定位服务设计

Positioning Service Design

中文关键词: 服务设计  附加价值  核心主体  效率原则  意义原则

英文关键词: service design  added value  key competence  efficiency  meaning

中文摘要:

      目的 梳理服务设计的学科缘起及相关研究成果，从商业语境和设计原则两个维度界定不同的服务设计理念。方法 通过比较管理、经济和设计不同领域对服务作为管理手段、商品、设计对象的不同解读，理清服务设计的不同研究视角；通过回顾国内外服务设计的研究成果，分析服务设计研究和实践的困惑与瓶颈；结合案例，分析服务的不同商业定位和解读不同的服务设计原则，定位不同的服务设计理念。结论 当服务以产品的附加价值出现，并基于效率原则进行设计时，服务设计往往是针对相对稳定目标的服务加工；基于同样的原则，但以服务作为核心主体时，服务设计的主要内容常常是服务流程的再造；当服务设计的目标是创造意义，即便以产品附加价值出现，服务也将为产品增加功能属性之外的新的内容，重塑产品意义；当以意义创造为目的，全面创新服务体系时，服务设计是理念、商业模式和范式的转变。

英文摘要:

      To explain origins of service design; and to position service design in relation to both economic contexts and principles of design. Comparing views from economics, management and design, in order to understand service as goods, means for business success or subject of design; reviewing research and publications on service design, in order to understand challenges and emerging issues of service design research; using examples to illustrate different positons of services within different economic contexts, and to explain different principles used for designing services. When service is offered as added value to products and principle of efficiency is applied, it is delivering of prescript services; when service becomes core of businesses, and utilitarian principles are applied, it may become engineering services for efficiency and profitability. When creating meaning is the goal of service design, it may alter attributes of and add new meanings to existing products, or enter into a new paradigm of services that changes visions, structures and operations of organizations.