長尾理論在中小企業的實證研究-閥類製造業之利基市場的個案研究

在商品不斷的推陳出新之下，讓顧客的選擇日益增加，大眾行銷和單一市場快速消失，使得供應利基市場的商品和服務，也和主流市場一樣具有經濟上的吸引力。長尾現象的來臨，改變了企業的思維，帶動另一波商業勢力的消長。利基市場的崛起，使台灣中小企業曙光乍現，中小企業運用彈性優勢，生產利基產品，創造競爭優勢。本研究以個案研究法中的深度訪談進行探索性的了解，以三家企業市場為主要的閥類製造產業的中小企業為研究對象，探討長尾理論在台灣中小企業的發展，並藉此分析中小企業利基行銷的可行策略。研究結果發現：(1)中小企業所存在的市場會影響長尾樣貌。(2) 中小企業在利基市場具有優勢。(3) 中小企業利用長尾游離競爭之洪流。雖於企業市場中未發現明確的長尾現象，中小企業仍然能以長尾的思維，結合自身的優勢，朝向利基市場、少量多樣或客製化產品發展，為下一個階段之目標與努力。

關鍵字

利基理論；長尾理論；中小企業；閥類製造業

並列摘要

Thanks to the innovative thinking of tailor made production, consumers are able to have varieties of selections in a very short lead time. As a result, mass marketing and single market are disappearing swiftly. This phenomenon makes product and service profitable in niche market as well as it in the mainstream market. With the coming of long tail phenomenon, the enterprise’s thinking has been changed. Small and medium enterprises in Taiwan are inspired by the potential of the niche market. They take advantage of their flexibility to produce niche product and create their competitive advantage. This research case study method and in-depth interview to explore the application of long tail strategy. Three small and medium enterprises of valve manufactures were selected to discuss how the phenomenon influences the development of small and medium enterprises in Taiwan. Moreover, we also analyze practical strategies used in the niche marketing. According to the result, it is found that the kind of market enterprises stays in will affect long tail appearance; small and medium enterprise can take advantage of niche market; moreover, small and medium enterprises can use long tail strategy to stay away from competition. Although long tail phenomenon is not clearly found in the B2B market, small and medium enterprises can still combine long tail thinking and their own competitive advantage to step forward in to the niche market.