| How to survive in the competitive market environment is the problem which all e-commerce enterprises have always been thinking of. Modern management guru Peter Drucker thinks that there are two kinds of comprises with only two basic functions: marketing and innovation. With the intensifying of market competition, innovation becomes the sustainable survival of the fountain of enterprise life to obtain competitive advantage. Based on this background, this paper tries to find out how to help e-commerce enterprises manage service innovation efficiently: how to guarantee to carry out the service innovation normally and orderly inside the enterprises? How do the internal and external factors promote or hinder service innovation? How do enterprises evaluate service innovation activities objectively? Through theoretical research and data analysis, this paper reveals the certain rule of service innovation management in e-commerce enterprise, summarizes the successful experience of advanced e-commerce enterprises, and helps e-commerce enterprises understand the mechanism of service innovation management.Research contents:(1) Put forward the new definition and classification of service innovation.On the basis of the definition of service innovation, this paper study on the new definition and classification method.(2) Based on the perspective of DNA, analyze the operational mechanism of enterprise service innovation, and analyze the operational mechanism of enterprise security service innovation activities, and find the key factors.(3) Analyze operation and dynamic mechanism of service innovation. This paper analyzes the operation mechanism of enterprise guaranteeing service innovation activities, and explores the key factors of driving force and obstacles in the process of service innovation.(4) Expand and improve "three-dimension and five-level evaluation method", to make the method has maneuverability, and make it become the criteria and management tools for trade-off decision of service innovation.(5) Explore the necessity to set up a “service innovation special department(SISD)” for service innovation and the department’s function and operation mechanism.Methodology:(1) Literature research. By using reference checking tools, such as Refviz, Histcite and Citespace, this paper systematically collects, inducts, combines and summarizes the literature about management mechanism of service innovation at home and abroad, to get the correlation between each research and refine the existing research results, and then to find out the new research field.(2) Taxonomic study. This paper uses taxonomic research method to explore and define service innovation and points out the characteristics of the new definition and function.(3) Case analysis. This paper widely collects service innovation cases of e-commerce enterprises, summarizes the law of success, and then supports the summary with cases in turn.(4) Research on bionics. Using the method of bionics research on the operation mechanism, operation mechanism will guarantee the service innovation development is set to the DNA molecule, study on the elements of service innovation of DNA molecules, and the weights of the elements, to explain the operation mechanism of the mature DNA.(5) Depth interviews and grounded theory. On the basis of collecting the related models and cases, to study the key contributing factors of dynamic mechanism needs a lot of closely related information of typical cases, and needs to depth interview with the relevant personnel of the enterprise to get the deeper information through their experience.(6) Questionnaire investigation. By quantitative method, this paper surveys the top, middle, junior and frontline staff in the comprise, analyzes the survey results, finds the key influencing factors of service innovation, and the relationship between various factors and distribution. This paper adopts the method of mathematical statistics, including ANP and fuzzy comprehensive evaluation, correlation analysis, factor analysis, multiple regression analysis, T test, structure equation, k-means clustering, rough set and fuzzy recognition, also verifies the theory hypothesis and models in this paper by using Super Decision, SPSS, Amos and Weka software.Structure and research conclusion:The first chapter is the introduction which sketches the background, significance and purpose of the research, and briefly introduces the frame structure.The second chapter is literature review. This paper reviews research achievement of service innovation, studies the development history of this area, focus and hot spots, and finds out the direction to break through. This paper analyzes the definition and classification of service innovation, puts forward the new definition of service innovation, and studies on its classification and the connotation further. Based on literature review of mechanism, management mechanism, innovation management mechanism structure and target management mechanism, this paper divides service innovation management mechanism into operation mechanism, dynamic mechanism and constraint mechanism, which are closely linked and mutual synergy.The third chapter is based on the perspective of DNA, to analyze the operation mechanism of service innovation of business enterprise. In review of gene bionics research foundation, put forward enterprise service innovation model of DNA, and constructs the enterprise service innovation model of DNA from the molecular level, the models are rendered perfect spiral rise double chain structure, double chain, including knowledge chain and capital chain base composition of including system base, talent base, resource base, organization base. Through this model explain the operation mechanism of service innovation. Based on ANP and fuzzy comprehensive evaluation empirical analysis of the weight of the factors of DNA model, to analyze the operation mechanism of the key base factors.The fourth chapter is to reveal the dynamic mechanism. This paper references Sundbo and Gallouj’s driving force model of service innovation, combines with the characteristics of e-commerce comprises, divides the driving force model of service innovation of e-commerce comprises into four parts by grounded concept research: internal innovation environment, innovation team building, exterior market environment and external behavior support. And this paper gets 14 key contributing factors by structural equation, which verifies the validity of the results further.The fifth chapter is to study constraint mechanism, expand the application of "three-dimension and five-level evaluation method" in e-commerce enterprises. on the basis of Professor Xu Ming’s three-dimension and five-level evaluation method, this paper divides the novelty of innovation into five degrees, and also divides customer satisfaction enterprise benefit into low, medium and high level, totally 45 different types. Clustering to get six main types, named as: Yak, Elephant, Tiger, Monkey, Mouse, Antelope. Sum up and put forward “My Team” analysis method for different types of service innovation, the enterprise should according to the characteristics of the service innovation and the enterprise strategy, comprehensive analysis and the use of different management strategies.The sixth