| As we all know, customers play a vital role in the supply chain. The consumers arenot only the terminal part of the supply chain, but also the demand side of the product.Only if there is demand, then the supply comes out. As the world remanufacturingpioneer, Caterpillar said that the awareness of consumers to remanufactured product isone of the barriers for its remanufactured product marketing. As we say, consumerawareness of remanufactured products plays a decisive role in the development of theremanufacturing. In the theoretical study, little literature considered the consumerawareness of remanufactured products influence the remanufacturing strategy andremanufactured product marketing. Therefore, based on this, the article study theconsumers’ awareness of remanufactured products influences the manufacturers,re-manufacturers and retailers’ pricing and marketing decision.First, from four perspectives:1) the study of closed-loop supply chain networkdesign;2) the study of remanufacturing closed-loop supply chain inventorymanagement;3) Recycling Channels of the supply chain;4) remanufacturing marketstrategy research. Review the study of remanufacturing closed-loop supply chainsystem.Second, studying how the consumer awareness of remanufactured productsinfluences the manufacturer strategy. Manufacturer remanufactured, studying how theconsumer acceptance of remanufactured products influence manufacturing strategy andmarketing strategy. The research shows that compared with consumers can not fullyaccept remanufactured products, when consumers fully accept remanufactured, theprofits of manufacturers, retailers and remanufactured are much higher; under theinfluence of the consumers’ awareness of remanufactured product, manufacturerschoose direct network to sale remanufactured product.Again, studying how the consumer awareness of remanufactured productsinfluences the re-manufacturers’ strategy. The main topic of this study is which, whenthe customer utility valuation for remanufactured product is different from new product,studying the consumers’ acceptance of remanufactured product influences theremanufactured product direct selling and distribution strategy. The study found thatunder the two modes, the consumer acceptance of remanufactured products play apositive role in remanufactured products promoting. At the same time, through comparative analysis, under the influence of consumer awareness, re-manufacturersselling remanufactured products through direct ways, in order to obtain greater profits.At last, studying how the consumer awareness of remanufactured productsinfluences the retailers’ strategy. Studying how the consumer’s acceptance ofremanufactured product influences selling the manufacturer and the re-manufacturer’sremanufactured product. The study shows that under the two modes, consumeracceptance of remanufactured products play a positive role in promotingremanufactured products. And, through comparative analysis, the study shows that it isbest for retailer to sell the manufacturer’s new product, and sell re-manufacturer’sremanufactured product. |
