Research On Affecting Factors Of E-commerce Operating Performance In China's Small And Medium Traveling Agent

This study is based travel e-commerce of small and medium analysis of key performance factors to construct a performance model of small and medium sized travel agency e-commerce and e-commerce by small and medium travel behavior survey data, using multiple regression analysis, on the theoretical model empirical test, revealing the small travel agencies in China's internal mechanism of development of electronic commerce, travel agent found a small advantage of e-commerce strategy implementation of the strategy, the general strategy and disadvantages of strategies to small and medium sized travel agents for our e-commerce a reality in-depth development of the theory of reference .Based on the purpose of this study, significance and research, the study's innovations include the following three aspects:First, build a small travel agency in China e-commerce model of key performance factors. E-commerce operations of small and medium sized travel agencies to improve and enhance performance by many factors, large domestic and foreign travel agents and travel agencies operating performance of e-commerce there are great differences of factors, of which the key influencing factors on the travel e-commerce There are important development impact, is an important part of e-business performance improvement.Secondly, the discovery of the efficient operation of small and medium sized travel agency e-commerce factors. Through empirical testing, the study found that small travel agencies in China in the operating mechanism of e-commerce, e-business strategy, professional talent development and enhancement of travel information is the ability to communicate the advantages of travel agencies to implement e-commerce strategy, e-commerce implementation process resulted in a significant role.Third, find a travel agent e-commerce operations of inefficient small factors. Through empirical testing, the study found that small travel agencies in China in the operating mechanism of e-commerce, online transactions, structure optimization and the implementation of e-commerce model selection strategy did not produce a substantive role, needs to be improved and enhanced.