本研究以「從策略行銷觀點分析產業自動客製化設備成功因素——以天均科技為例」為題，旨在探討在台灣自動化設備產業中，新創系統整合商（System Integrator, SI）如何在技術成熟、競爭激烈的環境下，透過策略行銷思維與顧客成本管理，建立市場信任與永續競爭力。
研究採用 個案研究法（Case Study Method），以天均科技（TendChun）為主要研究對象，輔以次級資料、訪談與觀察，運用 商業模式畫布（Business Model Canvas, BMC）與 邱志聖（2020）提出之 4C 策略行銷分析架構，分別從企業運作與顧客交換成本兩個層面進行綜合分析。
研究結果顯示，天均科技的成功關鍵不僅來自技術實力，而是來自於對「顧客交換成本」的策略性管理與創新。企業透過以下四項行銷策略，有效降低顧客的決策與合作風險：
1.降低外顯單位效益成本（C1）：採取「低價插旗」結合高效能設計策略，創造性價比優勢並加速市場進入。
2.降低資訊搜尋成本（C2）：以教育式行銷與 3D 視覺化評估模式，減少顧客資訊不對稱與決策負擔。
3.降低道德危機成本（C3）：以延長保固、不滿意退機制度、ISO 認證及原廠背書，制度化信任關係並提升履約信心。
4.降低專屬陷入成本（C4）：透過開放原始程式碼、模組化設計與可移轉維運制度，解除顧客被鎖定的疑慮，建立長期合作的信任基礎。
本研究進一步發現，在客製化 B2B 市場中，道德危機成本（C3） 是最關鍵的成交因素。當企業能以制度化信任（Institutional Trust）取代口頭承諾時，即可大幅提升顧客採購意願。研究同時建構出「BMC × 4C 整合分析模型」，說明企業可藉由 BMC 確立價值創造邏輯，再以 4C 分析揭示顧客感知成本與信任形成機制，從而形成完整的策略行銷閉環。
綜上所述，天均科技的經驗顯示，降低顧客交換成本不僅能提升交易效率，更能創造持續的市場信任與品牌差異化。這也代表在產業升級與智慧製造的浪潮中，行銷的未來，不在於價格或技術的競爭，而在於信任的設計與成本的洞察。

This study, titled “A Strategic Marketing Analysis of Success Factors in Customized Automation Equipment Industry: A Case Study of TendChun Technology”, explores how a new system integrator (SI) in Taiwan’s automation industry establishes competitiveness through marketing strategy and customer cost management, rather than solely relying on technical advantages.
Using the Case Study Method, this research examines TendChun Technology as the focal case. Through interviews, field observation, and secondary data, the study integrates the Business Model Canvas (BMC) with Chiu’s (2020) 4C Strategic Marketing Framework to analyze how the company constructs value creation logic while systematically reducing customers’ total transaction costs.
The findings reveal that TendChun’s competitive advantage arises from its capability to lower customer switching and trust costs across four dimensions:
1.C1 – External Unit Benefit Cost: Low-price entry strategy combined with superior equipment performance to enhance perceived value.
2.C2 – Information Search Cost: Educational marketing and 3D simulation reporting reduce decision-making uncertainty.
3.C3 – Moral Hazard Cost: Institutionalized trust mechanisms, including extended warranty, unconditional return guarantee, ISO certification, and OEM endorsement, strengthen credibility.
4.C4 – Asset Specificity Cost: Open-source code policy, modular system design, and transferable maintenance ensure customer freedom and minimize lock-in anxiety.
The study further confirms that Moral Hazard Cost (C3) is the most critical determinant in B2B customized markets. When firms transform verbal trust into institutional trust, customer purchase willingness increases significantly. The integrated BMC × 4C Model developed in this study offers a theoretical and practical framework for analyzing value creation from both the firm’s and customer’s perspectives.

1.巫立宇 & 邱志聖 (2021)，銷售與顧客關係管理，第二版，新陸書局股份有限公司。
2.邱志聖(2020)，策略行銷分析：架構與實務應用，第五版，元照出版有限公司。
3. Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation. Wiley.
網頁參考資料
1. 天均科技官方網站（www.tendchun.com）