Research On Marketing Strategy Optimization Of Xi'an Caiyuan Printing Company

Since the reform and opening up,China's economy has been growing at a high speed.The total output value of the printing industry has been increasing year by year.The rise of Internet media,electronic industry and the network of the rapid development of the market demand for printing product is declining,printing enterprise competition way by earlier equipment evolved into price competition.The long-term excess printed on the market capacity and low price competition between enterprises,further compressed the living space of traditional printing enterprise,consumers in small batch,individuation,the growing need for customized printing,printing more quantity and low price to win the traditional printing enterprise is difficult to adapt to the current market changes.Traditional printing enterprises urgently need to know their own advantages and disadvantages,suitable for their own marketing strategy,and actively adapt to market changes,to do a good job of marketing companies print,provide enterprises with comprehensive,systematic guidance,achieve the company's development goals.This paper,taking Xi 'an Caiyuan printing company as the research object,through the theory of Principles of marketing,The network marketing,Services marketing and the correlative basic theory study,analyzing the Caiyuan printing company marketing present situation and existing problems,and combined with the enterprise macro environment and micro environment on the source of Caiyuan printing company's marketing environment is studied,using the SWOT matrix analysis,the current enterprise printing products such as the advantages and disadvantages,opportunities and threats in the marketing are summarized and analysis,on this basis,from the aspects such as product,price,opportunity,threat for Caiyuan printing company marketing strategy optimization scheme is proposed.Through the study of this article to help source Caiyuan printing company adopt scientific and comprehensive marketing strategy under the new situation,to update the traditional marketing idea,improve enterprise printed market competitiveness,and help the company to keep advantage in the fierce market competition,achieve the company's development goals,and put forward the implementation guarantee of marketing strategy.