服务营销范式的演进与创新初探

Exploration on the Evolution of Service Marketing Pattern and its Innovation

服务营销作为一门独立的学科正在迅速发展,而学术界对服务营销范式的研究却鲜有提及。本文基于库恩的科学范式理论,依据年代详细阐述了服务营销理论范式演进过程的三个阶段,并在科技变革引发服务营销理论范式危机的背景下,提出了服务营销范式的创新发展之见解。结论表明:服务科学是服务营销范式的发展方向,但不是对服务营销学的替代,只是服务营销研究范式上的革新与创新。

As an independent discipline, service marketing is development rapidly, but academic circles seldom make study on it. In my paper, I make a detailed illustration of three periods of pattern evolution of service marketing theory, and put forward an idea of innovation of service marketing pattern under the condition of crisis of service marketing theory caused by technological changes. It turns out that service science is the developing direction of service marketing pattern, rather than the replacement.