传统商业伦理在服务型企业的嵌入——基于六家“中华老字号”的扎根研究

The Embedding of the Traditional Business Ethics in the Service Enterprises:The Grounded Research Based on Six“China Time-honored Brands”

为了厘清传统商业伦理在服务型企业的价值,归纳特色服务的整合图示,本文遵循自然主义哲学方法论,运用扎根理论方法对来自不同行业、不同所有制、不同规模和不同资本构成的六家"中华老字号"的营销与运营进行了研究。研究提炼出了特色服务的构成元素和运营模式,并提出了四个研究命题和一个概念构型,在此基础上,与社会心理学和服务管理学的相关理论进行了对话。研究结果既能初步反映服务营销与管理的研究传统,又能初步刻画传统伦理所独有的商业价值形态,亦能给传统服务型企业的管理者带来启发。

In order to clarify the value of traditional business ethics,and reveal the integrated schema of the special service,this paper follows the naturalistic philosophical methodology,and uses the grounded theory method to research six ＂China Time-honored Brands＂,which are from different industries,of different ownership,different size and different capital structure.After this analysis,constituent elements and the operation mode of special service were identified.On this basis,four research propositions and the concept configuration were put forward to,in light of the relevant theories of social psychology and service management.It can roughly reflect the research tradition of service marketing and management theory,describe the commercial value form of unique oriental traditional ethics,and bring inspirations to the traditional service enterprise managers.