So what if remanufacturing cannibalizes my new product sales?

Atalay AtasuV. Daniel R. Guide, Jr.

Luk N. Van Wassenhove

Reviewer : Violet HsuCJCJ MBA Student, Taiwan ROC

那麼，假若重新再製造舊產品會搶走我的新產品銷售量嗎?

評論者 :許華菁 R76061037長榮大學經營管理研究所，台灣

• you’re ruining us—remanufactured product sales are stealing new products sales” is a phrase that almost every manager of remanufacturing operations at original equipment manufacturers (OEMs) has heard from sales and marketing managers at their firm. Many new product sales teams firmly believe a remanufactured version of a product is a potential devil, cannibalizing market share from new products.

• 你毀了我們 !〝重新再製造舊產品的銷售是偷新產品的銷售〞這個短語，幾乎每名再製造經理已經在原始設備製造商公司那從銷售和行銷經理聽到。許多新產品銷售團隊堅信是重新再製造的產品版本是一個潛在的魔鬼，蠶食新產品的市場。

A remanufactured product is quite

different from an ordinary low-end new

product • Quality Perception• Supply Constraints• Competition

從一個普通的低端新產品來說重新再製造的產品有很大的不同

• 質量的感知• 供應方面的限制• 競爭

Remanufacturing Basics

• Product Acquisition Management (PrAM)—getting the right quantities of used products in the right condition (quality), at the right price, and at the right time;

• Reverse Logistics—transporting the used products to a remanufacturing facility;

重新再製造基礎• 產品收購管理（ PrAM） :收購正確的數量使用過的產品，

在正確的條件（質量）下，在合適的價格，在合適的時間 ;• 逆向物流 :運送使用過的產品到再製造工廠 ;

Remanufacturing Basics

• Test, Sort, and Disposition—selecting the appropriate product recovery option, e.g., remanufacturing, recovery of components or disposal;

• Remanufacturing; and• Remarketing and Sales.

重新再製造基礎• 測試，分類和處置：選擇合適的產品回收選項，例如，再

製造，恢復組件或出售• 重新再製造• 重新再行銷和銷售

Product Life Cycle Management with Remanufacturing

重新再製造產品生命週期管理

Understanding Market Composition

• Newness-Conscious Customers• Functionality-Oriented Customers

了解市場結構

• 新奇性意識的客戶• 功能性為導向的客戶

Product Remanufacturing Matrix 產品重新再製造矩陣

Conditions for Profitable Remanufacturing

重新再製造利潤的條件

Putting the Factors Together

• If remanufacturing costs are high (i.e., close to new production), remanufacture only if the functionality-oriented segment is large and there are sufficient quantities of used products available (e.g., the Act quadrant in Figure 2).

綜合因素的共同作用

• 如果重再製造成本是高的（即，接近新的生產），再加工僅當面向的功能段是大的，並有足夠的數量時使用的產品（例如，在圖 2中該法象限）

Putting the Factors Together

• If the remanufacturing costs are low, remanufacturing is profitable in three scenarios, but if the supply of used products is limited and there is a large functionality-oriented segment, remanufactured products should not be offered, (e.g., the Don’t Act quadrant in Figure 2).

綜合因素的共同作用

• 如果重新再製造成本低，重新再製造是在三種情況下實現盈利，但如果使用的產品的供應是有限的，有一個大的功能為導向的段，再製造的產品不應該提供（例如，“不採取行動象限圖 2 ）。

A Typical Product Returns Life Cycle for an Inkjet

Printer

一個典型的循環產品生命週期的噴墨印表機

Some Final Thoughts on

Remanufacturing as a Marketing

Strategy• It should be clear that remanufacturing does not

always cannibalize new product sales. Even if cannibalization does occur, it is not always bad. Remanufacturing is still attractive, provided the additional profits outweigh the cannibalization costs.

重新再製造作為一種行銷策略的最後一些思考

• 應該明確的是，重新再製造並不總是蠶食新產品的銷售。即使蠶食確實發生了，它並不總是壞事。再製造仍然是有吸引力的，提供額外的利潤超過了蠶食成本。

Some Final Thoughts on

Remanufacturing as a Marketing

Strategy• Managers—who understand the composition of their markets

(functionality-oriented, newness-conscious, and perhaps green customers), the proper use of pricing strategies, the competition, and the supply of remanufacturable products over the product life cycle—should be able to minimize the potential for cannibalization and create additional profits.

重新再製造作為一種行銷策略的最後一些思考

管理者理解市場組成，市場導向的功能，新奇的意識，也許是綠色的客戶，定價策略，競爭的正確使用方法，以及在供應的重新再製造性產品在產品的生命週期應該能夠盡量減少潛在的蠶食，創造更多的利潤。

Some Final Thoughts on

Remanufacturing as a Marketing

Strategy• This is not a static decision. It needs to be re-evaluated over

the entire product life cycle. Managers have a responsibility to maximize profits for the firm and this is not always equivalent to maximizing new product sales. A portfolio that includes remanufactured products may make it possible to reach additional market segments and help block new low-priced competition and independent third-party remanufacturing.

重新再製造作為一種行銷策略的最後一些思考

• 這是不是一個靜態的決定。它需要被在整個產品生命週期重新評估。管理者有責任追求利潤最大化的公司，這是不是相當於最大限度地提高新產品的銷售。重新再製造產品的投資組合，其中包括可能使人們有可能達到更多的細分市場，並幫助阻止新的低價競爭和獨立的第三方再製造。