由於全球環境嚴重變遷，政府、企業和消費者環保意識覺醒，市場上出現綠色市場區隔，綠色消費者為一個具環保意識或是環保行為的群體，若企業對於自身商業行為具有環保作為，綠色消費者將提高其前往消費之意願，反之則可能降低甚至不消費。因此，製造商考量加入共享經濟，以提供消費者不同的消費模式選擇，並吸引綠色消費者前來消費。在市場中，共享經濟是一種新興且熱門的消費方式，透過交易獲得產品使用權，取代傳統所有權之轉移，使產品生命週期中的閒置期間降至最低，以達到環境保護的目的。
共享經濟主要分為C2C和B2C兩種型態，本研究欲探討產品為企業所有之B2C共享模式，將市場區隔為一般消費者和綠色消費者，並探討製造商於製造商自營共享平台模式與非自營共享平台模式下之最佳營運策略，以利潤最大化為目標，分別求得銷售與共享之個別定價，並決定製造商是否要採取自營共享模式。其中本研究在範例中透過設定參數，進行策略間的比較與分析，發現在同時考量一般消費者與綠色消費者的情況下，製造商加入共享經濟的利潤會明顯提高；於非自營共享平台模式進行敏感度分析，結果發現製造商可透過提高消費者使用需求以及降低每單位分潤金額兩個面向進行調整，對製造商的利潤達到最有效的增加。當綠色消費者在市場中的占比較高時，製造商應加入共享選擇複合策略。當消費者對於產品的使用需求較高時，消費者較喜歡前往購買產品，但若消費者的使用需求較低時，消費者較喜歡參與共享，製造商可透過了解消費者對產品的使用需求，得知是否加入共享。

The rapid environmental changes have awakened consumers' environmental awareness. Green consumers appear as a group with environmental awareness or behavior in the market. If companies have environmental protection actions, green consumers will increase their willingness to consume. To attract green consumers, the manufacturer joins the sharing economy. In the market, the sharing economy is a new popular way of consumption, which obtaining the right to use products through transactions, and therefore, the idle period in the product life cycle is reduced, to achieve the purpose of protecting the environment.
This study investigates the B2C sharing model where the products are owned by the company, divides the market into general consumers and green consumers, and explores the manufacturer’s optimal operating strategies under the self-operated sharing platform and non-self-operated sharing platform models to profit Maximization is the goal, and pricing for sales and sharing is obtained, respectively. This research analyzes different strategies and finds that the profits of manufacturers joining the sharing economy will significantly increase. The sensitivity analysis of the non-self-operated strategy reveals that manufacturers can increase consumer usage need and reduce the amount of profit sharing per unit adjust to achieve the most effective increase in the manufacturer’s profits. When green consumers account for a relatively high proportion of the market, manufacturers should join the shared choice compound strategy. When consumers have a high demand for products, consumers prefer to buy products, but when consumers have low demand for use, consumers prefer to participate in sharing.

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