Study On Reverse Logistics Marketing Orientation Of Electronic Products Based On Creation Of Value

With the development of the social economy, the consumption of electronic products increase year by year, which produce high upgrade speed of electronic products and lead to a large number of "e-waste". At present, we adopt traditional landfill and incineration to deal with the "e-waste". However, with the expansion of human consumption scale, natural resource depletion and environmental pollution aggravation, simple landfill and incineration cannot meet the requirements of economic development. Therefore, most of countries have begun to create laws to establish responsibility system for producers in electronic industry, which require enterprise to recycle its electronic products and build Reverse Logistics.However, the Reverse Logistics in China is still almost blank, and the community related interest sides haven't paid attention to the real value of Reverse Logistics. From the perspective of enterprises, establishing the Reverse Logistics system can not only help company save costs and improve product design, it is also important marketing means to maintain customer satisfaction. From the consumers' point of views, the recommendations made by consumers can be adopted in time and the consumer can get profit from the improving products. From social point of views, the Reverse Logistics can improve the efficient use of resources and energy, protect environment, be good to sustainable economic development of our countries and bring considerable environment value. Therefore, promoting the process of Reverse Logistics has very importance significance.Base on the domestic and foreign scholars studies in Reverse Logistics theory, our country's reality, this paper pose the best model for electronic enterprises to build Reverse Logistics system in value creation theory; utilize the input-output lifecycle method to analyze the environmental benefits from quantity point of view; from the strategic perspective of view, introduce the building value of Reverse Logistics system for electronic enterprise, and adopt the four dimensions indicators of the Balance Scorecard to establish the value assessment system of Reverse Logistics implementation; use AHP and fuzzy comprehensive evaluation method to evaluate the investment value of Reverse Logistics; learning from the knowledge of economics and probability, analyze the regulation and preferential policies taken by the government to meet Reverse Logistics marketing, and the encourage efforts and method taken by enterprise to encourage customer to take part in Reverse Logistics; at last, combined with the case, the investment decision-making, investment value, government intervention and market conditions of Reverse Logistics are analyzed in quantitative method. I hope this paper can provide references for enterprises Reverse Logistics practice and the government's macro-intervention policy development.