I 中文摘要 产品饱和、红海市尝竞争激烈！随着全球变暖及制造工业的迅速发展， 家用空调制造在我国80年代开始得到了飞速发展。目前家用空调的市场竞争 异常激烈并达到白热化的状态，市场上同类公司数量大，且价格战不断，随 着家用空调的材料成本及人工成本的上升， M压缩机公司生产的旋转压缩机 市场面临的形式越来越严峻。如何开辟出新的空调市场来缓解生存压力？如 何提高生产效率并推进智能化产品？如何提升内部的运营效率来降低产品成 本？M压缩机公司急需制定相应的营销战略，改革迫在眉睫。 本文基于市场营销理论，以M压缩机公司为研究对象，探讨研究空调压 缩机市场在细分与产品营销策略上的优化。论文通过PEST与SWOT分析，全 面分析M压缩机公司所处的外部环境与竞争格局，剖析M压缩机公司生产空 调压缩机产品的现状与问题，从拓展海外市尝下沉二三线市场调整压缩机 产品结构、导入工业4.0和优化资金管理运转水平等五大方面提出优化策略。 关键词: 空调压缩机市场竞争；市场饱和；扩大营销策略 Abstract II Abstract With the rapid development of global economy and the global warming, the air conditioner of home life appliance market in China raised rapidly from 1980.But it have face the fierce competition in air conditioner of home life appliance, a lots of competitors , price war between competitors , new products from competitor, demographic dividend is disappearing , M Compressor company own problems, increasing material price ,decreasing the market needs of air conditioner, these are big problems for M company which producing rotary compressor for Air Conditioner. M compressor company should do innovation actions to solve the problems such as expand new market, change strategy. It is urgent to do these things. How to expand new market? How to upgrade product? How to smart manufacture? How to produce effectively? How to change company strategy? According to the research of expanding sales strategy of M compressor company, we analyzed M compressor company’s status, technical situation and the society, deep research its strength , weakness, opportunity and threat by PEST and SWOT. And I hope give them advice from these research and it can help M compressor company to make a best strategy for expanding market , more innovation product , “Smart manufacture” to solve the job-vacancy for operators. Keyword: Marketing Competition for Air Conditioner；Lead to reduce compressor needs; Expand Marketing Strategy 目录 III 目录 中文摘要 .................................................................................................................................... I Abstract .................................................................................................................................... II 目录 ......................................................................................................................................... III 第一章 绪论 ........................................................................................................................... 1 第一节 研究背景和意义 ............................................................................................... 1 一、选题背景 ........................................................................................................... 1 二、研究的意义 ....................................................................................................... 2 第二节 文献综述 ........................................................................................................... 2 一、国外研究现况 ................................................................................................... 2 二、国内研究现况 ................................................................................................... 3 第三节 研究思路及内容 ............................................................................................... 5 一、研究思路 ........................................................................................................... 5 二、研究内容 ........................................................................................................... 5 三、技术路线图 ....................................................................................................... 5 第四节 研究方法及创新 ............................................................................................... 6 一、研究方法 ........................................................................................................... 6 二、创新点 ............................................................................................................... 7 第二章 相关概念和理论概述 ............................................................................................... 8 一、市场营销整合理论 ........................................................................................... 8 二、市场营销分析工具（PEST&SWOT） ........................................................... 9 第三章 M压缩机公司市场细分与产品营销现况 ............................................................ 10 第一节 M压缩机公司概况 .......................................................................................... 10 一、M压缩机公司基本情况................................................................................. 10 二、M压缩机公司战略市场.................................................................................. 11 三、M压缩机公司主打产品及客户分布 ............................................................. 12 四、PEST分析 ....................................................................................................... 15 五、SWOT 分析及对应方案 ................................................................................ 16 第二节 M压缩机公司市场细分与产品营销策略存在的问题 .................................. 20 一、国内市场饱和，市场需求下滑 ..................................................................... 20 二、压缩机厂竞争者诸多 ..................................................................................... 21 三、人力&材料成本上升利润下滑 ...................................................................... 22 四、人才流失内部制度问题出现 ......................................................................... 23 第四章 M压缩机公司市场细分与产品营销方案 ............................................................ 24 第一节 海外市场细分 ................................................................................................. 24 一、东亚市场分析（11个国家） ........................................................................ 24 目录 IV 二、南亚市场分析（7个国家） .......................................................................... 25 第二节 二三线及偏远市场细分 ................................................................................. 26 一、二三线市场趋势 ............................................................................................. 26 二、偏远市场趋势 ................................................................................................. 26 第三节 差异化产品分析 ............................................................................................. 27 一、升级汽车空调压缩机 ..................................................................................... 27 二、升级移动空调小压缩机 ................................................................................. 27 三、升级中央空调涡旋压缩机 ............................................................................. 28 第四节 生产成本模式革新分析 ................................................................................. 28 一、互联网化 ......................................................................................................... 28 二、品质稳定化 ..................................................................................................... 28 三、生产效率化 ..................................................................................................... 29 第五节 资金成本运转稳定化分析 ............................................................................. 30 一、资金运转经验借鉴 .....................................................................................