E-commerce in marketing frees enterprises from the shackles of commercial intermediaries, reduces production costs, saves marketing expenses, improves efficiency, shortens the distance between manufacturers and customers, and satisfies consumers' desire to choose high-quality and low-priced goods. With the increasing popularity of the Internet, its functions have been extended to the commercial field. At present, the development of e-commerce to online service makes enterprises face the world through the network, which brings huge and far-reaching business opportunities. 1 marketing concept under the market economy system, enterprises must first establish marketing concepts if they want to gain a foothold in the market. Marketing is the link between social needs and enterprise functions. Marketing is a creative behavior. Marketing is not only to find the existing needs of customers and meet them, but also to find and solve the problems that customers should respond enthusiastically without asking. Marketing is a management process, which is the process management of analysis, planning, execution and control. Marketing is to study the market, study the characteristics and needs of customers, and make customers gain benefits by producing and distributing the right products and spreading them through the network at the right price and by the right means. Therefore, marketing is the link and bridge between enterprises and society. 2 Advantages of E-commerce Emerging e-commerce is superior to traditional marketing. E-commerce enables enterprises to use the Internet to handle daily business and transactions, that is, daily contact with suppliers, customers, banks, distributors and other trading partners, which reduces the production and sales costs of enterprises and shortens the distance between manufacturers and end users. In recent years, expensive and difficult medical treatment has become a prominent problem in medical work for many reasons. The important reason is that there are many intermediate links between pharmaceutical factories and patients, and between hospitals and patients. Drugs are marketed according to the traditional mode, and the price of drugs is several times higher than the cost price because of the price increase layer by layer; Traditional drug marketing customers are few, the sales cost is high, the convenience is poor, the communication ability with patients is weak, and patients are easy to buy counterfeit drugs. E-commerce is the use of telephone lines and computer networks to transmit information, goods and services. The use of e-commerce makes it easy for pharmaceutical factories, medical instrument factories and medical reagent factories to handle daily business. E-commerce is the technical application of business transaction and workflow automation. E-commerce is a tool for pharmaceutical enterprises to reduce costs, improve product quality and speed up product delivery. Buying and selling drugs, reagents and medical devices through the Internet has freed pharmaceutical companies and patients from the shackles of traditional commercial intermediaries, and reduced the cost of drug sales, thus reducing the price of drugs and solving the problem of expensive medical treatment. Shorten the distance between pharmaceutical factories and hospital patients and change the market structure; The expansion of customer groups has brought unlimited development opportunities to pharmaceutical companies and improved marketing efficiency. 3 The relationship between e-commerce and marketing Traditional marketing is the foundation of e-commerce development. Whether it is traditional marketing or emerging e-commerce, the core is the word "marketing". Its economic essence is the same, but the realization methods and channels are different. Emerging e-commerce is the improvement and innovation of traditional marketing mode, which is developed on the basis of traditional marketing economic theory combined with modern high technology. E-commerce is an extension of traditional marketing concept in the network age. In traditional marketing, the marketing activities of enterprises are limited by geographical environment and means of transportation. For example, pharmaceutical companies used to do business only with neighboring customers faithfully. Under e-commerce, pharmaceutical companies face the world, and users can easily turn to competitors with the touch of a mouse. Pharmaceutical companies can communicate with patients and customers through the Internet, collect market information on drug efficacy, and conduct customer satisfaction surveys. Further realize the consumption tracking, anti-counterfeiting and intellectual property protection of drugs, reagents and medical devices. The purchasing behavior of traditional marketing consumers is passive, and the guiding ideology of "selling existing drugs" and "taking drugs as the center" in the marketing activities of pharmaceutical companies. E-commerce has no geographical and spatial restrictions in the global market. For example, the kits needed by medical research centers can't be bought in one city, so they are bought from other cities through the Internet. The guiding ideology of satisfying customers' needs is realized through network marketing. The biggest feature of this way of purchasing suites is that consumers are dominant, and their shopping will is in the hands of consumers and