The rapid iteration of knowledge and technology makes it more difficult for service enterprises to carry out service innovation, and employees play a key role in the application of operational resources of knowledge and technology. However, most previous studies are focusing more on the medium level rather than the micro level. Employees' identification with customers is not clearly concerned, studies that focus on the process of interaction between individuals as coactive vicarious learning have also not received much attention.Therefore, based on the social network theory and the knowledge base theory, this paper constructs and studies the micro path of service innovation of enterprises in knowledge-intensive service industry, and conducts an empirical analysis through the questionnaire survey of 322 service enterprises.The research results show that employee-customer identification has a positive impact on the service innovation of employees, and can affect the service innovation through employees' exploitative coactive vicarious learning and exploratory coactive vicarious learning. In addition, with the change of employees' perception of enterprise knowledge governance, the relationship between employee-customer identification and exploitative interactive alternative learning and exploratory alternative learning also changes.