Development status and trend prediction of the mos

Development status and trend prediction of domestic multicolor small offset press industry (VI)

2 Analysis of demand characteristics

everything has cause and effect, and there are also internal reasons for market demand. As an important production equipment of printing enterprises, the purchase reasons of multi-color small offset press mainly include: expanding production scale, improving production efficiency, reducing production costs, improving competitiveness and expanding business areas. According to the survey results of the printing and Packaging Institute of Huicong Industry Research Institute, the main reasons for users to purchase multi-color small offset printing machines are: expanding business detection classification: it can be divided into four aspects: improving the sensitivity of measurement, improving competitiveness, improving production efficiency and reducing production costs

to sum up the above reasons, we find that the demand of users for purchasing color printing equipment is rooted in the development of their existing businesses based on the principle of new environmental protection. With the rapid growth of color short edition rapid printing business, this kind of business accounts for an increasing proportion in the business of printing enterprises, which has been pointed out by experts. Printing enterprises need special equipment to complete this kind of business. The business characteristics of color short edition rapid printing determine that this special equipment needs to have the following characteristics:

☆ suitable for color printing, and the printing quality can meet the market requirements

☆ the printing is flexible and can adapt to the changes of content, format and technology

☆ the printing speed is fast and can meet the strict requirements on delivery time; Figure 11 reasons for users to purchase multi-color small offset printing machines

at present, the printing solutions of color short edition rapid printing business mainly include: monochrome small offset printing machine chromatic printing, large offset printing machine one-time forming printing, multi-color small offset printing machine one-time forming printing and digital printing

the traditional monochrome machine chromatic printing cannot meet the business needs in terms of printing quality and printing speed. For large offset printing machines, the start-up cost is relatively high, and the use of jigsaw printing will affect the delivery time. Digital printing, on the other hand, has a large amount of investment, high printing costs and a very narrow range of applications. Multicolor small offset press shows strong competitiveness in terms of printing quality, printing flexibility, printing speed and operating cost, and is undoubtedly the most suitable printing equipment at this stage

3. Analysis of user purchasing behavior

the occurrence of purchasing behavior is divided into several steps: demand generation, finding solutions, comparing alternative solutions and making decisions. The printing and Packaging Research Institute of the industry research institute investigated the purchasing behavior of users of multicolor small offset printing machines from the perspectives of information sources and decision-making factors

the channels for users of multi-color small offset printing machines to understand printing machinery and obtain industry information include: industry exhibitions, printing industry newspapers, friends/peers, printing industry stations, manufacturer salespersons, industry associations, etc. Through research, it is found that the four main sources of information for users of multi-color small offset press are: industry exhibitions, printing industry newspapers, friends/peers and printing industry stations

Figure 12 media contact of users of multi-color small offset press

when studying the purchase decision-making of users of multi-color small offset press, the decision-making elements mentioned by users include: ease of operation, printing quality, printing stability, printing speed, printing materials, operating costs, investment amount, investment recovery speed, adaptability to existing businesses and technological maturity. The analysis results show that the three main decision-making factors when users choose to purchase multi-color small offset press are: printing super energy-saving and emission reduction quality, printing speed and investment amount

in addition, printing stability, adaptability to existing businesses and operability are also important decision-making factors when users purchase

Figure 13 purchase decision-making elements of multi-color small offset press users

based on the comprehensive analysis of the above decision-making elements, we summarize the decision-making factors of users purchasing multi-color small offset press as the following four points:

☆ printing quality: it can meet business needs and adapt to future business development. Printing quality includes: print quality, printing speed, printing stability and adaptability to printing materials

☆ Investment: the investment amount is within the scope of the enterprise, and the investment recovery speed is fast

☆ operation cost: low consumables and maintenance costs, maintaining the price advantage of printing business

☆ after sales service: the equipment technology is mature, and the manufacturer's after-sales service is in place in time to ensure the normal development of business