Emerging new-type research universities in China are expected to serve as engines for national and regional innovation systems. They should use organizational innovation in their technology transfer systems to achieve institutional transformation. This will promote the interactive coupling of three major university functions: social service, talent cultivation, and scientific research. Using Southern University of Science and Technology as a case study, this paper analyzes the impact of institutional changes and socio-cultural elements on the development of the technology transfer system from the perspectives of organizational innovation and institutional theory. Based on the analysis of semi-structured interviews and documentation, this study finds that promoting organizational innovation in the university technology transfer system requires effective management methods. These methods should enhance the system's compatibility with talent cultivation, strengthen the alignment of faculty research with industrial needs, and establish an evaluation mechanism that encourages technology transfer.