A Study On Marketing Strategy Of TF Company's Printing On-Demand Business

The report of the Nineteenth National Congress of the Communist Party of China put forward the basic principles of cultural construction in the new era.Our culture has a long history.The level of demand for spiritual culture of contemporary Chinese people is deepening.The demand for spiritual culture has become diversified.From the perspective of the printing industry,people's demand for "paper" is getting lower and lower,the printing market has changed dramatically,and a large number of low-quality products are getting more and more.It is difficult for traditional printing enterprises to survive.From simple price competition to all-round competition,the problems of printing enterprises reflect the changes of the publishing industry in China.The traditional book publishing and sales are weak,and the demand for individualization is increasing.It is urgent for the innovation and development of the publishing and printing industry.With the popularity of digital devices,in addition to the traditional text form,more picture has been produced.In order to intuitively retain these materials,many people began to consider resorting to such a carrier as "paper".The development of printing industry technology,from traditional printing ink printing to digital toner color printing,and then to the maturity of electronic ink color printing technology,has brought a positive impact on the series of technological advances,realizing the quality of traditional printing on the basis of a relatively reasonable price.On the other hand,with the progress of Internet technology,the diversification of network terminals,the convenience of network access and the low cost of network services,on-demand printing,which is the combination of printing technology and Internet technology,has become popular in the market.On-demand printing solves the needs of individualized,small-batch and customized printing products.The extreme of this concept is tool platform editing,single copy.The original is different.TF Company,as a subsidiary company of Anhui Publishing Group,is committed to upgrade and transform the publishing industry.In the actual operation process,users upload pictures and text,through the system automatic typesetting,users pay for printing on demand,and finally express to the audience.TF's "one-click book-making" system has become its core competitiveness.Five years of development,products from "time book" to "micro-letter","QQ photo album","blog book","WORD/TXT book","PPT book","photo book","photo album","personality notebook" and "customized desk calendar" provide a comprehensive range.On-demand personalized printing system services,but in the process of a series of problems,especially in marketing.By introducing the background of TF company and the marketing situation of on-demand printing business,this paper analyses the marketing problems of TF company's on-demand printing mainly focused on:first,the market positioning is not clear,the repeated features of products lead to the difficulty of customer selection,and the multi-function of products leads to the unclear user groups.The second is that marketing lacks planning and unified arrangement,and the focus of marketing has been keeping up with the new ones while neglecting to adjust the marketing plan according to the market.Third,although the price is high,but the profit is low,a single way of income affects the company's marketing ability.Fourthly,considering the content risk,the channel management is very strict,and sales are difficult to expand rapidly.Fifth,the promotion investment is too low,the management ability of the marketing team is insufficient,and the promotion means are weak.In terms of macro environment,this paper analyses the distinct attitude of the state to support the development and transformation of cultural industry,and puts forward the requirements of "optimizing the layout of cultural industrial structure"and "strengthening the support of cultural science and technology".Policies support the application of Internet and other technologies,and the industrial upgrading of environmental protection requirements provide an opportunity for on-demand printing,which is a political environment.This paper analyses the change of economic structure and the rapid development of secondary and tertiary industries,which provides a positive economic environment for TF printing products on demand.This paper analyses the population growth of the policy of liberalizing the second child,the development of the Internet has produced a new social life mode,and the demand for cultural products has changed,which provides a social basis for the POD mode.The technological development of printing and Internet has provided technical support for on-demand printing network model.Using Porter's Five Forces Model,this paper analyses the competitive environment of the industry.Faced with the strong bargaining power of digital printing and express delivery enterprises,consumers are not familiar with the products and have many convenient choices through the Internet.New entrants from Internet enterprises and printing factories are threatened.The fierce competition in the same industry brings challenges to TF.By using SWOT matrix analysis method,this paper summarizes the advantages,disadvantages,opportunities and threats of TF's POD business.On this basis,it concludes the contradiction between individualized products and solid technology and the poor sales of enterprises caused by low investment in promotion.The contradiction between broad market and active policy support and the rising printing cost and the threat of the same industry.Through the analysis of marketing environment and the actual situation of TF Company,under the premise of market segmentation and clear market choice,this paper puts forward two market positioning:online "high-quality self-use collections"and offline "easy-to-operate gift souvenirs".Based on this,the marketing strategies of products,prices,channels and promotions are put forward.In order to ensure the implementation of the strategy,four implementations of financial,organizational,personnel and corporate culture are put forward.Through the research of this paper,it is helpful to better grasp the marketing operation law of on-demand printing business,help TF company to adopt appropriate marketing strategies in on-demand printing business,seek ways to solve the related problems of current company marketing,and provide reference for the innovation and integration of the Internet and traditional printing products.