口碑营销中的折扣策略及其评价
A discount strategy in word-of-mouth marketing and its assessment
摘要：
研究口碑营销中的折扣定价问题。提出了一种新的折扣策略，称为基于折扣的折扣（IBD）策略。IBD战略的基本思想在于，每个客户享有的折扣与他/她在口碑网络中的影响力成线性比例。为了评估IBD策略的性能，口碑传播过程被建模为动态模型，称为DPA模型，IBD策略的性能被建模为基本折扣的函数。其次，通过实验揭示了不同因素，包括基本折扣和口碑网络，对DPA模型的动力学的影响。最后，通过实验揭示了不同因素对IBD策略性能的影响。在此基础上，提出了一些促进措施。
英文摘要：
This paper addresses the discount pricing in word-of-mouth (WOM) marketing. A new discount strategy known as the Infection-Based Discount (IBD) strategy is proposed. The basic idea of the IBD strategy lies in that each customer enjoys a discount that is linearly proportional to his/her influence in the WOM network. To evaluate the performance of the IBD strategy, the WOM spreading process is modeled as a dynamic model known as the DPA model, and the performance of the IBD strategy is modeled as a function of the basic discount. Next, the influence of different factors, including the basic discount and the WOM network, on the dynamics of the DPA model is revealed experimentally. Finally, the influence of different factors on the performance of the IBD strategy is uncovered experimentally. On this basis, some promotional measures are recommended.
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