电子商务环境网络营销系统牛鞭效应的H_∞控制

The Design of H_∞ Control of Bullwhip Effect in the Environment of Electronic Business Net Marketing

研究电子商务环境下网络营销系统的牛鞭效应控制问题 ,建立了具有分销中心和多个客户的动态系统模型·电子商务网络环境下客户层往往产生需求波动 ,这里考虑一般条件下 ,客户层最差需求波动 ,应用H∞ 控制理论方法 ,设计了以订货作为控制变量和抑制牛鞭效应的H∞ 控制策略·以上海宝山钢铁集团的电子商务网站为对象 ,进行了抑制牛鞭效应的H∞ 控制仿真实验 。

The control strategy of Bullwhip effect in the environment of electronic business (EB) net marketing was researched. A dynamic model with a distribution center and multi customers was designed. It is shown that there often takes place a disturbance at the customer layer in the environment of EB net marketing. Under the worst demand disturbance in customer layer, applying H ∞control theory, an H ∞ control strategy was designed to reduce the bullwhip effect. A simulation of Shanhai baosteel Electronic Business website was examined. The result of simulation shows that the bullwhip effect can be reduced.