The Study Of Marketing Channel Strategy In The Remanufacturing

With the continuous development of economy,the problem of environmental pollution and resource shortage have become important issues for all over the world.Thus the development of a green circular economy is urgent.Remanufacturing,as a sustainable production method that improves the reuse rate of waste products and reduces the waste rate of natural resources,has attracted the attention of the global government.Even though many manufacturers integrate remanufacturing into existing business models,it should be noted that such efforts are usually accompanied by a majorconcern for cannibalization of new product sales from remanufactured products.Thus,many manufacturers take different marketing strategies to deal with this problem.Specifically,when the manufacturer dominate the remanufacturing process,some manufacturers adopt a “one-roof policy”,by which all new and remanufactured products aresold through one store/chain.And other manufacturers adopt a “two-roof policy” where the sale of new products takes place in a store and their remanufactured products in another.when the third-party independent remanufacturer dominate the remanufacturing process,some manufacturersand remanufacturers also adopt a “one-roof policy”,by which all new and remanufactured products aresold through a retailer.However,in contrast,some manufacturers and remanufacturers adopt a “two-roof policy” where the manufacturers sell new products through a retailer and the sale of remanufactured products take place in another.Although the literature on remanufacturing has extensively addressed remanufacturing operations management,little attention has been paid to analysis coping strategies in the remanufacturing cannibalization.To fill this gap,in this paper,the authors develop respectively different theoretical models indifferent remanufacturing operations.(1)when manufacturer dominate the remanufacturing process:(1)through a one-roof policy(Model O)or(2)through a two-roof policy(Model T);(2)when the third-party independent remanufacturer dominate remanufacturing process:(1)through a one-roof policy(Model RO)or(2)through two-roof policy(Model RT);and strive to study coping strategies of the remanufacturing cannibalization.The central result suggests that,regardless of the two operations,if the manufacturers care about economic performance,distributing both products through a two-roof policy is an advantageous strategy.Conversely,if they care about environmental sustainability,one roof is the preferred strategy.