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论文编号：	7031
作者编号：	2120122714
上传时间：	2014/12/10 14:31:40
中文题目：	GS公司基于供应链牛鞭效应的运营管理策略研究
英文题目：	Research of Management Strategy against Bullwhip Effect in Supply Chain of GS Ltd.
指导老师：	李季
中文关键字：	GS公司 牛鞭效应 供应链
英文关键字：	GS Company; Bullwhip effect; supply chain
中文摘要：	随着半导体市场消费者需求的多元化和个性化趋势不断深入，企业间竞争日趋激烈，作为终端产业受到下游企业市场环境的影响也越来越大。从供应链的角度来讲，难免出现由于外部环境需求波动带来由下到上的需求逐级放大现象，即牛鞭效应。这严重影响到了供应链的效率，造成企业面临库存成本上升、订货期延长、客户满意度下降的风险，影响企业经营价值的提升，是需要迫切解决和应对的问题。本文通过对于GS公司采购生产分销等方面经营实践的调查与跟踪，以实际销售和库存数据发现并证明了牛鞭效应的存在，从供应链的角度对企业经营进行了内外部环境划分，并对造成牛鞭效应的原因进行分析，提出了解决的对策，为企业提升供应链效能，发挥核心竞争力提供了参考性的建议。本文首先对供应链和牛鞭效应的相关理论进行了回顾，包括供应链的概念、发展过程、供应链中的不确定因素、牛鞭效应的定义、产生原因和减弱方法。接着，通过对GS公司目前在生产经营活动的现状分析，找到供应链中存在的问题，并通过实际数据的定量分析证明了GS公司在供应链中存在着严重的牛鞭效应。分别对问题产生的原因进行了内部和外部环境的分析，找到了造成牛鞭效应的影响因素包括战略结构方面、流程管理方面和系统整合方面。分别从外部环境中的上下游协同合作与企业内部管理提升两方面提出了弱化牛鞭效应的对策，包括建立与供应商和经销商的战略同盟关系，在企业内部进行职能管理流程优化，企业信息系统完善，缩短订货周期。本文并不局限于对于GS 公司的经营活动改善的建议，而是将应对牛鞭效应的可行性方案延伸到其他具有相似规模、组织结构、经营类型的企业特别是半导体企业，为企业的经营管理起到一定的启发和参考作用。
英文摘要：	With the development of the diversification and personalized trend of the semiconductor market, the competition is becoming fiercer. In the meanwhile, as the terminal industry, the influence from downstream enterprises increases significantly. From the perspective of supply chain, the gradual amplification phenomenon caused by external environmental fluctuations in demand will inevitably appear, which is called the bullwhip effect. It has seriously affected the efficiency of supply chain. Enterprises face the risk caused by rising costs, inventory order period extending, customer satisfaction decreasing, which impact the business value promotion. Therefore, there is an urgent need to solve and deal with the problem. This discovered and proved the existence of the bullwhip effect in actual sales and inventory data by investigating and following the procurement, production and distribution practice of GS. The internal and external environment of enterprise operation is divided from the perspective of supply chain, the causes of the bullwhip effect are analyzed, and corresponding countermeasures are put forward. In order to improve supply chain efficiency and expend core competitiveness of enterprise, corresponding recommendations are provided. This thesis firstly reviews the related theory of supply chain and the supply chain bullwhip effect, including the concept, development process, the uncertainty of supply chain as well as the definition, causes and reduction method of bullwhip effect. Secondly, through the GS currently situation analysis which in production and business operation activities, author find out existing problems in the supply chain. There is serious bullwhip effect in GS supply chain, which has been proved by quantitative analysis of company actual data. The thesis respectively analyses internal and external environment for the causes of the problem, finding out the influence factors of bullwhip effect which include strategic structure, process management, and system integration. And it proposed countermeasures to weaken bullwhip effect respectively from the external environment in the upstream and downstream cooperation and enhance the enterprise internal management, which included establish a strategic alliance relationship with the suppliers and distributors, as well as internal management improved by enterprise optimization function, network information upgrade, and lead time compression. This theses is not only confine to the improving suggestion of GS company's business activities, but also extend the feasibility scheme dealing with the bullwhip effect to other enterprises with similar scale, organization structure and management type, especially the semiconductor companies, as inspiration and reference for the management of enterprises.
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