Research on Internet marketing relationship model

The present models about Internet marketing, to a certain extent, have some limits, which cannot systematically reveals the process and characteristics of Internet marketing. Based on the theories of traditional marketing and Internet marketing, the paper builds the model of Internet marketing relationship that describes consumer´s purchase decision process and firm´s Internet marketing process, and correlation among consumer, firm, and bank and logistics firm. Through systematically analyzing the two processes, the model reveals intrinsic characteristics and essences of Internet marketing that are all different from traditional marketing. The model provides a researchful platform for the researchers, and a fundamental basis for further researching Internet marketing.