Author introduction: Mr. Yu Laiwen. Expert of strategic competitiveness, chief consultant, senior researcher, senior trainer, master of business administration, doctor of management, is currently the general manager of Shenzhen Creative Village Marketing Planning Co., Ltd., director and partner of Huaao International Consulting Company
Since China entered the market economy late, printing companies still have the following problems in marketing:
1. The corporate marketing concept is backward;
2. Serious shortage of marketing talents and poor management;
3. Some companies will not use non-price competition methods;
4. Some printing company marketing personnel have weak legal concepts in marketing;
5. Most printing companies lack brand awareness.
The marketing concept is the fundamental attitude and view of the printing enterprise leaders on the market and the starting point of all business activities. The core question is, what is the center to carry out the production and operation activities of printing enterprises. The correctness of marketing concepts has a decisive effect on the rise and fall of printing companies. After the reform and opening up, some printing companies often "profit first", the result will inevitably damage the corporate image and the market position of the company. According to modern marketing concepts, any enterprise should be "market first." Actively promoting the innovation of marketing concepts and changing to modern marketing concepts are the requirements of the times. At present, the marketing concepts of many printing companies are still in the stage of production concepts and sales concepts. The first step to do a good job in marketing innovation is to actively promote the innovation of marketing concepts and change to modern marketing concepts. Modern marketing concepts mainly include: social marketing concepts, customer satisfaction marketing concepts, service marketing concepts, competition concepts, relationship marketing concepts, green marketing concepts and corporate image concepts.
Looking back on the development of China's printing industry, the development of book and printing enterprises is slow; the development speed of packaging and printing enterprises is far ahead of book and printing enterprises. The main reason is that book and printing companies have not really entered the market. For a long time, their business has been issued by higher-level publishing administrations or publishing houses, and charges have been paid in accordance with the unified book and book prices. Faced with a fiercely competitive market, printing companies must face up to reality and establish a new marketing concept from their ideology. The unpredictable market requires that marketing personnel of printing companies not only have a good knowledge structure, but also a good comprehensive quality (moral quality, psychological quality, professional quality, language expression ability, etc.). Printing enterprises should use multiple channels to train and introduce marketing talents. There are two types of printed products entering the market, order type and sales type. At present, printing companies are mainly order-based. According to their own requirements for printed products, customers look for enterprises that meet production requirements. Therefore, printing companies have a strong psychological dependence on customers.
1. Books and periodicals printing enterprises, implement the technology development direction of China's printing and equipment industry established by the State Press and Publication Administration before 2010, "pre-press digital networking, multi-color printing efficiency, post-press diverse automation, and efficient equipment serialization" 20 The eight-character guideline, combined with the reality of the enterprise, improves the technical quality of the enterprise. Whoever is the most advanced market, who can occupy the market. Printing companies can only gain a foothold in the market by continuously creating new processes, vigorously promoting new prints, and adjusting production structures in a timely manner.
2. The printed products should be personalized to enhance their competitiveness. The company's printed products will be in sharp contrast with other printed products in the industry, so that people have no others, and people have their own advantages, so that the company has its own characteristics.
3. Implement brand marketing innovation. The establishment of corporate brand is an important business strategy in the information age. Through the brand's image shaping, publicity, update of printed products, quality improvement and other marketing methods, create national and even world-famous brands, and use the brand to promote corporate marketing activities.
4. Actively carry out network marketing and expand the market scope. Vigorously developing online trade is a brand-new way for printing companies to develop domestic and foreign markets in the information age, and it will become an important marketing method generally adopted by enterprises in the future. The network economy provides printing companies with a virtual space that can fully display the variety and quantity of their prints and services. Making well-made online advertisements can play a role in increasing corporate visibility and business reputation.
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