CAJ | 학술논문

从长尾理论出发，提出了菜品长尾与粉丝长尾两个市场，并在此基础上建立了成本收益函数，分析研究新媒体时代不同营销方式的优劣，为餐饮企业在把握长尾市场，合理利用新媒体和选择营销方式上提供理论依据。分析结果显示：微信营销借助平台优势，可以对影响长尾市场获利能力的四个主要因素产生较为显著的影响，应该被积极地使用到餐饮营销中。
종장미이론출발，제출료채품장미여분사장미량개시장，병재차기출상건립료성본수익함수，분석연구신매체시대불동영소방식적우렬，위찬음기업재파악장미시장，합리이용신매체화선택영소방식상제공이론의거。분석결과현시：미신영소차조평태우세，가이대영향장미시장획리능력적사개주요인소산생교위현저적영향，응해피적겁지사용도찬음영소중。
This paper puts forward two long tail markets, which we named menu-long-tail-market and fans-long-tail-market , and sets up the cost benefit function to get analysis and research on the advantages and disad?vantages of different marketing methods in the new media era. The results show that with the advantages of wechat application , the wechat marketing, which have a significant impact of the four major factors of profitability in the long tail market , should be actively used in marketing.