How to establish a "print on demand" production process (Part 2)

The e-commerce solution promotes the cooperation of all parties and makes it easier for everyone to come together, thereby eliminating intermediate links, minimizing duplication of labor, higher quality, faster production, and saving time and money.

Regardless of whether most print service providers want to implement e-commerce solutions, their users are sure to implement it. According to some authoritative organizations, 89% of medium-sized companies in the United States (that is, companies with revenues between 10 million and 25 million yuan) have used the Internet for purchases, sales, and banking in the past 12 months. Dealing with, 1/4 of companies shop online. According to another survey, in 1998, 59% of the interviewees conducted online purchases or planned to purchase online during the year.

Forrester Research ’s survey shows that the business-to-consumer e-commerce market rose from 7.8 billion yuan in 1998 to 108 billion US dollars in 2003, an increase of nearly 1400%. But even more powerful is BtoB's e-commerce. The amount of online commerce in the United States jumped from 43 billion in 1998 to 1.3 trillion in 2003, accounting for 9.4% of commercial sales. The growth rate in the past five years was almost 3000%. According to the analysis of the Boston Consulting Group, by 2003, inter-enterprise e-commerce accounted for 24 %% of the entire inter-enterprise business. But in many cases these companies only advertise themselves online, and sales are still conducted offline. It is expected that they will start one-to-one transactions online soon, and weave the world of e-commerce. In addition, people are increasingly using the "shopping package" plan. As long as the printing service provider has an e-commerce interface, it can bring its service content to the market through other types of Internet sites, thus providing a new sales channel. For example, the online mail order service combines the power of the Internet with the target audience of direct mail order. Users can use PC to generate electronic files, and then transfer the files to the supplier's server for printing and binding processing, and then send them to the mail order production line to be sent.

These data come from the relatively economically developed United States, and some business models are still in their infancy, but in an increasingly internationalized China, this is also an inevitable trend. Undoubtedly, the era of digital printing is coming. People need digital printing, it is profitable.

2. Select the device (scanning device, PC Mac, digital press).

In the process of market research, it can be found that the price, quality and speed of digital printing equipment are very different. Enterprises should do their best to adapt to local conditions and choose equipment according to their own strength and geographical characteristics. According to market demand, on-demand color printing can be roughly divided into two types: one is that the amount of color is less than 3000 copies, the content of these prints is the same, and the printing time is calculated in days; Very strong, printing time is calculated in hours. The two situations mentioned above suggest the following printing methods. The first way: use the DTP system to separate the film and output the film with a laser imagesetter, then proofing and printing. This method is currently the shortest cost printing method in China. The second method: use DTP system to scan, separate colors, edit and typeset, and use 1200dpi laser printer to output on any material of zinc oxide plate, water-based plate, sulfuric acid paper or special substrate coated with hydrophilic layer Printing plate, hang the printing plate directly to the small offset printing machine to print text or image. The advantage is that no film is needed and investment is low. The disadvantage is that the image quality is not high, the color image needs to be overprinted multiple times, and the small monochrome offset press without side regulations and front regulations is not allowed to overprint. The third way is to use a digital printing machine. In this way, a scanner or digital camera is still required to collect the image, and then the collected image is sent to the computer, using image processing software (such as Photoshop) and graphic imposition and page design software (such as PageMaker) to separate colors, Editing, retouching, page design and other work, and then send the graphic information to the digital printing machine to output color prints.

In coastal cities and developed inland cities, business activities are more frequent, advanced technology is more firmly established, and higher-priced and better-quality equipment can be selected. The less developed cities should choose equipment according to customer conditions.

3. Operating mode, mixed operation scheme-is to integrate various services into a seamless document management, procurement and delivery combination. The hybrid type combines the internal and external resources optimally to meet various business needs. It creates an integrated production and printing team. The printing equipment can be an in-plant printing plant, a part of the network, or a domestic Or any commercial printing office overseas.

4. Nurture markets and customers

Among the three trends (also known as megatrends) that affect the way of business activities in the next 10 years mentioned above, the second major trend is the use of personalized technology and one-to-one marketing tools to establish effective user relationship management program.

User relationship management (CRM) refers to a set of technologies that enables organizations to collect data on users, transactions, services, and demographics from internal and external information sources and analyze them to effectively obtain, retain and Serve users.

CRM can predict the needs of users and deliver them through the appropriate combination of products and services when the users need them. The concept is to serve the users' lifetime needs-the ultimate goal is to sell more products and services. The four goals of CRM are: win users, retain users, cross-sell (sell new service content to existing users) and upgrade sales (upgrade the services sold to users)-in other words, both expand Market share, but also to expand the user plane.

For example, a car dealer sells a car for someone, and also provides regular maintenance and insurance packages (here the seller provides "service" products, and because insurance is not his core business, this service is Provided in cooperation with an insurer). As time goes by, the auto dealers regularly send personalized car maintenance materials to car owners, and even send out attachments to the required service content. For this value-added service, the car owner will provide the car dealer with information about his personal lifestyle and car usage, and other details can be obtained through the service to the car. The owner's information can be used to make the service content more tailor-made, such as modifying the time of sending the information, or improving the service content provided.

Finally, when the owner wants to buy a new car, he will receive a customized booklet that introduces products that are specifically designed according to his lifestyle, driving habits, and personal preferences.

The responsibility of the printing supplier is to provide users with tools such as variable data, one-to-one marketing, data collection and other tools to help them implement CRM plans.

5. After the equipment is installed and commissioned, employees (management personnel, sales personnel, operating personnel) are trained.

6. Only after the above 5 items have been successfully completed can trial operation be conducted.

Fives. to sum up:

The production process of on-demand printing is much different from the traditional printing process in terms of process and operation strategy, but the on-demand printing process has relative flexibility and is more suitable for today's personalized social culture. How to effectively set up an on-demand printing process, and how to achieve the highest profit, is the ancestors of the printing business need to study in depth.

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