Research On Enterprise Operating Optimal Decision Making And Control Based On Model Integration

With the deepening of reform and open policy, and the accelerating of the economic globalization, Chinese companies' operation is facing increasingly vehement market competition. The most important issues for the companies to tackle are:how to improve modern enterprise system in fierce competition, strengthen its operating competencies, grasp the opportunities in market change, optimize production options, reduce raw material procurement cost, integrate business decisions within different business processes, make better use of information technology, enhance enterprise operating scientific decision level and controlling capability, and ensure healthy business operation status.Combined with Chinese enterprise development requirement, this research presents modern enterprise system, modern enterprise concept, and its main operating activities. According to the characteristics of modern enterprises, such as market oriented, participating in competition, making its own decision, and responsible for its own profit and loss, this paper focuses on the following main enterprise operating decision making and controlling, such as market demand forecasting, marketing mix, production, and procurement.Furthermore, by applying enterprise operating optimal decision making and control theories, this paper establishes combinatorial forecasting model selection rule-bases, model selection rule reasoning approach, and self-adapting regulating principle, with the following models built, such as:1) price and non-price marketing effect curve, profit maximization and marginal effect maximization, effective investment range of price & non-price marketing mix, models for decision making and controlling of price & non-price marketing means under competitive environment; 2) Based on MTO/MTS hybrid production modes, models are built for master production planning decision making and control in balanced production in different periods, calculation of earliest start time of component parts in multi-product multi-process batch production, and finish time for parts; 3) Models are built for material requirement planning under different overlapping time periods, selection of supplier evaluation criteria, and ranking analysis of suppliers based on ELECTRE method. All the above mentioned models enrich the essence of the optimal manageement decision making and control theories, and improve the framework for the operating and control.Moreover, based on integration of optimization and control models, the modern enterprise operating decision making and controlling processes are linked together in this study. Based on market demand forecasting models and its combination of price & non-price effect curves, the marketing mix optimal decision & control models are connected. Decision and control approaches, based on the effect curves of price and non-price marketing means,are coupled. Based on gravity model and game matrix model, marketing mix decision making and controlling under competitive environment are associated. Based on marketing model and corresponding production optimal models, decision making and controlling concerning product sales and production are interconnected. Through the integration of production planning model and inaterial requirement planning,decision making and controlling regarding to production plan and material requirement planning are allied. With the application of AHP (Analytic Hierarchy Process) and ELECTRE methods, criteria weighting and alternative ranking in supplier evaluation are combined. Based on combination of material requirement planning and ordering model, decision making and controlling about MRP and order policy are related. The integrated enterprise operating decision making and controlling models help build an interconnected decision making and, controlling processes, and establish the foundation for the corresponding decision support system.Based on the research on theories, approaches and models, and with the help of information technology, this paper establishes a prototype of the modern enterprise operating optimal decision making and controlling support system. This decision support system consists of market demand forecasting, marketing decision support system, production decision support system, procurement decision support system, budget management decision support system. With all corresponding enterprise operating decision and control theories and models integrated, this decision support system allows modeling and problem solving of complex decision problems, with model calculation and adjustment easy to manage. And the related data can be stored, maintained and accessed without difficulty. The implementation of the decision & control support system enhances the enterprise's decision making and controlling capability.This research enriches the essence of modern enterprise operating decision making and control theories, improves its framework, integrates various kinds of enterprise operating decision and control processes, and stresses the implementation means of enterprise decision making and control. It is of great importance in helping improve the enterprise operating scientific decision making level, market competitiveness and profit making capacity.