Digital printing has become the focus of the development of the printing industry, promulgated by the State Press and Publication Administration, February 1, 2011 implementation of the "digital printing management approach" triggered the printer's attention and hot discussion. In the corporate digital printing direction of the transition, the management approach to the printing business what is the point? How has it been implemented since its release? This article invited Professor Wang Qiang from Hangzhou University of Electronic Science and Technology Press and Publication Institute, and Chen Jie, the chairman and general manager of Yan Zhiling Digital Printing Co., Ltd., to interpret this management approach.

In today's era of global digital information, Chinese printing companies are facing great opportunities and challenges in relying on modern digital technology and information technology to transform and upgrade their businesses. According to the strategic goal that various industries put forward in the "12th Five-year Development Plan" of the country to "make big powers forward to power", the State Press and Publication Administration proposed that during the "12th Five-Year Plan" China's publishing and printing industry should finish printing and publishing from the world Transformation and Transformation of Great Powers to Publishing and Printing Powers. The author believes that the Measures for the Administration of Digital Printing (hereinafter referred to as the "Measures") are the important laws and regulations promulgated by the state for "printing digital and digital printing" as a major project to promote the development of the modern media industry. They are both the construction and sustainable development of digital printing enterprises in China Legal protection is the basis for the protection of the rights and interests of digital printing companies and a precondition for the establishment and improvement of a fair competition environment for digital printing enterprises.

Meaningful

As we all know, governing the country according to law is our country's basic national policy and development guarantee. An industry's development and growth must have the relevant laws and regulations as a guarantee, the digital printing industry is no exception. In recent years, the rapid development of digital information technology provides digital printing equipment, not only for the traditional printing companies to bring a new digital printing technology, opening up new markets and space for development, but also to promote the talents in many fields to join the new The construction of the industrial mode and the continuous innovation of the new marketing mode have formed a new type of printing industry that is rapidly expanding. However, the original "Publishing Regulations", "Printing Industry Management Regulations" and related laws and regulations are unable to provide the digital printing industry with a scientific, rational and legal protection that is compatible with the development of the industry. It will bring some gray areas and Personality governance is not conducive to the healthy development of the digital printing industry. Therefore, the promulgation of Measures is a concrete manifestation of the important measures that the state supports the development of the digital printing industry, regulates the behavior of digital printing enterprises, and promotes the healthy development of the digital printing industry, as well as the embodiment of the concept of governing the country according to law.

The significance of the promulgation of the "Measures" by the state lies in defining the properties, equipment requirements, management methods, encouragement and support policies and measures of digital printing enterprises from a macro perspective, and clarifying the policy constraints, conditions and procedures for the establishment of digital printing enterprises from a micro perspective And methods, business scope, capital formation and approval requirements. At the same time, the digital printing business activities of the management and legal liability for the provisions. Therefore, it provides a fair competitive environment for domestic companies to participate in the establishment or development of capital and talent for digital printing enterprises. Reasonable policy guidance and clear constraints and norms eliminate the policy risks of establishment and operation of enterprises, and are beneficial to the digital printing industry. Health and sustainable development.

In the newly promulgated "Measures for the Administration of Digital Printing," clauses 4, 9 and 10 support digital printing enterprises, especially the transformation from traditional printing enterprises to digital printing enterprises. Among them, Article 9, 10 of the digital printing business license and support for the digital printing companies to rely on the modern Internet to build a digital printing network service platform to break the printing of the regional restrictions and increase digital printing companies to seize market Heights and The pace of high value-added products, enhance corporate profitability and sustainable development.

Promote change

The printing industry is a typical traditional industry that stretches for thousands of years. It is also an industry that constantly absorbs the continuous changes of advanced technologies, adapts to the needs of social development, and is full of vitality. After thousands of years of printing industry, the key to sustainable development is to continuously select and apply the most advanced technology to transform its own meaning and expand the development of the industry. In the era of digital information, the transformation from printing industry to digital printing industry is another new development leap.

In the new millennium, China began to evolve from "hard power" to "soft power." Culture is an important symbol of soft power. The carrier of culture and its transmission is the modern media industry and the printing industry. Both new technology and the new needs of its products "Printing digital and digital printing" as a major project of national development is a necessary historical choice. The state supports and encourages digital printing enterprises to adopt new technologies, develop new models and provide new services in three levels. One is to support printing enterprises to adopt digital technology, network technology and information technology to transform from traditional printing enterprises into digital printing enterprises, Construct the technological connotation and management mode of the enterprise, realize the digitization with the goal of all media products, realize the product and personalization with the digital printing, and realize the value-added of the enterprise with the product creative integration. The second is to support digital printing companies rely on digital network platform and digital printing technology to achieve product-oriented production and network marketing, product design and creative on-demand integration. The third is digital printing companies rely on the product of digital content, through content management and digital resource management, all media products and services to achieve value-added. At present, the domestic digital printing enterprises still lag behind the overall strategic thinking. They are in the initial stage of productization, and their knowledge and application are inadequate. They also need industry associations to lead the enterprises to integrate relevant resources of experts, marketing and management through consulting and training And industry-university-institute cooperation to reconstruct the business model and break through the bottlenecks such as lack of resources, unskilled technology, new concepts and poor products, relying on industrial policies and scientific and technological capital support can we truly achieve the goal of high value-added, all-media and product-oriented .

Conditions "quasi"

The Measures set forth not only the system requirements of the digital printing business license and the digital printing business scope but also the fixed floor production area of not less than 50 square meters and the registered capital of not less than 1 million yuan , More than one production-type digital printing presses, digital printing chain stores by more than 5 chain stores, chain headquarters registered capital of not less than 500 million basic conditions. All of these make it clear that the digital printing enterprises supported by the state are completely different from the so-called digital printing enterprises that traditionally print low-copy or fast-printing services, and those that support traditional books or packaging printing enterprises' capabilities, technologies and products The same level, and can replace these companies new printing companies. This threshold of access accurately clarifies the boundaries between digital printing enterprises and similar enterprises, strengthens the orientation and foothold of national policy support and industrial guidance, and lays the foundations for digital printing enterprises to become bigger, stronger, better performing and participate in international competition basis.

Relevant data show that the current use of digital printing technology, fast printing companies have about 70% of the registered capital of less than 1000000 yuan, as a whole are in business conditions and technology is not high, vicious competition continued, living space and lack of capacity for sustainable development The status quo, and then there is no certain conditions, there is no certain constraints, there is no certain guidance is difficult to form a unique business technology and innovative ability, it is difficult to have the core competitiveness of digital printing companies unhealthy, fast, high quality As a result, we are at risk of being eliminated at any time. This runs counter to the strategy of "strengthening". Therefore, the formulation of this basic condition is objective and in line with the current development needs of China's digital printing enterprises. In addition, the "Measures" specifically put forward the requirements of digital printing enterprises that they must adopt the production type digital printing press. The technical specifications of the production type digital printing press are being formulated by the National Printing Standardization Committee, which will give a very accurate definition and will The digital printing enterprise equipment selection provides scientific decision support and development guidance.

The promulgation of the "Measures" has opened a new stage in the development of the digital printing industry. Serious study, systematic thinking and scientific interpretation of digital printing industry will push the digital printing enterprises to go towards a standardized construction road and guide digital printing enterprises to a more scientific, more standardized and more Value-added direction of development, to promote digital printing companies to create high value-added digital printing a better tomorrow.