景氣欠佳，顧客阮囊羞澀趨而減少開支，形成理性消費的市場，而企業為求突破困境與僵局，紛紛回歸至經濟循環的本質，去「搜尋顧客的需求」，找尋「顧客價值認知」之路，而建立顧客價值的「價值」不是以絕對金額的大小來衡量。「價值」最早在行銷領域中被提及，Levitt（1960）提出顧客導向觀點時認為產品取悅了顧客，並產生「價值」；而Kotler（1999）認為顧客價值是顧客對產品滿足消費者需求之整體能力的評價。 昔日傳統的「製造導向」演進至現今以顧客為中心的經營模式，使企業必須從現在的顧客關係中尋找增加附加價值與利潤的機會，以提升營運效率並吸引新顧客。本研究係以探索性研究方法，藉由個案公司在橡塑膠機械業經營成功的案例研究，提出傳統機械業者之經營策略，應以「服務行銷」取代傳統行銷，並歸納出「服務行銷」三構面 ─ 服務差異化、商品專業化與價值創新化，各個構面之實施與執行的作為，以為實務界之參考運用及學界後續研究的領域方向。 ;Economy is not good enough, the customer embarrassingly short of money hastens but reduces the expenses, form the market of rational consumption, and enterprises come back to the essence in the business in order to break through the predicament and deadlock. That is; “ search the customer’s demand “, the amount which “ customer’s perceived value “ is satisfied , but the ’ value ’ of setting up customer’s value is not weighed with the size of the absolute amount of money. ’ value ’ has been mentioned in on sale throughout the fielding most early, Levitt (1960 ) propose that the customer thinks while leading the view that the products have pleased customers, and produce ’ value ’; And Kotler (1999 ) thinks that customer’s value is the appraisal of the whole ability that the customer is satisfied with consumer demand for the products. The approach of market-driven has been gradually replacing the way of manufacturing-oriented, making the enterprises to increase additional value from the customer’s relationship. This research deals with the explorative case in the industry of plastic and rubber machinery. “Service Marketing” is consisted of three contents - Serve difference, goods specialization and value to innovate and creative, the implementation of each domain the trend globally.