A dynamic discount pricing strategy for viral marketing

Zhong, Xiang, Zhao, Juan, Yang, Luxing, Yang, Xiaofan, Wu, Yingbo and Tang, Yuan Yan 2018, A dynamic discount pricing strategy for viral marketing, PLoS One, vol. 13, no. 12, pp. 1-19, doi: 10.1371/journal.pone.0208738.

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Title A dynamic discount pricing strategy for viral marketing
Author(s) Zhong, Xiang
Zhao, Juan
Yang, LuxingORCID iD for Yang, Luxing orcid.org/0000-0002-9229-5787
Yang, Xiaofan
Wu, Yingbo
Tang, Yuan Yan
Journal name PLoS One
Volume number 13
Issue number 12
Article ID e0208738
Start page 1
End page 19
Total pages 19
Publisher Public Library of Science
Place of publication San Francisco. Calif.
Publication date 2018
ISSN 1932-6203
Summary 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.
Language eng
DOI 10.1371/journal.pone.0208738
Field of Research MD Multidisciplinary
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2018, Zhong et al.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30117072

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