從長期銷售彈性探討長尾變動的因子-以質性整合分析法

Abstract

現今因為科技的進步，網路使得人與人之間可以不受時間與地點影響，而有所連結，也因此，閒置資源被充分利用的機會更高，資源的共享因而產生新興的商業模式，如Uber與Airbnb的崛起。此新趨勢─共享經濟著重於長尾理論的小眾市場，長期而言，小眾市場的獲益加總能夠與大眾市場匹敵。為了證實小眾市場的重要性，並且能更深入詮釋各種觀點，本論文採用質性Meta-Analysis的方式，綜合分析實體店鋪的主打商品與非主打商品形成的網絡，搭配奢侈指標，在行銷活動之下，如商品陳列、廣告、價格促銷與品牌多樣性以及品類特性，長期銷售彈性如何變化。實體店鋪的網絡比擬網路密集程度，可將本研究的結果：高奢侈指標的非主打商品透過更多的行銷活動，有更高的長期銷售彈性，與本篇發展的長尾理論相呼應。結果也顯示因為網絡增加，長尾往上移動，形成胖尾，證實開發並且投資在小眾市場，能夠在長期獲得正向的銷售獲益。此外，根據研究結果，連結長尾變動與共享經濟的趨勢，並在結論給予企業運用共享精神的實例以及實際應用的建議。

With the advanced technology, the Internet can connect people in different places and time zones, so it is possible for us to exploit unused resources and capacities to create a new business model and trend, which is called “ sharing economy”. Under this circumstance, People now tend to consume products people share instead of having the ownership to save money. The most popular examples of the sharing economy are Uber and Airbnb. Besides, growth in the sharing economy increases the attention to many small markets of the Long Tail. In the long run, the potential aggregate sales of many small markets can rival the head of the large markets. Based on a qualitative Meta-Analysis, this paper verifies the importance and the movement of the Long Tail through the interaction of the network in the retail stores as well as the different luxury index. As predicted, the interaction of the non-featured products with the higher prices results in the higher long-term sales elasticity when carrying out marketing efforts. Therefore, the Long Tail moves upward. According to the result, we cannot ignore the effects of sharing economy and we also provide some suggestions about how businesses follow the new trend to increase the utilization of the existing assets and profits.