A Research Based On Long-Tail Theory About The Marketing Strategies Of Online Bookstore

Modern internet sustained a high development among recent years. Only two thousand internet users active online in2005while peaks at more than five hundred million today not including the increasing cell phone internet users. According to the data supplied by China Internet Network Information Center (CNNIC), China’s internet users also spend more than20hours for weekly online time now. With the rapid development and popularization of internet, congenital technology environment not only brings changes in technology but also gives birth to some new untraditional marketing models such as online bookstore. Online marketing theory also evolved in these changes, which provides theoretical support to theses online bookstores. The famous Long Tail theory proposed by Chris Anderson in2004let the customer demands being guided to the Long Tail market, which aims to discover the profit space can be created by the niche market. And all the theories research above have played a motivational role in online bookstore’s development.Supported by internet technology and online marketing theory, more and more online bookstore springs up. Choose which marketing strategy is critical for these bookstores to boost earnings going forward. Refer to the related literature, this article from the current situation of the development of online bookstore research, understand the marketing strategy of the existing online bookstore, as well as the long tail theory to study the connotation, principle, use principle, found the blank-system research of the application of long tail theory to research marketing strategy of online bookstore is less, almost no quantitative research.This article first through quantitative research and theoretical study verified the feasibility of long tail theory applied to online shop sales, marketing and put forward the long tail. In order to find out the influence factors of online bookstore long tail marketing, design scale under the reference of previous research and conducting market research, using SPSS software reliability analysis, factor analysis, correlation analysis, through the data research found that the influence factors of online bookstore long tail marketing is divided into six aspects, and these six factors and online bookstores there is a certain degree of positive correlation between marketing. This six factors are put forward for the online bookstore long tail marketing strategy to find the direction, and thus puts forward the marketing of specific online bookstore long tail marketing strategies, these strategies are available for online bookstores enterprises for reference, to find a way to improve enterprise sales.