服务主导逻辑的内涵与理论渊源探究

Research on the Connotation and Theoretical Origin of Service-Dominant Logic

摘要: 作为一种视角和心智模式，服务主导逻辑自2004年提出以来已经经过十几年的发展，并产生了丰富的研究成果。然而国内外仍缺乏对服务主导逻辑核心观点的系统性探讨，也未追溯其理论根源。这无疑会对其进一步发展产生不利影响。本文从服务、价值和资源，以及由此引申出的对交换内容、主体、地点和方式的界定着手，探讨服务主导逻辑的内涵，回答什么是服务主导逻辑的问题。从早期经济学家的观点和企业成长理论、核心能力理论以及资源优势理论，服务营销、关系营销、体验营销和消费文化理论，以及网络概念和制度思想等方面入手，阐释服务主导逻辑的理论渊源，回答为什么是服务主导逻辑的问题。以此为基础，本研究在结论部分重新梳理了服务主导逻辑的11个基本前提，并呼吁学者们在理论和实证研究方面做出更多的探索。

Abstract: As a kind of perspective and mindset, service-dominant logic has been developed for more than 10 years since it was proposed in 2004, and has produced abundant research results. However, little is known about its theoretical foundation, and we lack systematic understanding for the core point of service-dominant logic. Based on this research gap, this paper explores the connotation and theoretical origin of service-dominant logic, to lay the foundation of developing new theory, conducting new study, and to help managers change management idea, and then realize the goal of enterprises. To answer the question of “what is the service-dominant logic”, this study clarified core concepts of service-dominant logic (S-D logic), such as service, value and resource, by comparing with goods-dominant logic (G-D logic). To answer the question of “why is the service-do- minant logic”, this study explored the theoretical origin of S-D logic on the basis of economics, marketing, network concept and institutional thought. Finally, 11 foundational premises (FPs) of S-D logic and the direction for future research are discussed. Scholars can conduct more theoretical and empirical researches.