Digital Printing Business Marketing Strategy

This article using the basic theory of marketing and combining the actual case of digital printing enterprise, marketing strategy for the importance and necessity of digital printing enterprises, by analyzing the basic theory of marketing gradually digital printing enterprise’s each link, summed up there are main problems of digital printing enterprises, and on the part of the problem, using the marketing theory put forward targeted, conforms to the digital enterprise practical measures and Suggestions, provide reference for the digital printing and traditional printing enterprises to be.In China’s12th five-year plan for national economic and social development of "digital printing and printing digitizing" is the theme of the printing, digital printing industry as an important target has been listed on the agenda.From the perspective of the development of digital printing technology, the current domestic understanding and recognition of digital printing technology has been from the early main will be focused on the hardware equipment, digital printing into a fully understand core competitiveness factors, by digital technology and network platform to develop the new high-value added digital printing products.Printing technology with the development of electronic information technology in the development, changes with each passing day, and update cycle is shorter. Traditional printing more and more impacted by the digital printing, more advanced technologies are applied to digital printing, traditional printing advantage is gradually lost, after printing quality and printing costs did not have the advantage of digital printing will eventually become the mainstream.First of all, research questions, through the study of marketing strategy, digital printing enterprises and the related research at home and abroad were reviewed, proposed research objectives, inductive research ideas and research methods. In this part Outlines the basic theory of marketing, including marketing concept, classification, characteristics of structure system, and Outlines the basic theory of marketing, including the concept, classification and characteristics of the marketing.Secondly, introduce the basic concepts of digital printing, and then introduce the development of digital printing enterprise present situation and the main marketing model, according to the status analysis of problems existing in the development of digital printing enterprises.Finally, this article carried on the thorough research and analysis to the digital printing enterprise, in theory, according to the marketing management theory, in practice, according to the actual digital printing enterprise management, analysis of main problems existing in the current digital printing enterprises, and puts forward some reasonable measures and suggestions.This article innovation place displays in:Under the new situation, new background, using the latest data and case analysis of digital printing enterprise, points out that the digital printing enterprise marketing strategy there are some problems, and draw lessons from domestic and foreign digital enterprise marketing management theory, market segmentation, service comprehensive marketing and direct marketing and personal selling and so on theory analysis, and put forward effective marketing strategy.Through to digital printing enterprise market research, through the growth of digital printing data than in recent years, digital printing and the actual case, believe that through scientific marketing strategy management, digital printing enterprises can constantly grow, occupy a larger market share, gradually replace the traditional dominance of printing.Finally, the paper concluded that the digital printing enterprise exists many problems in the operation, the digital printing enterprise differentiation strategy should be used in marketing strategy, market segment should adopt focus strategy, service marketing should adopt comprehensive service marketing strategy, strengthen the direct marketing, strengthen the construction and management of sales team. Only in this way, the digital enterprise to win a greater profit space, in an impregnable position in the industry.