Printing Strategy "Cocktail" and "Blue Ocean"

When the printing industry’s meager tendencies are seriously worrying, Blue Sea The strategy has been particularly sought after. However, how large is the scope of application of such a strategy? How should we operate this strategy with appropriate resources? It is still necessary to make a final decision.

Regardless of the “Blue Ocean Strategy” that emphasizes the search for new markets in uncompetitive areas, or the “Blue Sky Strategy” that emphasizes absolute loyalty of customers, if the ultimate investment of resources does not generate due profits, it will not help the company to maximize its profits. Achieving, then, even if it sounds beautiful, how well described, and how perfect it looks, it will all fail. The managers of our company are entrepreneurs and not strategic theorists. Strategic theorists can continue to "show off" the "fashionable" strategy of attracting eyeballs on the " T " stage like a fashion model . Enterprises can't completely abandon their existing strategic systems at any time, like changing clothes, and go after them. Strategic "fashion". Our entrepreneurs do not have to make their strategy so pure, so that they have clear barriers, but should allow these strategic approaches to be integrated, eliminated, reshaped, combined, and merged in the game, and finally blend into a "strategic cocktail" with their own personality. . The printing of the Blue Ocean strategy, or other strategies, can be the "original wine" for our personalized cocktails.

Old word new "cooking" strategy

competition. Whether it is a blue ocean strategy that advocates the development of unrivalled new areas, or a blue sky strategy that aims to create 100% absolute customer loyalty and firmly “kick” customers on their own acres, we have described a picture for us. Can be free from the ideal modern commercial "Peach Blossom Source". For most companies, whether the "blue ocean" or the "blue sky" is a luxury, it has many thresholds. Many companies have been unable to parry in the existing "Red Sea" (Red Sky) competition, and it is difficult to separate their energies to implement the "Blue Ocean" ("Blue Sky") strategy. For a company that lacks the wisdom of the "Red Sea" ("Red Sky"), talking about the "Blue Ocean" ("Blue Skies") strategy is tantamount to idiotic dreams. The more realistic approach is to combine the "Red Sea" with "Blue Ocean," "Red Sky," and "Blue Sky" to create corporate competitiveness at both the market and the customer's two latitudes. Second, to meet the new requirements of the customer economy era and realize From the "contending" to "race" transition, the main attack ranking should change from "advance opponents and post-customers" to "predecessors and post-adversaries."

Customer (user). The further interpretation of Drucker's "Customer is the only center of benefit" by China's strategic manager, Guan Yiyi, helps us to understand our understanding of the status of our customers. These explanations include: customer value determinism, that is, customer value proposition will determine the success or failure of trading; customer surplus dominant theory, that is, the core of customer economy is that value is ultimately determined by consumption, not by sales; customer value standard theory, that is, both sides of the transaction The customer is the final standard; the status of the customer is centered, that is, the resource allocation of the enterprise is centered on the customer; the customer management error correction theory, that is, the customer demand in the interaction between the buyer and the seller directly determines and changes the operation of the internal management of the company, and the company's strategy. The implementation of the definition of the customer market, that is, re-dividing the market around the customer, such as from the intension to product, service market and brand market, from the occupancy degree into the occasional trading market, satisfaction market, loyalty market, high loyalty. The market is solidified and divided into user market and customer market from the value obtained by customers. The product form obtained from customers is divided into small product market, solution market and interactive relationship market, and divided into main chain market and non-main chain from the main position of the value chain. Chain main market etc.

market. At present, the printing market, like other markets, is showing clear signs of polarization. One pole is the general consumer market. Users are only willing to pay low prices for basic or low-end products and services, such as the centralized tendering of printing services for primary and secondary school textbooks, large publishing organizations, enterprise groups, and government agencies. The other pole is the personalized consumer market. There are also many printing companies in the printing field through the development and development of unique and specialized market areas. At the same time, there are many "dark seas" that have not yet been discovered but actually existed in the bloody "Red Sea", and the former "mass" market shrinking will form a unique in the relatively lonely market. “The new blue ocean in the old Red Sea” has enabled individual defenders or entrants to “return the carbine” to enjoy themselves, such as the copper and zinc plate making business. Therefore, the complete Blue Ocean includes at least the “Blue Sea in the Red Sea” in the same industrial area as the “Red Sea” and the “Blue Ocean in the Associated Industry” that partially intersects with the Red Sea industry but crosses with other industries, and is totally unrelated to the “Red Sea” industry. The "New Industry Blue Ocean" in three parts.

