图书供应链中的“牛鞭效应”及其弱化策略  

“Bullwhip Effect”and Its Weakening Strategies in Book Supply Chain

作　　者：高英[1] GAO Ying(The Press of Wuhan University of Technology,Wuhan 430070,Hubei,China)

机构地区：[1]武汉理工大学出版社,武汉430070

出　　处：《武汉理工大学学报（社会科学版）》2021年第5期109-114,共6页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：近年来,受多方面因素的影响,我国图书市场销售持续低迷,而供应链中的“牛鞭效应”使得图书市场变得更加不景气。“牛鞭效应”是供应链中普遍存在的现象,它的产生与供应链系统本身结构有关,是不可能完全消除的,因此,如何有效弱化或减小“牛鞭效应”带来的影响,已成为学界和包括出版业在内的企业界共同关心的问题。阐述了供应链及供应链管理对企业生存与发展的重要作用、“牛鞭效应”的含义及其研究现状,分析了供应链中“牛鞭效应”产生的原因及“牛鞭效应”对图书出版业的危害,提出出版社应积极与供应链合作各方建立合理的契约和协同服务机制,采取加强信息共享、稳定折扣波动、规避缺货博弈、减少供应链长度等策略,来弱化和减少“牛鞭效应”的影响。Recently,the book market has depressed continuously in China.Even worse,the“bullwhip effect”in the supply chain makes the book market more depressed.“bullwhip effect”is a common phenomenon in supply chain.It is related to the structure of supply chain system and cannot be completely eliminated.Therefore,how to effectively weaken or reduce the impact of the“bullwhip effect”has become a common concern of academia and the business community including the publishing company.This paper expounds the important role of supply chain and supply chain management on enterprise survival and development,the meaning of“bullwhip effect”and its research status.It also analyzes the causes of“bullwhip effect”in supply chain and the harm of“bullwhip effect”on book publishing company,and puts forward that the press should actively cooperate with the supply chain parties to establish reasonable contracts and cooperative service mechanism,adopting enhance information sharing,steady strategies such as stable discount fluctuations,avoiding shortage of game,reducing supply chain length and so on,in order to weaken and reduce the influence of the“bullwhip effect”.

关 键 词：图书市场 供应链管理 牛鞭效应 

分 类 号：F274[经济管理—企业管理]