問2
頻出度★★☆
e-ビジネスの事例のうち, ロングテールの考え方に基づく販売形態はどれか。
平成29年度 秋期 ITパスポート試験 問2
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 2
Incorrectア
This describes selling to the highest bidder on an internet auction site — an auction model in which the price is decided by bidding. It has nothing to do with the long tail, which accumulates a wide variety of niche products.
Incorrectイ
This provides products matching each individual customer's body shape based on their measurement data — an example of mass customization / one-to-one marketing tailored to each customer. Its concept differs from the long tail, whose source of revenue is the breadth of product variety.
Incorrectウ
This sells large quantities of only the best-selling products that have had high sales over a long period — an approach focused on the popular products at the head of the demand curve. It is the exact opposite of the long tail, which leverages the tail of products beyond the best-sellers.
- エ
正解 The correct answer is “エ”. The long tail is the idea of stocking a wide variety of products (niche products) that each have very low expected sales, and building large profits by accumulating their combined sales. Physical stores have limited shelf space, so they can only stock popular, best-selling products; but with internet sales the physical constraints on inventory and display are small, so even rarely-sold products can be stocked in a huge number of varieties. Choice “エ”, “Handle a wide range of products whose expected sales volume is quite small, and sell them via the internet”, is exactly this sales model of stocking many kinds of niche products and accumulating the tail of the sales curve (tail ＝ the base of sales). It is a typical example of the long tail.
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- Long tail: the idea of stocking many kinds of niche products with low expected sales and using the accumulation of their sales (the tail) as the source of revenue. It presupposes the low inventory and display costs of internet sales.
- Contrast summary: distinguish selling only best-sellers in bulk ＝ head-focused (the opposite of the long tail); per-customer optimization ＝ mass customization; and bidding-based selling ＝ auction.
用語