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The ticket agency industry is forced by the increasing worldwide competition due to the development of economic globalization and technology advancements. Competitive advantage undoubtedly can come from innovation in services. So innovation is now regarded as internal requirement for Chinese ticket agency industry to enhance the core competence. Since now many traditional ticket agencies transform into modern travel agencies, it is vital to research on the innovation models that help to clarify the innovation approaches for ticket agency industry. Therefore, this paper summarizes the methodology of service innovation, applying the 4D service innovation model on ticket agency industry. By taking Cococ ticket mall as an example, then this paper presents an empirical case study of the service innovation.