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服務創新 
與設計 
×Ô
ØÔ 
The$History$of$Service0Dominant(S0D)$Logic$and$ 
What$is$Service$Design$ThinkingÔ
ÙÔ
ÚÔ 
20,000Ô 19,000Ô 
A0storeÔ B0storeÔ
ÛÔ 
19,500Ô
ÜÔ 
B0storeÔ 
19,000Ô 
A0storeÔ 
20,000Ô
ÝÔ 
B0storeÔ 
19,000Ô 
A0storeÔ 
幫你送貨及接線 
20,000Ô
ÞÔ
ßÔ
×ÖÔ
××Ô 
Service-GapÔ
×ØÔ 
附加服務 問題
×ÙÔ
1950sÔ 
Operant$Resources$ 
×ÚÔ 
「Resource」觀念的轉換 
1790s~1900Ô 
Operand$Resources$ 
靜態、且需透過操作或行為 
產生影響,才能得到「物質」 
(Stuff),稱之為被動式資源。 
(Lutch & Vargo, 2005) 
無形或動態的知識、技術 
與創新,可造成影響,稱 
之為主動式資源。
Resources$are$not;$they$become 
Everything-is-neutral-(or-perhaps-even-a-resistance)-un?l-humankind-learns- 
×ÛÔ 
what-to-do-with-it.-(Zimmerman,-1951)Ô
×ÜÔ 
APPLE-v.s-HTC-
×ÝÔ 
促銷 
功能 
展示 
Good$Dominant$Logic$(G0D$logic) 
以「交易」為主的思維!努力讓顧客擁有物品
×ÞÔ 
G0D$logicÔ 
1. The-purpose-of-economic-ac?vity-is-to-make-and-distribute-things-that-can-be-sold.-- 
2. To-be-sold,-these-things-must-be-embedded-with-u?lity-and-value-during-the-produc? 
on-and-distribu?on-processes-and-must-offer-to-the-consumer-superior-value-in- 
rela?on-to-compe?tors’-offerings.-- 
3. The-firm-should-set-all-decision-variables-at-a-level-that-enables-it-to-maximize-the-profit- 
from-the-sale-of-output.-- 
4. For-both-maximum-produc?on-control-and-efficiency,-the-good-should-be-standardized- 
and-produced-away-from-the-market.-- 
5. The-good-can-then-be-inventoried-un?l-it-is-demanded-and-then-delivered-to-the-consumer- 
at-a-profit.--
×ßÔ 
G-D logic的行銷方式 
企業「提供價值」,如產品特色、產品價格、促銷、品牌的意義 
4P’s 
Product 
Price 
Promotion 
Place
ØÖÔ 
何謂價值? 
Sell-Me-This-Pen-
Customers-do-not-buy-goods-or-services:-They-buy-offerings-which- 
Ø×Ô 
render-services-which-create-value.Ô 
Gummesson(1995,-pp.250Y51)Ô
ØØÔ 
TED演講
ØÙÔ 
價值?
ØÚÔ 
S0D$logicÔ 
1. Iden?fy-or-develop-core-competences,-the-fundamental-knowledge-and-skills-of-an-economic- 
en?ty-that-represent-poten?al-compe??ve-advantage.-- 
2. Iden?fy-other-en??es-(poten?al-customers)-that-could-benefit-from-these-competences.-- 
3. Cul?vate-rela?onships-that-involve-the-customers-in-developing-customized,- 
compe??vely-compelling-value-proposi?ons-to-meet-specific-needs.-- 
4. Gauge-marketplace-feedback-by-analyzing-financial-performance-from-exchange-to-learn- 
how-to-improve-the-firm’s-offering-to-customers-and-improve-firm-performance.--
ØÛÔ 
S0D$logicÔ 
因此,以服務為導向的市場策略是以「顧客為中心」,不只是顧客導向而已,更是 
要像顧客學習、適應他們獨特及動態的需求。 
Make-and-sellÔ 
Sense-and-RespondÔ 
Vargo--Lusch,-2007;-Haeckel-(1999)Ô
ØÜÔ 
G0D$Logic$ 
S0D$Logic$
ØÝÔ 
G-D Logic S-D Logic 
Goods Service 
Products Experiences 
Feature/attribute Solution 
Value-added Co-creation of value 
Profit maximization Financial feedback/learning 
Price Value proposition 
Equilibrium systems Complex adaptive systems 
Supply Chain Value-creation network/constellation 
Promotion Dialog 
To Market Market with 
Product orientation 
Ô 
Service-Dominant Logic 
(Consumer and relational) 
G0D$v.s$S0DÔ
ØÞÔ 
G0D$v.s$S0DÔ 
產品年代 
銷售產品 
重視競爭者 
標準化與品質 
1000人的市場調查 
重視管理(確定性) 
封閉式創新 
外包 
階層式架構 
供應鏈 
服務年代 
提供體驗 
重視顧客 
個人化 
10人的質性思考 
重視企業家精神(自信+不確定性) 
開放式創新 
參與 
合作的架構 
需求鏈 
Reference: Simon Clatworthy
Tradi?onal-manufacturers 
Ô 
Classic-service-companies 
Ô 
PÔ 
Product-Or-Service- 
Product-=-value- 
Service-=-costÔ
Tradi?onal-manufacturers 
Ô 
Classic-service-companies 
Ô 
SÔ SÔ 
PÔ 
SÔ 
Core-product-with-added-service- 
Product-=-value- 
Service-=-differien?a?onÔ
SÔ 
Tradi?onal-manufacturers 
Ô 
Classic-service-companies 
Ô 
Dividing-line- 
Is-becoming-less-clearÔ 
PÔ 
ProductYService-System- 
Product-+-Service-=-value-
ÙØÔ 
ProductÔ 
OutputÔ 
UseÔ CashÔ 
CustomerÔ 
ProductÔ 
OutputÔ 
UseÔ CashÔ 
CustomerÔ
ÙÙÔ 
PÔ 
ValueÔ 
SÔ OÔ 
short,-crea?ng-value-requires-the-simultaneous- 
design-of-product,-service-and- 
organiza?ons.Ô 
PSS-In-
ÙÚÔ 
Rolls0RoyceÔ 
Power-by-hoursÔ
SÔ SÔ 
PÔ PÔ 
SÔ 
PÔ SÔ 
EngineÔ Engine-+-Repair-partsÔ Power-
服務創新與設計_第二堂
Important-to-extend-the-life- 
of-the-engine-and-reduce- 
the-amount-of-repairs- 
requiredÔ 
Engines-more-intelligent-by- 
incorpora?ng-condi?on-monitoring- 
systems-to-detect- 
poten?al-problemsÔ 
Employee-being-ent-abroad.- 
External-partners.Ô
ÙÞÔ 
Service$Design$ThinkingÔ 
5-Principles-of-Service-Design-ThinkingÔ 
Service-- 
Designer- 
Customer- Stakeholder- Touchpoint- Service-Evidence- Period- 
UserYCentered- CoYCrea?ve- Sequencing- Evidencing- Holis?c- 
Service-- 
Provider-
ÙßÔ 
UserYcenter- 
The-Future-of-Publishing-
ÚÖÔ 
UserYcenter- 
United-Break-Guitar-
Ú×Ô 
CoYcrea?ve-
Sequence- 
ÚØÔ
ÚÙÔ 
Evidence-
ÚÚÔ 
Holis?c-
ÚÝÔ 
聯絡方式 
https://www.facebook.com 
0960-564-727 
bboygto@gmail.com 
請小組建立群組

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