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

摘要： 为量化研究在线社交平台上广告和口碑营销对产品定价的影响,通过扩展的Bass模型刻画产品需求扩散过程。假定消费者关系网络为小世界网络,根据个体影响力不同,其链接关系分为强链接和弱链接两类。在拓展的Bass模型中,广告和口碑分别刻画外部和内部影响,企业通过产品的两阶段定价实现利润最大化目标。通过建立研究对象的多智能体模型,并提出基于偏粒子群和模拟退火的混合算法,能够实现问题求解。仿真求解和参数分析表明,广告营销对企业的两阶段定价策略影响较大,而口碑营销中的强链接关系能显著提高企业的收益。

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