全球化市场中的美国印刷行业战略及竞争策略——美国印刷行业经济研究报告

Transitioning to Global Print Markets:Strategic and Competitive Implications for the United States Printing Industry

美国印刷业是全世界范围内最大的印刷业,无论其印刷品消费总量还是印刷产品产量均约占全球总量的1/3。在经济全球化大潮中,印刷业的全球化程度越来越高,美国与中国印刷业的关系越来越密切。未来几年中,中国将从目前作为美国的第二大印刷进口来源国上升到第一位。面对全球化竞争趋势,美国印刷行业将通过以下战略和策略来保持其竞争力:增加效率、降低成本并且缩短交货时间;增加高附加值服务的份额,与客户建立更坚实、更紧密的关系;改变可承接印刷批量的混合比例,使之更适于国际竞争;改变印品种类的混合比,向较少受到外来竞争的品种转移;增加直接和非直接出口机会;与国外企业合作,把合适的印品外包给成本更低或具有其他优势的国外印刷企业等。

The United States has the largest printing indus- try in the world. The total print consumption, or the total print production of the U. S. , is nearly 1/3 of the global figures. Printing is becoming more global in the globalization trend of the world economy. The trade relationship between U. S. print industry and the Chinese print industry is growing closer. The fact is that China is in the second position of the top import countries of origin at present and will become the first in the coming years. A range of strategic options is available for American printers to compete in the newly forming global print markets. These include： Increasing efficiency, driving down cost and decreasing delivery times; Increasing the share of value added services to build a stronger, closer relationship with customers; Changing the mix of run lengths to move into run lengths that are less impacted by global competition; Changing the mix of printed products to move away from products that are more susceptible to foreign competition and to move toward those that are less susceptible; Increasing direct and indirect export opportunities; and outsourcing appropriate print to printers in other countries with lower cost or other advantages, etc.