Since the popularity and widespread of Internet technology, Electronic-Commerce（E-Commerce） becomes one of the critical factors regarding competencies and service quality of enterprises. One of the major enterprise objectives in E-Commerce is to provide an effective trading channel through the Internet to the customers. It becomes a critical issues that how enterprises could utilize information technologies on Internet to keep good enterprise reputation and customer’s loyalty. Enterprises therefore need effective and appropriate marketing strategies and techniques to accomplish the above goal. The success of these strategies and techniques, however, must rely on appropriate IT techniques. Internet marketing technologies generally lack of some personnel characteristics, like“Adaptability”,“Interactivity”, and “Initiative”. Therefore, the traditional marketing techniques cannot be completely fulfilled and migrated to electronic marketing（E-marketing）. In this paper, a script and personal agent based Internet marketing multi-agent system, called SPIMMAS, is proposed. Through the support of interactive script, marketing specialists could efficiently separate the presentation and domain knowledge in marketing activities. Marketing experts might therefore design and apply a variety of marketing techniques and strategies to match the goal of one-to-one based marketing through the communication and cooperation between a personal agent and other supporting agents in SPIMMAS. In this thesis, a multi-agent system and scripting mechanism has been successfully applied on E-marketing to cope with the aforementioned drawbacks and enhance the applicability of current E-marketing technologies and techniques.
