CONTENTSCHINESEABSTRACT……………………………………………………………………….1ENGLISHABSTRACT……………………………………………………………………….2CHAPTER1INTRODUCTION……………………………………………………………3CHAPTER2QRCODEANDQRCODEMARKETING(SM)……………………………42.1DefinitionofQrCode…………………………………………………………………..42.2CharacteristicsofQrCode……………………………………………………………...42.3QrCodeBusinessModel……………………………………………………………….62.4QrCodeMarketing………………………………………………………………………………....72.4.1ConceptofQrCodeMarketing……………………..……………………………………...72.4.2ThreeStrategiesofQrCodeMarketing……………………………………………….82.4.3CharacteristicsofQrCodeMarketing…………………………………………….........9CHAPTER3MARKETINGSTATUSANDPROBLEMANALYSISOFPRINTINGINDUSTRY3.1PrintingIndustry…………………………………………………………………....…103.2DevelopmentStatusofPrintingIndustryandQrCodeMarketing………………....…103.3ValuesofQrCodeMarketinginPrintingIndustry………………………………….…113.4ProblemsExistintheQrCodeMarketing……….………………………………………..…..12CHAPTER4CASEANALYSIS__PEKINGLIBRARYBUILDING……………………..144.1BriefIntroductionofPekingLibraryBuilding…………………………...……………144.2SpecificFormsoftheQrCodeApplicationinPekingLibraryBuilding………………14CHAPTER5QRCODEMARKETINGRECOMMENDATIONSINPRINTINGINDUSTRY5.1Recognizeandstrengthenthecontentadvantage………………………………………165.2UseQrCodeEffectively………………………………………………………………..165.3TraintheTargetCustomerBase………………………………………………………...165.4FocusOnControlofMarketSegments………………………………….………………17CHAPTER6CONCLUSION…………………………………………………………...…..18ACKNOWLEDGEMENTS……………………………………………………………………19REFERENCE...........................................................................................................................20摘要移动互联网的普及给我们的日常生活和商业带来了巨大的影响，二维码营销的兴起就是一个绝佳的证明：如今，二维码已经融入了普通人的生活，也为企业提供了一种全新的营销模式。对于印刷行业来说，将二维码印刷到纸质媒体上可以将潜在客户和消费者引入不受纸质限制的网络空间，让消费者能获得关于产品的更多信息，甚至能引导消费者直接在线下单。本文主要讨论传统纸质媒体在信息传播、自身销售推广等方面所存在的不足，通过与传统纸质媒体对比，以及结合目前二维码在印刷业的发展现状，分析其优劣势，取精去粕，从而探究印刷业中二维码未来的发展建议。关键词：二维码营销印刷业二维码创新新媒体AbstractThepopularityofmobileInternethasahugeimpactonourdailylife,esp.onbusiness.Theriseofqrcodemarketingisanexcellentproof:atpresent,two-dimensionalcodehasintegratedintothelifeofordinarypeople,providingallindustriesanewmarketingmodel.Fortheprintingindustry,printingtheqrcodeonprintmediacanintroducethepotentialcustomersandconsumersintocyberspacewithoutthelimitationoftraditionalpaper-basedmedia,sothatconsumerscangetmoreinformationabouttheproduct,orevenbestimulatedtoplaceanonlineorderdirectly.Theshortcomingsonthedisseminationofinformationandthesalespromotionofthetraditionalprintmediaaremainlydiscussedinthearticle.Comparedwiththetraditionalprintmedia,andcombinedwiththecurrentdevelopmentstatusofqrcode,thestrengthsandweaknessesoftwo-dimensi...
