洞悉服务主导逻辑发展脉络——基于三方共引分析

Insight into the development of service-dominant logic studies based on tri-citation analysis

Vargo和Lusch于2004年提出了用以替代商品主导逻辑的新范式——服务主导逻辑。那么服务主导逻辑作为一种学术创业,其发展历程和发展现状如何呢?本文基于Vargo和Lusch在Journal of Marketing上发表的Evolving to a New Dominant Logic for Marketing一文,通过使用文献计量分析方法来揭示服务主导逻辑的演进轨迹。研究发现:服务主导逻辑作为一种营销概念,在'Business&Economics'领域发展迅速且广受关注,其核心概念已扩散至其他重要学科;从各阶段关键词共现网络可以看出服务主导逻辑经历差异化过程逐渐从传统商品主导逻辑中独立出来,并通过不断地发展完善获得了合法性,近年服务主导逻辑的研究方向已拓展至服务生态系统;最后我们探索了服务主导逻辑的知识基础,得到了服务主导逻辑核心概念、战略以及方法论三个主要社区。

In their paper Evolving to a new dominant logic for marketing published on the Journal of Marketing,Vargo & Lusch proposed a new paradigm as a substitute for goods-dominant logic,that is, Service-dominant Logic. To delve into the development history and current status of service-dominant logic as a kind of academic entrepreneurship,this paper utilizes the bibliometric analysis to reveal the evolutionary path of service-dominant logic. We find that service-dominant logic,as a marketing concept,develops rapidly in the field of "Business & Economics"and receives much attention, while its key concept has also expanded into other important disciplines. As revealed by keywords co-occurrence network in each period, service-dominant logic has experienced the process of resource integration and been gradually detached from the traditional goods-dominant logic. It has gained legitimacy through continuous development and improvement. In recent years,service-dominant logic has expanded into the service eco-system research. We further explore the intellectual base for service-dominant logic, and obtain three main communities of service-dominant logic, i. e. key concepts, other relevant theories and methods.