中文摘要：

研究了再制造商面对原制造商时的市场进入问题．原制造商为了保护其市场，常常会采取广告，专利等措施来限制再制造商的进入．文章构建了原制造商广告保护下再制造商的市场进入模型．求解得到广告保护前后制造商和再制造商的最优策略，推导得到两种情况下再制造商的市场进入门槛，对比分析了广告保护对双方的影响，研究发现：广告保护在提高原制造商利润水平的同时降低了再制造商的利润水平；广告保护提高了再制造商的进入门槛，此时再制造商只有进一步降低再制造成本才能进入市场．政府部门应当制定适当政策扶持处于不利地位的再制造企业，为再制造商进入市场创造一定条件，从而推动低碳经济的发展．

英文摘要：

The original manufacturer could adopt advertising strategy which can influence purchase choice of consumer to the product when facing the market compe- tition from the third party remanufacturer. The advertising strategy of the manufacturer which is used to restraint the remanufacturer is studied. The optimal strategy of both manufacturer and remanufacturer is solved in both settings when the manufac- turer not adopts and adopts the advertising strategy. The market entrance condition for the remanufacturer is derived in both settings. The influence which comes from the advertising strategy of manufacturer to both manufacturer and remanufacturer is analyzed. Advertising could improve the profit level of manufacturer and meantime reduce the profit level of remanufacturer. And the market entrance condition of remanufacturer is enhanced due to the advertising strategy of manufacturer.