Service Transition Based on Service-dominant Logic
|School||Huazhong University of Science and Technology|
|Keywords||Service-dominant Logic Service Transition Strategy Transition|
Global economic is changing to services economic, in this condition, the trend ofintegration of manufacturing and service is strengthening. Most enterprises improve theirservices based on service transition, not only can better identify and meet customers’needs, but also can form a differentiation competitive advantage. Therefore, this thesisstudies on service transition strategy to provide trajectories of strategy transition forenterprises aiming at increasing customer valve through service transition, and help evolvefrom basic services to integrated solutions.Firstly, on the basis of theoretical research about service strategy transitions bothhome and abroad, in this paper, I made a comprehensive acknowledge of service transition.Secondly, I revised the typology of service transition through the characters of service andcustomer added value in term of SDL. Next, a typology of service transition strategiesbased on service customization and added customer value was built. After that I proposedfour service strategies (reactive services、service partner、customer support and integratedsolutions). Based on the typology, two different trajectories of strategy transition wasconcluded. At the same time, a comparison was made between two trajectories via fourtypes of service transition strategies. Finally, take the case of Changsha EveningNewspaper Group to support the validation and present appropriate management adviceson factors having influence on service transition and developments in the future.