Promotion strategy selection

In the first realm, you should know the people, be unobtrusive, follow the trend in action, and learn from the fact that Mr. Wang Guowei’s “three realms” have been released. With the flow of people, this is "confused" and other services (passive and other customers come to the door); in the second realm, there has been a foresight in understanding, and sometimes the action can also be one step ahead, this is "persistent" on-demand service; In the third realm, the understanding is advanced and the action is forward-looking. This is the "creative understanding" service (blue ocean strategy, blue sky strategy, user-centered theory, etc.) that has been able to find and create consumption in the absence of consumer demand. Demand, create markets, create demand, create customers. The three realms are a process of accumulation and progress. We should seek to stabilize the status of the "Red Sea" and expand the boundaries of the "Blue Ocean" in the course of continuously improving the selection and harmonization of our business strategy.

Ways to enhance strategy selection and realignment include the following.

To build a "keep defensible" market competition fortress. The practice of Chinese and foreign companies proves that SMEs with weak foundations and fierce competition may be able to construct their unique competitive fortresses in a specific market in a narrow and narrow industry sector and become a true industry champion. The measures include: the selection of target strategic markets, which are usually relatively unpopular products and markets, constitute a kind of strategic fortress in itself. Strong enterprises often deter from the balance between input and output, so that the disadvantaged enterprises can enjoy their advantages. Imitational innovation is generally a powerful means for small and medium-sized enterprises to obtain competitive fortresses; “creating” new customers, the customer’s high awareness is the strongest competitive fortress for enterprises; highly focused, it is this It is not the breadth of focus that enables them to obtain strong competitive fortresses and become leaders in a variety of small industries; establish strategic alliances and cooperate with external companies, mutual resources will be complementary and amplified; initiative to create markets and redefine the rules of competition In order to avoid head-on conflicts with strong companies, we win with oddness and form new competitive advantages and competitive fortresses.

In the materials and processes, printing methods work hard to open up new growth points. The first is to increase the speed and open up new territories through the introduction of large-scale printing equipment, such as the introduction of newspapers to increase the speed of printing, the introduction of merchants to open the journal printing market, or the introduction of large-format printing presses to open up the high-end printing market. The second is to open up new growth points by trying new printing methods, such as replacing PVC with traditional gravure, flexo, or screen printing equipment with a sheet-fed offset press . The third is to independently research and develop new materials and new processes and open up new printing channels.

Based on the existing conditions, vigorously explore the creation of demand for printing, blue ocean products and services. “Innovation” is the prediction and introduction of a product or service that has not been explored but does have potential needs based on changes in the company's business and marketing environment. For example, if a printing company has always existed as a pure processor with equipment, it means to some extent that it may be replaced at any time. Among the ever-increasing number of printing companies, only companies with strong market development capabilities and specialty products can stand out. Ways include: adding new elements to the value of existing products (including services) and products, adding value-added or new content, such as the combination of print and fashion design elements, and the combination of affection; through targeted technological innovation and management innovation, Realize interaction with market innovation; seek different uses and properties of the same product in different environments, find different markets and different market positioning, open up a new world; innovate printing concepts, plan and give new print Reiki.

When our printing has not only been printed, the printed matter has not only been a printed matter, and the printed matter market has not only been a printing market in the traditional sense, our printing industry has had a new and vast “blue sea” and “blue sky”.