A dynamic discount pricing strategy for viral marketing
Zhong, Xiang1; Zhao, Juan1; Yang, Lu-Xing2; Yang, Xiaofan1; Wu, Yingbo1; Tang, Yuan Yan3,4
Source PublicationPLOS ONE
AbstractViral 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.
URLView the original
Indexed BySCI ; SSCI
WOS Research AreaScience & Technology - Other Topics
WOS SubjectMultidisciplinary Sciences
WOS IDWOS:000454621900010
Fulltext Access
Citation statistics
Cited Times [WOS]:3   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionUniversity of Macau
Affiliation1.Chongqing Univ, Sch Big Data & Software Engn, Chongqing 400044, Peoples R China;
2.Deakin Univ, Sch Informat Technol, Melbourne, Vic 3125, Australia;
3.City Univ, Community Coll, UOW Coll Hong Kong, Fac Sci & Technol, Kowloon, Peoples R China;
4.Univ Macau, Dept Comp & Infomat Sci, Macau, Peoples R China
Recommended Citation
GB/T 7714
Zhong, Xiang,Zhao, Juan,Yang, Lu-Xing,et al. A dynamic discount pricing strategy for viral marketing[J]. PLOS ONE,2018,13(12).
APA Zhong, Xiang,Zhao, Juan,Yang, Lu-Xing,Yang, Xiaofan,Wu, Yingbo,&Tang, Yuan Yan.(2018).A dynamic discount pricing strategy for viral marketing.PLOS ONE,13(12).
MLA Zhong, Xiang,et al."A dynamic discount pricing strategy for viral marketing".PLOS ONE 13.12(2018).
Files in This Item:
There are no files associated with this item.
Related Services
Recommend this item
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Zhong, Xiang]'s Articles
[Zhao, Juan]'s Articles
[Yang, Lu-Xing]'s Articles
Baidu academic
Similar articles in Baidu academic
[Zhong, Xiang]'s Articles
[Zhao, Juan]'s Articles
[Yang, Lu-Xing]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Zhong, Xiang]'s Articles
[Zhao, Juan]'s Articles
[Yang, Lu-Xing]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.