近年來由於服務在各國經濟發展中的重要性與日俱增，許多原本以銷售產品為主要營收來源的公司，逐漸開始增加服務項目與種類的提供，使得服務營收的比重日益增高。這種產品公司「服務化」的現象，雖然為產品公司帶來新的營收，但也同時產生了前所未有的挑戰。過去的服務業研究，多由產品的觀點出發，認為服務能夠幫助產品的銷售。而剛開始萌芽的服務化研究，大多限於觀念的闡述，或僅著重於服務項目與內容的改變。如何能夠成功地進行服務化，是企業的一大挑戰。然而，過去的研究對此議題之著墨並不多。因此，本研究採用歷史方法來進行探索性研究，探討產品服務化時，關鍵成功因素為何。研究歸納出六項產品公司進行服務化的關鍵成功因素：(1)打破客戶對產品所有權的迷思與疑慮；(2)為客戶承擔責任以維持長期關係；(3)改變績效評估制度以確保服務人員之心態與能力；(4)妥善解決價值網中的利益衝突與矛盾；(5)與外部投資者充分溝通；(6)妥善處理並運用總體環境變動之影響。

As services played an ever-important role in the world economy lately, an increasing number of product-selling companies have started to expand their service business. Revenues generated from service offerings thus gradually account for a larger portion for these companies. This phenomenon of “servitization” brings new revenue sources for companies, but, on the other hand, creates tremendous challenges for product-based companies. Past services researches are typically based on a “product perspective”, viewing services as the means to enhance product sales. Emerging studies on “servitization” have focused on the concept clarification, or on the changes of service scope and contents, leaving strategic issues untapped. How a product can successfully “servitize” has never been fully scrutinized. In view of the above, the current study adopts historical methods to conduct exploratory study, endeavoring to investigate the key success factors of products’ servitization. The results find six key success factors of product servitization. First, the company needs to break its clients’ myth of product ownership. Second, the company has to bare more responsibilities for their clients. Third, the company must change their performance evaluation system to ensure service employees’ right attitude and capabilities. Fourth, the company needs to deal with conflicts of interests within the organization and among the value network. Fifth, the company has to communicate effectively with external investors to well-explain the new service business model. Sixth, the company needs to handle and leverage possible impacts of changes in the environment.