A method for receiving service data, comprising: receiving (S101b), by a receiving end, modulated data; wherein the modulated data comprises modulated invalid data and modulated service data; concurrently demodulating (S102b), by the receiving end, the modulated data according to all modulation modes supported by the receiving end to determine a target modulation mode; switching (S103b), by the receiving end, a current modulation mode to the target modulation mode, and demodulating the modulated data according to the target modulation mode to obtain encapsulated and mapped data; performing (S104b), by the receiving end, decapsulation and demapping on the encapsulated and mapped data to obtain the service data; and characterized in that the concurrent demodulating (S102b), by the receiving end, of the modulated data according to all modulation modes supported by the receiving end to determine a target modulation mode comprises: concurrently demodulating, by the receiving end, the modulated data according to all the modulation modes supported by the receiving end to obtain a constellation point of each modulation mode, calculating a mean squared error between the constellation point of each modulation mode and a standard constellation point in a constellation diagram of the modulation mode, and determining the modulation mode that has the minimum value of the mean squared error as the target modulation mode; wherein the modulated invalid data is received before the modulated service data, and the modulated invalid data has a sending duration that is longer than or equal to a sum of a duration of determining the target modulation mode and a duration of frame synchronization during the decapsulation and the demapping. receiving (S101b), by a receiving end, modulated data; wherein the modulated data comprises modulated invalid data and modulated service data; concurrently demodulating (S102b), by the receiving end, the modulated data according to all modulation modes supported by the receiving end to determine a target modulation mode; switching (S103b), by the receiving end, a current modulation mode to the target modulation mode, and demodulating the modulated data according to the target modulation mode to obtain encapsulated and mapped data; performing (S104b), by the receiving end, decapsulation and demapping on the encapsulated and mapped data to obtain the service data; and characterized in that the concurrent demodulating (S102b), by the receiving end, of the modulated data according to all modulation modes supported by the receiving end to determine a target modulation mode comprises: concurrently demodulating, by the receiving end, the modulated data according to all the modulation modes supported by the receiving end to obtain a constellation point of each modulation mode, calculating a mean squared error between the constellation point of each modulation mode and a standard constellation point in a constellation diagram of the modulation mode, and determining the modulation mode that has the minimum value of the mean squared error as the target modulation mode; wherein the modulated invalid data is received before the modulated service data, and the modulated invalid data has a sending duration that is longer than or equal to a sum of a duration of determining the target modulation mode and a duration of frame synchronization during the decapsulation and the demapping.