數位印刷產業經營自有品牌之研究

A Study of Digital Printing Industries in Running OBM

印刷產業依技術、設備及市場供應而言，隨著科技的快速發展，都有大幅的進步，其中數位印刷因應印刷市場逐漸少量多樣化、精緻化及交件時間縮短之發展趨勢，數位印刷逐漸受到產業的重視。而面對提供服務之差異化降低，同質性過高導致產能過剩問題，如何影響數位印刷業者對經營自有品牌的重視度，以維持企業的永續經營，是本研究的目的。本研究採用文獻分析法整理得知現今數位印刷業者經營環境外，針對產業界實際的自有品牌經營情況、需求及願景等方面，採用問卷調查法做進一步的分析，找出數位印刷廠商經營自有品牌之關鍵決策因素，藉以推測數位印刷廠商經營自有品牌之架構。研究結果發現：經營自有品牌之轉型決策適用於所有不同公司規模的數位印刷廠商；經營者心理為主要影響數位印刷業者經營自有品牌之最重要因素，而數位印刷業者的經營方式多元，但不論在何種經營模式，網路的運用都會是不可或缺的工具；如何利用網路開拓新的客群，為經營自有品牌的一個發展方向。

With the advancement of technology, the digitalprinting industry has progressed significantly in terms oftechnology, equipment, and market supply. Among them,digital printing has become more and more important tothe industry. It is gradually diversifying and refining, withshortened delivery time. The purpose of this study is toexamine how digital printers can sustain their growth,by placing more emphasis on brand management, inthe face of reduced service differentiation and excessivehomogeneity leading to overcapacity. In this study,we used literature analysis to understand the currentbusiness environment of digital printing. We also usedquestionnaires to further analyze the practical situation ofown branding, including its demand and vision, in orderto find out the Key Decision Factor (KDF) for digitalprinters in brand operation, and their business framework.This study results found that the transformation decisionto operate a OBM is applicable to digital printers ofdifferent company sizes. Operators' psychology is thedetermining factor of brand operation for digital printers.As they continue to develop different modes of operation,the use of the Internet remains an indispensable tool,and how to use the Internet to create new customer baseindicates a new direction for OBM.