本文首先对美的品牌发展历程简要介绍，分析美的集团变革的必要性以及楼宇科技事业部在此次变革中的位置。其次，通过PEST分析法，对全国的政策、经济、社会以及科技环境做宏观分析。分析政策、竞争态势变化对于行业的挑战及机遇。再次，通过波特五力模型，对中央空调市场做竞争态势分析。通过竞争态势的分析，找出美的中央空调的竞争优势，同时对于竞争对手的挑战有更清晰的认识。从次，通过STP战略分析法，分析中央空调的有效细分市场，根据美的中央空调的特性选择适合美的重点拓展的细分市场。最后，通过4P营销策略的分析，结合所选择的重点拓展细分市场，选择适合美的中央空调的经销渠道策略，产品策略、定价策略以及促销策略。进而获得适合美的中央空调的整体市场营销策略。

Firstly, this paper briefly introduces the development of Midea brand, analyzes the necessity of Midea Group‘s reform and the position of Building Technology Business Department in this reform.Secondly, through PEST analysis method, macro analysis is made on the national policy, economy, society and scientific and technological environment. Analyze the challenges and opportunities to the industry from changes in policy and competition situation.Thirdly, through Porter‘s five forces model, the paper analyzes the competition situation of the central air-conditioning market. Through the analysis of the competitive situation, we can find out the competitive advantages of Midea Central Air Conditioning, and have a clearer understanding of the challenges of competitors.Fourthly, through the STP strategic analysis method, analyze the effective market segments of central air conditioners, and select the market segments suitable for Midea‘s key expansion according to the characteristics of Midea‘s central air conditioners.Finally, through the analysis of 4P marketing strategy, combined with the selected focus to expand the market segment, select the distribution channel strategy, product strategy, pricing strategy and promotion strategy suitable for Midea Central Air Conditioning. Then obtain the overall marketing strategy of Midea‘s central air conditioner.