Abstract: In China, the market can be divided into two categories according to the entry standards of the industry to which the commodity belongs: one is a market that is strictly controlled by the government and has the fixed number of entry companies; the other is a market that is loosely regulated by the government, in this type of market, as long as the company’s profit that reach a certain level and meet relevant requirements, he can freely choose whether to enter. The first type of market is called a regulated market, and the second type of market is called a free market. However, whether in a regulated market or a free market, service has become a very important factor affecting consumer demand. In the actual operational management, many managers are constantly exploring service model that can reduce service operation cost and bring greater benefit. As far as we know, there are three different models for retailers to provide services to consumers, namely the independent service mode, the cooperative service mode and the unified service platform.

Key words: regulated market, free market, service competition, co-opetition model