Brand Strategy Of Shenzhen Arton Color Printing Co., Ltd.

Most of Chinese enterprises in the printing industry lack core competitive advantage. The homogenization among printing companies is serious.Our printing companies have been at the end of the global printing industry chain for a long time, which can not obtain the high additional value brought by technology and brand.Shenzhen Arton Color Printing Co., Ltd., Created in1993, has been revitalizing the national printing industry and developing the Chinese national culture for19years. It is committed to being the pioneers of the Chinese cultural industries of new economy, with constant pursuit of advanced science and technology and innovative management models. It offered comprehensive and integrated services for the Chinese art market, especially in the printing of Chinese art auction catalog, with possession of more than95%of the country’s market share.Shenzhen Arton Color Printing Co., Ltd., positioning itself as an artistic enterprise, evolved traditional printing industry into the cultural industry as the core of art digital assets, which is a successful innovation of business models. At the same time, as a means of integrating cultural and technology, brand strategy ofc can undoubtedly become a version of reform of the domestic printing industry. It is successful for Arton to transformate industry, innovate business models and upgrade art brands. This paper analyzed the success of Shenzhen Arton Color Printing Co., Ltd., combining with the corporate strategy theory. Arton’s success is a reference for many printing companies in China. The analysis of Arton’s development would help China’s printing industries to formulate development strategy.