As the information technology advances and the number of internet users increase, the electronic commerce has been discussed actively in the academic and industrial circles. Though the reference model is important as a guide to the study on electronic commerce at this time, current studies on the reference model are inclined to emphasize on the specified area, not on overall area. In this respect, this paper aims to provide the synthetic reference model - named the ECGR model(Electronic Commerce Generic Reference model) - and its application plans. First, for these purposes, several frameworks and reference models of electronic commerce are compared and analyzed from the various viewpoints. Second, several factors for the development of the reference model are proposed. Finally, the ECGR model is developed and its application plans are suggested. The ECGR model provides a conceptual and analytical apparatus to interpret the profound understanding of electronic commerce and presents the fundamental framework related to the electronic commerce projects. According to the expansion of electronic commerce and the development of related information technology, the ECGR model must be modified.