I
摘 要
近年来国内印刷行业的发展吸引了不少国际印刷强国的进入，印刷品平均
利润也因国内印刷企业兼并运动而逐渐下降，目前印刷企业间的竞争日益白热
化，这对应刷企业的生存与发展提出了巨大的挑战。此外，中国经济的强劲发
展和人民消费需求的多样化创造了较好地经济能力。印刷技术的进步及其同网
络技术、自动化的结合，以及印刷市场的扩大，这些都带给国内印刷企业带来
了很多有待开发的市场缝隙和潜在的市场机会。因为目前印刷市场整体呈多元
化与个性化发展趋势，个性化印刷、短版印刷和可变数据印刷在商业印刷中所
占的比例越来越大，印刷工业正阔步向数字印刷时代挺进，这些都为传统印刷
企业的可持续发展注入了新的血液。

本文通过对郑州 XX 彩印公司和众多竞争对手进行实地考察和调研，资料搜
集、数据分析、对比研究等方式，结合 SWOT 分析和相关国际市场营销理论知识，
制定了郑州 XX 彩印公司包装产品厂拓展国际市场的具体策略：一是产品与品牌
相结合，注重产品差异化发展的产品策略；二是强化与各国本地包装产品企业
合作的竞争互动策略；三是采用“推”“拉”相结合的多种促销策略；四是注重
代理商选择的重要性并重新定位渠道销售员与代理商的渠道策略;五是弹性价
格和分级定价的价格。从技术进步、人力资源、营销团队、经营理念等方面进
行详细分析。

关键词：郑州 XX 彩印公司；市场营销;国际市场Abstract
With the development of domestic printing industry, gradually declining print
average profit, international printing powers have entered the Chinese printing market,
China has been printing enterprise merger movement, each in the highly competitive
environment of printing enterprises are faced with enormous challenges; on the other
hand, the economic development of China strong, diversification of the improvement
of people's consumption level, consumer demand, the progress of printing technology
itself and with the network technology, the combination of automation, printing
market growth, all of these bring many domestic printing enterprises to develop niche
market and potential market opportunities:in the field of printing, the printing market
tend to be more diversified and personalized, the short version, personalized printing,
variable data printing printing occupy more and more proportion in the commercial
printing, the printing industry is striding to the digital printing era, which injected
new vitality for the traditional printing enterprise.
Firstly, environmental analysis, analysis of environment, the target market puts
forward new marketing mix strategy for the Zhengzhou XX color printing company:
one is the combination of product and brand, pay attention to the development of
product differentiation strategy; two is the price elasticity and grading and pricing
strategy; the three is to pay attention to the importance of agent selection and
reposition the channel sales and agent channel strategy; four is the use of push and
pull the combination of a variety of promotional strategy; the five is to strengthen
the cooperation with the local product packaging enterprises the competitive
interaction strategy. Finally discusses the implementation of security strategies from
human resources, business philosophy, marketing team, technical progress etc.
This research not only for Zhengzhou XX color printing company's marketing
strategy, but the Zhengzhou XX color printing company is representative in China
packaging industry, it faces in the international marketing of the common problems in
the domestic similar enterprises, therefore, this research to participate in international