Discount pricing in word-of-mouth marketing: An optimal control approach

被引：13

作者：

Li, Pengdeng ^{[1
]}

Yang, Xiaofan ^{[1
]}

Wu, Yingbo ^{[1
]}

He, Weiyi ^{[1
]}

Zhao, Pengpeng ^{[1
]}

机构：

[1] Chongqing Univ, Sch Software Engn, Chongqing 400044, Peoples R China

来源：

PHYSICA A-STATISTICAL MECHANICS AND ITS APPLICATIONS | 2018年 / 505卷

基金：

中国国家自然科学基金;

关键词：

Word-of-mouth marketing; Discount strategy; Dynamic model; Optimal expected net profit; Optimal control; Optimality system; MODEL; INTERNET; PROPAGATION; INVENTORIES; CENTRALITY; NETWORKS; VIRUS;

D O I：

10.1016/j.physa.2018.03.062

中图分类号：

O4 [物理学];

学科分类号：

0702 ;

摘要：

This paper addresses the discount pricing in word-of-mouth (WOM) marketing. First, a dynamic model capturing WOM spreading processes is suggested. Second, the problem of finding an optimal discount strategy boils down to an optimal control problem. Third the existence of an optimal control for the control problem is proved, and an optimality system for finding an optimal control is presented. Thereby, the dynamic discount strategy associated with the optimal control is recommended. Some examples of the optimal control are given. Finally, the influence of different factors on the optimal expected net profit is examined. (C) 2018 Published by Elsevier B.V.

引用

页码：512 / 522

页数：11

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