Research On The International Market Expansion Strategy Of Packaging Products Of Zhengzhou XX Color Printing Company

With the development of domestic printing industry, gradually declining printaverage profit, international printing powers have entered the Chinese printing market,China has been printing enterprise merger movement, each in the highly competitiveenvironment of printing enterprises are faced with enormous challenges; on the otherhand, the economic development of China strong, diversification of the improvementof people’s consumption level, consumer demand, the progress of printing technologyitself and with the network technology, the combination of automation, printingmarket growth, all of these bring many domestic printing enterprises to develop nichemarket and potential market opportunities:in the field of printing, the printing markettend to be more diversified and personalized, the short version, personalized printing,variable data printing printing occupy more and more proportion in the commercialprinting, the printing industry is striding to the digital printing era, which injectednew vitality for the traditional printing enterprise.Firstly, environmental analysis, analysis of environment, the target market putsforward new marketing mix strategy for the Zhengzhou XX color printing company:one is the combination of product and brand, pay attention to the development ofproduct differentiation strategy; two is the price elasticity and grading and pricingstrategy; the three is to pay attention to the importance of agent selection andreposition the channel sales and agent channel strategy; four is the use of "push" and"pull" the combination of a variety of promotional strategy; the five is to strengthenthe cooperation with the local product packaging enterprises the competitiveinteraction strategy. Finally discusses the implementation of security strategies fromhuman resources, business philosophy, marketing team, technical progress etc.This research not only for Zhengzhou XX color printing company’s marketingstrategy, but the Zhengzhou XX color printing company is representative in Chinapackaging industry, it faces in the international marketing of the common problems inthe domestic similar enterprises, therefore, this research to participate in international market competition of other Chinese packaging products production enterprises,internationalization operation road also has a certain significance.