抄録
Marketing structure for print buyers are going to shift to one to one from mass marketing. And print buyers expect to get higher response rate from their provided print promotion materials such as direct mail application. On the other hand, to meet the requirement from print buyers, print providers have to consider variable and personalization on the print promotion materials by using digital printing innovation. This paper investigates research report if using hybrid printing solution with inkjet technology would be one of effective differentiated strategies for commercial printing industry to survive, and give them certain direction and proposals from success case study.
