在電腦科技與網際網路發展迅速的帶動下，促使各式新穎的零售型態快速引入市場，使得目前國人的消費行為產生相當大的改變。對於具有高度依賴性、高度客制化、應用領域廣泛以及技術演進快速等特性的網路通訊設備產業來說，現階段整體產業通路的競爭條件，已走向服務即時化的競爭型態，在目前以消費者需求導向的多重層次銷售通路環境中，網通設備產業對於滿足消費者期望的客戶滿意度水準，也相對代表著企業的競爭能力。因此，生產與銷售「小型與家庭化辦公室」SOHO用途的網路通訊設備業者的售後服務管理能力也成為消費者評價品牌價值的重要指標。

本研究主要是希望藉由管理策略大師麥克•波特Michael E. Porter (1985)競爭策略一書中所提的企業價值鏈模型架構，以及Parasuraman, Zeithaml and Berry (1985)所提出的服務品質概念原理，做為本研究的基本論述背景。並以在市場競爭環境中的產業特性，對於企業價值鏈組織中各項構面的交互作用進行交叉分析。同時探討現階段的整個產業環境，對於配合產品行銷活動相關的售後服務、保固維修、退貨政策與客戶滿意度的要求，進行較深入的研究與分析，以確認在當前的產業環境中，售後服務保固策略受到來自於產品、銷售、運籌與財務預算策略各方面的影響。最後對整個研究做出結論與建議，以提供相關業者與未來進行個案研究時的參考。

There were novel retail model of various types had been impelled to enter the market fast, and make sizable changes produced in compatriot’s consuming behavior at present, which was driven under the computer science and technology, internet development rapidly. With regards to the industrial characteristic of network communication apparatus is as high dependence, customization, extensive applications and fast technological evolutions etc, which competitive conditions have been moved forward to provide the competition type of just in time for service, and in the multiple levels of sales channel with consumer demand oriented that customer expected satisfaction level also signifies the competitiveness of enterprises for the industry of network communication apparatus nowadays.
Therefore, the important index of branded value assessment by the customer that the after-sale service managerial ability to the industry of SOHO network communication apparatus for producing and selling.

This research is mainly to hope following the model structure of enterprise value chain in competitive strategy book authored by Michael E. Porter (1985), and the service quality concept principle of PZB (1985), to be a basic discussion background of this research. And with the industrial characteristic in the market competitive environment, to take intersection analysis for the interaction of respective dimensions in the enterprise value chain. Probing into whole industrial environment of the present stage at the same time, for cooperate with products selling throughout the demands of after-sale service, guarantee maintenance, policy of sales return, customer satisfaction that activities correlated with, to carry out advanced research and analysis, to make sure the guarantee policy of after-sale service is influenced by the strategies of product, sales, logistics and finance in the industrial environment at present. And then make a conclusion and suggestion for whole research, to provide the case study and reference to a proprietor and research in the future.

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