Abstract: The nature of relationship marketing orientation is to establish relationship, acquire resources and develop value activities for innovation. Relationship marketing orientation connection with the business model in innovation internal and external relations, reshape the value proposition, implement the overall synergy, the core value between two fit well or relate to each other. Based on the Network Location Theory and Enterprise Interior Ability theory, this paper explores the effect of network structure and cross-functional integration between relationship marketing orientation and business model innovation. Research conclusion shows that the relationship marketing orientation impacts on network structure, cross-functional integration and business model innovation positively, network structure and cross-functional integration played a partial intermediary role between relationship marketing orientation and business model innovation.