Abstract:      Under the Internet environment, the knowledge content service is growing explosively, and the content service has become a hot phenomenon in social life, but meanwhile the content service enterprises are still facing with a series of problems, such as unclear business model, weak innovation and lack of benchmark guidance, and so on. At the same time, theories and practices have proved that business model innovation is the main factor to improve enterprise performance, which can not only help enterprises to take the lead in acquiring new customers and proactive advantages, but also promote enterprises to establish dynamic advantages that are difficult to imitate. However, compared with the fact that the business model has become a hot topic, the research on content service business model is still quite weak: on the one hand, the existing research mainly focuses on a few areas such as the profit model of We-media, elements of knowledge payment mode etc., and on the other hand, most of the studies are still limited to the general summary and interpretation of phenomena and experiences of content service, more systematic and in-depth researches on content service business model is urgently needed.
     As the successful forerunner of content service area, "Luo Ji′s Thought" has set up a model of business model innovation. Since its establishment, through experiencing many iterations and changes, Luo Ji′s Thought has accumulated rich experience in business model innovation, and its innovation practice shows high research value. By combining grounded theory and using the longitudinal case study method, this paper thoroughly analyzes the business model innovation path of Luo Ji′s Thought based on its three development stages, that is charismatic personality, content e-commerce and paid content aggregation, constructs its innovation path model from a systematic and dynamics perspective, and summarizes its success factors of innovation, so as to provide ideas and reference for the innovation practice of content service enterprises, and meet the development innovation needs of We-media practitioners, content entrepreneurs and content service industry.
    The specific research path of this paper includes open coding, spindle coding, selective coding, clustering the formed concept categories, and finally forming the theoretical model of "business model innovation path of Luo Ji′s Thought". When centering the leading logic of "business model innovation path", open coding of data is carried out, and 24 initial categories are obtained; by combining with the typical analysis model consisted of "conditions / causes → action / interaction strategies → results", "user center", "content improvement", "knowledge platform" and "iterative innovation" the four category elements of Luo Ji′s Thought innovation path is concluded, and the story line around the core category of its business model innovation path can be summarized as follows: based on "user center ", by means of "content improvement "and" knowledge platform ", business model innovation can be realized through continuous "iterative innovation ".Among them, "user center" plays a basic and guiding role in the business model innovation of Luo Ji′s Thought, and also provides the basic condition of "content improvement", "knowledge platform" and "iterative innovation". Only with the improvement of user experience and satisfaction, content products building, knowledge platform construction and enterprise′s innovation can be realized. "Content improvement" and "knowledge platform" provide the means to realize "user center" on the one hand, and on the other hand, they are complemented each other, and through the cooperative interaction between them to promote the innovation and development of Luo Ji′s Thought. "Iterative innovation" is a continuous process of discovering and integrating contradictions, and through this process the development path of business model emerges naturally. The business model innovation of Luo Ji′s Thought can be regarded as a sustainable accumulation of "iterative innovation", the former is the natural trend and result of the latter′s development to a certain extent.
    The main conclusions of this study are as follows: (1) As the main categories of business model innovation of Luo Ji′s Thought, "user center", "content improvement", "knowledge platform" and "iterative innovation" not only constitute a specific path framework but also summarize the successful elements of its business model innovation. (2) The business model innovation path of Luo Ji′s Thought includes and follows a logic mechanism composed of "oriented target", "basic condition" and "creation mechanism", which constructs a logic framework and organic system of business model innovation from a systematic and dynamic perspective, and is helpful for enterprises to grasp the innovation elements step by step and to realize innovation goals. (3) "User center", "content improvement", "knowledge platform" and "iterative innovation" interact synergistically and catalyze each other, it is their combined action that promotes the business mode innovation of Luo Ji′s Thought; four elements are also in holographic corresponding relations, any single element contains other elements directly or indirectly, and only by putting each element in the whole system they build together, the respective role and values of each element can be brought into full play. (4) The business mode innovation path of Luo Ji′s Thought is a whole system, and the path and system itself are also in a continuous process of iteration and development, just as "De Dao", although the knowledge platform is its definite business mode at present, but this model is still going through reforms and innovations. Like the evolution process of organisms, the development and innovation of business model is also an endless and continuous process.
     The successful practice of Luo Ji′s Thought provides unique enlightenments for the business model innovation of content service enterprises, and taking four core elements as reference, and considering their relationship comprehensively, will help to provide specific ideas and reference for business model innovation for enterprises: (1) Focusing on the users′ needs and experience, high-quality content will be output continuously, so as to meet the personalized, diversified and comprehensive knowledge needs of users, and maximize the user′s unit time harvest. (2) Insisting on "user center", high-quality knowledge content will be provided, value with quality will be created, and user adhesiveness with quality will be improved, so as to lay a good foundation for profit improvement of knowledge production. (3) Establishing knowledge community and knowledge platform, the participation and identity of platform members will be enhanced, and the iterative innovation of business model will be promoted by using the interaction, coordination and two-way circulation between high-quality content and knowledge platform. (4) Sticking to core values and getting rid of the bondages of stock and interests, the collision of all kinds of contradictions inside and outside the organization will be found and accelerated positively, so as to provide impetus and direction for the innovation and development of organizations.

Key words: content service, business model innovation, Luo Ji′s Thought, grounded theory