| 服务逻辑的修正——基于价值创造的观点 |
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| 引用本文： | 克里斯廷&#;格罗鲁斯,姚亚男.服务逻辑的修正——基于价值创造的观点[J].天津商学院学报,2009,29(2):24-29. |
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| 作者姓名： | 克里斯廷&#;格罗鲁斯 姚亚男 |
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| 作者单位： | 克里斯廷·格罗鲁斯,Christian Grǒnroos(芬兰瑞典语经济与管理学院);姚亚男,YAO Ya-nan(中国人民大学商学院,北京,100872);韦福祥,WEI Fu-xiang(天津师范大学服务管理研究中心,天津,300387)
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| 基金项目： | 教育部人文社会科学研究规划项目，国家自然科学基金，天津师范大学服务天津市和滨海新区专项科研计划 |
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| 摘 要： | 采用理论分析和概念构建方法分别分析了基于消费者和基于供应商的服务逻辑以及价值创造，通过对交换价值和使用价值的探讨，首先明确了使用价值是价值创造的基础，顾客才是真正的价值创造者；其次指出企业采用服务逻辑可以参与到顾客价值生成过程当中，企业的市场提供物应该扩展到企业与顾客之间的互动，这样企业才能成为顾客价值的合作创造者；最后，提出了十个服务逻辑命题，以便为营销实践人员提供全新的视角理解顾客价值创造．为服务实践提供理论基础。
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| 关 键 词： | 服务逻辑 服务营销 价值创造 价值合作创造 |
Service Logic Revisited─View Based on Value Creation |
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| YAO Ya-nan,WEI Fu-xiang.Service Logic Revisited─View Based on Value Creation[J].Journal of Tianjin University of Commerce,2009,29(2):24-29. |
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| Authors: | YAO Ya-nan WEI Fu-xiang |
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| Institution: | Christian Groenroos, YAO Ya-nan, WEI Fu-xiang ( 1. Hanken Swedish School of Economies and Business Administration, Finland ; 2. Business School, Renmin University of China, Beijing 100872,China; 3. Service Management Research Centre, Tianjin Normal University, Tianjin 300387 ,China ) |
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| Abstract: | The paper makes a study of the meaning of service logic for consumption and provision by theoretical analysis and conceptual development. Firstly, value-in-use is the foundation of value creation, and the customer is the value creator. Secondly, adopting a service logic makes it possible for firms to get involved with their customers＇ value-generating process, and the market offering should be expanded to firm-customer interactions so that supplier can become the co-creator of value with its customers. Lastly, ten service logic propositions are put forward for marketers to understand customer value creation from a new perspective and to do service practice. |
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| Keywords: | service logic service marketing value creation value co-creation |
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