网络和信息技术的发展带动了电子商务的高速发展，通过互联网预订旅游未来将占旅游预订总量的半数以上。目前，我国在线预订旅游市场已具有一定规模，且呈现多种商业模式并存的状态。在以技术快速变迁为特征的动态竞争环境下，企业要想更好地实现顾客价值和企业价值，就必须进行商业模式创新。根据文献研究，本文提出6个影响旅游在线预订网站商业模式创新的因素，通过问卷调查法获得实证数据，并利用SPSS17.0进行数据分析，认为企业家精神、技术推动、产业融合、市场拉动和市场环境压迫，是影响旅游在线预订网站进行商业模式创新的主要动力。%The development of network and information technology has driven the rapid development of e -business , in future, booking travel through internet will be more than half of all the reservation of travel .In China, the travel online booking market has formed , and shows a variety of business models .Under the dynamic competition environment being characterized by technology changing , it must innovate business model if the enterprise wants to realize value of customer and itself better .Through the former articles , this paper proposes 6 elements which influence the motivation of business model innovation of travel online booking website , and uses questionnaire survey method to collect data and uses SPSS 17.0 to analyze the data, then the paper comes to conclusion that the entrepreneurial spirit , the force of skill, integra-tion of industry , market pulling and competition are the main elements which influence the business model innovation mo -tivation of travel online booking website .
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