This paper summarises Ph.D. research study in strategy, project and programme management at SKEMA Business School of France. The research has been construed as an in-depth case study of a fast-growing hotel chain company in Southern China with 36 hotels to scientifically find the positive impact of Confucian cultural values introduced by the company on the hotel chain management and the proactive practice of hotel employees who are the direct producers of quality and discerning guest service, and to trace the foundation of associated service innovation and programme management contributing to the constant fast growth over the 11-year period from the hotel group's foundation in 2003 to year 2014. It proposes a model of service innovation powered by programme management by P2M of Japan. The research is exploratory in nature and has used a mixed method of qualitative analysis including interview with the hotel chain senior management team and 51 middle managers (hotel branch managers), and quantitative substantiation of the qualitative findings by way of questionnaire survey into 747 employees in the case hotel chain, hotels of other ownerships and other service industry enterprises. The research findings have confirmed programme management practice for service innovation on the foundation of Confucian cultural values as centerpiece of corporate credo and business guiding principles.