基于长尾理论服装企业多元化发展趋势研究  

Study of the Garment Enterprises Diversification Development Trend Based on the Long Tail

作　　者：陈建伟[1] 刘海燕[1] 商蕾[1] 杨恩燕[1] 

机构地区：[1]青岛大学纺织服装学院,山东青岛266071

出　　处：《青岛大学学报（工程技术版）》2013年第1期60-64,共5页Journal of Qingdao University(Engineering & Technology Edition)

摘　　要：针对服装产品同质化使服装企业竞争激烈、利润减少的问题,本文基于长尾理论,并引入长尾模型,分析了长尾模型的5种长尾模式曲线,研究了服装品种多元化的影响因素及服装企业多元化的发展趋势,研究结果表明,影响整个长尾模型发生变化的根本因素是服装品种多元化,且随着社会发展阶段的不同,服装品种多元化的影响因素有着不同的影响水平,每个阶段的影响因素会有多个因子,并且依长尾曲线发展规律的水平也不尽相同。该研究为服装企业长尾市场开发以及相关策略制定提供了依据,为服装企业未来多元化发展奠定了理论基础。Aimed at the problem that the intensive competition and depressed profit result from the clothing homogeneity of the garment enterprise, based on the long tail theory, the long tail model was introduced and five long tail mode curves were analyzed, the effect factors of dress breed diversification and the garment enterprises diversification development trend were investigated. The study showed that the basic factor influenced the modification of the whole long tail model is dress breed diversification, and with the different stage of social development, the influencing factor of dress breed diversification has different influence level, influencing factor in each stage has more than one factor, and is different from the accordance with the long tail curve law. The study can provide a basis for the development of long tail market of clothing enterprises and the establishment of related policies, and lay a theoretical foundation for the diversification development of the garment enterprises.

关 键 词：长尾理论 长尾模型 服装 多元化 发展趋势 

分 类 号：F426.86[经济管理—产业经济]