经过改革开放40余年的发展，中国第三产业GDP对国民经济的贡献率已经超过了50%，中国正在迈向服务经济新时代。相应地，中国服务经济也逐渐从高速发展向高质量发展转变，与此相伴的是服务营销理论的不断演进和服务营销实践的深刻变革。为了对中国服务营销研究的演进脉络进行回顾、总结和展望，本文以中国服务营销领域的相关文献为研究对象，通过统计分析和文献分析工具CiteSpace的应用，呈现了中国服务营销研究的全景图。基于分析结果，本文描绘了中国服务营销研究的演进趋势、展示了服务营销领域重点研究机构与主要学者间合作网络，并通过服务价值“创造—交付—提升”链梳理了中国服务营销研究的主要脉络及重点研究主题，揭示了中国未来服务营销研究的主要方向。

With the development of more than 40 years of the reform and opening-up policy, China's service economy has made historic progress. The GDP of China's tertiary industry's contribution rate to the national economy is more than 50%. Thus, China is marching into the service economy era, and the development direction of China's service economy is gradually changing from high-speed development to high-quality development. With it, the service marketing theory is constantly evolving, and profound changes take place in the background of The Times. This paper aims to review and map the research streamline, provide future insights into service marketing in China in the past 30 years, and depict a panorama of service marketing research in China by applying statistical analysis and literature analysis tool CiteSpace. It shows the critical areas of service marketing research institutions and the leading network of cooperation between scholars. Furthermore, we extract the essential research topics and reveal the main direction by establishing the "creation—delivery—improvement" service value chain.