| The implementation of green printing strategic cooperation agreement was signed by the former State Administration of press and publication and the Ministry of environmental protection in 2010,which promotes the implementation of green printing in China's printing industry.As one of the most environmentally friendly green printing technologies,Flexo printing is gradually replacing other traditional printing methods that produce environmental pollution and high energy consumption China's flexo printing has entered a high-speed development stage.The invention of digital flexo plate making technology is a milestone in the development history of flexo printing technology.It improves the printing quality of flexo printing to a level comparable to other printing methods,and greatly widens the application field of flexo printingThis thesis firstly analyzes the development history,operation situation and marketing problems of ESKO company digital flexo plate making device,and clarifies the competitive advantages of ESKO from product brand,technology and market position,and then expounds in detail the problems in market positioning and pricing,channel management and marketing promotion.From the perspective of macro marketing environment,this thesis studies and analyzes the impact of national political and economic environment on flexo printing market.The national environmental protection policy is more and more severe for corporate governance At the same time,many favorable policies have been issued to encourage printing enterprises to make technological transformation to flexo printing,the digital flexo market has entered a high-speed development stage.In the research and analysis of micro marketing environment,the industry environment,demand analysis,competitors and marketing channels of flexo printing and flexo printing are studied in depth.The scale of flexo printing continues to expand,the industry situation is good,and the situation is upward.However,the digital flexo plate making equipment of asico is facing increasingly fierce competition.In terms of marketing,there are some problems such as imperfect channel network,insufficient marketing strength and depth,and the traditional direct marketing mode can not meet the development needs of rapid market share.Based on the SWOT matrix analysis method,this thesis studies that the current marketing strategy of ESKO in China is better to choose the SO strategy,to seize the opportunity of rapid market development,give full play to the existing leading products and market advantages,consolidating the leading position of the market and expanding the market share under the general trend of enterprise technology transformation.Finally,according to STP theory,based on the data statistical analysis of China flexo printing market in 2014-2018,the thesis analyzes the market segmentation from the regional distribution characteristics of flexo printing market,the business types of flexo printing enterprises and their plate making channels,and finally takes the label printing enterprises and flexo plate making enterprises in East and South China as the target marketAfter the target market is determined,the product marketing mix strategy is formulated on the basis of 4P theory based on the starting point of customer demand,giving full play to the technical advantages of brand and product,combining with the market situation of label printing and flexo plate making in East China and South China,the marketing mix strategy is designed from four aspects of product,pricing,channel and promotion.Based on the actual needs of customers,the customized product solutions of ESKO CDI5080-C and DLI2120-C as two target markets are developed to meet the needs of most customers,to simplify the process of ESKO sales and customer's scheme selection and confirmation.Through the competitive oriented pricing target,referring to the product price of competitors,this thesis gives the price proposal of customized product scheme,and formulates the specific plan for the development of channel dealer network and the establishment of management system,and then improves the marketing promotion scheme from the perspectives of market promotion,channel and service promotion,and sample customer promotion According to the marketing mix strategy developed by the research and the risks in the implementation of the strategy,the company needs to provide sufficient guarantee in five aspects:talent,capital,organization,culture and incentive,and clarify the details of the guarantee measures.Combining theory with practice,the marketing strategy proposed in this thesis can be implemented... |
PDF Full Text Request