Abstract: 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.

Key words: marketing knowledge, channel study, service innovation ability