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Context-awareness has been a key enabler for providing users with customized services in mobile commerce. Based on the three models, we propose a context-aware service reasoning mechanism framework. It is divided into 3 phases which are needs discovery, service looking-up and solution selecting. 1) needs discovery: system discovers user's needs, according to the current context of user; 2) service looking-up: system looks up relevant services type which can satisfy the user's needs; 3) solution selecting: system makes a cost-and-benefit analysis between candidates of each service type based on user model, context model and service model.