E-commerce marketing plays an important role in the development of e-commerce. However, many e-commerce marketing types are obscure, excessive and exaggerated. If some consumers buy and use inappropriate products or services, the consumers may suffer from greater losses. As a result, these marketing types are not sustainable, and also hinder the development of e-commerce. Research on optimizing and restructuring the e-commerce marketing has important practical significance. The article analyzes and studies existing e-commerce marketing according to the interests of all parties and aim to result in a win-win situation. We introduce the ideas and methods from the Business Process Reengineering (BPR) to optimize and restructure e-commerce marketing. Finally, we discuss the characteristics, content and process of the e-commerce sustainable marketing and give some discussions on its real applications.