分享兴趣，传播快乐，增长见闻，留下美好。
亲爱的您，
这里是LearingYard学苑！
天小编为大家带来期刊论文《双渠道供应链中的牛鞭效应》精读（3），
欢迎您的用心访问！
本期推文阅读时长大约3分钟，请您耐心阅读。
Share interests, spread happiness, increase knowledge, and leave behind beauty.
Dear you,
this is LearningYard Academy!
Today, the editor brings you the journal paper "The Bullwhip Effect in Dual-Channel Supply Chains" fine reading (3)，
welcome your visit carefully!
This tweet will take about 3 minutes to read . Please read it patiently.
内容提要
亲爱的读者大家好，今天小编将为大家带来期刊论文《双渠道供应链中的牛鞭效应》的精读系列（3）。本期将为大家介绍论文的牛鞭效应，快来跟随小编一起学习吧！
Hello dear readers, today I will bring you the journal paper "The Bullwhip Effect in Dual-Channel Supply Chains In this issue, we will introduce the Demand model, ordering process. In this issue, we will introduce the bullwhip effect, come and follow me！
正文
这一部分正式对双渠道中的牛鞭效应进行了分析，首先给出了双渠道供应链中的牛鞭效应公式，并且介绍了四种供应链情境中的牛鞭效应：不存在价格参考效应；只有线上零售渠道存在价格参考效应；只有线下零售渠道存在价格参考效应；双渠道均存在价格参考效应。在四种情境下，BWE＞ 1始终成立，因此可得双渠道供应链中总是存在需求信息的放大效应。
价格参考效应：当处于信息对称状态时，经济型的消费 者会对不同销售渠道的价格进行参考和对比，从 而直接影响消费者的购买决策，即价格参考效应。
This section formally analyzes the bullwhip effect in dual-channel, firstly, it gives the formula of bullwhip effect in dual-channel supply chain and introduces the bullwhip effect in four supply chain contexts: no price reference effect; only online retail channel has price reference effect; only offline retail channel has price reference effect; both channels have price reference effect. In all four scenarios, BWE > 1 always holds, so the amplification effect of demand information always exists in the dual-channel supply chain.
Price reference effect: When in a state of information symmetry, economical consumers will refer to and compare the prices of different sales channels, thus directly influencing consumers' purchase decisions, i.e. the price reference effect.
令BWE4＜BWE1，可以得到双渠道供应链中价格参考效应抑制牛鞭效应的条件。
Letting BWE4 < BWE1, the condition that the price reference effect suppresses the bullwhip effect in a two-channel supply chain can be obtained.
对双渠道零售市场的价格参考效应抑制牛鞭效应的条件的分析表明：考虑当双渠道市场价格敏感系数相等时的特殊情况，当线上渠道价格波动相对于线下渠道价格波动较大(小)时，如果线上市场价格参考系数小于(大于)线下市场价格参考系数，则双渠道的价格参考效应能够抑制供应链中牛鞭效应;反之，双渠道的价格参考效应会放大供应链中牛鞭效应。
价格敏感系数=利润变动百分比/价格变动百分比
The analysis of the conditions under which the price reference effect of the dual-channel retail market suppresses the bullwhip effect shows that: considering the special case when the price sensitivity coefficients of the dual-channel market are equal, when the price fluctuations of the online channel are large (small) relative to the price fluctuations of the offline channel, if the price reference coefficient of the online market is smaller (larger) than the price reference coefficient of the offline market, the price reference effect of the dual-channel can suppress the bullwhip effect in the supply chain effect; on the contrary, the price reference effect of dual channels will amplify the bullwhip effect in the supply chain.
Price sensitivity factor = percentage change in profit / percentage change in price
今天的分享就到这里了。
如果您对今天的文章有独特的想法,
欢迎给我们留言，
让我们相约明天。
祝您今天过得开心快乐！
That's all for today's sharing.
If you have a unique idea for today’s article,
please leave us a message,
and let us meet tomorrow.
I wish you a happy day !
参考资料：Deepl翻译
参考文献：王能民,高丹丹,高杰.双渠道供应链中的牛鞭效应分析[J].管理科学学报,2021,24(07):66-75.