基于服务蓝图法和TRIZ理论的网约车服务创新——滴滴出行的案例研究  

Service Innovation of Online Car-hailing Based on Service Blueprinting and TRIZ Theory:A Case Study of Didichuxing

作　　者：左文明[1] 李诗欣 陈华琼[1] 朱文锋 ZUO Wen-ming;LI Shi-xin;CHEN Hua-qiong;ZHU Wen-feng(School of Economics ＆ Commerce,South China University of Technology,Guangzhou 510006,China)

机构地区：[1]华南理工大学经济与贸易学院,广州510006

出　　处：《管理案例研究与评论》2018年第5期438-454,共17页Journal of Management Case Studies

基　　金：国家社会科学基金项目"分享经济下基于TRIZ理论的网络约租车服务创新研究"(16BGL190)

摘　　要：本文从服务科学的角度,以滴滴出行为案例,利用新闻数据和访谈资料挖掘网约车服务问题,运用服务蓝图法描绘其服务流程,通过TRIZ理论等工具解决服务问题。最后,验证了服务创新思路的可行性和适用性。网约车服务存在驾驶员素质不佳、信息泄露、拼车不安全等问题,本文有针对性地应用中介物、局部性能、动态化、材料性能转换等创新原理,试图解决网约车服务中存在的驾驶员素质与驾驶员数量、隐私性与可信性、安全性与功能性等矛盾,并且从乘客评价服务、用户反馈信息归类、驾驶员信息管理与关系维护等环节改进滴滴出行的服务蓝图,提出网约车的服务创新方案。研究表明,服务蓝图法与TRIZ理论相结合的服务创新框架能够有效地解决网约车服务问题,从而实现服务流程优化和服务创新。From the perspective of service science, through a case study of Didichuxing, we describe online car-hailing process with service blueprinting, identify major service issues from on- line car-hailing news and interview data, and deal with these issues by using service contradiction matrix and inventive principles of TRIZ theory. Finally, we examine the feasibility and applica bility of the service innovation framework. There exists a lot of online car hailing service issues, such as poor quality of drivers, information leakage and carpool insecurity. With application of inventive principles like ＂mediator＂, ＂local quality＂, ＂dynamicity＂, ＂transformation of proper ties＂, etc. , we propose solutions to remove all the contradictions including the one between quali ty and quantity of drivers, the one between privacy and credibility, and that between security and functionality. Furthermore, by improving service evaluation, feedback classification, driver information management and relationship maintenance and other links, we redesign service blueprint of Didichuxing and put forward the online car-hailing service innovation scheme. The result shows that the combination of service blueprinting and TRIZ theory can effectively solve online car hailing problems and achieve service innovation by improving service process.

关 键 词：网约车 TRIZ理论 服务蓝图法 服务创新 分享经济 

分 类 号：F270[经济管理—企业管理]