The Marketing Strategy Study Of Nordson UV Curing Equipment

The speed of economic integration is moving incredibly rapidly which happens never, as well as the information has been more open to all of the world, MNC have to slow down and is hard to move forward like usual. Besides of the original competition from outside of China, seems currently the stress from Chinese local competitors are getting critical. Chinese market changes every day, to figure out the how to keep the sustainable competitive advantage is coming to the most critical question to all of MNCs in China, and the key for the corporate to survive is working out the compatible marketing strategy in Chinese market.Meanwhile with the development of global economic integration, the focus on environmental protection is getting more serious as well. Low energy consumption, no pollution, high efficiency are coming to the signal of UV curing equipment. The focus in this paper shows the marketing strategy of Nordson China, and analysis started from the core market which is optical film market. Not like almost the brands under Nordson corporate are in the leading position of every market globally, UV equipment has been facing the competitive stress from competitors, customer demands, and positioning, branding promotion etc. Nordson has to analyze the competitive advantage, optimize the marketing strategy, acquire more market share to face the economic changes and rapid Chinese speed, as well as to be the leader in UV curing market.This paper shows how to analyze the macro environment of optical film market with PEST through political factor, economical factor, social factor and technological factor separately, then more detailed analysis on the inner competitive environment of Nordson UV curing equipment with the use of Five Forces Model. Besides, found out and defined Nordson UV with the strength, opportunity, threat and weakness, as well as the issues been facing. Based on the above research, analysis, and study, the more compatible marketing strategy with the base of4Ps theory for Nordson UV equipment in optical film Chinese market was bore, also the implementation and plan were worked out. Surely the paper is always expected to be the help of market promotion, getting more market share, being the leading position for Nordson UV curing equipment in optical film market in China in future.