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牛鞭效应也称信息扭曲现象,如不予缓解,很可能带来决策失误。基于行为运作理论,重点从个体决策偏差与社会偏好角度分析工程项目供应链牛鞭效应产生的行为成因,指出牛鞭效应由供应链结构的内生因素和人的行为因素共同造成;在此基础上,从实现信息共享、协调企业利益目标促进协同决策、建立信任机制三个方面提出缓解工程项目供应链牛鞭效应的对策。
Bullwhip effect, also known as information distortion phenomenon, if not alleviated, it is likely to bring the wrong decision. Based on the behavioral theory of operation, this paper analyzes the behavioral causes of the bullwhip effect in the project supply chain from the viewpoint of individual decision-making bias and social preference. It points out that the bullwhip effect is caused by both the endogenous factors of the supply chain structure and human behavior factors. Based on this, On the basis of three aspects, such as realizing information sharing, coordinating the goal of enterprise interest, promoting collaborative decision-making and establishing trust mechanism, the countermeasures to mitigate the bullwhip effect in the project supply chain are put forward.