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A dynamic discount pricing strategy for viral marketing
Zhong, Xiang1; Zhao, Juan1; Yang, Lu-Xing2; Yang, Xiaofan1; Wu, Yingbo1; Tang, Yuan Yan3,4
2018-12-28
Source PublicationPLOS ONE
ISSN1932-6203
Volume13Issue:12
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.
DOI10.1371/journal.pone.0208738
URLView the original
Indexed BySCI ; SSCI
Language英语
WOS Research AreaScience & Technology - Other Topics
WOS SubjectMultidisciplinary Sciences
WOS IDWOS:000454621900010
PublisherPUBLIC LIBRARY SCIENCE
Fulltext Access
Citation statistics
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).
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