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、渠道布置、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。
Based on marketing and communication theory, a series of expected comprehensive issues in the transfor- mation of traditional printing enterprises to cloud printing type were explored ranging from brand image communication, printing quality guarantee, service development, customer prospecting, distribution of channels and foundation of feed- back mechanism between enterprise and customers. In the transformation, printing enterprises should integrate customers with the same or similar demands by using big data analysis to provide differentiated service to meet diverse needs of market segments. While guarantee the quality, cloud printing enterprises should also expand the scope of business and establish smooth feedback mechanism to survive the digitization era.
出处
《包装学报》
2014年第3期44-49,共6页
Packaging Journal
关键词
云印刷
品牌形象
印品质量
服务
客户
渠道
反馈机制
cloud printing
brand image
printing quality
service
client
distribution
feedback mechanism
