隨著全球淨零排放目標的推進，企業面臨日益嚴格的減碳規範壓力，如何在維持營運效率的同時達成環境永續，已成為供應鏈管理中的重要議題。本研究以製造商與零售商構成的雙階永續供應鏈為對象，建構一個考量碳排放交易機制、製造商侵占終端消費市場以及零售商透過提升服務水準回應製造商侵占的供應鏈數學模型，探討製造商在面對碳減量策略同時對於侵占通路下的最佳定價與決策。本研究主要分析三種供應鏈模型：製造商無侵占行為市場且零售商無提升服務水準（ND）、製造商無侵占行為市場但零售商進行提升服務水準（NS），以及製造商對市場進行侵占但零售商無提升服務水準（ED）。透過建立賽局模型，推導各策略下的封閉式解析解，並結合效用函數與碳權交易結構，分別計算製造商與零售商之最佳利潤。研究亦進一步透過敏感度分析與參數視覺化呈現，探討在不同單位碳排放量、消費者心理價值折扣、消費者對於提升服務的邊際效益、碳權交易價格與碳排放量允許額度變化下，各策略之利潤區域、均衡定價。結果顯示，即使消費者對製造商直接通路存在較高的心理價值折扣，仍傾向於選擇透過零售商通路購買產品；然而，製造商仍能藉由建置直接銷售通路，提升自身的利潤表現。另一方面，零售商在多數情況下透過提升服務水準，能有效擴大整體市場需求，並穩定提升供應鏈雙方的最佳利潤水準。整體而言，只要碳排放成本維持在合理範圍內，製造商與零售商皆可透過各自策略的調整，在兼顧競爭與合作的情境下，獲得更優的經濟效益。

In response to rising carbon regulations, this study explores how manufacturers and retailers can balance profitability with sustainability in a two-tier supply chain. We develop a mathematical model that incorporates carbon emission trading, manufacturer encroachment, and retailer service improvement. Three strategic scenarios are analyzed using game theory with closed-form solutions, evaluating how profits and pricing outcomes are affected by carbon intensity, consumer preferences, service benefits, trading prices, and emission quotas. Results show that even with strong consumer preference for retail channels, manufacturers can still benefit from direct sales, while retailers can expand market demand and improve joint profits through enhanced service. As long as carbon costs remain manageable, both parties can adjust their strategies to achieve better economic and environmental outcomes.

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