In order to implement the spirit of the 19th CNC National Congress on "cultivating a new format and model of trade", respond the request of the "Opinions of the State Council on Promoting the Accelerated Development of the Service Outsourcing Industry”, issued by the State Council in 2014 (2014 Opinions) on "Regularly Publishing the Catalogue for Key Development Areas in the Service Outsourcing Industry" and clarify the development orientation of the service outsourcing industry. the Ministry of Commerce (MOFCOM), the Ministry of Finance (MOF) and the General Administration of Customs (GAC) have jointly issued the "Catalogue for Key Development Areas of Service Outsourcing Industry (2018 edition)" based on the 2016 edition. And Service Design Service is included in this Catalogue.

为贯彻党的十九大关于“培育贸易新业态新模式”的精神，落实《国务院关于促进服务外包产业加快发展的意见》（国发〔2014〕67号）关于“定期发布《服务外包产业重点发展领域指导目录》”的要求，明确服务外包产业发展导向，商务部财政部、海关总署会同有关部门结合产业发展情况，在2016年发布《服务外包产业重点发展领域指导目录》（以下简称《指导目录》）基础上，编制了《指导目录（2018年版）》，现予以发布。

Service Design Service

服务设计服务

• Definition & Scope: Service Design Service is an user-centered design action required collaboration with multi stakeholders to achieve system innovation in service provision, processes, and touchpoints through the integration of innovations in personnel, environment, facilities, and information, to enhance service experience, efficiency, and value. Service Design Service belongs to Knowledge Process Outsourcing (KPO). 
• 定义和范围：服务设计服务是以用户为中心、协同多方利益相关者，通过人员、环境、设施、信息等要素创新的综合集成，实现服务提供、流程、触点的系统创新，从而提升服务体验、效率和价值的设计活动。服务设计服务属于知识流程外包（KPO）。 
  

• Main business type: Service Model Design & Business Model Design. 
• 主要业务类型：主要包括服务模式设计、商业模式设计2个业务类型。 
  

• Main application areas: Focus on the four national economy industries, including wholesale and retail, culture, sports and entertainment, accommodation and catering, leasing and business services. 
• 主要应用领域：重点面向批发和零售业，文化、体育和娱乐业，住宿和餐饮业，租赁和商务服务业等4个国民经济行业。 
  

From the industrial age to the Internet age, the way people live and behave is changing dramatically. According to the report of the 19th CNC National Congress, the main contradictions in Chinese society have been transformed into contradictions between the people’s growing needs for a better life and the inadequacy and imbalance of development. The reason for this contradiction is ultimately the imbalance and inadequacy of design development. With the development of human needs and the market, the extension of industrial manufacturing to the service is unstoppable. The emergence of the Internet and highly intelligent technology has shown the possibility to turned over the industrial’s dependence from natural resources to intellectual resources, shift the industrial paradigm from traditional manufacturing thinking to service thinking, therefore the service design showed up. The thinking of service design has greatly expanded the field of traditional design. From product and service to marketing, in all aspects of the industry chain, even in public service, higher level management and mechanism innovation, service design plays a key role. At the same time, the globalization of design development and competition has also promoted the international level of import and export design services trade. With the expansion and opening up and the trend of globalization, the development of service design is inevitable.

从工业时代到互联网时代，人们生活和行为的方式时时刻刻都在发生巨大的变化。十九大报告中指出，我国社会主要矛盾已经转化为人民日益增长的美好生活需要和不平衡不充分的发展之间的矛盾。之所以出现这种矛盾归根结底是设计发展的不平衡与不充分。随着人类需求和市场的演进，工业制造向服务端延伸势不可当，互联网和高端智能化技术的出现，为产业过度依赖自然资源转到依赖智力资源，产业范式从传统制造思维转向服务思维提供了可能。这也就催生了服务设计。服务设计的思维大大开拓了传统设计的领域，从产品、服务到市场营销，在全产业链中服务设计在各个环节乃至公共服务，甚至是在更高层面的管理和机制创新中都发挥着巨大作用。与此同时，全球化的设计发展与竞争也促进了国际层面的进出口设计服务贸易，随着不断扩大开放，国际化趋势结合，服务设计的发展存在必然性。

Service design promotes the optimization and upgrading of domestic services. For example, in the field of tourism reception services, the company is gradually moving from extensive management to standardization process, but it is far from being refined, humanized and digitally responded. Tourists, especially foreign passengers, are in the process of receiving services. It is difficult to get a pleasing and enjoyable experience in the process of shopping, dining, hotel accommodation, entertainment in the tourist destinations. This leaves considerable room for the service design to play its role.

服务设计能够促进国内服务优化升级。比如在旅游接待服务领域，当前逐步从粗放经营发展到规范化、标准化阶段，但远未实现精细化、人性化和数字化响应，旅游人群特别是国际入境旅客在其接受服务过程中，无论是酒店住宿、餐饮消费、出行衔接还是在旅游目的地的游购娱过程中都难获得处处赏心悦目、时时安心舒爽的体验，这为服务设计发挥其撬动作用留有相当的空间。

The localization of foreign models relies on service redesign. China has a strong advantage in model innovation. In the field of smart travel and sharing economy, Didi, Mobike, and Meituan have already taken the lead in the international arena. These emerging companies are increasing their overseas layout and expansion. This kind of company can precisely promote the export of products through service trade. It can provide real-time services for local users through online travel platforms integrating car products and connecting local taxi companies and individual drivers. This model migration requires the redesign of certain processes or application interfaces to meet the user's consumption characteristics of the local country, combined with local application scenarios and specific cultural needs.

国外模式本土化改造须依托服务再设计。中国在模式创新方面有较强优势，在智慧出行和共享经济领域，滴滴、摩拜、美团等都已经走在国际前列，这些新兴公司都在加大海外布局与扩张。这种公司特点恰恰可以通过服务贸易拉动产品出口，可以通过出行线上平台，链动汽车终端产品、衔接本地出租车公司和个人驾驶者，为当地用户提供实时服务。这种模式移植就需要对接当地国家的用户消费特性、结合当地的应用场景及特定文化的需求进行某些流程或应用界面的再设计。