和学习。     

浅谈赫兹伯格双因素激励理论对企业员工的激励作用

充分调动企业员工的积极性、主动性与创造性，为企业创造最大的价值是现代企业管理者不断追求的目标。美国心理学家赫兹伯格的双因素理论，对于企业调动员工的积极性，激发其工作热情，具有重要的理论指导意义。企业在实际运用中，应因地制宜的采取有效激励手段，设定合理的目标，建立长期的激励措施，结合企业实际，实施精社激励，从而促使企业员工发挥更大的潜力为企业创造更大的价值。     

SOCIAL DISCOUNTING AND THE LONG RATE OF INTEREST

The well‐known theorem of Dybvig, Ingersoll, and Ross shows that the long zero‐coupon rate can never fall. This result, which, although undoubtedly correct, has been regarded by many as surprising, stems from the implicit assumption that the long‐term discount function has an exponential tail. We revisit the problem in the setting of modern interest rate theory, and show that if the long “simple” interest rate (or Libor rate) is finite, then this rate (unlike the zero‐coupon rate) acts viably as a state variable, the value of which can fluctuate randomly in line with other economic indicators. New interest rate models are constructed, under this hypothesis and certain generalizations thereof, that illustrate explicitly the good asymptotic behavior of the resulting discount bond systems. The conditions necessary for the existence of such “hyperbolic” and “generalized hyperbolic” long rates are those of so‐called social discounting, which allow for long‐term cash flows to be treated as broadly “just as important” as those of the short or medium term. As a consequence, we are able to provide a consistent arbitrage‐free valuation framework for the cost‐benefit analysis and risk management of long‐term social projects, such as those associated with sustainable energy, resource conservation, and climate change.     

Microfinance,the long tail and mission drift

Poor people were excluded from financial services until microfinance institutions (MFIs) emerged. The mission of MFIs is to alleviate poverty, contributing to women empowerment, especially in rural communities. Microcredits can be analyzed under Pareto's 80/20 Principle. Their clients are situated in the long tail of the wealth distribution function. This niche market is not very attractive, because of its high administrative costs, lack of deposits and the need for compensating low revenues with fluctuating subsidies. Some MFIs have drifted from their mission. This paper presents a model to explain microfinance mission drift, tested with hypotheses. The results from the empirical study show a pattern of mission centered MFI: a small NGO, with labor productivity, receiving donations and obtaining a high yield. It can be concluded that there is a need for reducing interest rates. According to the long tail theory, this could be done by using efficient technology, as it has been achieved in the e-commerce sector.     

Does Cross-Sector Collaboration Lead to Higher Nonprofit Capacity?

This study examines determinants of retail chains’ corporate social responsibility (CSR) communication on their web pages. The theoretical foundation for the study is signaling theory, which suggests that firms will communicate about their CSR efforts when this is profitable for them and when such communication makes it possible for outsiders to distinguish good from bad performers. Based on this theory, I develop hypotheses about retail chains’ CSR signaling. The hypotheses are tested in a sample of 208 retail chains in the Norwegian market. As hypothesized, I find that foreign chains, chains using private brands, and vertically integrated chains are more likely to signal, but I find no relationship between pricing and signaling. In further analysis using chains’ CSR memberships and certifications as the measure of signals, only the relationship between organizational form and signaling is replicated. In total, the findings give partial support to signaling theory.     

The evolving role of hit and niche products in brick-and-mortar retail category assortment planning: A large-scale empirical investigation of U.S. consumer packaged goods

Long tail theory, the notion that the future of retailing could involve shifting product assortments to offer more product variety to precisely serve the unique needs of individual customers, has largely been proven true in the context of online distribution. However, it has been implicitly assumed that this theory does not apply to brick-and-mortar selling situations due to higher supply side inventory costs and higher demand side consumer search costs. Academics and practitioners alike have thus advocated for the use of Pareto rules to make category assortment planning decisions about product inventory breadth and depth in the brick-and-mortar channel. This research directly challenges this received wisdom by noting that the widespread prevalence and use of mobile technology is causing information flows to speed up for consumers even while performing traditional shopping tasks. Such information flows should theoretically favor the strategic importance of niche products in the long tail of the sales distribution. A large-scale empirical analysis of consumer packaged goods brick-and-mortar retailing data indicates that this alternative prediction is indeed true. This research contributes to a larger body of research as well that has documented how major environmental forces are shifting the nature of retail strategy, particularly in the brick-and-mortar channel.