With the development of global economy and advancement of technology, the business model has been deeply evolved from goodscentered (G-D Logic) marketing in 1900s (Shaw, 1912) to a service-centered or service-dominant...With the development of global economy and advancement of technology, the business model has been deeply evolved from goodscentered (G-D Logic) marketing in 1900s (Shaw, 1912) to a service-centered or service-dominant (S-D Logic) marketing in the 21st century (Vargo, Lusch,2006). According to “Evolving to a New Dominant Logic for Marketing” published in Journal of Marketing by Vargo and Lusch in 2004, the concept of S-D logic brought forward a new idea in marketing as “Increasingly, marketing has shifted much of its dominant logic away from the exchange of tangible goods (manufactured things) and toward the exchange of intangibles, specialized skills and knowledge, and processes, which we believe points marketing toward a more comprehensive and inclusive dominant logic, one that integrates goods with services and provides a richer foundation for the development of marketing thought and practice.”展开更多
文摘With the development of global economy and advancement of technology, the business model has been deeply evolved from goodscentered (G-D Logic) marketing in 1900s (Shaw, 1912) to a service-centered or service-dominant (S-D Logic) marketing in the 21st century (Vargo, Lusch,2006). According to “Evolving to a New Dominant Logic for Marketing” published in Journal of Marketing by Vargo and Lusch in 2004, the concept of S-D logic brought forward a new idea in marketing as “Increasingly, marketing has shifted much of its dominant logic away from the exchange of tangible goods (manufactured things) and toward the exchange of intangibles, specialized skills and knowledge, and processes, which we believe points marketing toward a more comprehensive and inclusive dominant logic, one that integrates goods with services and provides a richer foundation for the development of marketing thought and practice.”
