This paper analyzed how consumer brand loyalty influences brand remanufacturers’ market strategy when independent remanufacturers (IRs) enter the market and when they do not. The authors developed and analyzed four market models, “no IR enter and no brand remanufacture (n),” “no IR enter and brand remanufacture (nR),” “IR enter and no brand manufacture (nr),” and “IR enter and brand remanufacture (nrR)”. They then analyzed the results using sensitivity analysis and comparative analysis. The research found that new product prices, brand remanufactured product prices, and general re-product prices are positively correlated with brand loyalty; with the increasing level of brand loyalty, brand manufacturers’ profit increases, while the IR’s profit is lowered. Further, when the manufacturing costs of new products are high, the model preference for the brand manufacturers is always $nR\succ \mathit{nrR}\succ n\succ nr$; when the costs are lower, the level of the consumer brand loyalty affects the model preference. In models nr and nrR, brand loyalty may increase the brand consumer surplus, but reduces the average consumer surplus, total consumer surplus, and total social welfare.

本文分析了当独立再制造商（IR）进入和未进入市场时，消费者品牌忠诚度如何影响品牌再制造商的市场战略。作者开发并分析了四种市场模型，“没有IR进入且没有品牌再制造（n）”，“没有IR进入且没有品牌再制造（nR）”，“ IR进入且没有品牌制造（nr）”和“ IR进入和品牌再制造”。然后，他们使用敏感性分析和比较分析来分析结果。研究发现，新产品价格，品牌再制造产品价格和一般再产品价格与品牌忠诚度呈正相关。随着品牌忠诚度的提高，品牌制造商的利润增加，而投资者关系的利润降低。此外，当新产品的制造成本很高时，$ñ\mathrm{[R}\succ \mathit{R}\succ ñ\succ ñ\mathrm{[R}$; 当成本降低时，消费者品牌忠诚度会影响模型偏好。在模型nr和nrR中，品牌忠诚度可能会增加品牌消费者剩余，但会降低平均消费者剩余，总消费者剩余和总社会福利。