傳統的印刷產業在走入二十一世紀之前，就已經發展成一個相當成熟的產業。在歐、美以及日本全力的投入發展之下，不論是硬體設備或者是軟體系統的完整性，都已經能夠滿足市場的需求，所以在世界各國的紙類生產的市場上，早就已經呈現高度蓬勃的發展，甚至已經造成供過於求的現象。近幾年來隨著世界各地對於環境保護及節能減碳的重視，再加上數位印刷逐步發展趨勢，投資UV數位噴繪印刷可以說是讓傳統印刷產業脫胎換骨的另外一個課題。傳統的印刷業者在進入UV數位噴繪印刷之後發現，原本在印刷生產技術上所累積的技術優勢不再如此重要，品質的高低完全取決於採購設備的等級，在爭奪市場大餅的過程中關鍵因素最重要是產品的多樣性、產品品質的高低以及行銷推廣手法的差異。
本研究的主要目的是希望能瞭解台灣UV數位噴繪印刷產業，對於行銷推廣方式的現況加以觀察及分析，對於台灣市場的未來性提出架構性的討論。研究者先與業界的專家學者討論之後，依照文獻探討內所蒐集關於推廣工具、消費者心理模式、五力分析、SWOT分析、行銷組合與企業競爭優勢歸納出相關問題，然後與產業內的廠商進行訪談與問卷調查。希望透過這樣的方式了解大部份業者目前的經營策略以及行銷推廣模式，再透過資料的分析及歸納，希望能夠在未來的市場需求上，提供業者在行銷推廣以及經營策略上一些相關的建議。
在傳統紙類印刷市場競爭白熱化、利潤消退的趨勢下，投資UV數位噴繪印刷產業是一個很好的選擇，在面對這個新的產業競爭的環境之中，如何提高企業的競爭優勢，同時採取有效的行銷推廣策略，將是業者未來在UV數位噴繪印刷發展的路上，重要的成功關鍵因素。研究者也希望透過這份研究提供給業者相關的參考。

Before 21th century, traditional printing has already become a very mature industry. Under full development of Europe, America, and Japan, either hardware equipment or quality of software system are qualified enough to satisfy the demand of the market. Therefore, paper production in every country has already been in a high blooming or even oversupply situation. In recent years, as the environment protection and carbon reduction are been highly respect, and development of the digital printing, invest in digital UV printing is an alternative for tradition industry to reborn. After having the skill of using digital UV printing, they found that the traditional skills in printing are not important anymore. The quality of printing are totally depends on the level of equipments. In the market competition, the key points are the variety and the quality of product and also the way to promote the product.
The purpose of this research is to know digital printing industry in Taiwan and focus on the way of promotion, analyze it, and propose a structural discussion of the future of the market in Taiwan. After discussing with the expert scholar related Researcher will collect promoting tools, consumer behavior, five forces analysis, SWOT analysis and discussion of marketing mix from recourses and conclude some questions related. After that, researcher will interview and make questionnaires for the companies in the field. Through this way, the researcher hopes to understand the management strategies and promoting mode of the companies. Moreover, through analyzing and induction, the researcher hopes to make some related advises of promotion and management strategies for the future market.
As the competition of traditional printing industry heat up and the reduction of the profit, invest in digital UV printing is a good choice. Under a new industry competition, how to elevate the competitive advantages and having effective promoting strategies will be the way for companies to develop digital printing industry. Researcher also hopes that this research become a reference for companies.

中文部分
曾光華、饒怡雲（2010），行銷學原理，二版，台北：前程文化。
吳奕慧、金百佳編譯（2009），Gary Armstrong and Philip Kotler原著，行銷管理，台北：台灣培生教育。
曾光華（2008），行銷管理概論—探索原理與體驗實務，二版，台北：前程文化。
曾光華（2006），行銷管理—理論解析與實務應用，二版，台北：前程文化。
鄭松福（2010），平台式UV噴墨設備購買決策過程研究，國立臺灣藝術大學圖文傳播藝術學系碩士在職班學位論文。
林奇慶（2009），臺灣引進噴墨彩色數位印刷機之可行性研究，世新大學圖文傳播暨數位出版學系碩士論文。
乃靜莉（2010），UV噴墨列印應用於磁磚之印刷品質特性研究，國立臺灣藝術大學圖文傳播藝術學系碩士在職專班學位論文。
陳綺貞（2011），台灣網路相簿影像實體輸出服務平台之行銷研究，世新大學圖文傳播暨數位出版學系碩士論文。
李芳齡譯（2012），Gary Hamel著，What Matters Now“現在，什麼才重要？”，台北：天下雜誌。
王慧琦 (2012)，談UV噴墨技術與發展趨勢，台北，設計印象雜誌。
網站部分
維基百科網站：
http://zh.wikipedia.org/zh-tw/%E7%B4%AB%E5%A4%96%E5%85%89
研華科技網站: http://www.advantech.com.tw
印東西網站:http://www.indcprint.com.tw
Rainbowzoom網站：http://www.rainbowzoom.eu/

英文部分
Aaker, D.A. (1989), “Managing Assets and Skills: The Key to a Sustainable Competitive Advantage,” California Management Review, 31, 91-106.
Michael E.Porter(1998)，“Competitive Strategy: Techniques for Analyzing Industries and Competitors”， Harvard Business School.
Harvard Business Press(2005)，“SWOT Analysis I: Looking Outside for Threats and Opportunities”， Harvard Business School.
Lawrence G Fine(2009)，“The SWOT Analysis: Using your Strength to overcome Weaknesses, Using Opportunities to overcome Threats”， CreateSpace Independent Publishing Platform; 1 edition.
Wayne D. Hoyer and Deborah J. MacInnis (Dec 23, 2008)，“Consumer Behavior”，Cengage Learning.
Leon Schiffman and Leslie Kanuk (2009)，“Consumer Behavior (10th Edition)”， Prentice Hall.
Frank Kardes, Maria Cronley and Thomas Cline (2010)，Consumer Behavior”，Cengage Learning.
Delbert Hawkins, David Mothersbaugh and Roger Best (2009)，“Consumer Behavior: Building Marketing Strategy”，McGraw-Hill/Irwin; 11 edition.
Dr Jim Porter (2011)，“How to perform your own SWOT analysis (Entrepreneurs Brief Guide)”.
Anja Bohm (2009)，“The SWOT Analysis”，GRIN Verlag.