电子商务网站广告投放切换模型及其鲁棒控制  

Switching Model for Scheduled Advertisements on E-commerce Website and Robust Control

作　　者：葛汝刚[1] 黄小原[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《东北大学学报（自然科学版）》2009年第7期1055-1057,1064,共4页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学基金资助项目(70572088);教育部高等学校博士学科点专项科研基金资助项目(20050145022)

摘　　要：考虑了电子商务网站存在不同的广告投放策略切换的问题,建立具有参数不确定的电子商务网站广告投放切换系统模型,它包括两个广告投放子系统和一个基于品牌价值的切换向量.为抑制电子商务网站广告投放系统切换过程中产生的运作波动,应用鲁棒保性能控制方法给出了电子商务网站广告投放切换系统的控制律,进行了控制律计算.对新建网站和现存网站两种情况进行系统仿真,结果验证所设计的系统控制律可以有效地抑制切换和内部参数不确定等所产生的系统扰动,保证切换系统的鲁棒稳定运行.Taking account of the different advertising policies on e-commerce website, a new switching model for scheduled advertisements on e-commerce website with uncertain parameters is developed. It comprises two subsystems and a switching signal vector based on brand value. To inhibit the operation fluctuation caused by switching process in the switching system, the control law of switching system is presented by robust guaranteed cost control theory and method. Moreover, the computation of the control law and a system simulation involving both the existing and new websites case are completed. The validity of the control law thus designed is verified available to inhibit operation fluctuation caused by switching process and uncertain parameters, and the system robust operation is therefore ensured by the results of the computation and simulation.

关 键 词：电子商务 广告 切换系统 鲁棒控制 品牌价值 

分 类 号：TP18[自动化与计算机技术—控制理论与控制工程] O934[自动化与计算机技术—控制科学与工程]