摘要

　　　近幾年來，企業之間的競爭已逐漸變成供應鏈與供應鏈之間的競爭。由于傳統供應鏈還沒有發展到成熟的情況下，每個節點企業只考慮自己利益最大化，加上信息的不一致和外部環境的復雜變化，導致供應鏈上的物流不確定性增大，產生了“牛鞭效應”。“牛鞭效應”導致供應鏈巨額虧損，供應鏈上游庫存增加、成本上升、服務水平降低，供應鏈的總成本增加，對供應鏈管理的績效產生嚴重的負面影響，降低供應鏈的整體競爭力，最終使每一個供應鏈成員承受巨額虧損。如何消除“牛鞭效應”產生的危害，已經成為人們關注的一個問題。

　　　在本文中，首先對“牛鞭效應”做了簡要的介紹，并從宏觀和微觀角度分別闡述“牛鞭效應”產生的危害，再以山西紅富士滯銷為例，研究這次事件的滯銷原因，并結合理論知識總結這次事件發生的主要原因，針對產生的原因找出緩解“牛鞭效應”的對策，這對于提高整條供應鏈系統所涉及的企業經濟利益有重大的實際作用，不僅可以提高企業運作效率，提高利潤，而且這對提高供應鏈成員企業的經濟效益有廣泛的現實意義。

關鍵詞：供應鏈；牛鞭效應；蘋果滯銷；緩解對策

ABSTRACT 

　　　In recent years, the competition between enterprises has gradually turned into the supply chain and the supply chain competition. Because the traditional supply chain has not developed to the mature situation, each node company only consider their own interests, in addition to the information inconsistency and external environment complex changes, resulting in the supply chain logistics increased uncertainty, produced "the bullwhip effect". The "bullwhip effect" in supply chain led to huge losses, upstream supply chain inventory increases, rising costs, service level is reduced, the total supply chain cost increase, on the performance of the supply chain management to produce serious negative effect, reduce each node of supply chain business enterprise overall competitive power, finally makes every member in the supply chain under huge losses. How to eliminate the" bullwhip effect" harm, has became the focus of a question. How to eliminate the" bullwhip effect" harm, has become the focus of a question.

　　　 In this paper, first the bullwhip effect are introduced in brief, and from the macro and micro perspective of bullwhip effect harm, then to Shanxi Fuji unsalable as the object of study, to study the incident unsalable reasons, and combining with the theoretical knowledge summing up the events occurring in the primary cause, aiming at these reasons to find the countermeasures to reduce bullwhip effect. It is to improve the whole supply chain system involved in the economic interests of enterprises is of great practical effect, not only can enhance the enterprise operation efficiency, increase profits, and improve the supply chain members to the economic benefits of the enterprise has a widespread practical significance.

Keywords: Supply chain; bullwhip effect; apple is slow-moving；solution method