世纪之交,行销领域有一新趋势,即单靠个别的有形产品或无形服务,已难以创造出持续的竞争优势。换言之,在全球竞争越来越激烈的２１世纪,企业必须兼顾有形产品与无形服务,也就是实现有形产品服务化、无形服务有形化,才能创出佳绩。有形产品服务化二三十年前,电冰箱、洗衣机、电 At the turn of the century, there is a new trend in the marketing field that it has been difficult to create a sustained competitive advantage by relying solely on tangible or intangible services. In other words, in the 21st century where global competition is becoming more and more fierce, enterprises must strike a balance between physical products and intangible services, that is, to realize tangible products and tangible services in order to achieve success. Tangible products service twenty or thirty years ago, refrigerators, washing machines, electricity