Steel strips are the main of steel products and flatness is an important quality indicator of steel strips. FLatness control is the key and highly difficult technique of strip mills. The boule-neck restricting the improvement of flatness control techniques is that the research on flatness theories and control mathematic models is not in accordance with the requirement of technique developments. To build a simple, rapid and accurate explicit formulation control model has become an urgent need for the development of flatness control technique. This paper puts forward the conception of dynamic effective matrix based on the effective matrix method for flatness control proposed by the authors under the consideration of the influence of the change of parameters in rolling processes on the effective matrix, and the concept is validated by industrial productions. Three methods of the effective matrix generation are induced: the calculation method based on the flatness prediction model; the calcuLation method based on the data excavation in rolling processes and the direct calculation method based on the network model. A fuzzy neural network effective matrix model is built based on the clusters, and then the network structure is optimized and the high-speed-calculation problem of the dynamic effective matrix is solved. The flatness control scheme for cold strip mills is proposed based on the dynamic effective matrix. On stand 5 of the 1 220 mm five-stand 4-high cold strip tandem miU, the industrial experiment with the control methods of tilting roll and bending roll is done by the control scheme of the static effective matrix and the dynamic effective matrix, respectively. The experiment result proves that the control effect of the dynamic effective matrix is much better than that of the static effective matrix. This paper proposes a new idea and method for the dynamic flatness control in the rolling processes of cold snip mills and develops the theory and model of the flatness control effective matrix method.