主要以B2B營銷方式的化工業是台灣重要的經濟支柱，然而隨著先進國家的科技發展優勢與新興市場崛起帶來成本的壓力，台灣化工業受到強烈的衝擊。現代化工企業為了要跳脫價格競爭紅海，除了追求產品差異化外，也追求服務差異化，企業試圖以提供「技術服務」，延伸產品以外的價值，來提高企業競爭優勢，並藉此提升顧客關係，作為行銷方式的一種。此外，額外服務的提供，使顧客對其產生信任與依賴，成為合作關係間的吸引力，這種吸引力能幫助企業維持與顧客的交易關係。
本研究藉由個案研究法與深度訪談法，以台灣一間大型化工原料生產商L公司為研究對象，透過訪談L公司的顧客，以了解L公司所提供的技術服務與顧客關係。研究結果發現技術服務能強化企業的市場競爭力，其中的技術資訊與市場資訊是顧客期待的產品附加價值，企業快速又有效的技術反應力能夠強化顧客的信任與依賴，而顧客的信任與依賴能在產品導入後維持穩定的交易關係。

Chemical industry, mainly through B2B marketing, is an important mainstay of the economy in Taiwan. However, with the advantages of technological development in advanced countries and the cost pressure from the rise of emerging market, Taiwan’s chemical industry that rely greatly on the global market has been hit hard. To escape the red sea of price competition, modern chemical enterprises are not only pursuing product differentiation, but also service differentiation. Enterprises are trying to provide “technical service” to extend the value beyond the products to improve their competitive advantage. Also, to enhance customer relationship as a way of business marketing. Furthermore, the provision of additional services makes customers trust and place reliance on their professional ability, and it becomes an attraction between cooperative relationships. This attraction can help enterprises maintain trading relationships with customers.
This study uses case studies and in-depth interviews, and takes L company, a large-scale chemical material manufacturer in Taiwan, as the research object. Through interviews with their customers to understand the influence of technical service provisions and customer relationships. The results indicated that technical services could strengthen the market competitiveness of enterprises. Technical information and market information are the added value that customers most anticipate. The rapid and effective technical response of the enterprises can strengthen the trust and reliance of customers, and they forge stable trading relationships.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 6
第三節 研究目的 9
第二章 文獻探討 10
第一節 化工業產業概況與發展趨勢 10
第二節 競爭優勢與價值行銷 11
第三節 技術服務 14
第四節 關係行銷與客戶關係管理 18
第五節 關係品質與服務品質 22
第六節 社會交換理論與企業關係的維持 23
第三章 研究方法 29
第一節 研究方法與設計 29
第二節 研究場域選擇與資料收集 31
第三節 研究倫理 35
第四章 研究發現與討論 37
第一節 技術資訊與市場資訊服務帶給客戶產品以外的價值 37
第二節 技術能力與技術服務能強化公司的市場競爭力 40
第三節 即時反應力與技術處理能力是技術服務的重點 44
第四節 技術服務對合作關係的維持 47
第五章 研究結論與管理意涵 52
第一節 研究結論 52
第二節 管理意涵 52
第三節 研究貢獻 55
第四節 研究限制與未來研究方向建議 57
參考文獻 59
附錄一 研究參與知情同意書 66
附錄二 採訪逐字稿 68

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