目的 从经济学的视角解读服务设计的战略本质,以帮助设计师更好地在服务设计过程中运用设计思维构建微观场景体验和规划宏观战略,从而实现更高层次的价值创造作用。方法 首先,借用经典名画《清明上河图》中描述的市井生活场景,阐明服务业由来已久的事实,从时间维度上打开理解服务业和服务设计的新的视角;其次,分别分析消费端需求和服务供给能力的层级,并展开讨论二者相互牵引所带来服务创新升级的驱动力;最后,结合对服务业、服务设计、需求层次、供给能力等概念的解析,从服务设计内容特征、服务商品的整体解决方案特征、组织的主体作用等方面解读服务设计的战略本质。结论 需求层级和服务提供商供给能力相互牵引,不断地打破原有的供需平衡,推动服务业和服务设计的创新升级。服务设计的内容本质是组织和行为的设计。理解服务设计的内容本质和组织的主体作用既是设计思维在更高层次发挥价值创造作用的理论基础,也是设计师成为战略决策者的前提。
Abstract
The work aims to interpret the strategic essence of service design from the perspective of economics, so as to help designers better use design thinking to build micro situational experience and plan macro strategies in the process of service design, thus creating higher level of values. Firstly, the scene of urban life described in the classic painting "Riverside Scene at the Qingming Festival" was used to clarify the fact that the service industry had been around for a long time and open up a new perspective to understand the service industry and service design from the dimension of time. Then, the levels of needs and serviceability were analyzed, and the driving force of service innovation and upgrading brought about by their mutual traction was discussed. Finally, combined with the analysis of the concepts of service industry, service design, need level and supply capacity, the strategic essence of service design was interpreted from the aspects of service design content characteristics, overall solution characteristics of service goods and the main role of organizations. The need level and the supply capacity of service providers are mutually pulling, constantly breaking the original balance between supply and demand and promoting the innovation and upgrading of service industry and service design. The essence of service design is the design of organizations and behaviors. Understanding the essence of service design and the role of organizations is essential for design thinking to play an important role in the creation of strategic values, and it may also lead designers to become strategic decision-makers.
关键词
服务业 /
服务设计 /
需求层次 /
供给能力 /
战略本质 /
组织的主体作用。
Key words
service industry /
service design /
need level /
supply capacity /
strategic essence /
role of organization
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