长尾效应视角下中小饲料企业的线上营销策略探讨  

Exploration of online marketing strategies for small and medium-sized feed enterprises from the perspective of long tail effect

作　　者：程改军 CHENG Gaijun(College of Finance and Business,Zhengzhou Vocational College of Commerce&Tourism,Zhengzhou,Henan Province 450007,China)

机构地区：[1]郑州商贸旅游职业学院财经商贸学院,河南郑州450007

出　　处：《中国饲料》2024年第22期89-92,共4页China Feed

基　　金：2024年度河南省高等教育(高等职业教育类)教学改革研究与实践项目(2024SJGLX0920)。

摘　　要：市场集中度的提高给中小饲料企业的生存和发展构成严峻挑战。虽然电子商务、社交媒体等线上营销渠道的兴起有效提高了产品销量,但依旧无法回避越发激烈的市场竞争,以及饲料产品的同质化问题。面对市场需求的多元化发展,中小饲料企业传统线下营销的弊端逐渐凸显。而长尾效应的广泛应用为中小饲料企业开辟出了一条差异化竞争之路。为此,文章从长尾效应视角出发,深入分析了中小饲料企业的线上营销策略。The increase in market concentration poses a severe challenge to the survival and development of small and medium-sized feed enterprises.Although the rise of online marketing channels such as e-commerce and social media has effectively increased the sales of feed products,it still cannot avoid increasingly fierce market competition and the problem of homogenization of feed products.Faced with the diversified development of market demand,the drawbacks of traditional offline marketing for small and medium-sized feed enterprises have gradually become prominent.The widespread application of the long tail effect has opened up a path of differentiated competition for small and medium-sized feed enterprises.Therefore,this article starts from the perspective of the long tail effect and deeply analyzes the online marketing strategies of small and medium-sized feed enterprises.

关 键 词：中小饲料企业 线上营销 长尾效应 营销策略 

分 类 号：F3[经济管理—产业经济]