服务主导逻辑（S-D Logic）对传统营销范式的突破 -市场营销专业

摘要

服务主导逻辑（S-D Logic）作为现代营销理论的重要范式转变，为传统营销理念提供了全新的理论框架。本研究以S-D Logic为核心，探讨其对传统营销范式的突破及其在实践中的应用价值。研究背景源于传统营销理论以商品和交换为中心的局限性，难以适应当前以顾客价值共创和服务体验为核心的市场环境。S-D Logic突破了传统营销中产品导向和交易导向的思维定式，强调服务作为基本单位以及顾客参与价值创造的重要性。这一范式转变不仅拓展了营销理论的研究边界，还为企业提供了更具战略性和动态性的营销策略指导。主要创新点在于明确了S-D Logic在理论体系上的独特贡献，并通过实证案例验证了其在数字化时代企业转型中的实际应用效果。研究结论表明，S-D Logic能够有效提升企业的顾客价值感知和市场竞争力，为未来营销理论的发展提供了重要方向。

关键词：服务主导逻辑；价值共创；资源融合；营销范式转变；顾客参与

Service-Dominant Logic (S-D Logic): A Breakthrough of Traditional Marketing Paradigms

英文人名

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Abstract

As an important paradigm shift of modern marketing theory, S-D Logic provides a new theoretical fr amework for traditional marketing concepts. This research takes S-D Logic as the core, discusses its breakthrough to the traditional marketing paradigm and its application value in practice. The research background stems from the limitation of traditional marketing theory centered on goods and exchange, which is difficult to adapt to the current market environment centered on customer value co-creation and service experience. S-D Logic breaks through the traditional product-oriented and transaction-oriented mindset of marketing, emphasizing the importance of service as a basic unit and customer participation in value creation. This paradigm shift not only expands the research boundaries of marketing theory, but also provides enterprises with more strategic and dynamic marketing strategy guidance. The main innovation point is to clarify the unique contribution of S-D Logic in the theoretical system, and verify its practical application effect in the transformation of enterprises in the digital era through empirical cases. The research results show that S-D Logic can effectively improve the customer value perception and market competitiveness of enterprises, and provide an important direction for the development of marketing theory in the future.

Keywords: Service-Dominant Logic；Value Co-Creation；Resource Integration；Marketing Paradigm Shift；Customer Participation

引言 1

一、服务主导逻辑的核心理念 1

(一)价值共创的理论基础 1

(二)从交换到互动的转变 2

(三)以顾客为中心的价值观 2

二、S-D Logic对传统营销范式的挑战 3

(一)商品导向与服务导向的对比 3

(二)营销4P模型的局限性分析 4

(三)新范式下的价值传递机制 4

三、S-D Logic在实践中的突破点 5

(一)企业角色的重新定义 5