服务重塑:数字化如何弥合服务鸿沟?--基于“互联网+”医疗健康的探索性案例研究

Service reshaping:How does digitalization bridge the service divide?An exploratory case study based on“Internet+”healthcare

随着服务需求端新消费行为的催生以及需求个性化的不断觉醒,服务供给端的创新模式亟待被重构,以互联网为代表的深度数字化成为跨越“服务鸿沟”的新引擎.本研究聚焦于与“互联网+”趋势深度融合的医疗健康行业,选取厦门“医疗健康+互联网”和微医“互联网+医疗健康”的服务模式,系统探索了数字赋能下弥合服务鸿沟的服务重塑机制.研究发现:第一,服务鸿沟可解构为信息不对称、资源错配和数据孤岛三个层面;第二,基于数字赋能的服务重塑是弥合服务鸿沟的关键路径,并主要表现为服务设计重塑、服务传递重塑和服务交互重塑对服务鸿沟的弥合过程;第三,“医疗健康+互联网”和“互联网+医疗健康”的服务重塑机制分别遵循服务数字化逻辑和数字服务化逻辑,前者聚焦基于数字技术的服务主导逻辑及服务性质的转变,而后者关注基于数字技术的应用及创新性扩散.本研究最终所形成的理论框架,能够贡献于现有文献对于服务鸿沟弥合路径探寻不足所造成的理论缺口,基于数字赋能下服务重塑机制提炼出的服务数字化与数字服务化逻辑,进一步深化了对数字技术与服务化领域深度融合背后所蕴含理论规律的挖掘与探索.

With the emergence of new consumer behaviors and the continuous awakening of demand individua-tion on the service demand side,the innovation model of the service supply side needs to be reconstructed ur-gently.Deep digitalization represented by the Internet has become a new engine to bridge the“service di-vide”.This article focuses on the healthcare industry that is deeply integrated with the“Internet+”trend.It selects the service model cases of Xiamen“healthcare+Internet”and WeDoctor“Internet+healthcare”,and systematically explores the service reshaping mechanism that bridges the service divide based on digital em-powerment.The study found that the service divide can be deconstructed into three aspects:information asym-metry,resource mismatch,and data islands.The process of service reshaping based on digital empowerment is the key path to bridging the service divide,which could be mainly manifested in the reshaping process of serv-ice design,service delivery and service interaction.The service reshaping mechanism of“healthcare+Inter-net”and“Internet+healthcare”follows the service digitization logic and digital servitization logic respectively.Specifically,the former focuses on service-dominant logic and the transformation of the service nature based on digital technology,while the latter focuses on the application and innovative diffusion of digital technology.The theoretical framework finally formed in this article can contribute to the theoretical gap caused by the exist-ing literature on the path of bridging the service divide.The logic of service digitization and digital servitiza-tion,based on the service reshaping mechanism under digital empowerment,further deepens the exploration of the theoretical laws behind the deep integration of digital technology and service fields.