問27
頻出度★★☆
ロングテールの考え方を活用したインターネットにおけるビジネスの説明として，適切なものはどれか。
平成22年度 春期 ITパスポート試験 問27
ストラテジ系ビジネスインダストリ › e-ビジネス
This question's explanation and your answers so far.
解説
問 27
Incorrectア
“Participants bid on and purchase items that individuals have put up for sale on a website” describes an electronic auction (online auction). It is about a mechanism that links sellers and buyers through bidding as the way of setting prices, which is a different point from the long tail idea of continuing to carry products that sell in small numbers and building up their sales.
Incorrectイ
“Build a website consisting of multiple virtual stores on the Internet and collect store-opening fees” describes an online mall (electronic mall, virtual shopping street). Its source of revenue is the store-opening fees and commissions collected from the tenant stores, so what it describes differs from the long tail, which focuses on the combined sales of a large number of niche products.
- ウ
正解 The correct answer is ウ. The long tail is the idea that, on a graph where products are lined up in order of sales volume, the many niche products that stretch out in a long tail below the hit products at the head add up to a sales total that is too large to ignore. A physical store has only a limited amount of shelf space and stock room, so products that rarely sell cannot be kept on display and have to be dropped from the lineup. On the Internet, by contrast, product information can be held as data on a website, and if stock is pooled at a distribution center, demand from the whole country can be served from a single location, so even products that sell in small numbers can continue to be carried. As a result, the sales of a wide variety of products that each sell only a little pile up and contribute to profit. Choice ウ, “Even products with low sales volume can continue to be sold on a website”, is exactly a description of a business that makes use of the long tail.
Incorrectエ
“On the condition of paying rewards according to referral performance, place links on other websites to attract customers to one's own product purchase website” describes affiliate advertising (performance-based advertising). It states a mechanism for drawing in customers through external sites and paying rewards based on results, so it is not a description of the long tail, which focuses on the breadth of the product lineup and on the sales of products other than the best sellers.
ここがポイント
- Long tail: the idea that when products are lined up in order of sales volume, the niche products that stretch far down the list add up to a large share of total sales. The key point is that Internet selling, where shelf-space and inventory limits are much weaker, is what makes it possible to keep carrying products that sell in small numbers.
- Telling confusing Internet business terms apart: electronic auction (price decided by bidding), online mall (building a virtual shopping street and collecting store-opening fees), and affiliate advertising (performance-based advertising that pays rewards according to referral results). Be able to distinguish them by their source of revenue and their mechanism.
用語