台灣位處於亞熱帶氣候，空調已成為家家戶戶必備使用的產品，而空調產品主要可以區分為三大市場，包含：家用市場、商用市場及大型中央空調市場。本研究主要從中央空調產業生命週期中探討該產業之領先者與追隨者在該市場上之銷售策略之分析，其探討議題如下： (一) 探討追隨者與領先者對該產業之生命週期看法 (二) 探討追隨者企業在該領域上如何與領先者競爭 本研究經由選擇台灣中央空調產業的兩家公司進行深度訪談，並就議題進行探討得到以下結論。領先者若無法有效的進行防禦以維持現有的市場占有率，其仍會受到其他競爭者的競爭而受影響，特別是當其他競爭者透過併購策略、上下游的垂直整合、產品線的水平整合等方式，讓本身內部資源與能力上的提升時，將會影響領先者在市場上地位。 / Taiwan is in a subtropical climate where air conditioning has become essential for every household product, and can be divided into three major markets, including: residential, commercial and central air conditioning market. This study focuses on the central air-conditioning industry life cycle in Taiwan to further explores the leaders and followers of the industry by the market sales strategy analysis. The discussion topics are as follows: (A) To explore the followers and leaders of the industry from life cycle’s perspective; (B) Explore how followers can compete with leaders in the industry. The study selected two companies in Taiwan's central air-conditioning industry to conduct in-depth interviews and discussed the issues to get the following conclusions. Leaders who are unable to effectively defend themselves to maintain their existing market share, will be affected by competition from other competitors, especially when other competitors go through the mergers and acquisitions, vertical integration of upstream and downstream, product line level integration and so on so that their own internal resources and ability to enhance, will affect the leader in the market position.