重机科研企业“长尾市场”的分析与思考

以钢铁冶金为代表的重工业企业已开始出现行业性亏损和严重的产能过剩,累及重机行业市场空前萎缩,本文从现代营销理论出发,寻找重机科研企业潜在的市场——“长尾市场”,分析、探讨企业走出困境方法.分析了长尾区域的三种利基产品,提出重新认识市场,确定利基目标,建立服务平台,形成两个“长尾市场”,使多方受益,出现增值的平台效益,汇“基”聚沙成塔.

Analysis and reflection on ＂long-tail market＂ for heavy machinery research enterprises

Heavy industry enterprises represented by iron and steel industry have already begun to face busi- ness loss and severe excess production capacity, which lead to an unprecedented contraction of the heavy ma- chinery industry market. Proceeding from the modern marketing theory, the perspective to look for potential market named as ＂long-tail market＂ for heavy machinery research enterprises is proposed in this paper, and al- so a method to explore the way to get out of the dilemma for them is brought out. Three niche products in long- tail region are analyzed. The niche purpose was confirmed.