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1、在线旅游企业商业模式创新动力因素实证研宄李菲菲田剑江苏科技大学经济管理学院南京大学商学院随着我国居民收入水平的不断提高,大众旅游需求口益旺盛,屮国旅游业进入飞速发展期。而信息技术的飞速发展极大地改变了旅游产品的消费荠行为和旅游企业的运作模式,助推了在线旅游市场的发展壮大,导致新型商业模式不断涌现。为更好地开拓新市场,满足消费者对旅游产品更加个性化的需求,在激烈的市场竞争中脱颖而出,在线旅游企业必须积极探索新的发展模式,构建新颖多样的商业模式,进行深层次、差异化创新。而基于结构方程模型对在线旅游企业商业模式创新进行实证分析发现,顾客需求、技术进步、
2、企业家能力、公司战略、供应链企业、组织学习能力、行业环境等因素对在线旅游企业商业模式创新具有显著影响。鉴于此,为有效推动企业商业模式创新,在线旅游企业在经营过程中应当面向多样化个性化顾客需求,提供多元化服务;开发先进技术,建设智能化网络平台;延伸旅游品牌,制定差异化发展战略;融合线上线卜,完善企业生态系统。关键词:在线旅游企业;商业模式;创新动力;差异化;基金:国家社会科学基金项0“生命周期视角下众创空间创业生态系统演化机理与运行缋效研宄”(17BGL028)EmpiricalStudyonDrivingForcesofInnovationinB
3、usinessPatternofOnlineTourismEnterprisesLIFei-feiTIANJianJiangsuUniversityofScienceandTechnology;Abstract:Theincreasinglyincreasedcitizens’incomepromotestherapiddevelopmentofChina’stourismindustry.AndtherapiddevelopmentofITsignificantlychangedconsumerbehaviorsandtheoperationp
4、atternoftourismenterprises;italsopromotesthedevelopmentofonlinetourismmarketandtheemergenceofnewbusinesspattern.Tobetterexplorethenewmarket,meettheconsumers’requirementsintermsofcustomizedtourismproducts,andtobesuccessfulinmarketcompetition,onlinetourismenterprisesshouldexplo
5、renewdevelopmentpattern,fosternewanddiversifiedbusinesspattern,andmakeprofoundanddifferentiatedinnovation.Theempiricalresearchoninnovationinbusinesspattern,whichisbasedonstructuralequationmodel,showsthat:suchfactorsascustomerrequirement,theadvanceintechnology,entrepreneurabil
6、ity,corporatestrategy,supplychainenterprise,organizationcapabilityforlearning,andindustrialenvironmenthavesignificantimpactononlineenterpriseinnovationinbusinesspattern.Becauseofthat,toeffectivelypromoteinnovationinbusinesspattern,onlinetourismenterprisesshould,first,consider
7、customers’diversifiedrequirementandprovidethemwithdiversifiedservice;second,theyshoulddevelopmoreadvancedtechnologyandestablishthesmartnetworkplatform;third,theyshouldextendthetourismbrandandformulatedifferentiateddevelopmentstrategy;andfourth,theyshouldintegrateonlinewithoff
8、lineandperfecttheecologysystem.Keyword:onlinetourismenterprises;busi