本文通过回顾新的信息基础即互联网的发展进程及其对电子商务的意义，从经济学方面探讨互联网的经济效果，包括代理成本、交易成本、网络外部性三部分的分析阐述了互联网对于市场、营销体制和营销实践的冲击。提出，电子商务仍是一种不确定的商务模式，需要着眼于消费者及营销体制，对市场变化的结果进行营销学领域的系统性研究。 This article reviews the new information foundation, namely the development process of Internet and its significance to E-commerce, discusses the economic effect of the Internet from economics, including the analysis of agency costs, transaction costs and network externalities, The impact of marketing system and marketing practice. Proposed that e-commerce is still an indefinite business model, which needs to focus on the consumer and marketing system, and conducts systematic research on the field of marketing on the result of market changes.