Abstract: 【Purpose/significance】With scenario elements embedments in the social Q&A platform, the scenario features become in⁃creasingly obvious, and the scenario functions become richer. However, the existing social Q&A platform's scenario utility is not fully and effectively played, which makes it gradually lose the opportunity of value creation.【Method/process】Therefore, the scene was brought into the field of vision of social Q&A platform research, and the service innovation framework, service innovation mechanism and service innovation path of social Q&A platform were constructed based on the scenario contextual adaptation from the service model innovation elements  【. Result/conclusion】Based on the research method of single case, the service model of social Q&A platform
is demonstrated. The results show that the service model innovation of social Q&A platform can achieve functional service model inno⁃vation, experiential service model innovation, and the appropriate integration innovation of these two kinds of innovation according to user information expectations【. Innovation/limitation】Introducing the scenario into the innovation research of socialized service model enriches the relevant theories, which need to be demonstrated by other empirical methods in the future.