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1、DigitalprintingPhilGreenDigitalprintingiscurrentlythemostrapidlygrowingprintsector,andonewhichisopeningupnewpossibilitiesofshort-runcolorwork.Itisalsoenablingentirelydifferentrelationshipsbetweenthepurchaserandsupplierofprintedproductsandmakingpossibleallk
2、indsofnewproducts.Theconventionalprintingprocessesdescribedearlierinthischapterarematuretechnologies.Thetechnologicaldevelopmentoftheseprocesseswillcontinue,butwilltendtodeliveronlyincrementalimprovementsinperformance.Digitalprinting,bycomparison,isstillat
3、anearlystageinitsdevelopmentandwillcontinuetodeveloprapidly,openingupnewmarketsandmakingincreasinginroadsintotheconventionalprocess.Inthemediumtermatleast,itishighlyunlikelythatdigitalprintingwillentirelyreplacetheconventionalprocesses.Thisisfortwofundamen
4、talreasons:lThecostofcolorantsusedmakesunitpricestoohightocompeteonlongerruns;lModernprintingequipmentisdesignedaroundproductioneconomiesofscale,withhighspeeds,largeformatsandinlineprocessessuchasfoldingandcoating,anditwillbesometimebeforemanufacturersbuil
5、ddigitalpressesthatcancompeteonhighproductionvolumes.Thestrengthofdigitalprintingisthereforelargelyinshorterprintruns.However,theshort-runmarketisexpandingfastasprintrunsforalltypesofproductarefalling,andnewproductsaremadepossiblebyintegrateddigitalproduct
6、ion.Adirectcostcomparisonbetweendigitalandconventionalprintingmaynotberelevantineverycaseasdigitalprintingcanoftenprovideabettersolutiontoacommunicationproblem,addingvalueandgeneratingsavingselsewhereintheproductioncycle,forexample,inadministrationordistri
7、butioncosts.Thislogicalsoappliestotheprintbuyerswhenthinkingofincorporatingdigitalprintingintotheirownoperations,addingthemtotheirexistingdesignandprepressoperations.Totakeaexampleinretailing,instoreprintingfacilitieslinkedtoinstallandrunthanpurchasingfrom
8、externalsuppliers,butthemarketingbenefitsmayoutweightheadditionalcosts.Thepointatwhichdigitalandconventionalprintingbreakseventendstobeatarunlengthofaround1000copies(moreforblackandwhiteandlessforcolor).Runle
