綠色行銷之溝通與供應鏈協調對逆向物流之績效影響

The Influence of Green Marketing Communication and Supply Chain Coordination on the Performance of Reverse Logistics

劉祐汝(Yu-Ju Liu)

指導教授 ： 朱詣尹

國立清華大學/工學院/工業工程與工程管理學系/碩士(2014年)

https://doi.org/10.6843/NTHU.2014.00279

摘要

隨著永續發展的提升與大眾對環境保護關注逐漸增加，產品回收之逆向物流因此得到更高的重視。逆向物流在處理回收物品、產品品質以及配送架構等物流活動常因為回收物品的不確定性高，而需要頻繁的溝通與合作協調能力去克服。本研究以逆向物流為主軸，試圖經由文獻及個案分析釐清以綠色行銷之溝通與供應鏈協調對逆向物流活動與績效之影響。
本研究以三種不同產業個案為例，檢驗其參與相關逆向物流實務作為，透過綠色行銷溝通與供應鏈協調，追求使各種合作角色與協調能力提升，並評估分析逆向物流績效表現。本研究考量綠色行銷溝通及供應鏈協調去建立一個完整的逆向物流架構流程，提出逆向物流對經濟、環境以及社會三大績效之影響以及其交互關係；最後，本研究歸納及延伸提出相關逆向物流之綠色行銷溝通建議。

關鍵字

逆向物流 ； 綠色行銷溝通 ； 供應鏈協調 ； 逆向物流績效

並列摘要

With the promotion of sustainable development and increasing public concerns of environmental protection, the reverse logistics gain more importance in industry and academic than before.
Reverse logistics need frequent communication and coordination to overcome the problems of high uncertainties in organizing and processing recyclables, product quality, delivery architecture and other logistics activities. In this study, we take reverse logistics as the main theme, trying to use literature review and case study to clarify how green marketing communication and supply chain coordination would impact reverse logistics activities and performance.
This study uses three different industrial firms as case study examples to examine their participation in relevant practices of reverse logistics, their promotion of green marketing communication among partners of supply chain and supply chain coordination. Analyzing and discussing the performances of reverse logistics, this study presents the environmental, economic, and social performance impact of reverse logistics as well as their interactions. Considering green marketing communications and supply chain coordination, this study establishes a framework of reverse logistics processes to ensure proper influence on the performance. Finally, the research summarizes key decisions on proper green marketing communication and supply chain coordinate for improved performance.

並列關鍵字

Reverse Logistics ； Green Marketing Communication ； Supply Chain Coordination ； Reverse Logistics Performance

參考文獻

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