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1、DigitalprintingPhilGreenDigitalprintingiscurrentlythemostrapidlygrowingprintsector,andonewhichisopeningupnewpossibilitiesofshort-runcolorwork.Itisalsoenablingentirelydifferentrelationshipsbetweenthepurchaserandsupplierofprintedproductsandmakingpossibleal
2、lkindsofnewproducts.Theconventionalprintingprocessesdescribedearlierinthischapterarematuretechnologies.Thetechnologicaldevelopmentoftheseprocesseswillcontinue,butwilltendtodeliveronlyincrementalimprovementsinperformance.Digitalprinting,bycomparison,issti
3、llatanearlystageinitsdevelopmentandwillcontinuetodeveloprapidly,openingupnewmarketsandmakingincreasinginroadsintotheconventionalprocess.Inthemediumtermatleast,itishighlyunlikelythatdigitalprintingwillentirelyreplacetheconventionalprocesses.Thisisfortwofu
4、ndamentalreasons:lThecostofcolorantsusedmakesunitpricestoohightocompeteonlongerruns;lModernprintingequipmentisdesignedaroundproductioneconomiesofscale,withhighspeeds,largeformatsandinlineprocessessuchasfoldingandcoating,anditwillbesometimebeforemanufactu
5、rersbuilddigitalpressesthatcancompeteonhighproductionvolumes.Thestrengthofdigitalprintingisthereforelargelyinshorterprintruns.However,theshort-runmarketisexpandingfastasprintrunsforalltypesofproductarefalling,andnewproductsaremadepossiblebyintegrateddigi
6、talproduction.Adirectcostcomparisonbetweendigitalandconventionalprintingmaynotberelevantineverycaseasdigitalprintingcanoftenprovideabettersolutiontoacommunicationproblem,addingvalueandgeneratingsavingselsewhereintheproductioncycle,forexample,inadministra
7、tionordistributioncosts.Thislogicalsoappliestotheprintbuyerswhenthinkingofincorporatingdigitalprintingintotheirownoperations,addingthemtotheirexistingdesignandprepressoperations.Totakeaexampleinretailing,instoreprintingfacilitieslinkedtoinstallandrunthan
8、purchasingfromexternalsuppliers,butthemarketingbenefitsmayoutweightheadditionalcosts.Thepointatwhichdigitalandconventionalprintingbreakseventendstobeatarunlengthofaround1000copies(moreforblackandwhiteandlessforcolor).Runle
