Based On The Long Tail Theory Clothing Species Diversity And Clothing Enterprise Development Mode Of Analysis And Research

With the advent of the internet era and the development of social environment, the various and special requirement of garment consumer is being daily obvious. The garment market competition is more and more intense, how to stand invincible is the question of survival of many clothing enterprises in the intense market competition. The Long Tail is a way of thinking that conduct the self position and marketing strategy of garment enterprises. Using The Long Tail effectively designing marketing strategies and constructing the ideal model of clothing enterprises development, we need to know the source of The Long Tail and the basic factor and the development history of The Long Tail Model.Firstly, generalize the current study of the Long Tail and elaborate the Long Tail on the basis of reading a large number of relative literatures. The paper analyses The Long Tail Model by applying the Zipf’s law and obtain the five development modes: the first period mode, embryonic form mode, development mode, maturation mode, ideal mode.Secondly, The paper analyses the applications of The Long Tail in the marketing strategy of the apparel enterprises, expound the necessity and practicability of the apparel enterprises applying The Long Tail.Then, as far as garment industry, redefine The Long Tail Model and excavate the basic factor of affecting the change of The Long Tail Model:dress breed diversification. The paper builds the evaluation index system of dress breed diversification on the basis of analyzing the effect factors of dress breed diversification. Then, conduct questionnaire investigation and obtain the level of influence of evaluation index system by fuzzy analytic hierarchy process.Finally, on the basis of the level of influence of evaluation index system and the nature of The Long Tail Model, The paper study five modes of the changes and development of clothing enterprises:monopoly mode, the first period mode, development mode, maturation mode, ideal mode. Build successfully the ideal mode of the future development of clothing enterprises and draw up The Long Tail strategies of apparel enterprises.