Study On Application And Evaluation Of Steel Enterprise Marketing Supply Chain E-Business

Since 2008, great changes have taken place in China steel industry market environment. On the one hand, the world financial crisis has seriously affected the real economy, the steel industry and downstream industry badly hit, international and domestic steel demand to shrink significantly; on the other hand, the domestic steel production capacity already serious surplus and continues to increase, the iron and steel enterprises market competition intensified. Electronic commerce as a high-speed development in the new century industry, with characteristics of high technology, rapid transmission of information, fast and wide coverage are slowly changing the existing market structure. The traditional marketing mode has the disadvantages of higher reaction speed is slow, the spread of narrow, cost. Under the electronic commerce environment, the modern enterprise must make full use of the advantages of e-commerce, e-commerce will be integrated into existing enterprise marketing mode, adjust its marketing mode, innovation of the enterprise marketing mode, in order to obtain the competitive advantage in the market, ensure the enterprise sustainable development. With the development of information technology, electronic commerce is playing an increasingly important role in marketing, iron and steel enterprises how to carry on the marketing supply chain in e-commerce platform, to occupy a space for one person in the fierce competition.E-commerce is a double-edged sword, has advantages and disadvantages. The convenience it is self-evident, its shortcomings can not be ignored. The electronic commerce system also not be the pink of perfection has many disadvantages, one of the major shortcomings, which is the bullwhip effect. The bullwhip effect is in the modern logistics system, especially in electronic commerce, customer demand fluctuation along the direction of the supply chain step by step to transfer and enhanced. There are many negative effects of bullwhip effect, will mainly affect the process of logistics inventory stability and transport efficiency. Significant suppression of Iron & amp; steel enterprise marketing e-commerce supply chain bullwhip effect.The purpose of this paper is to use marketing management, strategic management, organizational behavior, consumer behavior, control theory, carries on the appraisal to the electronic commerce application in iron and steel enterprises, and establish scientific and effective marketing supply chain of electronic commerce application for iron and steel enterprises, and to evaluate its performance, analyze and control the bullwhip effect in supply chain system of electronic commerce marketing.Aiming at the above problems, this paper mainly do the following several aspects of work:(1) using the operation effect of e-commerce marketing performance evaluation system of Shandong electronic commerce marketing system is evaluated.(2) study on the control problem of bullwhip effect in the supply chain marketing under the environment of e-commerce. Application of H∞ control theory and method, studied the bullwhip effect is restrained by controlling the empirical electronic business supply chain system in Shandong steel marketing, the results show that the bullwhip effect in electronic commerce effectively curbed.