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(3) Market Positioning of Digital Printing The market position of digital printing is on-demand printing and on-demand publishing. On-demand information services are a trend in the development of today's information industry. As an industry that provides graphic and textual product services, the printing, publishing, and packaging industries are also a very important part of today's information industry. Of course, they are also moving toward on-demand and personalized services. On-demand Printing and On-demand Pub-lishing are typical products of this kind of development.
Traditional printing is a kind of production method that meets the needs of the masses and wins with high quality and low prices. Its price advantage is achieved by increasing the number of prints, that is, as the number of prints increases, the cost of a single page continues to decrease. The root cause is the use of plates, and all plate-making costs are ultimately converted into each print. According to the specific plate-making method used, the decrease in single-page cost is not the same. The traditional PS plate process is slower because of the high plate-making cost. The cost of the direct plate-making process is relatively low, and the cost of a single page is reduced more quickly. Unlike traditional printing, digital printing is a production method tailored to individual needs. It depends on speed, variety, and satisfaction of different needs.
Digital printing does not require plate making, and there is no question of sharing the cost of the plate. Therefore, printing one, ten, one hundred, and ten thousand pages will not affect the cost of a single page. From the economic cost point of view, digital printing is positioned in the short-run printing market from zero to hundreds, thousands of categories. On the other hand, with the continuous improvement of technology and the emergence of a new imaging system, the cost of a single page of digital printing is also constantly decreasing, that is, its cost advantage is also moving in the direction of more prints, which makes traditional offset printing feel a Potential threats, worried about the market share being eaten. This has caused debate about whether digital printing will replace traditional printing, but in reality the problem is neither intuitive nor simple.
Judging from the relationship between printing quality and quantity, traditional offset printing is positioned in the field of large-volume, long-range, high-quality printing, digital printing is positioned in a small number (short version), and the quality is not too high. However, some situations have now occurred. Variety. Traditional offset printing is also developing in the direction of high quality and short printing. At the same time, the quality of digital printing is also increasing, and it is approaching the high-end offset printing level. In other words, the development trend of the two is the same, and they are approaching the same market area, namely the high-quality and diversified short-run market. This trend is particularly prominent and obvious in conventional (platen) offset printing, which uses direct platemaking, especially off-line platemaking technology, because the rapid increase in platemaking speed and the drastic reduction in cost make them adaptable to the short version. Market demand. However, whether or not these two kinds of printing will fall into the same field in the future, there are still essential differences between them. That is, traditional printing is aimed at mass-produced, mass-demand markets; digital printing is aimed at individuality. On-demand production market. Some people asked whether the emergence of digital printing will seize the traditional offset printing market?
In fact, it will not, because the emergence of digital printing will open up a brand new business opportunity. Its market is an on-demand market. This is an area that traditional offset printing cannot cover at all. Of course, it is undeniable that traces of digital printing will appear in many areas of traditional offset printing. Even some markets, especially hundreds of short-range markets (eg, fast printing, light printing, etc.) will become digital printing coverage areas. However, the greatest advantage of digital printing is not in these areas. Its most effective areas are the on-demand market, such as printing on demand and on-demand publishing. If digital printing is equivalent to fast printing or light printing, this cannot but be said to be a huge waste. (To be continued)
Digital Printing and Direct Imaging (II)
With the development of technology, in fact, as long as the area covered by the network, regardless of the distance, can realize the real-time transmission of products (digital files / pages), and print out according to the requirements of customers. Therefore, it can also be said that traditional printing is a production mode of “production and then salesâ€, and digital printing is a production mode of “reproduction and productionâ€. Therefore, once digital printing is combined with the Internet, it can build a global on-demand production and service system to meet the needs of the gradually developed and personalized printing and publishing market.