服務主導邏輯是近年來企業常用以重新定義市場行銷策略並以顧客為導向協助調整行銷方向的宏觀思維。而設計思考是一種以使用者為核心，協助需求者解決問題的流程與方法。檢視相關學術研究大多以服務主導邏輯為因、價值共創為果，深入探討二者之間的因果關係；甚少研究將服務主導邏輯的概念具體化並在實務面上體現其價值。
設計思考是一種方法論，是一種協助解決創新問題的流程，很多人將其運用在商品設計上，用以提出更創新的產品讓客戶買單。而服務主導邏輯與設計思考二者有一個最大的共同點，即為二者皆以「人」為本，均以同理心去深刻探尋人真實的內在需求，找到真正的痛點方能提出一個充分解決問題或滿足需求的方法。
因此本研究係將以服務主導邏輯的新思維，探討設計思考流程及方法，用以具體呈現服務的新概念，以嘉心建設公司的「嘉心陽光園」建案為例，探討嘉心建設的萬坪土地開發案如何以服務思維為其核心，運用設計思考的方法為企業創造更多的競爭優勢。本研究將針對單一建案進行深入研究，分析設計思考如何體現服務思維在事業經營的成果上，並探討專案執行的決策過程中設計思考的邏輯及評量重點。
本研究發現企業若具備設計思考的DNA，以服務主導邏輯為其核心，深入了解顧客真正的需求並透過所有服務提供的參與者共同協力合作，找出最佳解決問題的方法，滿足顧客深層的需求，便能使所有的參與者得到實質的益處，達到價值共創的目的。

Service-Dominant Logic is a macro-thinking commonly used by companies in recent years to redefine marketing strategies and help adjust marketing directions. And design thinking is a process and method that takes the user as the core and assists the demander in solving problems. Examining the related academic research, most of them take the service-dominant logic as the cause and the co-creation of value as the result, and deeply explore the causal relationship between the two; very few studies have concretized the concept of the service-dominant logic and reflected it in practice.
Design thinking is a methodology and a process that assists in solving problems. Many people use it in product design to propose more innovative products for customers to pay. The Service-Dominant Logic and design thinking have the biggest common ground, that is, they are both people-oriented, and they both use empathy to deeply explore what the real needs of "people" are, and find out the real needs before they can put forward a real need. Ways to solve problems or meet needs.
Therefore, this study will use the new thinking of Service-Dominant Logic to concretize the new concept of service through the process and method of design thinking, and take Jiaxin Construction's "Jiaxin Sunshine Park" as an example to discuss Jiaxin Construction How to use Service-Dominant Logic as the core in the ten thousand land development project, using design thinking methods to create more competitive advantages. This study will conduct an in-depth study of case-building projects, analyze how design thinking reflects the results of service thinking in business operations, and explore the design thinking logic and evaluation points in the decision-making process of project implementation.

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