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电子商务是基于互联网的由计算机技术、网络技术和传统产业相结合的产物。从传播学角度看，网站既是传者又是受者，大多数网站既要担负起零售、批发商的角色，又要担负起内部制作、信息传递的媒介角色，不堪重负，各网站都在货源、流通、技术、可信度上寻找出路；网民是受者，电子商务欲从网站本位转向网民本位，除推出特色品牌，改进服务手段，提高技术水平外，利用网络广告改变受众心理是一项重要举措。传统产业＋电子商务式的组合是最有发展潜力的电子商务之路。
E-commerce is a product of the Internet based on the combination of computer technology, network technology and traditional industries. From the perspective of communication, the website is both the sender and the recipient. Most websites not only take the role of retailers and wholesalers, but also bear the media role of internal production and information delivery. Each website is in the source , Circulation, technology, credibility to find a way out; Internet users are recipients, e-commerce from the site-based Internet users to the standard, in addition to launch specialty brands, improve service tools, improve technical level, the use of online advertising to change the audience is a psychology Important move. Traditional industries + e-commerce portfolio is the most promising e-commerce road.