Research On Marketing Strategy Of Nordson Corporation

When the DELL company direct sales model obtained great success in the market, the academic and industries have increasely paid more attention to direct sales and channel sales. The double sales model including direct sales and channel sales has been a new sale model in the market. With the rapid development of information technology and Internet, although direct sales have brought great benefit for manufactures, there still exist several questions as following:(1) There is difficult for direct sales and channel sales that exist in the market, how to deal with conflict and make them coexist.(2) How to develop their own advantages, achieve the allocation of resources and maximize sales advantage.(3) How to avoid the internal friction.Through the sale models analysis of international and domestic companies, this paper discussed the development models of direct sales, channel sales and integrated marketing in the world companies, and proposed integrated marketing strategies based on direct sales and channel sales. The market behavior and strategies were analyzed, and the conflict management mechanisms were present. The inner sale relationship between industry, market, economy and company scale were decomposed, and the inner mechanisms of different sales models that promoting company development were revealed with related theories such as marketing, industrial economics, game theory, strategy management, et al. On the basis of investigation and theoretical analysis, the Nordson corporation direct sales, channel sales and integrated marketing behavior and development models are analyzed. The characteristics of the marketing mode in different regions and different environment of Nordson Corporation were investigated, including the reflection of different sales and the conflict solution. Finally, the integrated marketing strategies were proposed, which can provide a reference for Chinese middle and small companies.