市场导向文化与逆向物流活动的关系研究

Research on Relationship between Market-oriented Culture and Enterprises' Reverse Logistics Activity

将市场导向的文化划分为消费者导向、竞争者导向与供应商配合等三个构面,将逆向物流活动划分为回收物流活动与废弃物物流活动两个构面。提出了市场导向的文化与企业逆向物流活动之间关系的理论假设,并以珠三角地区609家企业为样本进行实证检验。研究结果表明目前珠三角地区企业逆向物流活动还刚起步,但珠三角地区企业已意识到以市场为导向、以消费者为中心的重要性,这说明广大企业逆向物流的意识还没有真正转化为行动。另外还证实了消费者导向与竞争者导向可以有效促进企业的逆向物流活动。根据实证研究的结论,分别从政府、企业、消费者与供应商等四个方面提出促进我国企业逆向物流活动的建议。

The market-oriented culture is divided into three facets, including consumeroriented, competitor-oriented and supplier coordination. The reserve logistics activity is divided into two facets, including recovery logistics and discard logistics. The theoretical hypothesis of the relationship between market-oriented culture and reserve logistics activity is proposed and the empirical study based on 609 enterprises data of the Pearl River Delta is carried out. The empirical study results show that the reserve logistics activity has just begun and enterprises of the Pearl River Delta have sensed the importance of market-oriented and consumer-centered, but still have not taken actions. And consumer-oriented and competitor-oriented are manifested to improve enterprise＇ s reverse logistics activity. According to the empirical study results, the suggestions to improve enterprisers reverse logistics are proposed respectively from the aspects of government, enterprise, consumer and supplier.