互聯網所具有的全球性、虛擬性、時空性和高增長性的特點，使網路虛擬市場成為一個全球性、數位化、跨越時空、飛速增長和潛力巨大的新興市場。互聯網已經成了行銷活動中的工具，它的功能越來越多，因此也越來越受歡迎。有人認為，互聯網是經營中的一股翻天覆地的力量，它正在迅速成為企業與消費者之間交流和交易不可或缺的基本媒介。然而，只有在人們認識到所面臨的行銷創新機會，並且利用這種機會有效地制定相對的行銷策略，互聯網才能更彰顯其優勢。

The characteristics of globality, virtuality, temporal-spacial freedom and fast-growth have made the internet a globalized, digitized, rapidly growing market with great potential. The internet has become an important facility in marketing activities. It is embraced by more and more people while its functionality grows. Someone consider that the internet is a rocking power in the business world. At a stunning speed, it is now turning to be an indispensable fundemental communication media between enterprises and customers. However, util people realize the new business chance they're facing and grasp the chance to make corresponding marketing strategy effectively, advantages of the internet could not be fully revealed.