摘要
供应链中的牛鞭效应起源于管理者追求利润最大化的理性决策,价格波动是产生牛鞭效应的主要原因之一,而价格波动常常是由零售商周期性地采取一些特殊促销行为引起的。本文通过考虑在动态需求环境下,存在一个包含有一个供应商与一个零售商的简单供应链,当下游零售商有促销行为时与无促销行为时进行定量分析比较,并分析基于促销行为的零售商收益大于库存成本时的牛鞭效应,结果表明,零售商的促销行为很大程度上加剧了牛鞭效应,只有当产品价格比较稳定时,才能尽量避免和减少牛鞭效应。
The bullwhip effect in supply chain originates from the rational decision of profit maximization which the managers pursuit.The fluctuation of price is one of the main reasons which cause the bullwhip,effect and the fluctuation of price is often caused by the special promotion behavior which the retailers use regularly.The article considers there exists a simple supply chain including a suppler and a retailer in the dynamic demand environment,and it compares quantitatively the bullwhip effect when the downstream retailer has the promotion behavior and no promotion behavior,and analyzes the bullwhip effect that the benefit of the retailer is bigger than the inventory cost based on the promotion behavior.The result shows that the promotion behavior of the retailer aggravate the bullwhip effect to a great extent,and only when the product price is comparatively steady,the supply chain can avoid and mitigate the bullwhip effect to the best of its abilities.
出处
《工业技术经济》
CSSCI
北大核心
2012年第2期103-107,共5页
Journal of Industrial Technological Economics
基金
广东省自然科学基金项目(项目编号:9451805702003912)
浙江省科技计划一般软科学项目(项目编号:2010C35004)
浙江省教育厅重点项目(项目编号:Z200908711)
杭州市哲学社会科学重点项目(项目编号:A10GL02)
杭州市哲学社会科学重点研究基地立项课题(项目编号:2011JD20)
关键词
促销行为
供应链
牛鞭效应
价格波动
promotion behavior supply chain bullwhip effect the fluctuation of price
