随着全球化的到来，中国的空调研发制造企业面临日益严峻的竞争环境。首先，中国 经济30多年来高速增长不再，民用空调产品需求增长放缓。其次，因为国内综合成本 过高导致部分制造业转移，工厂类的空调需求减少。而供给端，国内空调制造企业数 量众多，加之技术进步大大提高了生产效率，导致产能巨大；国外企业借助全球化机 会抢占了国内很大市场份额。在需求和供给形成剪刀差，中国空调产业呈现结构性产 能过剩的背景下，拓展境外国家市场，深耕细分市场，成了中国企业的选择。 TF公司是东莞市一家拥有自己研发和生产的空调企业。本文基于TF公司在孟加拉展开 业务为研究对象，分析了孟加拉国家对洁净精密空调的市场需求和趋势。并根据TF公 司实际销售业绩和服务情况，提出了孟加拉市场的营销问题和本文的研究论点。本文 根据收集的信息，运用营销管理，国际商务，战略管理等营销主要理论对TF公司的具 体问题作了系统的分析，采用SWOT(strengths, weaknesses, opportunities, threats)分析工 具研究TF公司孟加拉市场竞争态势，进而深入研究了市场营销策略，得出了研究结 论。 本文指出TF公司的孟加拉市场客户是工业产品的组织市场，提出产品专业化的多元细 分市场定位，分析出适用的市场营销差异化策略，包括差异化产品、差异化服务和差 异化销售。本文根据孟加拉的经济背景，以及孟加拉市场和中国市场产业匹配性特 点，提出并论证了TF公司在孟加拉市场采取带服务的洁净精密空调营销策略，在差异 化服务层面采取技术创新，多渠道销售，灵活的定价等策略。 本文在市场营销策略研究基础上，建议企业加强品牌推广，努力打造洁净精密空调细 分行业龙头品牌的企业战略。 关键词：洁净精密空调；组织市场；多元细分市场；差异化策略 II Abstract With the development of globalization, the economic enviroment of Chinese air conditioning enterprises are getting more and more difficult. Firstly, the growing speed of Chinese economy in the past 30 years has been slown down, as well as the demand of civil air-conditioning products. Secondly, because of the high cost in China, lot’s of facotries in manufacturing industry have been moved abroad, whichmeas the demand for air conditioning in factories has also been reduced. However, a huge amount of excess capacity is still existing on the supply side since there are a large number of local companies manufacturing air-conditioning devices, and the improving of production efficiency caused by technical advance. Foreign enterprises have seized a large share of the domestic market by globalization. Under this circumstance, to develop and dig overseas markets is a good opportunity for Chinese air-conditioning companies. TF Company is an air-conditioning enterprise with its own R&D department and production in Dongguan City, China. Based on TF Company's business in Bangladesh, this paper analyzes the market demand and trend of clean and precision air-conditioning in Bangladesh. And according to the real sales performance and service cases of TF Company, the specific situations belongs to Bangladesh market and the research points of this paper are raised up. Based on the collected information, this paper analyzes the specific problems that TF company has encountered, by using of marketing management theory, international business, and strategic management etc. In this paper, SWOT analysis tools are used to study the market competition situation of TF company in Bangladesh. Further, the marketing strategy is deeply studied and the conclusion is drawn. This paper points out that the marketing position of TF is the specific market with high level of technology requirement. The suitable marketing strategy should be focusing on advanced technology, products, service and selling. And, based on the economic condition of Bangladesh and the differences between Bangladesh market and Chinese market, this paper presents and demonstrates the marketing strategy of TF about selling clean and precise air- conditioning units with advanced customer service in Bangladesh. Besides, the strategies of technological innovation, multi-channel marketing and flexible pricing in differentiated service level are also disscussed in this paper. Based on the current marketing strategy, it is suggested to put more attention on brand promotion and building the leading position in specific markets.。。。。。。以下内容略