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This paper aim is to improve the product quality of manufacturer, under considering the dual preference of consumer channel and quality. Our conclusions show that the manufacturer’s profit and quality improvement boundary are uncorrelated with channel preference, under decentralized decision-making; manufacturer profit and quality improvement boundary are correlative to preference channel. Therefore, the manufacturer can reduce the cost of quality improvement through upgrading production technology, implementing quality management and other means. Moreover, at the same time, the manufacturer can improve consumers' recognition of high-quality products through advertising and other means.

Research on Product Quality Improvement Strategy of Supply Chain Considering Consumers’ Double Preference