046《经济学》读译参考之四十六:尾巴摇狗-“长尾效应”面面观.docVIP

046《经济学》读译参考之四十六:尾巴摇狗-“长尾效应”面面观.doc

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TEXT 46 Wag the dog 尾巴摇狗(陈继龙 编译) (译注:英语中有这样一种说法,即“It’s a case of the tail wagging the dog”,直译为“这可是一件尾巴摇狗的事。”,比喻“某个不重要的事物占据主导地位”。) Jul 6th 2006 From The Economist print edition FOR the past two years in Silicon Valley, the centre of Americas technology industry, conference-goers have entertained themselves playing a guessing game: how many times will a speaker mention the phrase “long tail”? It is usually a high number, thanks to the influence of the long-tail theory, which was first developed by Chris Anderson, the editor of Wired magazine, in an article in 2004. (1)Though technologists and bloggers chuckle[1] at how every business presentation now has to have its long-tail section, most are envious of Mr Anderson, whose brainwave quickly became the most fashionable business idea around. 过去两年来,美国科技产业中心——硅谷中参加各类会议的人们都自娱自乐地玩着一种猜谜游戏:一位演讲者会多少次提到“长尾巴”一词?一般而言,次数会很多。这是“长尾巴理论”的影响使然,《连线》杂志编辑克里斯·安德森于2004年在一篇文章中首创了这一理论。对于如今每个行业都必须表现出其自身的“长尾巴”,技术专家和博客作家们都觉得很可笑,不过他们多数人都很妒忌安德森,此人的灵感竟然迅速成了风靡一时的商业理念。 Whether a b_________① film, a bestselling novel, or a chart-topping rap song, popular culture idolises the hit. Companies devote themselves to creating them because the cost of distribution and the limits of shelf space in physical shops mean that profitability depends on a high volume of sales. But around the beginning of this century a group of internet companies realised that with endless shelves and a national or even international audience online they could offer a huge range of products—and make money at the same time. 无论是大片、畅销小说还是领先排行榜的说唱音乐,所有通俗文化都对“热销作品”推崇备至。各公司之所以致力于打造这些“热销作品”,是因为商品流通的成本以及现实商店货架空间的局限性都意味着卖得多才赚得多。但在本世纪初前后,一些互联网公司认识到,拥有了无限的货架空间和来自全国甚至全世界的在线观(听)众,它们所能提供的产品范围就非常广,同时也就可以挣到钱了。 The niche, the obscure and the specialist, Mr Anderson argues, will gain ground at the e_______② of the hit. As evidence, he points to a drop in the number of companies that traditionally calculate their revenue/sales ratio according to the 80/20 rule—where the top fifth of products con

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