China Printing Industry Marketing Strategy Analysis Report

The author introduces: Mr. Yu Laiwen. Strategic Competitive Expert, Chief Consultant, Senior Fellow, Senior Trainer, Master of Business Administration, Doctor of Management, currently serves as General Manager of Shenzhen Creative Village Marketing Planning Co., Ltd., Director and Partner of Huamao International Consulting Co., Ltd.

As China enters a market economy later, printing companies still have the following problems in marketing:

1, the company's marketing concept is backward;
2. Serious shortage of marketing talents and poor management;
3, some companies will not use non-price competition means;
4, some printing companies marketing staff in the marketing concept of the legal system is not strong;
5. Most printing companies lack brand awareness.

The concept of marketing is the fundamental attitude and view of the leaders of printing companies for the market, and is the starting point of all business activities. The core question is what kind of center will be used to carry out the production and business activities of printing companies. Whether the marketing concept is correct or not has a decisive effect on the rise and fall of printing companies. After the reform and opening up, some printing companies often have "profit first" and the result will inevitably damage the corporate image and the company's market position. According to the modern marketing concept, any enterprise should be the "market first." Actively promoting innovation in marketing concepts and changing modern marketing concepts are the requirements of the times. At present, there are many printing companies marketing concepts still remain at the stage of production concepts and marketing ideas. The first step in doing a good job in marketing innovation is to actively promote innovation in marketing concepts and transform it into modern marketing concepts. Modern marketing concepts mainly include: social marketing concepts, customer satisfaction marketing concepts, service marketing concepts, competition concepts, relationship marketing concepts, green marketing concepts, and corporate image concepts.

Recalling the development of the printing industry in China, the development of printing companies is slow; the speed of development of packaging and printing companies is far ahead of the printing companies. The main reason is that books and periodicals printing companies have not really moved into the market. For a long time, their businesses have been issued by superior publishing administrative departments or publishers. The fees have been unified according to the prescribed books and periodicals, and sales have been saved without losing the opportunity for development. In the face of a fiercely competitive market, printing companies must face the reality and truly establish a new concept of marketing. The unpredictable market demands that the printing company's marketing personnel not only have a good knowledge structure, but also have a good overall quality (ethical quality, psychological quality, professional quality, language expression, etc.). Printing companies should use multiple channels to cultivate and introduce marketing talents. There are two types of printed products entering the market, ordering and marketing. At present, printing companies are mainly order-oriented. According to the customer's requirements for printing products, the customer finds companies that meet the production requirements. Therefore, the printing company has a strong psychological dependence on customers.

1. Book printing companies implement the technical development direction of China's printing and equipment equipment industry established by the State Press and Publication Administration before 2010: “prepress digital networking, printing multi-color high-efficiency, post-press automation, and efficient equipment serialization” 20 The eight-character principle, combined with the actual situation of the enterprise, improves the technical quality of the enterprise. Whoever is in the most advanced market can occupy the market. Printing companies can only base themselves on the market if they continue to create new processes, promote new prints, and adjust production structures in a timely manner.

2. Printing products should be personalized and enhance their competitiveness. The company's printing products and the industry's other printed products in stark contrast, so that I have no people, I have excellent people, so that the formation of the characteristics of the enterprise.

3. Implement brand marketing innovation. The establishment of a corporate brand is an important business strategy in the information age. Through the brand image-building, promotion and marketing methods such as updating of printed products and improving quality, we have created national and international famous brands and promoted corporate marketing activities with brand names.

4. Actively develop network marketing and expand market coverage. Vigorously developing online trade is a brand-new way for printing companies to develop domestic and foreign markets in the information era. In the future, it will become an important marketing tool commonly adopted by enterprises. The network economy provides printing companies with a virtual space that can fully display the variety and quantity of their printed products and services. Well-made online advertising can play a role in improving corporate reputation and business reputation.