Researches On Enterprise Internet Marketing Structural Modeling

It is a network-based information era in the 21st century. Networking, informatization and digitizing are promoting the development of the World Economy and Human on the whole. The network-based information technology has been the key factor and accelerator of economy development. The network-based information era gives an quite new commercial environment to enterprise.The challenges and opportunities of the network era have brought new entering points and operating modes for enterprise internet marketing. The traditional narrow tangible small markets are gradually trending toward the modern broad intangible virtual markets.Internet marketing has provided and will provide new areas of opportunities for producers, retailers and consumers. The powerful information communication channels such as the Internet, interactive digital TV, as well as the telephone, and fax machine, are continuously changing the relationship among producers, suppliers, retailers and consumers. Such changes will significantly affect the economics of marketing channels and patterns of physical distribution.The internet marketing model and its modeling approach determine the relationships between physical distribution, capital distribution, information flow and decision flow of an enterprise. The enterprise internet marketing models can help orientate the position of enterprise among the market environments of the world, therefore the enterprise can be responded rapidly to obtain the advantages of competition.According to the partitions of strongly connected subclass, class and calculation of framwork matrix in the interpretive structural modeling(ISM for short) processes, using BPSM andanalyzing object to be modeled, the paper firstly analyses the system modeling objects, and then determines an viable structural model for enterprise internet marketing processes through system analysis, algebra analysis and system modeling theory. Subsequently we give a whole internet marketing modeling process of one foreign trade enterprise in GuangDong province as an example. It indicates that this method have a big amelioration to traditional SM methods. It gives a reliable reference for on-line management and control of enterprise internet marketing business process and is valuable for both electronic business and virtual markets modeling and simulation.