服务占优逻辑下物流服务创新的价值创造机理

The Value Creation of Logistics Service Innovation based on Service-Dominant Logic

随着服务经济的迅速发展和顾客需求的改变,物流企业必须从服务理念、内容与方式上进行创新,以实现物流服务的供需匹配,服务创新成为促进物流产业升级的重要手段。服务是企业实现利润和创造价值的重要源泉,应了解物流服务创新的价值来源并重构价值的生成路径,向顾客提供能够满足其价值生成过程的服务,这是物流企业创造竞争优势的关键。服务占优逻辑下的物流服务创新本质上是物流企业与顾客的合作"生产",创新思维在合作"生产"过程的各个阶段融入,顾客以不同的方式参与整个价值创造过程,在一次价值创造活动未完成之前,任何一类顾客的退出都有可能危及价值创造任务的完成。因此,物流服务创新的价值实现要着眼于促进物流服务创新的持续进行。其中,物流企业内部治理是价值创造的必要前提,资本承诺是共创价值活动的基础,组织整合是共创价值的关键。

With the rapid development of service economy and the changes of customer demand, the logistic enterprises should make innovation in the thinking, content and pattern of service to realize the match of logistic service supply and demand; service innovation has become one of the important means to promote logistic industrial upgrade. Service is the important source for the enterprises to realize profit and create value; the enterprises should understand the value source of logistic service innovation and how to recreate this value, provide the customers with service that can meet their requirement of value creation, which is the key for the logistic enterprises to gain competitive advantages. The nature of logistics service innovation based on Service Dominant Logic （S-D logic） is the cooperative ＂production＂ of logistic enterprises and customers; the innovative thinking has been integrated into every stage of the cooperative ＂production＂ process; the customers will participate in the whole value creation process in different ways; before the end of certain value creation activity, the quit of any type of customer may endanger the accomplishment of value creation. So, the value realization of logistic service innovation should focus on how to promote the continuity of logistic service innovation. The internal governance of logistic enterprise is the precondition of value creation; capital commitment is the basis of value creation; and organizational integration is the key of value creation.