Research On The Motive Mechanisms Of The Innovation Of Online Travel Enterprise Business Models

With the sustainable,steady and rapid development of the national economy,the resident income increases steadily,the travel demands also increase rapidly,and theChinese Travel industry is undergoing a period of rapid development.The online Travel market is an emerging industry which appears in the background of rapid development of information technology and develops dramatically in recent years,and new business models emerge constantly.The paper researches the online Travel enterprises with business model innovation as the entry point,and emphatically analyzes the motive factors which influencethe innovation of enterprise business model innovation based on the serious homogenization of the online Travel industry,hoping to provide relevant suggestions on the development and innovation to online Travel enterprises.The paper,based on the analysis on the existing industrial chain and business models of online Travel enterprises,makes empirical analysis on the motive factors which influence the innovation of online Travel enterprise business models with the tools of SPSS22.0,AMOS21.0 and structural equation model,and reaches the following conclusions:(1)The motive factors which influence the innovation of online Travel enterprise business models include technical progress,customer demands,environmental changes,supply chain enterprises,corporate strategies,organizational learning capacity,entrepreneur competence,the first four are external factors,and last three are internal ones.(2)Different factors have different influences on the innovation of enterprise business models,customer demands have the strongest influence,then technical progress,entrepreneur competence,corporate strategies,supply chain enterprises,organizational learning capacity,industry environments.Secondly,the paper integrates and restructures corporate strategies,organizational learning capacity and entrepreneur competence into a dominant module;industry environments and technical progress into a market module;and customer demands and supply chain enterprises into an affiliate module;constructs the motive mechanism of the innovation of online Travel enterprise business models with business model innovation as central node,the dominant module as subject,and themarket and affiliate modules as two wings,and obtains five paths of business model innovation.Based on the aforesaid conclusions,the paper thinks that the domestic online Travel enterprises can extend Travel brands and make differential development strategies;develop advanced technologies and construct intelligent network platforms;satisfy customer demands and provide diversified services;integrat online and offline models and perfect enterprise ecological systems in order to promote the innovation of enterprise business models and enterprise competitiveness.