可變資料印刷發展之探討

印刷產業在邁入二十一世紀之後，隨著科技的快速發展，印刷設備與各種印刷流程軟體技術都有大幅的進步，其中數位印刷挾著印刷無需製版之優勢，可用以發展按需印刷POD (Print On Demand)以及可變資料印刷VDP(Variable-Data Printing)，此外由於近年來部份印刷品已走向多樣化、精緻化、少量及交件時間縮短之發展趨勢，數位印刷因而逐漸受到印刷產業的重視，其中可變資料印刷由於具有個性化與客製化應用特性，因此更具有相當不錯的發展潛力，因此本研究期望從產業界的角度出發，借由深度訪談國內數位印刷業者的方式，探討可變資料印刷發展現況與其所面臨之困境，另一方面透過相關文獻資料，分析國外可變資料印刷發展成功要素為何，並與國內發展情形做一交叉分析，期望研究結果能提供給國內數位印刷業者，未來在發展可變資料印刷應用上一套經營策略之建議。

關鍵字

數位印刷Digital Printing ；按需印刷；可變資料印刷

並列摘要

Along with technical development, printing equipment and every kind of printing process software have significant improvements after the printing industry entered the 21st century. Due to the advantage of plate-needlessness, digital printing can be utilized to develop POD (Print On Demand) and VDP (Variable Data Printing). In recent years, because most printed materials tend to be diverse, delicate and time reserved and have law quantity in the production, digital printing has become more important in the printing industry. VDP possesses the characteristics of personalization and customization; therefore, it has certain developmental potentials. This research is expected to embark from the industrial angle, and discuss VDP's current development and problems by interviewing the domestic digital printing entrepreneurs. On the other hand, the essential successful factors of VDP are analyzed through related references and its corelation with the domestic development is examined. Hopefully, the research could provide managerial strategies for the domestic digital printing business in the future.