How to establish the production process of Print-on-Demand (below)
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E-commerce solutions have facilitated the cooperation of all parties, making it easier for everyone to come together, thus eliminating intermediate links, minimizing duplication of effort, higher quality, faster production, and more time and money.
Regardless of whether most print service providers are implementing e-commerce solutions, their users must implement them.
Forrester Research's survey shows that the business-to-consumer e-commerce market has risen from 7.8 billion in 1998 to $108 billion in 2003, an increase of nearly 1400%. But even more powerful is BtoB's e-commerce. The amount of online business in the United States has risen from 43 billion in 1998 to 1.3 trillion in 2003, accounting for 9.4% of commercial sales, and the growth rate in the past five years has reached nearly 3,000%. According to the analysis of the Boston Consulting Group, by 2003, inter-enterprise e-commerce accounted for 24% of the total business between enterprises. But in many cases these companies just advertise themselves online, and sales are still under the net. It is expected that soon they will start a one-on-one transaction on the Internet, weaving the world of e-commerce. In addition, people are increasingly using the “package shopping” program. As long as the e-commerce interface has an e-commerce interface, the print service provider 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 of direct mail order. The user can use the PC to generate an electronic file, then transfer the file to the supplier server for printing, binding processing, and then send it to the mail order production line for transmission.
These data come from the relatively developed economy of the 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, which 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 what they can, adapt to local conditions, and choose equipment according to their own strength and geographical characteristics. On-demand color printing can be roughly divided into two types according to market demand: one is that the color activity is less than 3,000, the contents of these prints are the same, the printing time is calculated in days; the other is not large, and the individual is small. Very strong, printing time is calculated in hours. The two printing methods mentioned above are recommended for the two cases mentioned above. The first way: use the DTP system to separate the color and output the film with the laser imagesetter, then proof and print. This method is currently the lowest cost printing method in China. The second way: use DTP system to scan, color, edit, typeset, use 1200dpi laser printer to output on any of zinc oxide plate, water-based plate, sulfuric acid paper or special film coated with hydrophilic layer. For printing plates, you can print text or images by hanging them directly onto a small offset press. The advantage is that no film is needed and the investment is small. The shortcoming is that the image quality is not high, the color image needs to be overprinted multiple times, and the monochrome small offset printing machine without side gauge and front gauge is not allowed to be overprinted. The third way is to use a digital press. In this way, a scanner or a digital camera is still needed to collect images, and then the captured images are sent to a computer, and image processing software (such as Photoshop) and graphic imposition and page design software (such as PageMaker) are used for color separation. Editing, retouching, page design, etc., then transferring the graphic information to the digital press to output color prints.
In coastal cities and developed inland cities, business activities are relatively frequent, and advanced technology is firmly rooted, and equipment with higher quality and better quality can be selected. In less developed cities, equipment should be selected according to customer conditions.
3. Operational model, hybrid operation plan - is to integrate various services into a seamless file management, purchase and delivery combination. Hybrid combination of internal and external resources to meet a variety of business needs, it creates a collective production printing team, its printing equipment can be in the factory printing factory, can be part of the network, or domestic Or in a commercial printing office anywhere in the world.
4. Cultivate the market and customers
The second major trend in the three trends (also known as megatrends) of the next 10 years of business activity in the next 10 years is the use of personalized technology and one-to-one marketing tools to build effective user relationship management. program.
User Relationship Management (CRM) refers to a set of technologies that enable organizations to collect data on users, transactions, services, and demographics from internal and external sources of information for analysis to effectively obtain, retain, and Serve the user.
CRM can anticipate the needs of users and deliver them through the right combination of products and services when they need it. The concept is to serve the user's lifelong needs - the ultimate goal is to sell more products and services. The four goals of CRM are: fighting for users, retaining users, cross-selling (selling new service content to existing users), and upgrading sales (upgrading sales to users)—in other words, expanding Market share, but also to expand the user side.
For example, a car dealer sells someone a car and also provides regular maintenance and insurance packages (where the seller offers a "service" product, and because insurance is not his core business, this service is Provided in cooperation with the insurer). As time goes by, the car dealers will send the car owners with personalized car maintenance materials on a regular basis, and even send a coupon to the required service content. For this value-added service, the owner will provide the car dealer with information about his personal lifestyle, car usage, etc. Other details can be obtained through the service of the car. This information from the owner can be used to tailor the content of the service, such as modifying the time of sending the material or improving the content of the service provided.
Finally, when the owner wants to buy a new car, he will receive a booklet specially designed for him. The products introduced are specially designed according to his lifestyle, driving habits and personal preferences.
The role 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 the CRM program.
5. After the equipment is installed and debugged, employees (management personnel, sales personnel, operators) are trained.
6. The above five items are successfully completed before the trial operation can be carried out.
Fifth, to sum up:
The on-demand printing process and the traditional printing process are much different in terms of process and operational strategy, but the on-demand printing process is relatively flexible and more suitable for today's personalized social culture. How to effectively form an on-demand printing process, and how to achieve the highest profit, is the ancestors of the printing business need to study more deeply.