The Study On The Servitization Strategies Of Printing Enterprises

The growing prosperity in commodity economy has provided vast business opportunities as well as challenges for the printing industry. Promoted by the market economy, the domestic overall printing industry has developed relatively fast. The modern technology keeps marching relentlessly and the popularity of electronic products keeps enhancing. Under such circumstances, E-books, electronic magazines,the Internet and other printed alternatives has brought more and more severe challenges to the traditional printing industry. Double burden, namely stagnation of the market expansion and the transformation and upgrade of the printing industry, lies in the traditional printing industry. The flexibility in management and profit opportunities brought by the servitization is effective for the printing industry to release the burden from the business environment. Meanwhile, the printing industry is also expected to change their business philosophy and conduct the transformation strategies.The R printing company, a unit of the R group with 150-year history, has been chosen as the research object in this research. The current management situation and the on-going servitization strategies have been explained in this paper, while the discussion of the challenges and opportunities in the market competitions and transformation in the printing industry by concerning the development and market conditions of the printing industry have also been explored. By referring to the theories of the servitization and the Service Dominant Logic theory, it has summarized that it is the key for the R printing company to conduct the servitization strategies and transformation if it wants to gain competitiveness in the Chinese market.Besides, it has provided some references for domestic printing industry to implement the servitization and transformation strategies.There are six parts in this research:Part one: The introduction. In this part, it mainly introduces the research background,the research objectives, the research methods and the research framework.Part two: Literature review. Relevant studies of the servitization strategies of the enterprises are the main components of this part.Part three: Case description. In this part, it shows the background, development,current situation, facing challenges and opportunities of the R printing company in detail.Part four: Case analysis. Firstly, researcher uses the PEST method to analyze the macro-environment of the printing industry. Next comes to the use of the Porter’s Five Forces Model to analyze the main competitive forces in the market. Finally,researcher analyzes the self condition and the facing challenges of the R printing company.Part five: Solutions. Combining the characters of the demands and the development trend in the printing industry with the theories of the Service Dominance Logic,value-added services and the servitization of manufacturing industry, it discusses about the formulation and operation parts of the servitization strategies in the R printing company.Part six: The summary of the whole research.In general, the manufacturing servitization is a significant strategy for enterprises to be more competitive and upgrade the industry structure. As for this research, it is expected to provide valuable references for the domestic printing enterprises to enhance their value and implement the servitization and transformation strategies in theory as well as in practice.