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） 印刷营销属于定制营销

(1) Printing marketing belongs to customized marketing

印刷是指大量复印原稿（或样品），属于定制化加工。它是印刷品生产过程中的***一道工序。这就决定了印刷商城的营销属于定制化营销，其是使产品反映顾客的意愿，而营销活动需要以买卖双方的协调为基础。

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） 客户群是复杂的，有不同的需求

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

根据以上各行业机构和各行业机构的需求分析，各行业机构和消费者的动机是不同的。基于不同的购买动机和目的，即使是同一类型的印刷材料，在质量、交货时间、等方面也存在很大差异，需要认真把握。

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） 对业务人员的技术知识要求更高

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

一般商品的销售人员只需了解其产品的特点和使用方法，印刷企业的销售人员则需要了解和熟悉印刷品的生产过程，以更好地满足用户的要求。

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.

印刷企业可能面临训练有素的采购人员（如包装材料需求量大的公司、定期或定期出版书刊的出版单位）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.

但要求他们了解相关的技术知识，以便更快更好地了解用户需求，并将用户需求准确地形成印刷加工指导（工程清单）。如果在销售人员和印刷加工之间增加技术人员，会增加用户的购买成本，包括重新连接和反复解释的时间和精力，从而降低客户价值。

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.