Anita Elberse underlined in her recent book Blockbusters — which takes issue with the “long tail” thesis — that companies still mine a great deal of money from a few products that everybody wants to buy. “Because people are inherently social,” she wrote, “they generally find value in reading the same books and watching the same television shows and movies that others do.”
阿妮塔•埃尔贝斯(Anita Elberse)最近的著作《大片效应》(Blockbusters)对长尾理论提出了异议,认为企业依然能依靠人人都想购买的少数商品赚得盆满钵满。“因为人天生是社会性的,”她写道,“他们通常会从阅读其他人读过的书,观看其他人看过的电视剧和电影中寻找价值。”
In fact, research suggests an over-tailored pitch turns customers off. Either they find it too spookily precise, or — as Stanford marketing professor Itamar Simonson has written — they sense that, because it is so bespoke, it will not be a good deal.
事实上,研究表明过度定制的销售策略会让消费者望而却步。要么是他们觉得定位过于精确,所以心生畏惧,要么就像斯坦福大学(Stanford)营销学教授伊塔马尔•西蒙森(Itamar Simonson)所写的那样,因为定制度太高,消费者感觉不划算。
Generalisation will continue to be a useful business tool. More precise data will allow companies to generalise better. But the capacity for confusion will remain — in part because nobody fits neatly into just one category.
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