Ⅰ
摘 要
近几年随着全国性电荒的逐步缓解及燃油、燃气价格的不断攀升，国内各地
的吸收式空调产品的销售都受到不同程度的影响，中央空调行业的市场占有率逐
年下降，这也导致了整个行业的业务结构发生了根本性的转变，传统的民用中央
空调项目数量大幅下降，而一般工业利用及工业余热利用项目逐年增加，此消彼
长，吸收式空调产品行业维持了稳步发展的趋势，
本文是以 4P 市场营销理论和工业品营销理论为基础，以开利公司华北市场
为主要研究对象，采取调查分析法和对比分析法，借鉴行业内竞争对手的成功经
验对开利公司华北市场的业绩下滑问题进行了全面深入的探讨。从宏观环境、公
司组织架构、人事管理、激励机制等多个方面剖析了各种作用因素，并以实际问
卷调查为基础，从产品，价格，渠道，促销等因素进行了评估。在此基础上，就
如何完善公司地营销策略提出了一系列建议，包括产品及价格调整，渠道管理完
善，机构调整，激励机制完善等。

本文希望通过对样本企业市场营销方面的问题分析及现实应对方法，不仅对
本企业及其它空调企业的产品发展及市场营销策略设计完善有所帮助，对其它行
业同样具有积极的借鉴意义。

关键词： 吸收式空调 开利公司 市场营销 策略完善Abstract
Abstract
In recent years, along with the power shortage easing gradually, and the petrol,
nature gas price rising continually, the absorption chiller sales is influenced a lot, the
HVAC market share decreases year by year, the traditional civilian project decreases
sharply, by comparison the industrial project increase a lot. Finally, the absorption
chiller market increase by a steady g trend.
This thesis base on 4P marketing theory and industrial product marketing theory,
by the survey analysis method and comparative analysis method, entirely and
thoroughly analyze the reason of absorption chiller sales decreasing. From the market
environment, organization construction, HR management etc. several aspects,
research and look for the factor that impact the sales, and base on actual survey in the
sales team and consultants, estimate all the factor influenced degree. And then give
some relative proposal about how to improve the marketing strategy, include product
and price change, the organization construction improve, the incentive mechanism
improve etc.
Through the above research and analysis about the marketing strategy, I hope it
can be as a reference for domestic HVAC enterprise on the product development and
marketing strategy design and improvement.
Keywords: Absorption Chiller, Carrier, Marketing Strategy, Improvement