Abstract: In order to encourage customer to participate in service innovation of manufacturing enterprise, the motivation of customer participation in service innovation is analyzed. The evolutionary game model of incentive of customer participation in service innovation is established, and the equilibrium is analyzed. Some incentive countermeasures are given to encourage customer to participate in service innovation. The study shows that when manufacturing enterprise encourages customer to participate in service innovation, the added value of their benefit is more greater, the value of their speculative benefit is more smaller, their cost is more smaller, and they more tend to adopt the evolutionary stable policy that is manufacturing enterprise adopts incentive policy, and customer adopts participation policy.

Key words: customer participation, service innovation, service innovation of manufacturing enterprise, incentive mechanism, evolutionary game

摘要： 为了激励顾客参与制造企业服务创新，分析了顾客参与服务创新的动机，建立了顾客参与服务创新激励的演化博弈模型，并作均衡分析。给出一些激励顾客参与服务创新的策略。研究表明，当制造企业激励顾客参与服务创新时，它们各自获得的收益增加值越大，投机收益值越小，各自所付出的成本越小，双方越趋向于采取制造企业采取激励策略，顾客采取参与策略的演化稳定策略。

关键词: 顾客参与, 服务创新, 制造企业服务创新, 激励机制, 演化博弈