Cloud Printing changes marketing business model

With the recent appearance of cloud computing in public view, the printing industry began to set off a wave of "cloud printing", and caused the printing profession lofty to rely on "cloud printing" to create a better future of printing vision. So what is cloud printing? The author thinks that cloud printing is the business tool and enterprise marketing process of printing order receipt, confirmation, payment, storage, delivery and so on through the digital network technology, and it is the course of upgrading the traditional production-type printing enterprise to the marketing-type printing power company through the new business model change.

If the network electricity trader changed the industry pattern of the department store and home appliance industry, then the cloud printing will also change the industry pattern and marketing way of printing. The digitalization of the printing industry is mainly reflected in the technical level, the impact of the network on the printing industry is particularly prominent in the business model, cloud printing is the digital network technology used to change the traditional printing business model of one of the means. It will improve printing and sales capacity in three areas.

First, the enterprise internal production technology upgrade. If the use of cloud printing will be from the receipt of orders to delivery time reduced to 24-48 hours, then the production of printing companies undoubtedly require a high degree of automation, the enterprise from the information transfer and production technology processes need to significantly improve production operations efficiency.

Second, the improvement of the coordination efficiency of the various departments of enterprises. Cloud printing involves the whole supply chain system of enterprise operation, from customer positioning, product selection, pricing, financial accounts processing to digital resource management, and so on, only the enterprise leadership team can cooperate effectively.

Third, the enterprise external marketing ability of the overall promotion. The successful traditional printing enterprises are heavy asset-oriented enterprises, production capacity is the core competitiveness of enterprises, but when the external competitive environment is relatively brutal, printing enterprises must transition from production-oriented to service-oriented enterprises, and then completely into a marketing-oriented enterprises. On the surface of the printing power companies are printing enterprises net, essentially do marketing, regardless of internal to reduce network operating costs, the construction of resource pool for digital asset management, or external network orders operation, the core is to solve the printing enterprise orders, urgent need to improve internal and external competitiveness of the problem.

Nevertheless, each enterprise for the cloud printing attitude and strategy will be different: some enterprises will first Test water, only the cloud printing as a business on line to receive a single service system, most of the printing companies will wait and see the change, more small and medium-sized printing enterprises are still struggling to survive, no attention. Printing is a heavy asset of the traditional production-oriented enterprises, traditional industries to digital and networking, will inevitably go through bumpy, this is the domestic printing companies worried. Although in the regional business area, there have been Taiwan Jianhau and Hong Kong Pauno, such as successful cases, but most of the domestic printing companies want to be followers, the watchers, less practitioners.

Any new things have a process of development and improvement, although not completely copied foreign printing power business model, but can be reference and reference. At present, every printing subdivision in foreign countries in the exploration of cloud printing enterprises, and a small number of printing business model has been successful, such as from traditional commercial printing to the global printing-related services Vistaprint and the emergence of a large number of personalized image network digital printing business. Looking at businesses that have been successful in cloud printing, the biggest feature is the understanding of customer demand is deeper, this demand is not only on the surface of what customers want, but also to meet or exceed customer demand for product presentation, which is why those successful enterprises often have to first in a niche market breakthrough reasons. From Europe and the United States and India in recent years, the development trend of the fittest, but only those who not only hard, but also looked up the road, accurate grasp of the market enterprises, in the cloud printing field to win a blue sky.