目前，我国民航界不少人对电子商务的理解还 只是停留在建网站、卖机票的概念上。然而，国内部分航空企业建网站的实践说明，仅仅办个网站销售机票无法提高企业的综合素质、无法应对国外航空公司的挑战。只有全面实施电子商务发展战略，对企业的产业结构、运作机制、营销体系进 At present, many people in China’s civil aviation industry do not understand the concept of e-commerce, just stay on the concept of building a website and selling airline tickets. However, the practice of some domestic aviation enterprises to build websites shows that the mere selling of air tickets for website sales can not improve the overall quality of enterprises and can not meet the challenges of foreign airlines. Only the full implementation of e-commerce development strategy, the enterprise’s industrial structure, operating mechanism, marketing system into