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The emergence of big data analytics capability (BDAC) and the development of service innovation have aroused the interest of scholars and practitioners in exploring the mechanism of BDACservice innovation value chain from the inside. The current study adopts the dynamic capabilities view to examine the effects of the different types of BDAC on service innovation. Our findings from a survey of 175 organizations in China provide empirical evidence of two positive effects of big data analytics technical capabilities (BDAT) and big data analytics personnel capabilities (BDAP) on service innovation via dynamic capabilities. Furthermore, this study illuminates the significant and different quasi-moderating roles of digital platform capabilities. Such capabilities positively enhance dynamic capabilities and strengthen the effects of BDAT on dynamic capabilities but weaken the effects of BDAP on dynamic capabilities. Introduced environmental dynamism aims to examine how the influence of environmental factors negatively moderates the relationship between dynamic capabilities and service innovation. Our study offers theoretical and practical contributions. INDEX TERMS Big data analytics capabilities, service innovation, digital platform capabilities, dynamic capabilities, environment dynamism.

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Supply-side structural reform requires that the work should focus on improving the effective supply and high-end supply of products. It is necessary to put forward new ideas for brand building and change the way of development and building. Due to the constraints of natural conditions, the brand building of green agricultural products in Guizhou is unreasonable and inappropriate. Based on the perspective of brand niche and the relevant literature, this paper summarizes the basic problems existing in the brand building of agricultural products in Guizhou. What is more, considering the main body of brand building, the whole industrial chain of product production and the factors of brand building, this paper puts forward the "trinity" path of the brand building of green agricultural products in line with the theory of brand niche. This paper enriches the theoretical application of brand niche and has reference significance for brand building practice.