The application of Internet makes it possible for people to do shopping over Internet, and attracts the massive people to register their own shops in the C2C transaction platform. In the severe market competition, it is an urgent matter for enterprises how to make their small shop popular among multitudes of shops and well-known. At moment, many shop owners are in the stage of the building and promotion of their E-shop. The article firstly analyzes the present domestic and foreign research situation of E- marketing in 2006, and then elaborates the evolution from the traditional marketing promotion theory to the network marketing promotion theory. Next from the perspectives of shop owners, it enumerates a series of promoting strategies about C2C electronic-commerce E-shop. For example, the integration of online promotion, wireless promotion and offline promotion can reduce the malpractices for the sole method. Finally, the paper analyzes some questions which exist in promotion for E- shops and offers several countermeasures.