Study Of Marketing Strategy Of Beijing ZR Yinwugongsi

The Printing industry has a long history. Since the printing is invented, it plays more and more important role in people’s production and living, and forms a huge industry system. This industry system not only contains many internal subdivision industries, but also involves many relevant extension industries. In this paper, the history of Chinese printing enterprise is reviewed, and the circumstance and development of printing enterprise is analyzed. Based on the case study of the Beijing ZR printing company, the marketing planning and marketing strategy for ZR printing company is put forward.The methods such as literature analysis, interviews, data analysis, and case analysis are used, and the concepts like the whole people marketing, the service marketing, the brand marketing, the network marketing, the green printing, and the honesty marketing are discussed in detail. The limitation of the idea that "focusing on production management, but ignoring market marketing" is pointed out, which is helpful for ZR printing company to transform business ideas, to set up the correct market marketing idea, and to increase the comprehensive competitiveness. Finally, some opinions and suggestions are put forward for printing enterprise.