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

• Main Authors: Liu, Yu-Ju, 劉祐汝
• Other Authors: Chu, Yee-Yeen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/63679555929506753700

碩士 === 國立清華大學 === 工業工程與工程管理學系 === 102 === 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.