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可变数码印刷是按需印刷的一种,其实质就是在每份印刷品上印刷各不相同的内容,包括文字、数字、图片、条码(二维码)等。近年来,为应对新媒体的冲击,国外传统报业开始采用可变印刷技术,探寻商业模式创新,以提升采编、发行、广告业务的竞争力,而且已初见成效。然而,国内报业至今尚未采用这一技术,本文旨在介绍可变数码印刷在报业的应用,为报业印刷企业转型做好铺垫。
Variable digital printing is a kind of on-demand printing, and its essence is to print different contents on each printed matter, including words, numbers, pictures, bar codes (two-dimensional code) and so on. In recent years, in response to the impact of new media, foreign traditional newspapers have started to adopt variable printing technology to explore business model innovation in order to enhance the competitiveness of their editorial, distribution and advertising businesses and have achieved initial success. However, the domestic newspaper has not yet adopted this technology so far, this article aims to introduce the application of variable digital printing in the newspaper industry, paving the way for the newspaper printing enterprise transformation.