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中文摘要：
苹果公司向顾客提供的究竟是商品还是服务？将商品与服务明确区分在工业经济时代是比较容易的,背后体现的是商品主导逻辑;但是在信息化和全球化的今天,这种区分变得相当困难。越来越多的公司像苹果公司那样提供的既不是纯商品也不是纯服务,而是将两者组合的＂解决方案＂。新的基于使用价值的服务主导逻辑正在兴起并逐渐取代传统的基于交换价值的商品主导逻辑,用来指导企业的战略和行动。
英文摘要：
To define the attention-grabbing Apple’s offerings as products or services is not appropriate.During the industrial economy,it is relatively easy to differentiate between products and services reflecting a good dominant logic.However,today,the development of globalization and informatization makes it rather difficult to make a distinction.More and more companies like Apple provide not just pure products or services,but ＂solutions＂ incorporating goods and services.A new service dominant logic based on use value prospers and replaces traditional good dominant logic based on exchange value gradually to guide companies’ strategies and actions.
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