随着中国经济的发展，人们对物质、生活水平的要求在不断提高，空调已经成为各 个家庭的生活必须品。加上温室效应的原因，全球气候逐渐变暖，空调的需求量也在逐 年增加。中国作为全球空调的制造中心，空调生产的集中度非常地高。很多企业为谋求 新的发展，已经开始向制冷细分领域扩张。例如，这两年新开拓的驻车空调、冷冻冷藏、 海鲜机等市场。近年来各个国家都在大力推广清洁能源的利用。太阳能作为取之不尽， 用之不竭的环保能源而倍受各国政府的青睐，都在积极展开太阳能的理论研究和实际应 用。光伏空调是直接将太阳能转化为电能供空调使用的空调系统，具备高效、节能、环 保的优点，市场上已经有很多厂家正在开发和推广光伏空调产品。 本文主要以美博公司为研究对象。通过详细分析企业现有的状况和营销现状来找到 企业营销方面存在的问题。为了打开光伏空调中东市场的销路，文中运用了 PEST 理论， 分析了中东市场的政治、经济、自然、技术的宏观环境；分析了竞争对手的竞争态势； 分析了企业在竞争中具备的核心资源和核心竞争力；最后，在 SWOT 理论的指导下分 析了企业存在的机会、挑战及企业具备的优势和劣势。通过以上详细的分析，同时搜索 和整理了行业内相关的数据，结合企业自身的特点，提出企业在中东光伏市场推广过程 中所面临的问题和成因。问题主要从营销战略（STP）和营销策略（4P）两大方向入手。 针对企业的实际问题提出可操作性的改善建议。 本文通过光伏空调中东市场的研究，以市场营销为视角，分析了中东市场的特点及 具体需求，为企业在其它市场的展开，从思路上和方法论上提供了参考意义。同样对从 事光伏空调的企业有一定的借鉴意义；对其它想介入光伏空调的企业有启事和参考意 义。 关键词，光伏空调 营销策略 4P 理论 中东市场II ABSTRACT With the development of China's economy, people's requirements for material and living standards are constantly improving. Air conditioning has become a necessity for every family. In addition to the greenhouse effect, the global climate is gradually warming, and the demand for air conditioning is also increasing year by year.As a global air conditioning manufacturing center, China has a very high concentration of air conditioning production. In order to seek new development, many enterprises have begun to expand into refrigeration subdivision field. For example, the newly developed parking air conditioning, refrigeration, seafood machines and other markets in the past two years. In recent years, every country is vigorously promoting the use of clean energy. As an inexhaustible and inexhaustible environment-friendly energy, solar energy has been favored by governments all over the world. They are actively carrying out theoretical research and practical application of solar energy. Solar air conditioning is an air conditioning system that directly converts solar energy into electricity for air conditioning. It has the advantages of high efficiency, energy saving and environmental protection. Many manufacturers are developing and promoting Solar air conditioning products in the market. This paper mainly takes Meibo Company as the research object. Through detailed analysis of the current situation and marketing status of enterprises to find the problems in enterprise marketing. In order to open up the market of Solar air conditioning in the Middle East, this paper uses PEST theory to analyze the macro-environment of politics, economy, nature and technology in the Middle East market; to analyze the competitive situation of competitors; to analyze the core resources and core competitiveness of enterprises in the competition; finally, under the guidance of SWOT theory, to analyze the opportunities, challenges and possessions of enterprises. Advantages and disadvantages. Through the detailed analysis above, the relevant data in the industry are searched and sorted out. Combining with the characteristics of enterprises themselves, the problems and reasons faced by enterprises in the promotion process of Solar market in the Middle East are put forward. The main problems are marketing strategy (STP) and marketing strategy (4P). In view of the actual problems of enterprises, some feasible suggestions for improvement are put forward. In this paper, the characteristics and specific needs of the Middle East market are analyzed from the perspective of marketing through the study of the Middle East market of Solar air conditioning. It provides a reference for enterprises to expand in other markets from the perspective of thinking and methodology. Similarly, it has certain reference significanceIII for enterprises engaged in Solar air-conditioning, and for other enterprises that want to intervene in Solar air-conditioning. Key words，solar air conditioning /marketing strategy /4P theory /The Middle East marketingIV 目 录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 第一章 绪论...............................................................................................................................1 1.1 研究背景及意义..............................................................................................................1 1.2 文献综述与理论基础......................................................................................................2 1.2.1 营销理论方面的研究................................................................................................2 1.2.2 国内外家电行业营销策略方面的研究....................................................................3 1.3 研究方法及研究内容......................................................................................................5 1.3.1 研究方法....................................................................................................................5 1.3.2 研究内容....................................................................................................................6 1.3.3 技术路线....................................................................................................................7 第二章 企业概况及营销现状...................................................................................................8 2.1 美博公司介绍..................................................................................................................8 2.1.1 美博公司发展经历....................................................................................................8 2.1.2 美博公司经营现状....................................................................................................9 2.1.3 美博公司组织架构....................................................................................................9 2.2 美博光伏空调营销战略现状........................................................................................10 2.2.1 市场细分现状..........................................................................................................10 2.2.2 目标市场现状..........................................................................................................11 2.2.3 市场定位现状..........................................................................................................12 2.3 美博光伏空调中东市场营销策略现状........................................................................13 2.3.1 产品策略现状..........................................................................................................13 2.3.2 价格策略现状..........................................................................................................15 2.3.3 渠道策略现状..........................................................................................................16 2.3.4 促销策略现状..........................................................................................................16 2.4 本章小结........................................................................................................................17 第三章 美博光伏空调中东市场营销环境分析.....................................................................18V 3.1 外部环境分析.............................