近年來，消費性電子發展迅速，全球競爭日趨激烈與白熱化， IC的銷售原本以技術為主導的商業模式有逐漸轉變為以服務與體驗的趨勢。然而，消費性電子行銷與一般消費市場行銷存在著差異。比起消費市場行銷，工業行銷更需要透過科技導向服務的鏈結與合作營造無所不在的服務，產品與服務更是難以分割。故本研究以任職的P公司為例，以提供客戶之服務流程探討服務體驗。研究透過服務流程之現況拆解及服務對象的反饋探討IC代理商在競爭激烈的環境下，提升服務流程的效率，進而以服務優勢戰勝價格優勢，如何讓客戶了解產品價值、提供客戶解決問題方案、使客戶滿意與忠誠提高，都是銷售成功與否的關鍵。

In recent years, rapid development of consumer electronics and the increasingly fierce competition in the global market have gradually transformed a technology-based IC sales model into one that is service and experience-oriented. However, there is an underlying distinction between consumer electronics marketing and normal marketing. Compared to consumer marketing, industrial marketing relies even more on a tight network and cooperation in technology-oriented service in order to create an omnipresent service. It is difficult to separate the product and its related service. This study attempts to explore the service experience through the process of service provision to customers for case company P. By analyzing the current situation in the service process and feedbacks from service recipients, this study explores the improvement in the efficiency of service process in a fiercely competitive environment, overcoming price advantage with service advantage, allowing customers to understand product value, providing customers with solutions, and increasing customer satisfaction and loyalty, which are the key to successful sales.

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