| With the deepening of international division of labor, and the increasing of the service requirement, service industry shows the tendency of internationalization, standardization and customization. Chinese service industry has experienced considerable development since 1980s, however, relatively to the domestic marketing's current situation and the requirement of economic development, there is still a long way for further improvement and optimization. Therefore, the research of service innovation pattern has positive significance for the rapid development of Chinese service industry.Through literature analysis and drawing map of knowledge relating to the service innovation, the paper promulgated the relating academic group and their representatives, and vividly revealed the related recent research method in this area and its developing situation.Through comparison analysis on the development of service industry, and empirical and comparative analysis on development of different businesses in service industry, the author made research on the "intangibility - standardization" bivariate spectrum. And then the author studied the innovative pattern of standardization and customization service. The study adapted to the standardization and customization tendency of service industry development, and will be significant to service innovation based on different standardized degree in various service industry. |
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