| Currently in the printing industry, the printed books and magazines has been strongly impact by electronic media and digital printing. In the traditional offset printing market continues to shrink, traditional offset printing ink prices continued to fall, the profits continue to down.how to enhance the competitiveness of the company’s ongoing? How to constantly improve profitability in China? Since2012DIC headquarters decided to push into narrow web label printing field in China, hopes to learn from the successful experience of the European and American branches of development combined with DIC localized marketing and service concepts to the occupation and establish leadership in narrow web market.DIC was founded in1908, is the world’s largest printing inks and pigments suppliers, its global market share is34%in ink, the printing pigment market share is25%, but the printing ink market share is less than10%, in China.Especially in the high value-added and high-profit market segments, like narrow web printing ink market share is less than1%.Since the project started in2010,DIC has virtually no any market growth share in the past three years, DIC company has a brilliant development in the global market, She has its unique advantages of core competence development plans and strategy, the In this thesis will analyze the anatomy. Why each competitor does have a foothold in the Chinese market and Why DIC spend more than three years to expand the business but still not have big gains? The contents of this thesis based on the above analysis and combined with the narrow web ink projects to be analyzed to help the DIC companies to expand the business in the Chinese market.This thesis will adhere to the combination of theory and practice and combining history and current situation analysis, literature research and case analysis of the combination of the basic orientation, the thesis is divided into five parts, the first part introduces the topic of the research background, significance, research methods and frameworks; second part introduces the basic situation.we elaborated the relevant characteristics of narrow web label printing industry,the competitive environment,market demand, project status and development trend analysis; third part descript DIC company’s four-level project designed to evaluate, market positioning marketing objectives through design, through product, price, place, promotion strategy plus integrated design specific projects for marketing communications and market expansion in risk control. Define the optimization program; Section IV presents a series of implementation plans and strategies to support market expansion programs; last part of the article is summary and outlook. Results of this study will not only help DIC to further develop and expand the research program through the narrow web inks project in China, but also could help for the the printing ink industry to development some new ideas and solutions, to provide some reference and reference experience. |
