随着经济全球一体化的加速发展,信息的公开与透明化,跨国企业在中国的发展步

伐逐渐放缓。不但要担负同级别对手的各种策略而带来的竞争压力,还要面对国内同行

的快速发展而不得不绞尽脑汁,似乎大部分跨国企业在中国的处境突然之间变得四面楚

歌,腹背受敌。如今的中国市场,每天都在悄然的发生着巨大的变化,如何在全球化背

景下的中国市场持续发展,保持竞争优势,对于任何一家跨国公司而言,已变成函待思

考及解决的首要问题。而结合自身企业特点制定出适合中国市场发展的营销策略,保持

核心竞争力,则成为企业生存的关键。

与此同时,伴随着全球经济一体化的步伐,世界各国对于环境保护的重视程度也上

升到了前所未有的高度。紫外固化设备作为低能耗,无污染,高效率的代名词,近些年

在各行各业出现及提及的频率逐年提升。本文以跨国公司诺信(中国)有限公司紫外固

化设备市场营销策略为例,从当前的核心市场光学膜欧亿·体育（中国）有限公司作为切入点进行了深入的分

析。诺信公司旗下的各个品牌在全球范围内皆处于领先的地位,而作为紫外固化设备在

国内的推广却遇到了来自竞争对手,终端客户,以及自身市场定位及品牌推广的各类难

题。面对全球经济的变化多端,国内市场的快速发展,诺信公司必须深刻剖析自身的竞

争优势,优化营销策略,以获取更多的市场份额,加速诺信紫外固化设备成为欧亿·体育（中国）有限公司内的

领先者。

本文详细阐述了如何应用PEST理论,分别针对政治环境,经济环境,社会环境,

技术环境分析了光学膜欧亿·体育（中国）有限公司的整个外部环境,又采用五力模型对于诺信紫外固化设备的

内部竞争环境进行了细致的分析,进而通过SWOT分析法确定了诺信公司当前的优势,

劣势以及所面临的主要问题。在此基础之上,综合运用一系列的市场营销理论和分析工

具,就如何提升竞争力,扩大市占率提出了探讨和相关的改善建议,进而制定出以4P

策略为核心构架,如何针对光学膜市场拓展更加适合的市场营销策略,以及后续的实施

措施。希望能够对于诺信紫外固化设备在光学膜市场的发展,尤其是将来在整个中国市

场的发展,确立领先的地位起到积极的作用。

关键词:紫外固化设备;光学膜;营销策略

第II页
华东理工大学硕士学位论文

The Marketing Strategy Study of Nordson UV Curing Equipment

Abstract

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 of 4Ps 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.

Keywords: UV curing equipment; optical film; marketing strategy