The Study On Marketing Strategies Of Digital Printing Product For Avery Dennison China

Avery Dennison as a pressure-sensitive adhesive products industry leader,has made huge achievement in 20 years of the Chinese market.As one of the business unit of Avery Dennison,graphics department include signage,digital and screen printing products business,signage business is lead by project which has been steady foundation tie,the department needs a new growth point.With the continuous development of digital printing technology,digital printing products as printing media also have great potential for growth.Graphics department has a full range of digital printing products,but a lot of demand in the Chinese market for the product is still stuck at the low end,with customers to improve the quality requirements of mid-market demand is increasing,the high-end market with Avery Dennison and only a few multinational companies due to technical barriers and monopolies.Faced with the constant rise of local enterprises and technical barriers continue to make breakthroughs,Avery Dennison to continue to develop the low-end market,but also to differentiate their products,play a competitive advantage,strategic research,marketing strategies accordingly.This article describes the digital printing products and market conditions,and then proceeds from the current status of Avery Dennison digital printing product,research and analysis the problem in China market.In this basis,through the analysis of macro environment through digital printing products to external markets,competition within the industry,the company's own SWOT analysis,a clear target market and market positioning,develop product,price,channels,as well as customer relationship management and branding strategy for digital printing product development,and identify the appropriate safeguards for the key issues in the implementation of these strategies and execution.In this paper,the research results for Avery Dennison digital printing products have an important guiding role in the development of China marketing strategy,and may have some reference to the relevant class of industry products.