Modern ＂Long Tail＂study Of Chinese Traditional Publications

The thesis of my overall state of the publishing industry as the background, the traditional distribution system analyzes the main problems:consignment, credit, special distribution Deng Fang Shi traditional issue there are some disadvantages and a lack of corresponding supervision and restriction mechanism, resulting in return Shuai, Malignant inventory increased year by year, the same time, vicious competition, blindly follow the trend of publication, ISBN illegal trade and other undesirable phenomena occur frequently. At the same time, publications, online marketing has become increasingly popular. I use both Google and Baidu search engine on the authority of the mainland Chinese online bookstore basic profile of the investigation, analysis and summary. Be able to search online bookstore total of 188,I start from their operating characteristics of the classification was carried out.With the long tail theory is generated by the process of networking. The author of its history, meaning, the core ideas are elaborated graphical way to a deeper level of analysis and comparison with theory it is compared with the 28. On this basis, the author of publications on China's traditional long tail marketing, the necessity and feasibility analysis. The necessity is that the nature of the publications themselves of it in the network, the traditional distribution system, many problems will go under the social background of long tail marketing path. Its feasibility is the penetration of our network rapidly increasing year by year, China is ushering in a new round of e-commerce golden period of development, China's success stories prove the Long Tail in the Chinese publishing industry, the applicability of marketing.After more foreshadowing, then I pointed out that the publication of our traditional long tail marketing problems: the publication of long tail "collector" is more dispersed, long tail development is difficult; Long Tail market niche products in the circulation process of the relatively high transaction costs ;overall poor filter function; niche market, the overall lack of personalized service; according to the law still can not guarantee the effective protection of digital rights. In the paper's third part, the author put forward a view of the above Solution: create a situation in line with our publication of "long tail collection device", attach importance to library resources, integration of online publishing resources under net; the progressive implementation of the on-demand Yinshua, gradually malignant change in inventory, out of print books and other publishing problems; enhance people's awareness of digital copyright protection, and gradually perfect the digital copyright protection laws and regulations.