chapter is to discuss the SISD, through case study, SISD has certain operating mechanism, and its organization structure, operation procedures and management system has some characteristics of itself, through the multiple regression analysis to test SISD’s management capability of enterprises, at the same time for enterprises to set up service innovation of specialized departments provide relevant management recommendations.The seventh chapter uses the previous research results to analyze three representative service innovation cases of Ctrip’s Wei-team, Alibaba Cuntao and JD Daojia and sums up their experience of success.The eighth chapter puts forward the research achievement, existing problems and shortcomings of this paper, and proposes the prospect and suggestions for future research.Management countermeasures of service innovation:In the process of the theory study in the service innovation management mechanism, some advanced enterprise management experience is summarized. The experience is advantageous to the enterprise to carry out service innovation activities better, the main contents are as follows:(1) To obtain six important DNA base factors, which can ensure the smooth development of enterprise service innovation. From the perspective of DNA, in the operation mechanism in the course of the study and found that enterprises have the four bases: System, Resources, Personnel, Organization, pay attention to the base factors of service innovation of enterprise are more likely to succeed, through empirical research, by the weight of the 16 alkali calcitonin gene distribution sort, extracted six should be caused by enterprises attach importance to the base factors, respectively is: to identify the customer needs is the guiding factor of service innovation in e-commerce comprises; entrepreneurship plays a leading role in service innovation; the organization form of service innovation evolves with the innovation process; flat structure in e-commerce enterprise organization helps listening to the voice of customers; technology is the powerful guarantee to drive service innovation; structure data proceeds service innovation. Entrepreneurs and managers should have a certain understanding to know these, help to explain why some business enterprise service innovation is very successful, the managers should try to construct and perfect the enterprise internal operation mechanism.(2) To understand the key promoting factors of service innovation, and strengthen the role of controllable factors. Through grounded theory, this paper analyzes that there are 45 driving factors of service innovation, and 14 of key factors after further quantitative analysis. The internal main motivation: enterprise self-development, entrepreneurship, enterprise innovation strategy and management, team building, internal system; external main motivation: market potential, the related technology, strategic alliance, supply chain upstream and downstream enterprises, consumers, competitors’ action. In the enterprise management, we should pay attention to identify and strengthen these promoting factors.(3)To put forward "My Team" analysis method, which is convenient for the enterprise to evaluate the service innovation. Based on service innovation of three dimensional and five grade evaluation method, according to the three dimensions: novelty, customer satisfaction, enterprise benefit, development and simplify for 6 kinds of services innovation proposed My Team analysis method for different types of service innovation. For different types of service innovation, enterprises should be based on the characteristics of service innovation and enterprise strategy for comprehensive analysis, different innovation strategy requires the enterprise, the external resources and the environment is not the same.(4) To encourage enterprises to establish a SISD. This paper reveals the position, functions and responsibilities, management process and operation experience of SISD in the enterprise management system. From the result point of view, the establishment of SISD will help manage service innovation effectively and creates the atmosphere of innovation for the enterprise. Only few large domestic enterprises have set up SISD in service innovation management, so this paper encourages enterprises to try to set up a SISD engaged in service innovation management.Innovation:(1) To put forward the new definition and classification of "enterprise service innovation", which is different from the generalized definition of "service innovation". Relative to the generalized definition of "service innovation", the new definition increases the concept defining, and has more application convenience than the current widely used Gallouj and Sundbo’s classification.(2) Based on the perspective of DNA, the operation mechanism of enterprise service innovation is analyzed, and the DNA model of service innovation is constructed. A new perspective of service innovation management based on DNA is put forward. This paper puts forward spiral double chain structure of enterprise service innovation model of DNA, and enrich the bionics theory system, from the microscopic angle refine the service innovation theory, extending the depth of the research of service innovation, and provides a new idea for future research of the service innovation of enterprise, and enterprise service provided innovation more deep research to lay the foundation, there is a certain theoretical significance.(3) Based on the investigation, this paper quantitatively evidences the key promoting factors to enterprise service innovation. Through enterprise real case investigation, this paper summarizes the promoting factors of service innovation, and quantitatively gets the distribution of the promoting factors, then evidences the key factors, and obtains new knowledge to promote enterprise service innovation from the perspective of management.(4) To develop and simplify the "three-dimensional five level evaluation method", and put forward more operational "My Team" analysis method. "Three-dimensional five grade evaluation method" balance the three aspects of the service innovation of novelty, customer satisfaction and enterprise income, is a comprehensive evaluation of service innovation, but three dimensions there are 45 types, is not conducive to the management, this paper put forward six types of service innovation, and summarized the My Team analysis. For each type are given specific management strategies, more vivid and concrete, the service innovation of enterprise management provide practical experience. In the application of evaluation method in service innovation, this paper applies "three-dimension and five-level evaluation method " to the service innovation evaluation system in e-commerce enterprise, checks the practicability of " three-dimension and five-level evaluation method " in the practical application, and provides the simple and effective practice management tools for service innovation management.(5) This paper reveals and summarizes the new experience of setting up SISD in the e-commerce enterprise, which is beneficial to promote the service innovation of the enterprises, and has management practice significance for our country’s e-commerce enterprises and service enterprises. |
