关键词: 供不应求, 牛鞭效应, 货物分配, 供应链, 退货率

Abstract: Discusses the bullwhip effect resulting from the linear assignment mechanism which the suppliers applied to tight market. Then, the bullwhip effect is available to be restrained by way of a reasonable distribution based on the historical record of retailers' goods return rate. In case the supply contract is terminable and the retailers' return rate exceeds the upper limit of supplier's tolerability, the supplier can terminate the supply contracts in goods distribution. And in case the supply contract is interminable, the supplier can choose the function of retailers' order for goods to restrain the high return rate in goods distribution. The two measures are suggested to take because either one can reduce efficiently the bullwhip effect in tight market under different conditions.