S-D Logic and Service Design Thinking
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This document discusses the history and concepts of service-dominant logic and service design thinking. It compares the traditional good-dominant logic focused on transactions and goods to the newer service-dominant logic focused on customer experiences and value co-creation. Service-dominant logic sees resources as dynamic capabilities rather than static goods and views customers and stakeholders as operant resources who can act on other resources to create value. The document also outlines five principles of service design thinking: user-centered design, co-creative design, sequencing touchpoints, evidencing services, and taking a holistic view of the customer experience.
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S-D Logic and Service Design Thinking
- 1. 服務創新 與設計 ×Ô
- 3. ÙÔ
- 4. ÚÔ 20,000Ô 19,000Ô A0storeÔ B0storeÔ
- 5. ÛÔ 19,500Ô
- 6. ÜÔ B0storeÔ 19,000Ô A0storeÔ 20,000Ô
- 7. ÝÔ B0storeÔ 19,000Ô A0storeÔ 幫你送貨及接線 20,000Ô
- 8. ÞÔ
- 9. ßÔ
- 10. ×ÖÔ
- 11. ××Ô Service-GapÔ
- 12. ×ØÔ 附加服務 問題
- 13. ×ÙÔ
- 14. 1950sÔ Operant$Resources$ ×ÚÔ 「Resource」觀念的轉換 1790s~1900Ô Operand$Resources$ 靜態、且需透過操作或行為 產生影響，才能得到「物質」 (Stuff)，稱之為被動式資源。 (Lutch & Vargo, 2005) 無形或動態的知識、技術 與創新，可造成影響，稱 之為主動式資源。
- 15. Resources$are$not;$they$become Everything-is-neutral-(or-perhaps-even-a-resistance)-un?l-humankind-learns- ×ÛÔ what-to-do-with-it.-(Zimmerman,-1951)Ô
- 17. ×ÝÔ 促銷 功能 展示 Good$Dominant$Logic$(G0D$logic) 以「交易」為主的思維!努力讓顧客擁有物品
- 18. ×ÞÔ G0D$logicÔ 1. The-purpose-of-economic-ac?vity-is-to-make-and-distribute-things-that-can-be-sold.-- 2. To-be-sold,-these-things-must-be-embedded-with-u?lity-and-value-during-the-produc? on-and-distribu?on-processes-and-must-offer-to-the-consumer-superior-value-in- rela?on-to-compe?tors’-offerings.-- 3. The-firm-should-set-all-decision-variables-at-a-level-that-enables-it-to-maximize-the-profit- from-the-sale-of-output.-- 4. For-both-maximum-produc?on-control-and-efficiency,-the-good-should-be-standardized- and-produced-away-from-the-market.-- 5. The-good-can-then-be-inventoried-un?l-it-is-demanded-and-then-delivered-to-the-consumer- at-a-profit.--
- 19. ×ßÔ G-D logic的行銷方式 企業「提供價值」，如產品特色、產品價格、促銷、品牌的意義 4P’s Product Price Promotion Place
- 21. Customers-do-not-buy-goods-or-services:-They-buy-offerings-which- Ø×Ô render-services-which-create-value.Ô Gummesson(1995,-pp.250Y51)Ô
- 22. ØØÔ TED演講
- 23. ØÙÔ 價值？
- 24. ØÚÔ S0D$logicÔ 1. Iden?fy-or-develop-core-competences,-the-fundamental-knowledge-and-skills-of-an-economic- en?ty-that-represent-poten?al-compe??ve-advantage.-- 2. Iden?fy-other-en??es-(poten?al-customers)-that-could-benefit-from-these-competences.-- 3. Cul?vate-rela?onships-that-involve-the-customers-in-developing-customized,- compe??vely-compelling-value-proposi?ons-to-meet-specific-needs.-- 4. Gauge-marketplace-feedback-by-analyzing-financial-performance-from-exchange-to-learn- how-to-improve-the-firm’s-offering-to-customers-and-improve-firm-performance.--
- 25. ØÛÔ S0D$logicÔ 因此，以服務為導向的市場策略是以「顧客為中心」，不只是顧客導向而已，更是 要像顧客學習、適應他們獨特及動態的需求。 Make-and-sellÔ Sense-and-RespondÔ Vargo--Lusch,-2007;-Haeckel-(1999)Ô
- 27. ØÝÔ G-D Logic S-D Logic Goods Service Products Experiences Feature/attribute Solution Value-added Co-creation of value Profit maximization Financial feedback/learning Price Value proposition Equilibrium systems Complex adaptive systems Supply Chain Value-creation network/constellation Promotion Dialog To Market Market with Product orientation Ô Service-Dominant Logic (Consumer and relational) G0D$v.s$S0DÔ
- 28. ØÞÔ G0D$v.s$S0DÔ 產品年代 銷售產品 重視競爭者 標準化與品質 1000人的市場調查 重視管理（確定性） 封閉式創新 外包 階層式架構 供應鏈 服務年代 提供體驗 重視顧客 個人化 10人的質性思考 重視企業家精神（自信+不確定性） 開放式創新 參與 合作的架構 需求鏈 Reference: Simon Clatworthy
- 29. Tradi?onal-manufacturers Ô Classic-service-companies Ô PÔ Product-Or-Service- Product-=-value- Service-=-costÔ
- 30. Tradi?onal-manufacturers Ô Classic-service-companies Ô SÔ SÔ PÔ SÔ Core-product-with-added-service- Product-=-value- Service-=-differien?a?onÔ
- 31. SÔ Tradi?onal-manufacturers Ô Classic-service-companies Ô Dividing-line- Is-becoming-less-clearÔ PÔ ProductYService-System- Product-+-Service-=-value-
- 32. ÙØÔ ProductÔ OutputÔ UseÔ CashÔ CustomerÔ ProductÔ OutputÔ UseÔ CashÔ CustomerÔ
- 33. ÙÙÔ PÔ ValueÔ SÔ OÔ short,-crea?ng-value-requires-the-simultaneous- design-of-product,-service-and- organiza?ons.Ô PSS-In-
- 35. SÔ SÔ PÔ PÔ SÔ PÔ SÔ EngineÔ Engine-+-Repair-partsÔ Power-
- 37. Important-to-extend-the-life- of-the-engine-and-reduce- the-amount-of-repairs- requiredÔ Engines-more-intelligent-by- incorpora?ng-condi?on-monitoring- systems-to-detect- poten?al-problemsÔ Employee-being-ent-abroad.- External-partners.Ô
- 38. ÙÞÔ Service$Design$ThinkingÔ 5-Principles-of-Service-Design-ThinkingÔ Service-- Designer- Customer- Stakeholder- Touchpoint- Service-Evidence- Period- UserYCentered- CoYCrea?ve- Sequencing- Evidencing- Holis?c- Service-- Provider-
- 41. Ú×Ô CoYcrea?ve-
- 42. Sequence- ÚØÔ
- 43. ÚÙÔ Evidence-
- 44. ÚÚÔ Holis?c-
- 45. ÚÝÔ 聯絡方式 https://www.facebook.com 0960-564-727 bboygto@gmail.com 請小組建立群組