| Along with the market globalization and the Intensifying competence, the compete between enterprise's has already turned the supply chain compete. Since 1990s, the issue of the supply chain management (SCM) is getting more and more popular in academic circle and enterprises, because efficient SCM enables enterprises to enhance the management level and construct their competence.There is one common phenomenon in the supply chain called "Bullwhip Effect". It can lead to tremendous inefficiency for the supply chain system, consequently followed by excessive inventory, imbalance between demand and manufacturing capacity, and reduction of customer service level. The more enterprises in the supply chain, the more harm generates. If given appropriate treatment, eliminating the bullwhip effect can increase enterprise's profitability by 10—30%. So the mastery of its causes and countermeasures is critical to enhance efficiency in the supply chain.This dissertation elaborates the impacts of bullwhip effect upon supply chain, illuminates the causes of bullwhip effect and its economic explanation. On the basis of scholars' researches, this dissertation brings forward correspondent countermeasures against bullwhip effect. It is discussed that short the supply chain, reduction the number of enterprises is an important way to eliminate bullwhip effect. So this dissertation uses the model of Direct Selling, and analyzes qualitative the values of using the model of Direct Selling to eliminate Bullwhip Effect in the Supply Chain. It cites practical examples to prove the model of Direct Selling can alleviate the Bullwhip Effect and help enterprises to earn huge economic profits.Finally this dissertation studied the establishment of the Direct Selling Model and the difficulties when this model implements. On the basis of the above work, I proposed my countermeasure and the suggestion, and expected those suggestions could play the certain instruction role to the enterprise. |
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