關鍵字: 電子商務、B2B、B2B2C、旅遊業 Since shopping online with travel products will become a regular daily life in the near future, it is important for retailers and independent travel consultants to establish their e-commerce marketing (B2C) as soon as possible. If the travel agency starts its own web site, the man power and the accuracy of ticket fare database should be well considered as important factors. On the other hand, a retailer can adopt the B2B2C solution from their wholesalers, the conflict of interest between its own web site and wholesaler’s retail department may cause retailers loss some of its customers. This research is based on these issues and tries to analyze and recommend the retailers to select B2C or B2B2C for the maximization of profits in e-commerce marketing.