CAJ | 학술논문

本文讨论由一个供应商和一个零售商组成的简单两级供应链系统中，对于不同的随机需求函数，零售商的联合决策对牛鞭效应的影响。首先建立了基于具有随机扰动项的需求函数下的零售商优化联合决策（库存决策和定价决策）的一般模型；然后分析在随机需求函数为线性和等弹性（假设随机扰动项为独立同分布的正态分布）的情形下零售商决策对牛鞭效应的影响。对于随机线性需求函数，牛鞭效应不会发生；而对于随机等弹性需求函数，仿真实验结果显示，零售商优化联合决策能使牛鞭效应度量值随着曲线等弹性系数或刻度因子的增大而减小，但牛鞭效应始终会发生。因此，零售商在制定策略以减小牛鞭效应时，还应考虑不同需求曲线的形态和精细结构。
본문토론유일개공응상화일개령수상조성적간단량급공응련계통중，대우불동적수궤수구함수，령수상적연합결책대우편효응적영향。수선건립료기우구유수궤우동항적수구함수하적령수상우화연합결책（고존결책화정개결책）적일반모형；연후분석재수궤수구함수위선성화등탄성（가설수궤우동항위독립동분포적정태분포）적정형하령수상결책대우편효응적영향。대우수궤선성수구함수，우편효응불회발생；이대우수궤등탄성수구함수，방진실험결과현시，령수상우화연합결책능사우편효응도량치수착곡선등탄성계수혹각도인자적증대이감소，단우편효응시종회발생。인차，령수상재제정책략이감소우편효응시，환응고필불동수구곡선적형태화정세결구。
This paper discusses the impact of retailer＇s decision on the bullwhip effect based on the different demand-curves with random shocks in a simple two-stage supply chain system consisting of a single retailer and a single supplier. Firstly,it builds a combined decision （pricing and inventory decision） models for the retailer with demand-curve with random shocks. Then, it analyzes the impact of decisions on the bullwhip effect. The result shows that：when market demand is linear-curve with random shocks, the retailer＇s optimal decision cannot make the bullwhip effect occur, and its measure has no concerns with its demand elasticity and scaling factor;however, when market demand is an iso-elastic demand function with random shocks,the bullwhip effect measure will decrease with the increasing of demand elasticity or its scaling factor,but the bullwhip effect will always occur. So retailers must consider the pattern of demand-curve and its fine structure to reduce the bullwhip effect.