以管理的角度來論述創(chuàng)新服務(wù)產(chǎn)品工藝【外文翻譯】

1、標題：IssuesintheInnovationServiceProductProcess:AManagerialPerspective原文：SouthernIllinoisUniversityatCarbondaleInnovationsinserviceaugmentationareperceivedtohaveabigimpactonsalesprofitsaswellasthesuccessofotherproducts.One

2、ofthemostpivotalfactsintheservicesinnovationistheemploymentofchampion.The“servicechampion”isdefinedassomeonegedwithnurturingprotectinganewservicefromideagenerationtocommercialisationstages.Thewholeinnovationprocessisbasi

3、callydependentupontheservicechampion’scapabilityofdesigningexecutingcreativityinnovationaswellasbringingpeopletogether.Thispaperdiscusseskeyissuestobeconsideredintheservicesinnovation.Strategiesthatcanbeusedtoenhancethes

4、ervicesinnovationmanagementare:(1)fmalisingtheprocessofinnovation(2)creatinganewserviceter(3)increasingcustomerinputstotheoverallprocess(4)emphasisinginternalideagenerationconceptdevelopment(5)enhancingquasisearchquality

5、(6)hiringmaintaininginnovationchampions.1.Introduction“HowmuchmeproductivitycanwegetfromourpeopleprocessesRatherthancontinuingtoinvestindoingwhatwedofasterbettercheapermaybeweneedtolookatdoingsomethingaltogetherdifferent

6、.”(ConstiumfServiceInnovation2005)Thesesentenceshavebeenmentionedinmanyplacesonmanyoccasionsrecentlywiththemainideaunderpinningthemistheimptanceoffindingmanagingdiscontinuousinnovationinservices.Servicesinnovationisbecom

7、ingmeimptantduetothemesignificantrolethattheserviceitselfplaysinthebusiness.GoffinMitchell(2005)arguethatrelativetomanufacturingactivitiestheservicesectincreasinglydominatescurrentresearchoninnovationsince:1.Theservicese

8、ctaccountsfmethan60%ofGDPinmanycountriesespeciallyindevelopednations.Theeconomybasicallycomprisesthreemainsectsagricultureindustryservicethatalsoindicatethedevelopmentstageofthecountry.Thefirstas“serviceproducts”.However

9、asservicescannotbestedthecustomer’sperceptionoftheservicequalityalsohingeson“serviceaugmentation”.GoffinMitchell(2005)namethecombinationofserviceproductsserviceaugmentation“augmentedserviceoffering”.Thefollowingfiguretab

10、ledepicttheconceptexamplesoftheaugmentedserviceoffering.Newserviceproductsareabletoopennewopptunitiesbuttheirimpactsonsalesprofitsaremoderate(GoffinMitchell2005).Itisonlythenewserviceproductsthatprovidedistinguishedattri

11、butesaredifficulttocopycanbringacompetitiveadvantage.Ontheotherhinnovationsintheserviceaugmentationareperceivedtohaveabigimpactonsalesprofitsaswellasthesuccessofotherproducts.Accdinglyserviceprovidersneedtodeliverthebest

12、serviceproductswithinexcellentserviceaugmentationsoastocreatehighqualityservicesperceivedbythecustomers.Thecomponentsofservicesarefurthertranslatedintotheserviceacteristics.Asmentionedintheintroductionsectionserviceshave

13、someacteristicsquitedistinctfromthoseofphysicalproducts.ServiceacteristicsdefinedbyKotler(2003)GoffinMitchell(2005)aresummarisedintable2.3.IssuesinManagingServicesInnovationManagingservicesinnovationhasthesamepurposeasth

14、ephysicalproductinnovationmanagementwhichistocreatenewvaluableservices.Thereareseveralkeyissuesintertwinedwiththeservicesinnovation.Tobeginwederivethekeyissuesfromtheserviceacteristics.levelofcontact.Finstancewhengoingto

15、abankfsendingmoneyoverseasourcolleaguepreferstowritearrangethedocumentsbyherselfthensubmitsthemwiththechequesdirectlytothecashier.Meanwhileweprefertogothroughthecustomerservicedesklettingtheassociatewritepreparethereceip

16、tssincewedonotexactlyknowwhattofilltickinthepapers.Anotherexampleisthatinsupermarketpeopleareinclinednottobeclosetothestaffifnotrequired.Howeverrecentfactalsoshowsthatbusinessesaretryingtogetclosertotheircustomers.Finsta