考虑牛鞭效应的智慧供应链定价与投资决策研究

A Research on Decision-making of Smart Supply Chain Considering Bullwhip Effect

智慧供应链的发展缓解了传统供应链中牛鞭效应问题。针对制造商、零售商组成的两级供应链,考虑中小企业是否投资智慧供应链数字技术,构建不同数字技术投资组合下的博弈模型,探讨牛鞭效应对产品定价与数字技术水平决策的影响,并比较不同模式下的利润水平。研究表明,投资数字技术的供应链成员会设置更高的数字技术水平来弱化牛鞭效应带来的负面影响;制造商或零售商单独投资都会对供应链产生积极影响,两者均投资却有可能会降低供应链绩效。

The development of smart supply chain has alleviated the bullwhip effect in traditional supply chain. Taking the supply chain consisting of one manufacturer and one retailer as the research object, the game models are established for four different situations of whether SMEs invest in digital technologies to explore the impact of bullwhip effect on product pricing and decision-making of digital technology level, and compare the profits under different models. The results show that the supply chain members who invest in digital technologies will set a higher level to weaken the negative impact of the bullwhip effect;if the manufacturer and retailer separately invest in digital technologies, it will have a positive impact on the supply chain, but if the manufacturer and retailer invest in digital technology together, it may reduce supply chain performance.