| 基于信息共享方式解决牛鞭效应的对策探讨 |
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| 引用本文： | 包晓英,周国华.基于信息共享方式解决牛鞭效应的对策探讨[J].软科学,2004,18(2):35-37. |
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| 作者姓名： | 包晓英 周国华 |
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| 作者单位： | 西南交通大学,经济管理学院,四川,成都,610031 |
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| 基金项目： | 四川省重点科技计划项目(01GY051-26) |
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| 摘 要： | 牛鞭效应是供应链管理和营销活动中普遍存在的现象,而信息共享有效地减少牛鞭效应。针对这一问题,本文提出一种通过扩展核心企业的市场部职能,加强市场部的信息获取能力,从而可以深入到中间商的作业范围内部获得顾客的真实需求信息,以确定中间商订单的可靠度的方法。在此基础上引申,信息发达地区的企业可以通过构建电子商务平台扩展其市场部职能,实现与顾客双向信息交流,从而减少信息失真程度。
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| 关 键 词： | 牛鞭效应 供应链 信息共享 市场部扩展 电子商务平台 |
| 文章编号： | 1001-8409(2004)02-0035-03 |
The Countermeasure Discussion of Resolving the Bullwhip Affection Based on the Information Communication |
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| BAO Xiao-ying,ZHOU Guo-hua.The Countermeasure Discussion of Resolving the Bullwhip Affection Based on the Information Communication[J].Soft Science,2004,18(2):35-37. |
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| Authors: | BAO Xiao-ying ZHOU Guo-hua |
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| Abstract: | The bullwhip effect is a universally existent phenomenon in supply chain management and marking activity, information communication can effectually reduce it. We come up with a way through extending the marketing function of the core enterprise, enhancing the capability of grasping information in order to penetrate into the middlemen area to gain the real information of clients, in the result, we judge the reliability of the order form which send by the middlemen. Based on it, we explicate that the enterprise of information access can build e-business platform to extend the marketing function, achieve bi-directional communication, and result in the degree information distortion. |
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| Keywords: | bullwhip effect supply chain information communication marketing extend e-business platform |
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