| Printing e-commerce started in the United States in the late 1990 s,which is a sub-concept of web-to-print or printing on demand.A number of printing e-commerce giants have emerged in developed countries in the United States and Europe,such as Vistaprint,Cimpres,Cewe Color and so on.After it was introduced into China at the beginning of 21 st century,it first attracted the attention of listed printing companies,paper companies and Internet portals,and each of them set up several early domestic print ing e-commerce websites,such as lonprint.com,tushu.com and yxp.163.com,which provided personalized image customization such as photo books,desk calendars,mugs and mouse pads.Taking this as a reference,printing e-commerce websites of various names are constantly emerging,and the number once exceeded 400 in 2017.Then,after the survival of the fittest in the market,only 180 platforms are still in operation,and they continue to compete in the lim ited stock market,showing development modes such as self-operated production,single product explosion,joint franchise and ecological connection.However,problems such as difficult traffic acquisition,fierce homogenizat ion competit ion,weak creative design,and user experience to be improved are puzzling th e further development of domestic printing e-commerce.Firstly,this paper takes care of domestic printing e-commerce as the category of content industry,and provides ideas for studying the cultural and creative industry model of print ing e-commerce by analyzing three profit models of content industry in the digital age: knowledge realizat ion,content e-commerce and IP operation.Then,on the basis of analyzing the development history,current situation and predicament of domestic printing e-commerce,the paper puts forward some solutions: expanding the breadth and depth of service,integrat ing store resources and developing offline traffic;Integrate designer resources and provide accurate services;Intensive cultivat ion,making single products into explos ive products;Pay attention to the user experience and quickly iterate and upgrade;Cross-border integration,open up incremental markets.Finally,this paper takes Hucai as a case study and Artron,Lijia and other companies as auxiliary cases.From the perspective of content empowerment,it summarizes three cultural and creative industry models of domestic printing e-commerce: content of printing e-commerce,productization of printing technology and clustering of cultural and creative industries. |
