(Content summary)In under the digital media advancement, the printing science and technology industry faces faced with the time reform.Nowadays the low price competition prints the Red Sea, the printing industry should coordinate the digital media time to carry on the reform, the innovation creates the new market demand, the variation gains the high quota benefit, coordinates the cross domain the strategy alliance cooperation, making to belong to the printing industry blue sea strategy. In under the digital media advancement, the printing science and technology industry faced with the time reform, the traditional labor force crowdedly with the technical background printing industry, already by the automation and the simple computer operation change, the jobholders also transforms from the passing work blue collar social class the technical surface the white collar class.In recent years, the massive professionals's investment, caused the printing technology and the equipment research and development has the significant breakthrough, but the technical promotion also created cost reduction, seizes questions and so on market share, massive dumping, causes vicious circle which the traditional printing industry fell into cuts prices to compete. 　

   　Prints Red Sea facing the nowadays low price competition, the printing industry should coordinate the digital media time to carry on the reform, the innovation creates the new market demand, the variation gains the high quota benefit, coordinates the cross domain the strategy alliance cooperation, making to belong to the printing industry blue sea strategy. Creation demand (Create Needs): 　　First must establish “the creation demand” concept.Understands the demand, the creation service, can develop the new printing produce market.The example, facing the global environmental protection consciousness promotion, the environmental protection has become the nowadays tendency, the printing science and technology industry also must be supposed the environmental protection demand to carry on the reform, therefore the environmental protection material, green printing, the carbon trail and so on the new demand and the service also breeds lives.Because these the market demand produces the new product and the service also provides the high profit. 　　

        In addition, the digital media, the high in the clouds technology and the network popularization, the change passing consumer's custom, leads the new business model and the service demand.The consumer longs for the multi-dimensional pipeline the service way, therefore the printing industry also from B2C, B2B, C2C to foundations and so on P2P satisfies the customer demand business model, like the multi-dimensional publication, the high in the clouds print (W2P), personalized printing, gather version printing and so on.These cross media service expanded the printing management domain, meets the customer need, the promotion enterprise main body competitive power, becomes the nowadays to print industrial the tendency. Creation difference (Create Differences): 　　Personalized and the increment product, the customer is willing to put in the high unit price purchase, has the variation competitive advantage with the traditional market product.In under the digital printing time, the printing science and technology industry should move towards the cross domain especially the cooperation and the conformity, and develops the printing product the difference, like the decoration material, the furniture, the 3C product, the object d'art duplication contour unit price product, further adds the value application, enhances the unit price and the creation profit.In brief, penetrates the cross domain cooperation, adds the value using the printing services to produce the guest to make the product, thus provides the printing product different superiority, satisfies the customer to print the product the demand, founds the new market. Strategy alliance (Create Alliances): 　　The printing industry moves towards the cross media, the cross domain and the conformity service, the printing industry should have the good strategy partner, only then may the conformity external resources, the creation competition printing product variation and the strengthened competitive power, like the dissemination information partner, the artistic economical partner, the printing publication union and so on.In addition, the printing science and technology industry may move towards the high tech industry service and the cooperation, like the monitor, the semiconducting material, the energy material, the medicine material and so on, no longer only are the downstream or the processing manufacturer, but is the strategy partnership which may research and develop together.

　　Under the change macroenvironment, the printing science and technology industry should take green printing, the cross media, the cross domain, the conformity service as a main axle, in creation printing product demand, creation printing product difference,under creation union's way, innovation printing science and technology industry development.