The hottest printing enterprise trend should reali

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The trend of printing enterprises should realize digital standardization

first, information, including newspapers, books and magazines, accounted for 23% in the United States in 2010; Second, marketing, including advertising and printing materials, accounts for 57% of the total output value of printing in the United States; Third, product support, that is, packaging, labels, manuals, etc., accounting for 20%. From 1999 to 2009, among different categories, the change of gross output value is that the gross output value of the first category has decreased by 20% in the past ten years, and the number of printing houses in this category has decreased by 40%; In the second category, the total output value decreased by 5%, but the number of printing houses decreased by 40%; The total output value of the third category increased by%, but the number of printing houses decreased by 30%, which sounds not very good news

second, according to the information provided in the report, the average turnover of a single printing plant in these three categories over the decade: the first category increased by 44%; The second category increased by 38%; The third category has increased by 50%, that is to say, if an American printing factory still survives in 1999, its competitors should be reduced by% in 2009, but its average production will increase by% in this report. In this report, it is also mentioned that the forecast for the next ten years, that is, it is estimated that the total number of American printing factories will decrease by% in 2019, and the average turnover of the remaining printing factories will increase by%. We can imagine that this is the data of the United States. Why did the printing plants in the United States develop like this because they were affected

what is the first effect? e-book. Publishing is the upper level of our printing customers. The publishing part has changed because of e-books. In 2008, Amazon launched its first e-book and a publishing plan. This plan had an impact in 2011. One writer, Steig Larsson, sold onemillion e-books in August 2010. The second writer, Boyd Morrison of the United States, turned books into e-books and sold them on Amazon, I didn't expect that Morrison was the first best seller in the best seller list for several weeks in a row. It attracted 44 countries and 44 publishing houses in different places signed book printing contracts with him. Morrison has become a world-famous best-selling writer without going through publishing houses in history, so we see that e-books have changed Publishing

e-books sound very new. In 2008, the Kindle also created a new trend. If we look at the data of the American Publishing Association (AAP), the total sales value of hardcover or paperback decreased by less than 2% in, but the growth of E-books has increased by more than 100 times in three years. Of course, e-books have just begun and are growing rapidly. However, when we look at Amazon's achievements, we can feel that the development of e-books is so rapid. Amazon launched the Kindle in 2008. By the end of 20 years, it had been widely used in many industries. By the end of 10 years, 100million e-books had been sold, that is to say, 10million people used the Kindle to read books. At the end of last year, on November 14, the Kindle launched a lithographic computer, and sold more than 5 million in less than three months. Therefore, we can feel the speed of e-books

I believe that domestic publishing houses have begun to be affected by e-books, but Japan compares e-books as a black boat incident. The black boat incident occurred in 1852. A general of the United States sailed the boat into the Tokyo Bay. This is a period of history in which the United States opened the door to Japan's foreign trade. However, a few days ago, Japanese newspapers wrote that the black boat really arrived in Tokyo. What is the reason? It was Amazon that announced to sell books in Japan on April 1. The most important thing is that one of Japan's largest publishing groups handed over the book and electronic copyright of all its publishers to Amazon, and the samples of e-books were also given to Amazon. This is one of the most worrying things for Japanese publishing houses, because no matter how famous Japanese writers are, you will always get 7% of the retail price. However, if a writer puts his book on Amazon, Apple's app store or Google, he can get 70%. E-books will change the rules of the publishing game

we can see that the business model of publishing houses, the way people read books, or the production of e-books have changed. Publishing is the upstream of printing. In addition, the upstream of printing is advertising, which is also changing. In 2008, such a pattern was set up on the streets of Los Angeles, New York. If you take photos with your, you can connect to the station to see the pictures of jeans. More than that, in the Danish LEGO game business in 2011, children took the environmental packaging box in, and the screen can immediately show the source of toys

in New York, if you take a picture of a children's magazine, you will sing a nursery rhyme song. You can add the video captured by the camera to the computer. Not only that, but also a new technology is touch code. The printing of touch code is the same as the printing we see today. But if you stick the touch code on your screen, it will help you connect to the electronic network. If printing can be connected to the electronic network, it can provide a lot of information. Therefore, due to the change of technology, the way we advertise has also changed

we know that advertising was originally called push, but it was later developed with the mass media. If you are a mineral water maker, when potential customers are thirsty, they may want to buy your mineral water. The way of advertising is pull. The new method is called participation. Advertisers can do many activities, because today's technology can provide solomo, which is called community. Everyone's common interests are in the same community, and the community network will know what you like. Another technology is called GPS. It is not only GPS, but also telecommunications companies. Mobile is mobile. Today's advertisers can send you a text message. They know you like steak. They will tell you what steak will be available at noon. That is to say, today's electronic technology can provide better advertising effect than printing

