Abstract: Technology transfer platform enterprises have the dilemma of service innovation in balancing social and commercial interests, which is not explained by existing theories. Based on the hybrids organization perspective of institutional theory, it combed the R & D cases of typical service products and models of platform enterprises, and explored the process of service innovation. It found that platform enterprises respond to the institutional complexity and promote institutional change through organizational identity work. It explained the content and strategy of organizational identity work in the process of innovation, as well as three relationship models of the construction between identity and institution. The research linked organizational identity with institutional environment and institutionalized results, revealing the complete path for platform enterprises to complete product and model innovation in the different logics. The practical significance of the research lies in guiding the product R & D and service upgrading of science and technology service enterprises, guiding enterprises to seek breakthroughs from the aspects of strategy and organizational model, so as to balance the logical conflict between the commonweal and profit-making of science and technology service.