Research On Service Innovation From The Perspective Of Service Ecosystem

Parallel with the shifting of the global industrial structure from "product economy" to "service economy",the service industry has become the pillar industry of many national economies.Similarly,the service industry plays an important role in the Chinese economy as its added value accounts for an increasing proportion of GDP and has developed into the largest industry.Service innovation is a key factor for the development of service industry and the growth of economy.The differentiation of services through service innovation can not only help enterprises to obtain sustainable competitive advantages,promote the development of the service industry itself,but also promote the transformation and upgrading of other industries,transform the economic growth mode.So service innovation becomes the new engine for social change and sustained economic growth.In an increasingly complex and open environment,service innovation is no longer an internal behavior in one organization,but a process of creating value by actors of different fields.All actors involved in service innovation form a system through the intraction and operation among them.This system is called "service ecosystem".At present,the service ecosystem has replaced industry and market,and has become a place for service innovation.Thus,more and more companies are trying to build service ecosystems to achieve complementary complementarity and resource sharing,and to promote continuous iterative renewal of service innovation.Correspondingly,service innovation research in the service ecosystem has become a new research stream.However,the existing research are still scattered and lack of systematic research results.There are also few researches on the interaction mechanism among service innovation factors.Therefore,how to construct service innovation model in the service ecosystem and guide enterprises to carry out service innovation practice is an urgent problem for academia and enterprises.In order to meet the needs of enterprises and address the theoretical gap,this dissertation takes the information and communication technology(ICT)service industry with the most active service innovation as an example.Based on the theory of service-dominant logic and service innovation,I used many methods such as case study,structural equation model and NK model.In this dissertation,a systematic research on service innovation within service ecosystem is carried out through exploring the dynamic process of service innovation in complex environments.The results expand the theoretical boundaries of service innovation,and provide practical guidance for enterprises.More specially,the research focuses on the following three objectives:(1)This research takes the shared bicycle company Mobike as an example to analyze the changes in service innovation within service ecosystem.The purpose is to find out the systematic framework of service innovation and the interaction mechanism which can promote the continuous development of service innovation.(2)Based on the conclusion of qualitative research in the first part,this part explores the relations between customer value proposition and service innovation performance.This dissertation reveals the mechanism of customer value proposition on service innovation performance by using quantitative analysis to test the research hypotheses.(3)Using the DANP method,this part identifies the degree of mutual influence and weight of each service innovation element.According to the results,simulation methods is used to obtain the execution order and steps of service innovation elements.Then,this research determines the best service innovation path within service ecosystem.The contributions of this dissertation are as follows:(1)This dissertation constructs the service innovation model within service ecosystem.Based on the literature review of service-dominant logic and service ecosystem theory,the dissertation analyzes the dynamic process of service innovation by using single case study method,and determines the service innovation elements:A2A network,value proposition,resource integration,institutionalization process and IT capability.Through analyzing the role and interaction mechanism of each element in the service innovation process,a service innovation model in the service ecosystem is constructed.The research systematicly summarizes the service innovation elements from the perspective of service ecosystem,and initially opens up the black box of service innovation process.This reserach expands the theoretical boundary of service innovation.(2)This dissertation reveals the influence mechanism of customer value proposition and customer participation on service innovation performance.Among the service innovation elements,the customer value proposition is selected because there are few research about it in the field of service innovation.The customer value propositions are divided into four dimensions:economic value proposition,functional value proposition,emotional value proposition and symbolic value proposition.The four dimensions of customer value propositions all have significantly positive effects of firm service innovation performance,and the functional value proposition is the most important part of customer value propositions.At the same time,customer participation,which can be divided into information provision and co-production,is introduced as a mediator variable.In this research,customer value proposition,customer participation and service innovation performance are organically combined.The results verify the full intermediary role of customer participation and reveal the mechanism of customer value proposition to promote service innovation performance.(3)This dissertation proposes the service innovation path of enterprises within service ecosystem.Based on the service innovation model constructed by the research,the dissertation combines the DANP method with the NK model.The MATLAB method is used to simulate how the changes of the status of service innovation elements influence the development of the service ecosystem.Through the statistical analysis of the simulation results,the optimal path of service innovation within service ecosystem is obtained as:improving IT capabilities?innovating value proposition ? promotint resource integration ?expanding A2A network ? accelerating institutionalization process.On the one hand,the research corrects the defects of the traditional NK model and realizes the innovation of the method by appling the DANP method to the NK model.On the other hand,it provides theoretical support for the service innovation practice of Chinese service enterprises.