介绍和研究美国著名服务营销学者克里斯多弗·H·洛夫洛克“服务之花”思想。其实质含义是从整体产品或服务的立场出发,将核心产品与附加产品的关系喻之为一朵花的“花蕊”与“花瓣”,不同企业的核心产品大不相同,而所有企业的附加产品则大致一样,它们可分为八大方面,因而提出可以通过加强附加产品的服务来使核心产品价值增加,从而提高企业竞争力。 Introduced and studied the famous American service marketing scholar Christopher H. Lovelock “service flower” idea. Its essence means starting from the standpoint of the whole product or service. The relationship between the core product and the additional product is called “flower core” and “petal” of a flower. The core products of different enterprises are very different. Products are roughly the same, they can be divided into eight aspects, and therefore proposed to enhance the value of core products by strengthening the services of additional products, thereby enhancing the competitiveness of enterprises.