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evolvement and innovation of service paradigms服务营销范式变革.doc

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evolvementandinnovationofserviceparadigms服务营销范式变革evolvementandinnovationofserviceparadigms服务营销范式变革

The Evolvement and Innovation of Service Paradigms Fuxiang Wei （Management School of Tianjin Normal University, Tianjin 300387） Kuhn’s paradigm assumptions, the thesis clarifies the three stages of services marketing paradigm evolvement, and implies the innovation of service paradigm. The research findings show that service science is right direction for the development of the service paradigm, but not replacement, what matters is the regeneration of the old paradigms. Keywords: paradigm evolvement innovation Purpose: Paradigm theory is applied to both nature and social science researches, and it’s paradigm, not other things, determines the basic frame work of a social science. However, science and technology revolution makes it incompatible between existing Service Marketing theory and service practice, which can’t make right direction for Service Marketing practice. Therefore, it is necessary to reexamine Service Marketing Paradigm in technology revolution. Methodology: By analyzing the available literatures and interview with founders of the services marketing literature, such as Evert Gummesson, Christian Gr?nroos, etc., this paper tries applying paradigm theory to explore Service Marketing evolvement and elaborates 3 potential Service Marketing paradigms, which can not only help us clarify the discipline characteristic and background but also avoid the management confusion stemming from new philosophy and concept. Findings: The existing paradigms are out of date ,but up to now, we can not found the substitutable paradigms to construct a new frame of services marketing, so the old paradigms need innovation instead of replacement. Originality/value: the researches concerning the paradigms are really few and far between, what the paper deals with will determine the future of services marketing, and whether the service science can be generated. 1 The Evolvement of Service Marketing Paradigm 1.1 1970s-Service Marketing Prescience Before 1970s, the distinction betw