Correctly understanding and vigorously developing the service industry is of great significance for increasing employment, expanding domestic demand, increasing financial resources, promoting sustained and healthy economic and social development in Shandong and building a well-off society in an all-round way. First, compared with Jiangsu, Zhejiang, Guangdong and other provinces, the development status of the tertiary industry in Shandong can be summarized in this way. Small total amount, low proportion, low contribution rate and great potential; The input has increased obviously, but the input and benefit are not synchronized; The investment gap has narrowed and the total investment is low; The investment structure in the industry is still unreasonable. Specifically, the real estate industry presents a good development momentum of "obvious total expansion and strong growth". However, compared with the relevant provinces, there are mainly the following gaps in Shandong's real estate investment: the total amount of real estate development is quite different; The total amount of real estate development accounts for a small proportion of total investment; There is a big gap between foreign capital and the raising of stocks and bonds. The cake of tourism is getting bigger and bigger, which has boosted economic growth. However, compared with Jiangsu, Zhejiang and Shanghai, Shandong's tourism industry is not only small in total and scale, but also smaller in per capita data. Shandong's foreign trade has maintained a good momentum of development, but the total amount is lower than the above three provinces. Shandong is a populous province. Although the total enrollment of ordinary colleges and adult colleges is not the lowest, the number of students per100000 is still the lowest. Second, there are two factors that restrict the development of Shandong's service industry. From the demand point of view, firstly, the traditional culture of "valuing righteousness over profit, valuing agriculture over business" has a profound influence, which has formed a strong constraint on people's lifestyle; Carrying the burden of a large province of resources, resources were originally the conditions for development, but under the shackles of old ideas, they became the shackles that affected economic development; The concept of demand and consumption is backward, saving money to live, service consumption is considered a luxury, and so on. The second is the restriction of a large agricultural province. The proportion of rural population in Shandong is much higher than that in Jiangsu, Guangdong and Zhejiang, and it is also higher than the national average. This low level of urbanization is the main restrictive factor for the development of the tertiary industry. The third is the restriction of low income level. The gap in per capita disposable income has caused the lack of purchasing power of urban residents. The fourth is the restriction of living customs. The living custom in northern China is "work at sunrise and rest at sunset". Early to bed and early to rise, with the economic development continues to this day. Moreover, Shandong lacks the social atmosphere to expand service consumption. Fifth, traditional industries and state-owned enterprises have more restrictions. Sixth, the high price and low quality of many service items inhibit the growth of consumption. Seventh, the system suppressed the service industry. From the perspective of supply, first, the industrial awareness of services is weak. In the market environment where the vast majority of industrial and agricultural products are in short supply for a long time, enterprises have formed the concept of emphasizing production and neglecting service. Second, there is monopolistic behavior and the degree of marketization is low. Third, the pace of reform and opening up is relatively slow and the degree of social specialization is low. Fourth, it lacks competition and self-development mechanism, and its scale and efficiency are not high. Fifth, the investment is single and the development of service projects is insufficient. Sixth, the living environment is poor. Seventh, there is a shortage of talents and the brain drain is serious. Eighth, the use of advanced scientific and technological means and management methods is not enough. Nine is the lack of institutional innovation and the weakening of attraction. According to the spirit of the working conference of Shandong Provincial Party Committee and the guidance of the tenth five-year development plan of Shandong Province, combined with the development law of service industry and the reality of Shandong's economic development, the development idea of Shandong's service industry should be: seize the opportunity of industrial structure transformation and service industry development in neighboring countries after China's entry into WTO, combine the characteristics of Shandong's economic development and the advantages of service resources, focus on the overall situation, focus on "deepening reform, relaxing policies and improving the environment", and rely on urban information construction. Focusing on information, housing, community service, non-compulsory education and training, tourism, e-commerce, intermediary, and cultural industries, taking into account the traditional service industry, and in accordance with the direction and approach of "marketization, industrialization, branding, scale, and internationalization", the specific countermeasures are: correctly understanding the emerging service industry and establishing the concept of big service. According to the social development and the reality of Shandong, we should abandon the concept of a province with great resource advantages and establish the concept of market and demand to determine the development of service industry. Establish the integrated concept of great service and service innovation. Deepen the reform of state-owned enterprises and improve the supply capacity of service industry. Deepening the reform of state-owned enterprises and withdrawing state-owned capital from the competitive field is to restore the true colors of state-owned assets under the conditions of market economy and truly give full play to their functions under the constraints of market conditions. It is more important to establish a perfect new system to provide effective conditions for the development of service industry. This will at least promote the development of service industry in the following aspects: First, the transformation of retirees from state-owned enterprises from "unit people" to "social people" will not only promote the development of community service industry, but also promote the development of insurance, medical and health care, culture, sports, fitness and other related industries. Second, laid-off workers from state-owned enterprises will receive basic protection. Third, in the process of state-owned enterprises' withdrawal, market-oriented operation is conducive to the formation of intermediary, leasing, finance and other markets, thus improving the market economic system in Shandong Province. Choose the key points scientifically and advance effectively step by step. The service industry covers a wide range and its connotation is constantly changing. Different types of service industries should have different strategies. For traditional service industries (commerce, catering, transportation, hotels, etc. What existed under the planned economy in the past, what should be done in the future is to clean up and revise the existing laws and regulations according to the requirements of the development of the market economy, promote the transformation of the traditional service industry, guide the business to adjust its functional structure, network structure and commercial format, focus on developing the service industry that meets the requirements of the city, enhance its radiation function and improve the quality of life of residents. At the same time, formulate and implement relevant conditions and measures to ensure the improvement of service quality and international integration. Promote the development of modern service industries (such as banking, securities, trust, insurance, funds, leasing, lawyers and leisure services) and emerging knowledge-intensive service industries (such as integrated logistics, e-commerce, internet communication, etc.). Driven by information technology, we can learn from foreign successful experience and strengthen research. The author believes that in the future, we should focus on the development of information, science and technology, accounting, consulting, legal services and other industries to improve the overall level of service industry. Actively develop emerging service industries, mainly IT services with great demand potential, real estate, property management, tourism, community services, education and training, culture and sports, etc., and form new economic growth points. At present, we should focus on housing, community service, e-commerce, non-compulsory education and training, information, tourism, logistics, cultural industries and other industries. In addition, talents with certain professional knowledge should be actively encouraged to set up industrial entities. In the near future, we should do several specific tasks to create a good environment for the development of service industry. First, we should establish the concept of market-oriented operation and establish a "sunshine government" ideologically. The second is to strengthen the supporting construction of mass service infrastructure. The third is to extend the time for public transportation and banking, catering and entertainment services; Fourth, punish bad habits through legislation to improve the sanitary quality of catering industry; The fifth is to encourage personalized or "humanized" services, such as the current "Lunar New Year" and sparring. Sixth, on the basis of improving the status of the information service industry in an all-round way, give play to the exemplary role of the government information network, and strive to build an "e-government" in a short time to realize all the policies and public welfare information of government departments online. (The author is vice president and researcher of Shandong Academy of Social Sciences)