摘要

　　　近几年来，企业之间的竞争已逐渐变成供应链与供应链之间的竞争。由于传统供应链还没有发展到成熟的情况下，每个节点企业只考虑自己利益最大化，加上信息的不一致和外部环境的复杂变化，导致供应链上的物流不确定性增大，产生了“牛鞭效应”。“牛鞭效应”导致供应链巨额亏损，供应链上游库存增加、成本上升、服务水平降低，供应链的总成本增加，对供应链管理的绩效产生严重的负面影响，降低供应链的整体竞争力，最终使每一个供应链成员承受巨额亏损。如何消除“牛鞭效应”产生的危害，已经成为人们关注的一个问题。

　　　在本文中，首先对“牛鞭效应”做了简要的介绍，并从宏观和微观角度分别阐述“牛鞭效应”产生的危害，再以山西红富士滞销为例，研究这次事件的滞销原因，并结合理论知识总结这次事件发生的主要原因，针对产生的原因找出缓解“牛鞭效应”的对策，这对于提高整条供应链系统所涉及的企业经济利益有重大的实际作用，不仅可以提高企业运作效率，提高利润，而且这对提高供应链成员企业的经济效益有广泛的现实意义。

关键词：供应链；牛鞭效应；苹果滞销；缓解对策

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