Long Tail Effect And Star Effect Interaction Between Sales Network

Advances in information technology help to achieve unprecedented development of e-commerce. The use of search engine, personalization technology, recommendation technology and virtual communities is constantly changing consumers' behavior and their consumption pattern, which might bring two new features to Internet sales:the long tail effect and the Superstar effect. Long tail effect and Superstar effect reflect different needs of consumers, which can inspire enterprises to choose the right business strategy to dig into these needs. New research shows that long tail and star effects may have inherent interaction, which will cause a new round of competition in online sales, and thus can become a new focus of future research.Long tail effect and Superstar effect have their own special characteristics, although researchers have found long tail or superstar effect in the real business world, but the systematic analysis of the characteristics of these effects is not enough. In addition, former researchers mostly only considered one of the two effects. More importantly, analysis of the inter-correlation of these two effects is even less. Therefore, the systematic exploration of the long tail effect and the superstar effect, and analysis of the intrinsic relationship between the two are worth to study.Based on the results and methods of other scholars, this paper used a variety of statistical methods to do an in-depth analysis of the long tail effect and superstar effect for the online music market. Analyzed the characteristics of the two effects and revealed the relationship of the two in the online music area. Based on our findings, we then suggested several useful strategies for online music company to develop themselves using the long tail and superstar theory.This article is divided into five parts:The first part included the background of the study, contents and logics of the study; the second part is a summary of current researches; the third part is an introduction of the data and analysis methods; the fourth part presented the suggestions for online music companies; finally, the conclusions and outlook for this study.