Based on marketing and communication theory, a series of expected comprehensive issues in the transformation of traditional printing enterprises to cloud printing type were explored ranging from brand image communication, printing quality guarantee, service development, customer prospecting, distribution of channels and foundation of feedback mechanism between enterprise and customers. In the transformation, printing enterprises should integrate customers with the same or similar demands by using big data analysis to provide differentiated service to meet diverse needs of market segments. While guarantee the quality, cloud printing enterprises should also expand the scope of business and establish smooth feedback mechanism to survive the digitization era.