关键词: 定价, 口碑营销, Bass模型, 小世界网络, 多智能体, 在线社交网络

Abstract: To quantify the impact of advertising and Word-of-Mouth (WoM) effect on pricing decisions in an online social network,an extended Bass model was proposed to characterize the product diffusion process.The relationship network of potential consumers was assumed to be a small world,and their connections were divided into strong tie and weak tie types based on individual's influence on connected ones.Advertising and WoM were used to characterize the outer and inner factors in the extended Bass model.The firm made its price decisions in a regular selling stage and a clearance stage so as to maximize his total profits.Though building a multi-Agent model of research object,a hybrid particle swarm optimization and simulated annealing algorithm were proposed to solve the problem.The simulation and parameter analysis revealed that the advertising policy influenced the price decisions significantly,and the strong tie connections had a great impact on profit.

Key words: pricing, word-of-mouth, Bass model, small world network, multi-Agent, on-line social network