Multi-level graphical service value modeling method

Traditional methodologies for service engineering focus emphatically on the modeling and construction of functional service elements (e. g., behaviors, resources, capabilities, etc.), while values are almost ignored. To overcome this shortcoming, basic concepts of service value were preliminarily discussed, then a graphical service value modeling method was presented, in which the process of how service values were produced, transferred, decomposed, transformed and allocated among multiple participants was visually elaborated from four layers. Specification of the four-layer model was introduced, which included Global Value Flow Diagram (GVFD), Value Exchange Diagram (VED), Value Class Diagram (VCD), and Value Annotation Diagram (VAD). And the service design process based on value model was described. Finally, the effectiveness of this method was verified by a case of marine logistics service.