Supply Chain Bullwhip Effect Causes Weakening Countermeasures

Marketing competent state has been changing according to marketing environment Changing.Contemporary marketing competence has been changing from the competent model based on enterprises to supply chains.Competent model conversion has been prompting managerial model converted.The primary managerial model based on enterprises that is functional,perpendicular,vertical becomes the managerial model based on supply chains that is procedural,horizontal,crosswise.When customer demand in the downstream changes little,the change is enlarged in the course of crossing to the upstream,so that order variability in the upstream is far larger than demand variability in actual sale,as if a bull boy waves a bullwhip, this it is called "bullwhip effect".This problem is emphasized by scholars and companies at home and abroad.The thesis tests the question existing by some relevant theory and way,analyzes the reasons that there is demand forecast,order hatching,price fluctuation,rational game,information distortion,time delay,organizational structure and production variation,lays down mitigating measures on improving forecast level,strategy of order and inventory,pricing way,dividing method,information share,time contract,simplifying organizational structure and establishing strategical union,production level up to demand,analyses an actual example of a company.