Printing industry characteristics of the technical level and development trend facing the opportunities and challenges of barriers

Customization can create brand effect. Brand is an important part of the core competitiveness of enterprises, it contains profound cultural connotation, determines the appeal and attraction of enterprises, only a deep understanding of the influence and competitiveness of brands, enterprises can be long-term development. In recent years, China's printing enterprises have begun to attach importance to the shaping of printing brands, relying on digital and networking technology, highlighting product quality, product characteristics, and deeply cultivating product research and development, design and talent reserve, so as to enhance consumers' reputation and awareness, so that it has market share and economic benefits.

Specifically, the brand building of printing enterprises is mainly manifested in the following aspects: first, constantly improve the production and operation service system of printing enterprises themselves, effectively improve the quality management level, and establish the business philosophy of "quality first, quality wins"; Keep up with the market trend, constantly carry out the transformation and innovation of equipment and technology, in order to meet the market demand, and create a lasting enterprise brand; The second is to realize consumers' personalized needs for printed products, such as customized design of publications, personalized packaging of gifts, and one-to-one customer service; Third, consumers as the starting point, the brand building for a comprehensive and systematic grasp, constantly keep pace with the time, dynamic adjustment of specific marketing programs and strategies. Therefore, through branding construction, printing enterprises will gradually change from product output to brand output, so as to continuously improve the added value of products and market competitiveness.

(4) Digital and intelligent printing

Printing digitalization and intelligence are based on the deep integration of a new generation of information and communication technology and advanced printing manufacturing technology, running through all aspects of pre-press design, production, management, service and other printing manufacturing, with self-perception, self-learning, self-decision-making, self-implementation, self-adaptation and other functions of the new production mode to promote the transformation of traditional printing production mode to digital and intelligent mode.

The realization of intelligent printing can effectively improve the production efficiency of enterprises, reduce production costs, and avoid the problem of work errors and low efficiency in manual operation. With the continuous improvement of China's intelligent level and the continuous deepening of intelligent technology research, intelligent and automated technology and equipment such as automated warehouses, automatic robots, automatic detection machines will be widely used in industrial production and quality management. In addition, benefiting from the changes in market demand and the improvement of production efficiency, performance and printing quality of equipment, integrated printing technology will comply with the development direction of printing industry technology, the use of advanced technology, multi-purpose integrated automatic production equipment, through the coordination of various links such as pre-press design, printing, post-press logistics and transportation. Realize the automation and continuity of the processing technology such as glazing, hot stamping, embossing, die cutting, indentation and paste box, adapt to the requirements of the market with multiple varieties, diversification and high quality, shorten the production cycle of printing, improve the production efficiency and economic benefits of products, and finally realize the transformation of the printing industry from production to service.

(5) Digital printing vertical integration and horizontal extension

Digital printing technology is a new type of printing process in which all kinds of manuscripts including text, images, electronic documents, network files, etc. are input to the computer for processing, and can be directly transmitted to the digital printing press through the optical fiber network for printing or directly for color separation and platemaking without the process and time of film output, stamping, proofing, etc. Compared with traditional printing, digital printing has the advantages of flexible print quantity on demand, variable page information, shortened production cycle, multi-batch small batch printing, energy saving and environmental protection, etc. The unique technical characteristics of digital printing determine its unique market characteristics such as small order quantity and wide variety.

Combined with the development of digital printing technology in the international and domestic industries, the market space of digital printing is very broad, mainly due to its convenience and cost advantages in small batch and customized product production, it can continue to deepen integration in many vertical fields, and extend to more fields, becoming one of the main innovation drivers in the future printing industry.