Markets can be defined from different perspectives. For the printing industry, according to the different buyers, the market can be divided into personal consumption market and organizational market. Personal consumption market is purchased by individuals to meet the consumption needs of themselves or family members; organizational market is composed of various industrial and commercial enterprises, government agencies and various organizations, and its purchase is mainly based on its own business activities or the realization of related functions. Printing enterprises are mainly faced with organizing the market, which is quite different from the purpose of purchasing

（1） 印刷營銷屬于定制營銷

(1) Printing marketing belongs to customized marketing

印刷是指大量復(fù)印原稿（或樣品），屬于定制化加工。它是印刷品生產(chǎn)過程中的***一道工序。這就決定了印刷商城的營銷屬于定制化營銷，其重點(diǎn)是使產(chǎn)品反映顧客的意愿，而營銷活動需要以買賣雙方的協(xié)調(diào)為基礎(chǔ)。

Printing refers to a large number of copies of the original (or sample), belongs to the customized processing. It is a working procedure in the process of printing production. This determines that the marketing of the printing mall belongs to the customized marketing, whose focus is to make the products reflect the wishes of customers, and the marketing activities need to be based on the coordination between the buyer and the seller.

（2） 客戶群是復(fù)雜的，有不同的需求

(2) The customer base is complex and has different needs

根據(jù)以上各行業(yè)機(jī)構(gòu)和各行業(yè)機(jī)構(gòu)的需求分析，各行業(yè)機(jī)構(gòu)和消費(fèi)者的動機(jī)是不同的。基于不同的購買動機(jī)和目的，即使是同一類型的印刷材料，在質(zhì)量、交貨時(shí)間、價(jià)格等方面也存在很大差異，需要認(rèn)真把握。

According to the demand analysis of the above industry organizations and industry organizations, the motivations of industry organizations and consumers are different. Based on different purchase motives and purposes, even for the same type of printing materials, there are great differences in quality, delivery time, price, etc., which need to be carefully grasped.

（3） 對業(yè)務(wù)人員的技術(shù)知識要求更高

(3) The technical knowledge of business personnel is required to be higher

一般商品的銷售人員只需了解其產(chǎn)品的特點(diǎn)和使用方法，印刷企業(yè)的銷售人員則需要了解和熟悉印刷品的生產(chǎn)過程，以更好地滿足用戶的要求。

Sales personnel of general commodities only need to know the characteristics and usage of their products, while sales personnel of printing enterprises need to know and be familiar with the production process of printed products, so as to better meet the requirements of users.

印刷企業(yè)可能面臨訓(xùn)練有素的專業(yè)采購人員（如包裝材料需求量大的公司、定期或定期出版書刊的出版單位）或外行。

Printing enterprises may face well-trained professional purchasing personnel (such as companies with large demand for packaging materials, publishing units that publish books or periodicals regularly) or laymen.

但要求他們了解相關(guān)的技術(shù)知識，以便更快更好地了解用戶需求，并將用戶需求準(zhǔn)確地形成印刷加工指導(dǎo)（工程清單）。如果在銷售人員和印刷加工之間增加技術(shù)人員，會增加用戶的購買成本，包括重新連接和反復(fù)解釋的時(shí)間和精力，從而降低客戶價(jià)值。

However, they are required to understand the relevant technical knowledge, so as to understand the user's needs faster and better, and form the printing processing guidance (engineering list) according to the user's needs accurately. If we add technicians between the sales staff and the printing process, it will increase the purchase cost of users, including the time and energy of reconnection and repeated explanation, so as to reduce the customer value.