供应链中牛鞭效应的缓解策略研究

加强供应链中信息的管理是实现供应链管理目标的关键，牛鞭效应是由需求预测信息在传递过程中发生扭曲而导致的需求波动现象，它对供应链的价值实现会产生巨大影响，从需求预测、批量订货和价格变动三个方面对牛鞭效应进行了分析，最后提出了建立内外联网来进行信息共享、并进行大规模定制生产，建立需求驱动供应链：从推到拉的生产和有效的客户反应，来缓解供应链中的牛鞭效应。

Strategies of Reducing Bullwhip Effect in Supply Chain

Strengthening of information management in supply chain is the key to realize the goal of supply chain management. The bullwhip effect is a demand fluctuation phenomenon caused by the distortion of the information predicted in the transmission process,and it will have a tremendous impact on the value realization of supply chains. This article analyzes the bullwhip effect from the demand forecast,batch order and price changes. And it finally proposes the method of establishing the internal and external network for information sharing and mass cus-tomization production,building the demand - driven supply chain,i. e. the from - push - to - pull production and effective customer response,to relieve the bullwhip effect in the supply chain.