云印刷企业的发展策略研究.pdfVIP

Vo1.6 No .3 包装学报 第6 卷第3 期 2014 年7 月 Packaging Journal Ju1y 2014 dOi: 10.3969/j .issn.1674-71 00.2014.03.009 云印刷企业的发展策略研究 王立霞1 ，丁宁2 (1.武汉大学印刷与包装系，湖北武汉 430079; 2. 辽宁大学文学院，辽宁沈阳 110031 ) 摘 要:基于市场营销学和传播学的相关理论，从企业品牌形象传播、印品质量保证、服务拓展、客户 发掘、渠道布直、建立流畅的反馈机制等方面，探讨了传统印刷企业向云印刷企业转型的发展策略。在这 一转型过程中，印刷企业需要整合具有相同或相似需求的客户群体，利用大数据分析，提供精准的差别化 服务，以满足各个细分市场中客户群体多样化的需求;在保证印品质量的同时，云印刷企业应拓展印刷服 务范围，建立流畅的反馈机制，实现传统印刷业的数字化生存。 关键词:云印刷;品牌形象;印品质量;服务;客户;渠道;反馈机制 文章编号: 1674-7100(2014)03-∞44-(滔 中图分类号: F270.7 文献标志码:A Development Strategy of Cloud Printing Enterprises Wang Lixia1 , Ding Ning2 ( 1. College of Printing and Packaging , Wuhan Univers坷， W由an43∞，79 ， China; 2. College ofLiberal Arts , Liaoning University , Shenyang ll0031 , China) Abstract: Based On marketing and cOmmunicatiOn 由eOry， a series Of expected cOmprehensive issues in the transfOr- matiOn Of traditiOnal printing enterprises tO clOud printing type were explOred ranging 行om brand image cOmmunicatiOn , printing quality guarantee , service develOpment , custOmer prOspecting, distributiOn Of channels and fOundatiOn Of feed- back mechanism between ente甲rise and custOmers. In the transfOrmatiOn , printing ente叩rises shOuld integrate custOmers with the s创ne Or similar demands by using big data analysis tO provide differentiated service tO m四t diverse needs Of market segments. While gu缸antee the quality, clOud printing enterprises shOuld alsO expand 由e scOpe Of business and establish smOOth feedback mechanism tO survive the digitizatiOn era. Key words: clOud