Talking about green printing marketing
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Can print marketing be linked to green? If there is green marketing, what should I do? The author has experienced books that China has shipped to a developed country, and was refused customs clearance because of the cover film. It has also changed the hot melt adhesive used in export journals to environmentally friendly. During the lecture, I also learned that a printing company took the initiative to test the gray-white board paper used for printing and exporting discs to a new environmentally-friendly cardboard. In fact, these are specific cases of green publishing/printing and green marketing. The author's general understanding of this is:
1. Green printing and marketing are the general trend. (1) Green environmental protection has become a human consensus and is reflected in a series of UN documents, organizations and actions. (2) The mandatory environmental protection regulations of foreign governments/organizations/international authorities have made foreign printing companies face rising green trade barriers and forced them to take green actions and continue to strengthen them. For example, 1) European and American countries passed the environmentally-related volatile organic solvent (VOC) laws around the 1990s, and continued to introduce new regulations to reduce the level of harmful substances in printed matter. 2) Chemicals prohibited by printed materials and pollutants containing hazardous materials are clearly defined in the US Amendment and Submission Treaty (SARA). 3) In 2010, ISO/TC130, a printing standards organization under the International Organization for Standardization, will study and formulate calculation methods for carbon footprint of printing enterprises. (3) The mandatory environmental protection regulations of the Chinese government and authoritative departments and related organizations have forced printing companies to take green actions. For example, 1) One of the main tasks of the 2010 Economic Work Conference proposed to strengthen economic work in 2010 is to strengthen the responsibility system for energy conservation and emission reduction, strengthen the construction of key projects for energy conservation and emission reduction, resolutely control new projects in overcapacity industries, and launch low-carbon economy. Pilot, strive to control greenhouse gas emissions, strengthen ecological protection and environmental governance, and accelerate the construction of a resource-saving and environment-friendly society. 2) In the report of the “Research on China's Carbon Taxation Issue” issued by the research group of the Ministry of Finance's Institute of Fiscal Science, it is proposed to levy a carbon tax within five years. 3) GB9685-2008 "Sanitary Standards for the Use of Additives for Food Containers and Packaging Materials", implemented on June 1, 2009, some inks are banned due to the inclusion of benzene. 4) GB/T10004-2008 "Plastic composite film for packaging, bag dry composite, extrusion compounding", implemented on August 1, 2009. Related to the printing industry is the need to abandon chlorinated polypropylene inks and switch to polyurethane inks. 5) GB23350-2009 "Restrictions on Overpacking of Goods - Food and Cosmetics", implemented on April 1, 2010. The printing industry must conduct research/tests on the suitability of new substrates. 6) GB/T18358-2009 "General Good Practices for Food Packaging Containers and Materials Manufacturers", implemented on December 1, 2010.
2. Environmental protection has become a new competitive field for brands. Active and advanced social responsibility such as emission reduction is a new and sharp competitive advantage for customers and the market. Since customers and the market have demand, then retaining large customers and reducing production costs is the driving force behind green initiatives. It can also be said that corporate social responsibility such as pollution reduction is one of the internal driving forces of enterprises at this stage. The sober and conscious enterprises must have overall planning, and the leaders of the Ministry of Science and Technology will visit the Beijing Printing Academy to guide their work, and they will be in line with the long-term strategy and match the target customers. This will make it possible to seize market opportunities and win in the fierce competition.
3. Green printing and marketing definition and operation Green printing enterprises refer to: correctly identifying the needs of society and customers for printed materials is green, promoting green products requires higher prices, production processes and products are harmless to the environment and people. Created by a green supply chain. Green marketing is to carry out the marketing-related parts of the above-mentioned green printing enterprises within the scope of marketing work, and to continue to innovate.
4, green printing marketing operations (1) green printing marketing strategy In the enterprise strategic choice (transfer) / product positioning (transfer), choose the green printing field. This is the basis and premise of green marketing. (2) Green printing marketing model 1) Cooperative marketing - extensive use of resources such as social sales personnel to reduce the number of sales personnel in the enterprise - to build a network connection model of various printing suppliers (independent, non-attributable), according to the task The combination is completed, and the best professional matching between the joint and printing tasks of printing and the printing ability is realized in a wide range of areas. 2) Lean marketing is in the process of handover with customers and the company, scheduling is compact, and various resources are reduced (manpower/time/ Waste of materials, etc. 3) Network marketing purchase and construction and use of large printing companies or third-party printing service network platforms for online printing transactions, such as printing, off-site printing, etc. (3) Active support during marketing negotiations / Cooperate with the customer's green actions (and at the same time, reject the non-green requirements of the customers we can identify). For example, actively support customers to use a variety of green designs/materials. 1) Try corrugated cardboard with less layers, micro corrugated cardboard, etc. 2) Use forest-certified paper, try new environmentally friendly paper such as recycled paper/synthetic paper/stone paper (4) Keep abreast of new green information in publishing and printing/ New products, and when marketing, take the initiative to introduce, it is recommended to adopt at the right time. For example, 1) Advocate short-wear mode That is, the contractual parties have agreed in advance that the number of orders is not exceeded, and the printing party does not have to make up the balance, and settles according to the actual number. Adopting this mode can speed up the book publishing speed, greatly reduce the huge waste of resources caused by the printing company's tail end, and benefit both sides. 2) Adopt the design of reducing residual solvent - to use multicolor for spot color - large area / shallow net is not designed The same layout 3) From the design of the book to improve paper utilization. 4) In the pre-press link - select applications and file formats with faster running speed and smaller capacity - remove the background color of the color image - use digital proofing / screen soft proofing / remote transmission 5) in the printing process - use water-based ink Soybean and other vegetable oil inks, UV inks and other environmentally friendly inks - use low-weight paper such as super calendered paper, quantitative 40-80 grams, commonly used 52-60 grams; can print 120 lines of images, the total dot area ratio to 240-260% is more suitable; the printing quality is between low-quantity coated paper and offset paper; the production cost is 15% lower than the low-quantity coated paper. 45-64 g reel supercalendered paper, with high opacity and high Gloss, can be used instead of light coated paper, to rotate printed journals - use lightweight cardboard, can fully recycle cardboard 6) in the post-press link - use water-based glazing, water-based sizing, glue-free laminating, cold stamping process - selection Environmentally friendly adhesives such as PUR hot melt/corn starch-based adhesives (5) promote green printing products that require higher prices And when appropriate were asking price and negotiate (6) to save material 1) placing an order clerk, minimize the number of Placing material 2) joint procurement of materials, purchasing green materials