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《长尾理论》的作者克里斯.安德森目前正在撰写一部名为《免费》的书,预计2008年底在美国出版,中信出版社将同时出版中文简体字版。《长尾理论》关注的是网络时代新的市场型态——因搜索成本和货架成本急剧降低,大热门产品的势力被大大削弱,几乎无人问津的产品有了摆上货架的机会,并被散布在整个世界的零星顾客方便地看到并购买。许多在大众市场中被完全封杀的产品和需求有了生存和满足的空间,形成了无数个小规模市场,本来形形色色的个性化需求的顾客不再一齐涌向提供去个性化需求的大众市场,而是到无限延伸的长尾市场中找到自己真正需要的产品。反过来,生产个性化产品的企业也因为长尾市场的出现而找到了足以保证其生存和发展的市场规模。如果说《长尾理论》是从市场需求的角度来揭示企业面临的机会和挑战的话,那么《免费》则是从商业模式的角度展示:在一个价格零元成为常态而不是异类的竞争环境下,企业面临的挑战和机会。由吉列发明的“刀片模式”在网络时代将大行其道,企业必须学会在产品免费与产品高价之间的张力中寻求商业模式的创新。本文是安德森为他的这部新作撰写的预告和内容梗概,希望读者能从这篇文章中一窥《免费》一书的精彩。在《免费》一书中文版出版前,本刊还将刊发这本书的部分章节。
Chris Anderson, author of The Long Tail Theory, is currently writing a book titled “Free,” which is expected to be published in the United States by the end of 2008, and CITIC will publish a simplified Chinese character version simultaneously. The Long Tail Theory focuses on the new market patterns of the Internet age - the power of the hot products is greatly weakened due to the sharp reduction in search costs and shelf costs, and the almost unattended products have the chance to be put on shelves. Sporadic customers scattered throughout the world can easily see and buy. Many of the products and needs that have been completely banned in the mass market have the space to survive and satisfy, forming countless small-scale markets. Customers who have all kinds of individualized needs are no longer flocking to the mass market to provide individualized demand. But to find the products they really need in the infinitely extended long-tail market. In turn, companies that produce personalized products have also found enough market size to survive and develop because of the long tail market. If “long tail theory” reveals the opportunities and challenges enterprises face from the perspective of market demand, then “free” is demonstrated from the perspective of business model. In a price zero become a normal rather than heterogeneous competitive environment , The challenges and opportunities that businesses face. The “blade model” invented by Gillette will be popular in the Internet age, and companies must learn to seek business model innovation in the tension between free products and high prices. This article is an outline of Andersen’s preview and content for his new work, hoping readers will have a glimpse of the wonderful “free” book from this article. In the “free” one book before the Chinese version, this issue will also be published in some chapters.