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Service-oriented software engineering emphasizes the discovery and reuse of existing service resources and aggregate them to meet user needs. This paper proposes a service-oriented and process-driven approach to modeling variability in software product line. In this approach, variability analysis and modeling as a means, domain ontology model as a starting point, process ontology model as the center, service ontology model as the purpose, which organize the family core-assets to identify and model variability from perspectives of domain, process and service. Summarily, the whole modeling process of the approach is discussed completely through a real software family on business hotel.