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Judging from the current market situation, there are still many traditional printing businesses, and the traditional printing industry also has a market. A recent report by the Seybold organization pointed out that in the next 10 years, the printing industry itself will not undergo drastic digital changes. By about 2020, we may not be able to see that traditional print products are largely replaced by digital products. Because of this, conservative printers still want to maintain their current growth levels, traditional business and market strategies, and their working methods will not change. Some of the challenging printers have already begun to rush. What should they do for this group of printers?
1. Understand Customer Needs The company’s sales representatives and senior management should visit each of their potential clients each year to understand not only their current needs and requirements, but also to be aware of possible future changes. As a matter of principle, printers can formulate future plans based on the needs of their customers. At the same time, they can also increase communication with customers. Specifically understand the customer from the following points:
1) Major changes that may occur in the client company's organization in the future;
2) In the future, major changes in the advertising, promotion, information, and communications of customers;
3) Review past procurement practices and put forward expectations for the future;
4) Big changes in the organization, responsibilities and design ideas of the client company;
5) What changes have occurred to a single supplier or a primary vendor;
6) What are the unmet needs?
7) What kind of printer is preferred by the customer;
8) New requirements for services in inventory, fulfillment, mailing, etc.
Through the above investigation and analysis, we can enable the printers to accurately predict the future and grasp the unlimited business opportunities.
2. It is an indisputable fact that the digital transformation of the digital transformation of customers has been faced. The digital transformation of printers is the trend of the times. Judging from the current situation, even if the printers are not yet ready to provide digital services, understanding the changes in digitalization may have a positive impact on customers and potential customers, and more importantly, it can guide the printers in setting new development directions for the company. , to make full preparation for digital services in the future. For such printers, it can be achieved through communication with the customer company's technicians, information managers or digital experts.
It is necessary to provide relevant information of the company before the exchange, including the company's business manual, equipment list, past advertising materials, and electronic prepress technology information. It is also worth noting that as a traditional printer, you are looking for ways to integrate into your traditional business a digital service project that many companies strongly demand. The content of the communication can be the following:
1) The company may currently provide products and services in the digital transformation of its customers;
2) Perspectives, directions, and goals of the customer or potential customer regarding changes in information processing and advertising;
3) The placement of computers, including mainframes, laptops, and microcomputers in the company;
4) The degree of computerization of the company;
5) Internet applications of customers and potential customers;
6) Application of customer company intranet (future, future);
7) Customer's requirements for major computerization, EDI (Electronic Data Interchange) and e-commerce service providers;
8) The effect that the digital transformation may have on the quantity and specification of printed products;
9) Client-created graphics and copied files will be used for traditional printing, which is digital output. The trend of increasingly personalized advertising, promotion or information processing is clear;
10) What should the printer solve? What customers want your company to do?
3. Focused meeting discussion After understanding the above survey, there are 8 to 10 respondents who can provide the most valuable information. At the same time, the participants should preferably include the printer's own electrical. The topic may be how the digital transformation will affect printing. Industry or how do you think the change and digitalization of the printing industry will change in the next few years? . Participants should have a main aspect. Workers must publicly state their opinions in order to exchange ideas with each other.
The printing industry generally does not attach importance to market research. All market research staff sales representatives should change this situation. In response to the digital transformation of customers, providing new digital products and services to customers has certain risks. Therefore, the richer the information of fear is, the more reasonable the decisions made. In addition, the centralized meeting has a very important complementary meaning for the company to formulate a market development plan. (To be continued)
Extend leisurely rest (3)
Third, the digital transformation of customers At present, more and more customers in the printing industry began to shift to digital. What is embarrassing is that most of our printers do not take advantage of the opportunities brought about by this digital transformation, and even said that they provide multimedia input and output services. Because for most printers, the market opportunity is not clear, most printers also have to work on their traditional printing.