「釋義」

長尾效應(yīng)，最初由《連線》的總編輯克里斯·安德森（Chris Anderson）于2004年發(fā)表于自家的雜志中，用來描述諸如亞馬遜公司、Netflix和Real.com/Rhapsody之類的網(wǎng)站之商業(yè)和經(jīng)濟(jì)模式。

是指那些原來不受到重視的銷量小但種類多的產(chǎn)品或服務(wù)由于總量巨大，累積起來的總收益超過主流產(chǎn)品的現(xiàn)象。在互聯(lián)網(wǎng)領(lǐng)域，長尾效應(yīng)尤為顯著。

「應(yīng)用場景」

顛覆型創(chuàng)業(yè)家的特性是急躁和激情，雇用的員工年輕又有強(qiáng)烈的饑餓感（不僅指對拉面的渴望）。這類初創(chuàng)公司不懼怕戰(zhàn)爭，反而急于加入戰(zhàn)場。顛覆型公司肯定采取精益管理、反應(yīng)迅速，而且極度注重增長。

The disruptive entrepreneur’s identity projects hustle and verve. The start-up is staffed by the young and the hungry (and not just for ramen noodles). It doesn’t fear the competitive war to come; rather, it’s eager to engage. It must be lean and quick to respond. And it is intensely focused on growth.

Netflix是這一象限的代表公司。創(chuàng)始人馬克·倫道夫和雷德·黑廷斯對影片租賃的逾期罰款政策頗為不滿，于是利用當(dāng)時剛出現(xiàn)的DVD技術(shù)，制定了新解決方案。他們先通過美國郵局寄出光盤，然后在20世紀(jì)90年代末創(chuàng)辦了新服務(wù)，允許電影愛好者用同樣的方式接收和歸還DVD。但這項服務(wù)不面向只想看最新大片的主流消費者。Netflix的戰(zhàn)略是利用低成本內(nèi)容的“長尾”，建立可以增進(jìn)客戶關(guān)系的推薦引擎，從而發(fā)展影片租賃的新方式，淘汰Blockbuster公司到店租片的模式。（Blockbuster最初并沒有將Netflix看在眼里，認(rèn)為該公司不能為主流客戶提供即時服務(wù)，但后來發(fā)現(xiàn)自己的門店收益率下跌，最后根本不能盈利。）

Netflix is a poster child for this quadrant. Frustrated by movie-rental overdue fines, its founders, Marc Randolph and Reed Hastings, envisioned a solution that would leverage the then-emergent technology of DVDs. After testing their concept by sending a disc through the U.S. mail, they created a service in the late 1990s that allowed cinephiles—rather than mainstream consumers who simply wanted to watch the latest blockbuster—to receive and return DVDs that way. Netflix’s strategy was to take advantage of the “l(fā)ong tail” of (low-cost) content and build a recommendation engine that would reinforce customer relationships, enabling the development of a new method of movie rental that would render the brick-and-mortar Blockbuster model obsolete. (Blockbuster initially dismissed Netflix as not serving mainstream customers in a timely manner but then saw the profitability of its stores drop and ultimately disappear.)

以上文字選自《哈佛商業(yè)評論》中文版2018年5月刊《初創(chuàng)公司戰(zhàn)略法則》

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