在2008年金融海嘯之後，近幾年來全球的景氣已經開始復甦回溫，隨著網際網路發達成熟之下:雲端運算、4G LTE智能型手機基地台等大型基礎建設已進入快速成長期，加上3D列印技術、物聯網及智能城市發展趨勢已底定成型，帶動了工業電腦(IPC)族群成為電子製造業中成長趨勢最為明確的明日之星。
過去的常態商業思維，都是習慣以 80/20 法則來看待客戶，認為產業中最重要的地方即是那少數百分之二十的市場大客戶。然而，長尾理論認為如何將產業照顧不到的百分之八十市場小客戶集合起來，變成一個大市場，才更是未來一個重要策略思考的方向。
本論文研究以長尾理論為基礎，藉由該理論當中闡述的三股力量以及建立長尾企業的九項基本原則作為研究模型，來探討全球工業電腦廠商領導品牌A公司在長尾市場的技術層面、業務層面以及行銷層面的服務策略(Service Strategy)。分別邀請A公司總部中具有代表性的產業中高階主管專家進行深度訪談，經訪談的資料研究分析結果歸納整理出以下幾點:
一、 建議成立服務團隊專注在長尾市場。
二、 在服務大客戶時主要以外勤業務，而小客戶則以內勤線上業務為主。
三、 長尾獲利方程式為即時線上諮詢+網路行銷+快速交貨。
四、 在長尾市場中利基產品線以對焦Sector(產業)為主所相對應的大宗出貨的A類產品(熱門)為主。例如:IPC series、ARK series。
五、 在工業電腦產業中沒有實體分公司、經銷商的地區或國家都是長尾市場的機會。
六、 長尾理論在工業電腦產業A公司中可以被得到驗證。

關鍵詞:長尾理論、80/20法則、工業電腦。

SUMMARY
In the past, businesses used the 80/20 rule to take care customers: the most important business is those with the big customers, the top 20 percent. However, the long tail theory believes taking care of those eighty percent of the market, the small customers, could add together to be a big market; it is an important direction for future strategy thinking.
This research is based on the long tail theory, and users the three forces described in the theory and nine basic principles as the research model. The service strategy of the leading IPC company A is analyzed in the three areas: technical, business, and marketing
Keywords: long tail theory; the 80/20 rule; industrial computers.

INTRODUCTION

After the 2008 financial crisis, the global economy has been returning to normal in recent years. As the internet technology begins to mature, cloud Computing, 4G LTE smartphone base stations and other large-scale infrastructure construction has experienced a quick growth period. In addition, 3D printing technology, internet of things, and smart city developments are future trends, these factors have driven IPC groups to become the super star of electronics manufacturing. The following factors are research background : (1) After 2010, the industrial computer industry market scale growth beyond the commercial computer industry. (2) Labor costs rising accelerated industrial automation. (3) Industrial computers applied in many industries.

MATERIAL AND METHODS

This research is based on the long tail theory, and users the three forces described in the theory and nine basic principles as the research model. The service strategy of the leading IPC company A is analyzed in the three areas: technical, business, and marketing, Middle and top managers from the headquarters of company A were invited for an in-depth interview ; Respondent A is application engineering director, Respondent B is business manager and Respondent C is marketing project assistant manager.

The three forces are following : Force 1 : Democratize production, Force 2 : Democratize distribution, Force 3 : Connect supply and demand.

The nine basic principles are following : Principle 1 : Move inventory way in . . . or way out, Principle 2 : Let customers do the work, Principle 3 : One distribution method does not fit all, Principle 4 : One product does not fit all, Principle 5 : One price does not fit all, Principle 6 : Share information, Principle 7 : Think “and,” not “or.”, Principle 8 : Trust the market to do your job, Principle 9 : Understand the power of free.

RESULTS AND DISCUSSION

After interview with middle and top managers, the following are the summary for those analysis results and discussion

(1) Provided technical & human resource support for the long tail market
(2) 24-Hour on line chat with online sales
(3) Supply research and design the part of free application software or customized software service
(4) Provided eStore with 8 languages for 24-Hours on line shopping
(5) Sharing products news and activities to customers by e-letter
(6) Building call center team & toll free number service for the long tail customer

CONCLUSION

This research is based on the long tail theory, and users the three forces (Force 1 : democratize production, Forces 2 : democratize distribution and Force 3 : connect supply and demand.) described in the theory and nine basic principles as the research model. The service strategy of the leading IPC company A is analyzed in the three areas: technical, business, and marketing. After the interview the data was analyzed and the above results are summarized as the following:

(1) Recommendations were made about building service team to focus on the long tail market.
(2) Outside sales take care of key customers, inside and online sales takes care of general customers.
(3) The long tail equation of company A for gaining profit is online consultation, plus network marketing, plus quick delivery.
(4) In the niche market, where the sector (industry) is focused, sales-mostly correspond to the market and are Class A(Top) based. For example: IPC series, ARK series.
(5) Countries and areas where there is no local branch office or channel partner are all long tail business opportunities.
(6) The long tail theory can be verified in the industrial computer industry with the example of Company A.

Finally, there are the limitations for this research as following.
(1) Top managers are not easy to have a time for interview in company A
(2) Number of samples are less and not enough due to receive interview rejection in company A
(3) Top managers can not provide specific planning as business income, selling price and customers, because of unauthorized to share the data

Therefore, subsequent research suggestions as following for further investigator reference
(1) Increase the number of interviews with different level managers
(2) Join group and be team member can get more information and long research

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