异质性知识重要性与跨界搜索高难度、高成本的现实矛盾是制造企业在通过服务创新进行转型升级面临的两难困境。构建了营销知识、渠道学习与服务创新能力关系的理论模型，通过运用多元回归方法对浙江162家企业样本的问卷调查数据进行实证分析。研究发现：营销知识、渠道学习对服务创新能力均有显著的正向效应，且渠道学习起中介效应；企业规模在营销知识对渠道学习、服务创新能力两条影响路径中起正向调节作用，产业类别在营销知识对渠道学习影响路径中存在调节作用。

In the process of transformation and upgrading through service innovation, manufacturing enterprises are facing the dilemma of the contradiction between the importance of heterogeneous knowledge and the high difficulty and high cost of the cross-border search. After building the theoretical relationship model of relation among marketing knowledge, channel learning and service innovation ability, the multiple regression method is used to the empirical analysis of 162 enterprises in Zhejiang province. The result shows that marketing knowledge and channel learning have significant positive effect on service innovation ability, and the channel learning has the intermediary effect; the size of an enterprise plays a positive regulatory role which has an influence on marketing knowledge, channel learning and service innovation ability; the industrial category has the function of regulating in the path of marketing knowledge to channel learning.