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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。
Using theoretical analysis and conceptual construction methods to analyze the service logic and value creation based on consumers and suppliers respectively. Through the discussion of exchange value and use value, it is clear that use value is the foundation of value creation, and the customer is real Value creator. Secondly, it points out that enterprises can participate in customer value generation process by using service logic, and the market supply of enterprises should be extended to the interaction between enterprises and customers so that the enterprises can become the co-creators of customer value. Finally, Ten service logic proposition, in order to provide a new perspective for marketing practitioners to understand customer value creation, to provide a theoretical basis for service practice.