chapter2-1供應(yīng)鏈中的牛鞭效應(yīng)課件講解

物流國(guó)際化實(shí)務(wù)

江蘇海事職業(yè)技術(shù)學(xué)院仲穎SupplyChainManagement

Chapter2

TheobjectivesThecontentsTeachingmethodEvaluatingTeachinginnovationCourseIntroductionTheobjectivesKnowthecharacteroftheSCMMasterkeywordsandphrasesUnderstandimportantpartofSCMTeachingDesignkeywordsKeypointsDifficultpointsTeachingmethodscharactersofSCMLecturing；Discussing；Casestudying；PractisingQuestionWhatisthebullwhipeffect？問題導(dǎo)入：什么是牛鞭效應(yīng)？CaseStudyTheBeerGamewasoriginallyinventedbyJayForresteratMITSloanSchoolofManagementinearly1960's.BeerGameandBullwhipEffect（5W1H）CaseStudy

BeerGameandBullwhipEffectNumberofrolesCaseStudy

BeerGameandBullwhipEffectAgameextendsoverafictitiousyearandcovers52roundsofoneweekeach.Oneunit=onecrateofbeer.Therearethreecostsinvolvedinthegame:持有成本Inventorycarryingcosts=$1/case/week;積壓成本Thebacklogcosts=2.00/case/week;總成本TotalCost=SumofCostsatallfourStages.GoalisMinimizeTotalSupplyChainCost!Youneedtodoallthecalculations,anddecidehowmuchyouwillordereachweek.Retailersmustnotrevealactualcustomerorders!!!Playersmustnotexchangeanyinformationotherthanthatconstitutedbytheorderitself.NOCOMMUNICATIONBETWEENSTAGES!!!CaseStudy

BeerGameandBullwhipEffectCourseofthegameIneachround,thefollowinghappens:Youreceivegoodsfromthesupplier;Youreceiveordersfromthecustomer;Youdelivertothecustomerasordered;Youordernewgoods.CaseStudy

BeerGameandBullwhipEffectFiguresanddiagramsCaseStudy

BeerGameandBullwhipEffectStartCaseStudy

BeerGameandBullwhipEffect客戶銷售生產(chǎn)采購(gòu)變動(dòng)量牛鞭效應(yīng)BullwhipEffectTheresultsareshowninfiguresanddiagramswhenthegameisover.Maybemostoftheplayersfeelfrustratedbecauseyouarenotgettingtheresultsyouwant.Feelingsofconfusionanddisappointmentarecommon.Inthebeergameplayersenactafourstagesupplychain.NOCOMMUNICATIONBETWEENSTAGES!!!bullwhipeffect牛鞭效應(yīng)。是供應(yīng)鏈管理的基本原理之一，經(jīng)濟(jì)學(xué)上的一個(gè)術(shù)語(yǔ)，指的是供應(yīng)鏈上的一種需求變異放大現(xiàn)象，是信息流從最終客戶端向原始供應(yīng)商端傳遞時(shí)，無(wú)法有效地實(shí)現(xiàn)信息的共享，使得信息扭曲而逐級(jí)放大，導(dǎo)致了需求信息出現(xiàn)越來越大的波動(dòng)，此信息扭曲的放大作用在圖形上很像很一根甩起牛鞭，因此被形象地成為牛鞭效應(yīng)。NOCOMMUNICATIONBETWEENSTAGES!!!Becausecommunicationandcollaborationarenotallowedbetweensupplychainstages,playersinvariablycreatethesocalledbullwhipeffect.NOCOMMUNICATIONBETWEENSTAGES!!!QuestionsWhatwentwrong?Howcantheperformancebeimproved?01Whataretheimportantfactorsaffectingsupplychainperformance?02HowcanIThelpinimprovingsupplychain