in addition to the technologies just mentioned, the most important thing that really affects advertising is the social network. Let me give you an example. This small company uses social networks. Los Angeles has a platform to join the community station. It came up with an idea. It created a service. You can register. If you want to provide services in stores around the world, you can find customers' needs and connect them. This is the community station

in addition, there is a small coffee shop on North Zhongshan Road in Taiwan. It sits in the shop every day waiting for customers to come in. Later, it joined the community and talked with fans. It launched dozens of sets of coffee every afternoon. The coffee shop has been operating for more than 100000 yuan a month since then. This is the effect of small companies using the community station

as we all know, Pepsi Cola has always been the second largest carbonated beverage company in the United States. However, in 2011, Pepsi Cola found that it fell to the third place. Pepsi Cola concluded that it had misplaced its advertising money. Therefore, Pepsi Cola has put its advertising power on the community station since last year

the last issue of BusinessWeek introduced Nike. Nike's stock hit a record high last month. In fact, its price has climbed from $50 in 2009 to $200 last month. BusinessWeek interviewed him. He said that he cut 40% of the print and TV media advertising budget and took it to the community station. Today, on the community station, he can tell different Nike stories to 100 million people almost all the time. So advertising is changing

let's take a look at our competitors. Various business reports found that as long as they visited the printing plant, most of them felt lifeless. If these printing companies are involved, they will grow considerably in Taiwan, Hong Kong and the United States. Let's take a look at RRD Donnelly, the world's largest printing group, which acquired Moore Wallace in 2004. In 2008, Donnelly announced that it would manufacture its own digital printing machines. Last year, Donnelly announced that it had 16 self-made digital printing machines in its own workshop. If you have ever entered this site marketsplash, you can design your own business cards, design your own advertising lists, and then deliver them in any city in the United States. If you are the boss of Donnelly, the market started with a network printing needs many platforms. One of the competitors is HP. May he buy printing machines, materials and inks from his competitors? This is the reason why Nelly considered making his own digital printing press

if we look at the world-class express companies, for example, UPS has 4000 offices in the United States and Canada, and FedEx has more than 1600 offices. They all install printing machines in the offices, some of which are digital; In 2010, FedEx even signed 12000 digital printers and related software with Canon and HP, so we can think that the competitors will probably be these express companies. In the past, we printed an ad sheet and sent it to the printing factory and then to the express company. Today, the express company said that I would do it for you, and the printing cost nothing. In fact, our customers have also changed. For example, the famous network printing companies have their headquarters in Rockwell hardness tester weight (kg): 80ups

if you go to China, you should not be afraid of difficulties and overcome difficulties. For example, the service location of the color card master actually includes 32 cities across the country. Our competitors are also changing. If you go to Taobao and say you want to print, someone will help you

when we see these briefings, what is the future of printing? The future of printing is network printing. The meaning of network printing is not to put our printing process on the network, but that our business will come from the network. When the business that comes in the network becomes a daily business model, that is, we should consider who will make this happen. Now many very young children hold a lithographic computer, that is, an iPad. When they grow up to become print buyers, they should not doubt it, It was also the era of web printing

let's take a look at the history of human communication technology. When the movable type version was invented in Europe, only 50million people read the movable type e-book after 100 years. Radio only has 50million radios in 38 years, TV has been developed for 13 years, Internet and Internet have only been developed for 4 years. 50million radios have been sold in the three years since the launch of iPod, and 100million people have registered in the nine months since the launch of Facebook. We can feel that the development of communication technology is getting faster and faster. If we look back at our own industry, we began to promote computer proofing in Taiwan in 1997, and probably no one had done the traditional proofing by 2000. The same thing was established in Shanghai in 2002, and the same thing was promoted in China. In 2005, we think that there was no manual patchwork in China. The proportion of the entire population in mainland Taiwan was 1:60, but the time was only five years away. From 1997 to 2002, The speed has become 60 times. This is a briefing. We need to think about it

another famous man writes a book every year to tell us how to print. In his book last year, he compared the data of the printing industry in the past two decades. From 1990 to 2000, and from 2000 to 2010, let's see that the number of people engaged in printing in the United States increased by 1.7% in the first decade, decreased by 41% in the second decade, and the number of printing houses decreased by 14% in the first decade and 32% in the second decade, It's similar to the data we saw on the first page. We mentioned three directions in this book. I hope we can think about them for ourselves. He said that the computer speed in 2020 will be 30 times that of today, that is to say, in 2020, your hands will be better than ours today

Copyright © 2011 JIN SHI