researchers. Consumers can query information about packages or services through media interaction. Therefore, e-commerce has changed from the traditional "product-centered" marketing to the "customer-centered" reform. Pharmaceutical companies will produce any medicine boxes needed for scientific research. The impact of e-commerce on traditional marketing The Internet and e-commerce constitute a new marketing platform. Generate new marketing concepts. Marketing theory has also developed from the traditional enterprise-centered 4P theory (product, price, distribution and promotion) to the customer-centered 4C theory (customer, cost, convenience and communication). The traditional marketing 4P theory holds that as long as enterprises pay attention to the four elements of product, price, distribution and promotion, product sales will be guaranteed. The 4C theory of e-commerce includes analysis from the perspectives of customers, costs, convenience and communication. Establish a new enterprise-customer relationship based on common interests. E-commerce has unparalleled advantages in exploring customers, and finding potential target customers is no longer a problem. For example, tuberculosis is one of the three diseases listed as the key control by the World Health Organization. Since 1990s, tuberculosis has seriously rebounded in some areas, and the problem of tuberculosis prevention and control of migrant workers has not been paid enough attention, which has become a blind spot of tuberculosis prevention and control. Because of the wide mobility and strong seasonality of migrant workers, it is difficult to prevent and treat tuberculosis. Early detection of target customers through electronic networks, establishment and improvement of information disclosure system for tuberculosis prevention and control, active development of social groups or organizations to adopt e-commerce, early detection and elimination of blind spots in tuberculosis prevention and control, and search for potential target customers. 4C Theory E-commerce satisfies patients' demand and desire for drugs, enabling patients to buy drugs at lower prices, reducing consumption for pharmaceutical companies, improving efficiency and reducing production and operation costs. From the convenience point of view, e-commerce provides customers with the greatest convenience of purchase and use. Two-way communication between pharmaceutical companies and customers can provide more accurate information for enterprises to develop new products. E-commerce makes up for the shortcomings of traditional marketing, and implements efficient and fast "one-to-one" marketing with the help of the powerful communication function and information interaction characteristics of the network. Rare blood group, for example, organ transplant matching. Realize direct supply and demand, direct service and direct sales. Exempting from the relevant expenses paid to the intermediate link can greatly save the marketing cost and realize the good docking between blood donors and organ suppliers and patients. Although there are differences among patients, in the context of e-commerce, they can meet the needs alone, thus increasing the sales rate of products and services and patient satisfaction. E-commerce broadens the scope of marketing. The relationship between drugs and patients is equally important. Under the condition of e-commerce, pharmaceutical companies initially focused on the whole world. With the help of the Internet, it is easier for people to know about drugs and their sales around the world. E-commerce makes consumers' consumption behavior more rational. In the network environment and e-commerce, consumers face the system, not the computer screen. For example, hospitals are divided into different diagnosis-related groups according to patients' age, gender, hospitalization days, symptoms, diagnosis, surgery and other factors, and then divided into several levels according to the severity of the disease and whether there are complications. Each group and different levels of drug payment standards are different. Under e-commerce, patients can "shop around" by looking at the network, which is clear at a glance. Because of the limitation of information sources and geographical environment, the phenomenon of "condescending" to a hospital no longer exists, which solves the problems of difficult and expensive medical treatment, makes the medical expenses of patients more reasonable, and makes the price selection more rational, without all kinds of temptations in traditional medical expenses payment. E-commerce is conducive to reducing the cost of drugs. In short, with the acceleration of global economic integration, computers, communications, networks and other technologies are widely used. Human society will enter the era of e-commerce from the industrial economy era in the past. The emergence of e-commerce has fully combined the 4P theory and 4C theory in medical marketing management, and well reflected the requirements of patient-centered, low cost, convenient use and full communication. E-commerce represents the direction of future business development, and also represents a new marketing model in the network era. In the end, it not only reduces the marketing cost of the enterprise, but also enhances the core competitiveness of the enterprise, making it invincible, and more importantly, it benefits the majority of patients.