全球暖化所導致的氣候變遷在近幾年日漸顯著，許多國家為了有效控制溫室氣體的排放，訂定了眾多的碳排放政策。因此只注重於企業利潤的經營策略，在各國政府訂有環保政策的情形下，未必能使企業達到利潤最大，我們應考慮投入適當的綠化科技，以在利潤與公眾利益間達成一個雙贏的局面。另一方面，隨著近年來互聯網的快速發展，新興了一種新的電子商務交易模式O2O，即線上線下交易模式，其所代表的即是將實體商店與電商平台加以結合，使製造或零售業者跨足更大的消費者市場，提升企業利潤，與以往不同的是，O2O模式能確實的減少實體店面的相關成本並能獲取更多的消費者資訊以留住顧客。因此我們旨在政府的環保政策下，投入適當的綠化科技，並在O2O模式下透過各種不同的合作模式，找出能使企業利潤最大或公眾利益最大的情形並探討利潤與公眾利益之間的權衡關係。
本研究針對不同的碳排放政策於O2O定價策略下，決定產品的販售價格、實體商店與電商平台的促銷程度，在顧客對產品的需求方面，我們考慮了自身產品與替代性產品的價格、減碳率、不同販售管道促銷程度對需求的影響，最後分別於碳稅、總量限制與碳交易兩種碳政策與分散、共享、虛實整合三種情形下，透過應用賽局理論中的史塔柏格賽局與反向歸納法，找出O2O模式下成員的最佳定價與促銷策略。
最後透過數值分析，發現資訊對稱情形下利潤皆會優於不對稱，再者若政府欲追求公眾利益最大則須對電商平台進行補助。整合情形下的利潤會優於分散與共享情境，而分散與共享情境下何者可獲得更高程度的利潤則取決於供應商持有利潤比例、電商平台促銷程度對實體商店的影響與顧客的需求是否有移轉到實體商店所決定；而在政策上，碳稅政策則必須在碳交易價格大於碳稅價格一定程度時，其利潤才會大於碳交易政策，且透過此兩種政策的規範，能有效的減少碳排放，提升公眾利益。

In order to control greenhouse gases effectively, numerous carbon emission policies have been implemented by many countries. Thus, the strategies that not consider carbon policies will unable to efficient and effective maximize an enterprise’s profits. On the other hand, with the rapid development of the Internet, a new e-commerce mode (Online to Offline, O2O) has emerged, such as Walmart and Amazon, it also brought an increase in product demands and carbon emissions. Therefore, the aim of this study is to maximum company's profits or social welfare under the various cooperation modes. This study focuses on different carbon policies under the O2O pricing strategy and uses game theory to determine the sales price of products and the promotion degrees of physical store and e-commerce platform. The results indicate the situation with information symmetry will be better than that with information asymmetry, and if the government want to pursue the greatest social welfare, it must subsidize the e-commerce platform. The profit under the integrated mode will be better than those under the decentralized and sharing modes, and if companies want to reach a sharing mode, it depends on the proportion of profits hold by suppliers and the degree of promotion of the e-commerce platform to the physical store. Both policies can reduce carbon emissions and improve social welfare. The carbon tax policy will reduce more carbon emissions than cap and trade policy when trading price is greater than the tax to a certain degree.

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