同时,整个印刷业市场环境形势严峻,截止2011年印刷企业总数同比下降1.8%,
印刷从业人员数同比减少2.7%,有部分印刷企业因经营不善而停产、倒闭。印
刷行业内部、企业之间的竞争日趋“白热化”;印刷企业的原材料、成本和负担
不断上涨,新技术的运用对传统印刷企业和小微型印刷企业的冲击巨大。因此,
如何应对挑战,迎接新的发展机遇,成为了印刷行业必须认真研究的课题。

本文以GR印务公司作为实例进行研究,收集了该公司近十年经营活动的相
关资料和数据,以营销管理理论为指导,采用定量分析、定性分析和案例分析的
方法,对该公司的外部、内部环境进行分析,提出了该公司的目标市场策略,从
产品策略、价格策略、渠道策略、促销策略等四个方面针对该公司的营销问题,
制定出切实可行的市场营销策略,并提出了实施营销策略的保障措施。

本文的研究试图为GR公司的发展找到真正切实可行的市场营销策略,希望
对其他同行印务公司具有一定的借鉴价值。

关键词:GR印务公司市场营销策略
I
MBA学位论文 作者:胡欣
GR印务公司市场营销策略研究
ABSTRACT
Since reform and opening, with the rapid economic development of Chinese society, Chinafs
printing industry has made great achievements, with a total of 4.8 billion Yuan from 1979 to 2011
soared to 867.7 billion Yuan, an increase of 180 times. Meanwhile, the entire printing industry
market situation is grim, as of 2011 the printing industiy enterprises dropped by 1.8%,printing the
number of employees decreased by 2.7% year on year, some printing companies to stop
production due to poor management, closed down. Within the printing enterprises of raw materials,
costs and burdens rising use of new technologies for micro-enterprises and small traditional
printing business impact is huge. Therefore,how to deal with the challenges, meet new
opportunities for development, has become the printing industry must seriously study.
In this paper, GR Printing Company study as an example,a collection of nearly a decade of
the company&39;s operating activities relevant information and data to marketing management theory,
quantitative analysis, qualitative analysis and case analysis, the company&39;s external,the internal
environment analysis, the company&39;s target market strategy, from product strategy, pricing
strategy, channel strategy, marketing strategy for the four aspects of the company&39;s marketing
problems, develop a realistic marketing strategy, the paper presents implementation of the
marketing strategy safeguards.
This study attempts to find the real development of GR Printing company viable marketing
strategy, and I hope other colleagues company has some reference value.
Keywords: GR Printing Company; Marketing; Tactics