What is web printing?
The name "Internet Printing" first appeared in the late 1990s. It can be clearly seen from English that it is not a printing method (Printing), but a printing solution (PrintingSolutions)-from the Internet to printing. The industry's definition of network printing in 2007 was that in the printing and media industries, personalized files were generated by means of server networking, including business processes. Network printing is a convenient way to realize printing with the development of network technology and the popularization of network applications. Thomas Mayer, Marketing Director of BVDM (Germany's Printing Media Industry Alliance) said: "The network is affecting the printing industry with an unprecedented breadth, especially in the fields of pre-press and order processing." At present, the application scope of network printing has included: network imposition printing, network digital printing (DigitalPrinting), network on-demand printing (POD), network printing customer book, online proofing output and network printing and so on.
Network printing application technology
Online printing converts printing needs into a set of data information through online orders and file uploads, and printing manufacturers directly produce by order through standardized processes and standardized products. The printing house can even directly connect the online order to the internal ERP system, and compile the corresponding bar code for each order number from printing, quality inspection, cutting, binding, packaging, distribution, etc., and communicate with each link through infrared scanning of the computer. Finally, transfer to the distribution center, print the distribution documents, and then wait for the courier company or post office to pick up the person. In this way, all products are transmitted in the logistics system, reducing intermediate links, making the company's operating process simple and standardized, improving operating efficiency, expanding the scope of product sales and types of value-added services, increasing the company's cash flow rate, reducing The operating cost of the printing plant ... This is undoubtedly a form of transaction that all printing plants and printing intermediaries are very yearning for.
Since the drupa exhibition in 2004, in Germany, Australia and Switzerland, the network printing system provided to customers has increased exponentially every year. The relevant programs and major systems on the market are developing at the fastest speed. Drupa is the largest printing industry exhibition held every four years in Dusseldorf, Germany, with hundreds of thousands of exhibitors and exhibitors from all over the world. Drupa2008 is "Drupa for web printing". Major global printing solution providers, including: Zipper, Adobe, and Global Image, have all proposed software systems or printing solutions based on web printing applications. Mainly include: front-end systems for online ordering and procurement; variable data printing solutions; automation solutions for connecting front-end systems and printing equipment, etc.
Network Printing Alliance Marketing
As the scale of the online imposition printing market continues to expand and the awareness of enterprise informationization increases, the number of companies engaged in online imposition printing continues to increase. On the one hand, online printing relies on rapid information dissemination and unlimited promotion to help companies greatly reduce marketing costs, but on the other hand, it also intensifies the fierce and transparent market competition, and endless price wars have weakened the industry Profits, the survival environment of enterprises are deteriorating, the loyalty of intermediaries is unprecedentedly threatened, and the problems of intermediaries' business consciousness, market control capabilities, etc. have emerged. The investment of enterprises in network printing is getting bigger and bigger, and the income is getting smaller and smaller. The whole network printing industry is in a state of chaos, decentralization and lack of integration. Mainly manifested in the following aspects:
First of all, market competition is further intensified. In order to compete for customers, companies do not consider the basic interests and bottom line profits of the industry and fight the price war. Especially between manufacturers and manufacturers, this kind of competition between marketing middlemen and middlemen is very obvious.
Secondly, for manufacturers, the channel is unstable and the loyalty of middlemen is extremely low. Since manufacturers and Chinese businessmen cannot communicate effectively, in the process of fierce market competition, the middleman is a "head of the grass", and he certainly will not tell the manufacturer when he wants to transfer the order. There is no way for manufacturers to grasp the loss status and causes of middlemen in a timely manner, let alone have good countermeasures. The marketing of manufacturers to middlemen is often "1-1 = 0", that is, to be a customer and at the same time to lose a customer.
Again, manufacturers have realized the importance of terminals and channels, and many manufacturers have set up their own distribution points. Manufacturers set up their own distribution points, on the one hand, they can improve their competitiveness in the regional market and obtain more customers and businesses, but they will inevitably increase the cost of enterprises and erode the interests of some middlemen to a certain extent. The profit of the manufacturers is very small, and the majority of middlemen are also "it's not easy to say love you."
Fourth, for intermediaries, due to unstable supply channels, resulting in large fluctuations in service and quality, the market and customer service have been in a very passive position. They urgently need better and better quality supply channels to cooperate and provide effective support in various aspects such as product quality, supply efficiency and service products; they need more business channels to develop markets and attract more customers; There needs to be more service products to meet the various needs of customers and to explore the potential of customers to buy and sell.
Fifth, in terms of the business relationship between manufacturers and intermediaries, they all need to simplify and standardize the transaction process and reduce transaction costs. At the same time, they also need to have credit guarantee to avoid loss of payment and be able to communicate and deal with problems in the cooperation process in a timely manner ( Such as: product quality problems, etc.), and then be able to last for long-term cooperation.
In summary, although manufacturers and intermediaries are not the same enterprise and their goals are not completely consistent, from the industrial chain, manufacturers and intermediaries are interdependent upstream and downstream cooperative relations, which can be said to be both glorious and harmless. Therefore, manufacturers can adopt the cooperative marketing model of establishing alliances, integrate the effective resources of both parties, achieve resource sharing, and complement each other's advantages, so as to give play to the advantages of all parties and reduce repeated cost investment to form a win-win effect. Printing manufacturers and color business card middlemen at all levels operate in an integrated way to realize the group control of the channel by the manufacturer, and form an integrated system for dispersed agent dealers. Channel members work together to achieve their own or everyone ’s goals and pursue win-win or multi-win. This form of transforming a single-operated printing service model into an alliance printing service fully integrates industry resources, enhances the enthusiasm and enthusiasm of all aspects of online printing, simplifies the transaction process, expands industry influence, is conducive to building industry brands, and allows decentralization Web printing has reached a new scale and formed core competitiveness.
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