問35
頻出度★★☆
ロングテールに基づいた販売戦略の事例として, 最も適切なものはどれか。
平成31年度 春期 ITパスポート試験 問35
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 35
Incorrectア
Selecting and stocking “only” best-selling products and posting their advertisements concentrates on a small number of high-demand products (the head part of the graph); this is rather the exact opposite of the long tail, which handles the tail of many niche products.
Incorrectイ
Advertising products for which long lines of buyers form at many stores and selling them for a limited time is a way of selling popular best sellers (the head) in a short, concentrated burst; it does not qualify as the long tail, which handles low-demand products broadly and over a long time.
Incorrectウ
Having celebrities post product advertisements on their blogs on condition of performance-based rewards is an example of performance-based affiliate advertising (partner selling); it is a different idea from the long tail, which earns money through the breadth of its product lineup.
- エ
正解 The long tail refers to a strategy in which products with few sales opportunities (low demand) — items that physical stores could not carry because of shelf and inventory limits — are offered as a wide product lineup and sold on a website, and by summing up the sales of these many products, a large profit is obtained. When you draw the sales on a graph, to the right of a few best sellers (the head) many niche products line up like a long tail (the tail), which is where the name comes from. Choice エ, “Expand the product lineup of items that have few sales opportunities, and list and sell those products on a website”, is exactly this idea itself, so it is the most appropriate.
ここがポイント
- Long tail: a strategy that takes advantage of the low inventory and display costs of online selling to offer a wide lineup of many kinds of niche products whose individual demand is small, and to earn revenue from the sum of their sales (named after the long tail in the sales graph).
- It is a different concept from the head (concentrating on a few best sellers) and from affiliate marketing (performance-based partner advertising), so do not confuse them.
用語