Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping
This paper discusses how word-of-mouth marketing affects the profits of product sales in social network-based shopping under good after-sales service. First, a new word-of-mouth communication model based on silent evaluation, positive evaluation, and negative evaluation is proposed. Second, we use t...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2021-01-01
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| Series: | Complexity |
| Online Access: | http://dx.doi.org/10.1155/2021/4237712 |
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| _version_ | 1849414525439180800 |
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| author | Ying Yu Jiaomin Liu Jiadong Ren Qian Wang Cuiyi Xiao |
| author_facet | Ying Yu Jiaomin Liu Jiadong Ren Qian Wang Cuiyi Xiao |
| author_sort | Ying Yu |
| collection | DOAJ |
| description | This paper discusses how word-of-mouth marketing affects the profits of product sales in social network-based shopping under good after-sales service. First, a new word-of-mouth communication model based on silent evaluation, positive evaluation, and negative evaluation is proposed. Second, we use the way of increasing after-sales service to achieve high praise and thereby maximize the expected profits. Thus, the proportion control problem of after-sales service investment is modeled as an optimal control problem. