服务主导逻辑:互联网金融创新的基本框架——基于蚂蚁金服的案例分析

The Service-dominant Logic: Basic Framework of Internet Finance Innovation——Case study on Ant Financial Services Group

互联网金融行业日新月异,创新产品和服务层出不穷,越来越需要相关理论的指导和归纳。在文献梳理的基础上,结合互联网经济和共享经济的特征,构建"价值主张-价值共创-价值共享"为主线的服务主导逻辑框架,以解释互联网金融创新的"创新理念-创新行为-创新结果"过程。以蚂蚁金融服务集团为案例,探索其金融创新过程中的具体表征,进一步将服务主导逻辑的线性逻辑框架提升为循环逻辑框架,并从价值主张、价值共创、价值共享以及三者循环关系的角度提出了互联网金融企业创新发展的有益启示。

With the rapid development of internet finance industry,innovative products and services emerge in endlessly,we need more and more guidance and induction of relevant theories. On the basis of literature review,combined with the feature of internet economy and sharing economy,we will build ＂ value proposition,value co-creation,share value＂ as the main line of service-dominant logic framework,we can explain the process of the internet financial innovation concept which includes innovation,innovation behavior and innovation results. Taking Ant Financial Services Group as a case,to explore its specific characterization in the process of financial innovation,upgrading the service-dominant logic linear logic framework to the circular logic framework further,and put forward beneficial revelations of the internet financial enterprise innovation and development from the value proposition,and create value,value sharing and the relationship between their circulation.