关键词: 服务创新, 创新扩散, 演化博弈, 扩散理论, 中国制造2025

Abstract: The paper is based on the background of “Made in China 2025” strategy. Following the innovation diffusion and evolutionary game theory, related to the participation of service innovation in the social system analysis, it constructs a evolutionary game model for the government and enterprises, which is combined with the improved Bass classic innovation diffusion model, explores the impact of government regulation on enterprise service innovation behavior evolution and diffusion, uses Matlab to analyse the dynamic functions and the numerical diffusion models. The result shows that when the total social benefit of the government is greater than the cost of regulation and the total amount of subsidies, and the additional increase of the income is greater than the actual investment, the system will evolve to be under the government regulation and the firm adoption of service innovation is stable. The proper increase in government regulation, investment subsidies and tax subsidies will help promote the diffusion of service innovation in the system, among which the perception of tax subsidies is the strongest and the subsidy is the weakest. The inhibition coefficient is introduced into the Bass innovation diffusion model and the diffusion model of three service innovations-complementary, competitive and alternative is constructed. The competitive diffusion conforms to the current marketing law of China, and the alternative diffusion will become the trend of future manufacturing enterprises.

Key words: service innovation, diffusion of innovation, evolutionary game, diffusion theory, made in China 2025