Abstract: Adopting typical longitudinal case analysis method, and combining Grounded Theory, the paper explores the innovation impetus and core elements of Rookie Network, and summarizes the innovation path of Rookie Network Business Mode: identifying market opportunities → conducting value proposition innovation via social collaborative data platform and internet+ thinking → technological innovation → promoting business mode innovation by taking“operation → capital → earnings mode” as the core; in the process of innovation, technology innovation and business mode drive each other realizes the cycle of value proposition → value creation → value transfer → value realization.

Key words: Rookie Network, platform enterprise, business mode innovation, innovation path, Grounded Theory