The social service function of colleges and universities is their intrinsic meaning and inevitable choice under the "new normal situation". We should strengthen the view of social service function, and cultivate pragmatic talents based on demands of the society. To help colleges and universities actively adjust to and serve for the new normal, the following actions should be taken:actively carry out scientific research on social field; construct transformation mechanism of scientific researches in colleges and universities; establish incentive and evaluation mechanism of social services.