دانلود رایگان مقاله انگلیسی تخفیف قیمت گذاری در بازاریابی شفاهی: یک رویکرد کنترل بهینه - الزویر 2018

Abstract

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.

8. Concluding remarks

This paper has addressed the discount pricing in word-of-mouth marketing. A discount pricing problem has been formulated, which has been modeled as an optimal control problem. A theoretical study shows that the optimal control problem is numerically solvable. Some examples of the optimal control have been given. The influence of different factors on the optimal expected net profit has been investigated. Thereby, some promotional measures have been recommended.

There are many related problems that are yet to be solved. Dynamic discount strategies that are similar ours but with different node influence indexes [61–66] should be investigated. This work builds on the rigorous premise that every customer purchases only a single item each time. In real-world scenarios, some customers may well buy multiple items one time. Therefore, a more general dynamic discount strategy has to be developed to adapt to these situations. In essence, discount pricing is a game between the marketer and the potential customers. Hence, this problem can be studied in the framework of game theory [67]. Last, but not least, the methodology used in this paper has many potential applications. In the context of rumor spreading, this technique can promote the circulation of the truth against the rumor [68–71]. As far as computer worm is concerned, this method helps the distributed dissemination of the patch [72].