從印刷產業趨勢看服務創新商機之探討

傳統印刷產業就技術、設備及市場供應面而言，無論是在硬體設備或是軟體系統，都已經是極為成熟的產業；近年來隨著生活型態的改變，對於印刷商品的需求也快速的在轉變中，印刷業者如何選擇轉型方向以維持企業的永續經營，是本研究目的。本研究採用資料分析法，從全球印刷產業主要市場美國、英國、亞太地區及中國大陸的產業現狀以及未來發展趨勢，探討印刷產業加值應用及創新服務的商機，經由印刷媒體的走向，分析說明印刷市場的加值轉型及創新應用與服務，以及印刷產業在印刷、網路印刷、複合媒體等方向之發展商機。研究結果發現，印刷產業並非夕陽工業，關鍵在於業者是否有與時俱進的能力，新媒介帶來新的行銷模式，經由不同的媒介產生異業結合的加值功能，顯示印刷市場仍然存在可觀的商機，只是經由不同的形式呈現，這些改變也是所有印刷從業人員必須不斷學習的方向。

關鍵字

印刷產業；趨勢探討；服務創新

並列摘要

The traditional printing industry is already very mature in terms of technology, equipment (both in hardware devices or software systems) and material supplies. In recent years, along with lifestyle changes, the demand for commodities printing is also fast in transition. We wonder what successes the industry may achieve, what challenges will the industry take on, and what goals the industry should aspire to through 2015 and beyond. The purpose of the study was to help printers choose the printing industry transformation direction to maintain their business continuity. In this study, content analysis was employed to research the global printing industry, including major markets in the US, UK, the Asia-Pacific region and mainland China as well as future trends. The study explore business opportunities in the printing industry with some important issues including value-added applications and innovative services via e-commerce, tactics to benchmark printing companies, social media marketing, print on demand, web-to-print as well as digital packaging and labeling. The results found that print is getting smarter and printers should open the door to more opportunities to engage customers. The printing industry is not a sunset industry; the key is whether the industry has the ability to advance with the times in accordance with the new media with its new marketing model. The paper suggests cross-industry value-added features through a combination of different media is still considerable business opportunities. Printers must continue to learn these changes.