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A dynamic discount pricing strategy for viral marketing

Viral marketing has been one of the main marketing modes. However, theoretical study of viral marketing is still lacking. This paper focuses on the problem of developing a cost-effective dynamic discount pricing strategy for a viral marketing campaign. First, based on a novel word-of-mouth propagati...

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Detalles Bibliográficos
Autores principales: Zhong, Xiang, Zhao, Juan, Yang, Lu-Xing, Yang, Xiaofan, Wu, Yingbo, Tang, Yuan Yan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6310252/
https://www.ncbi.nlm.nih.gov/pubmed/30592727
http://dx.doi.org/10.1371/journal.pone.0208738
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author Zhong, Xiang
Zhao, Juan
Yang, Lu-Xing
Yang, Xiaofan
Wu, Yingbo
Tang, Yuan Yan
author_facet Zhong, Xiang
Zhao, Juan
Yang, Lu-Xing
Yang, Xiaofan
Wu, Yingbo
Tang, Yuan Yan
author_sort Zhong, Xiang
collection PubMed
description Viral marketing has been one of the main marketing modes. However, theoretical study of viral marketing is still lacking. This paper focuses on the problem of developing a cost-effective dynamic discount pricing strategy for a viral marketing campaign. First, based on a novel word-of-mouth propagation model, we model the original problem as an optimal control problem. Second, we show that the optimal control problem admits an optimal control and present the optimality system for solving the optimal control problem. Next, we solve some optimal control models to get their respective optimal dynamic discount pricing strategies. Finally, we examine the effect of some factors on the maximum marketing profit. These results contribute to gaining insight into viral marketing.
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spelling pubmed-63102522019-01-08 A dynamic discount pricing strategy for viral marketing Zhong, Xiang Zhao, Juan Yang, Lu-Xing Yang, Xiaofan Wu, Yingbo Tang, Yuan Yan PLoS One Research Article Viral marketing has been one of the main marketing modes. However, theoretical study of viral marketing is still lacking. This paper focuses on the problem of developing a cost-effective dynamic discount pricing strategy for a viral marketing campaign. First, based on a novel word-of-mouth propagation model, we model the original problem as an optimal control problem. Second, we show that the optimal control problem admits an optimal control and present the optimality system for solving the optimal control problem. Next, we solve some optimal control models to get their respective optimal dynamic discount pricing strategies. Finally, we examine the effect of some factors on the maximum marketing profit. These results contribute to gaining insight into viral marketing. Public Library of Science 2018-12-28 /pmc/articles/PMC6310252/ /pubmed/30592727 http://dx.doi.org/10.1371/journal.pone.0208738 Text en © 2018 Zhong et al http://creativecommons.org/licenses/by/4.0/ This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Zhong, Xiang
Zhao, Juan
Yang, Lu-Xing
Yang, Xiaofan
Wu, Yingbo
Tang, Yuan Yan
A dynamic discount pricing strategy for viral marketing
title A dynamic discount pricing strategy for viral marketing
title_full A dynamic discount pricing strategy for viral marketing
title_fullStr A dynamic discount pricing strategy for viral marketing
title_full_unstemmed A dynamic discount pricing strategy for viral marketing
title_short A dynamic discount pricing strategy for viral marketing
title_sort dynamic discount pricing strategy for viral marketing
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6310252/
https://www.ncbi.nlm.nih.gov/pubmed/30592727
http://dx.doi.org/10.1371/journal.pone.0208738
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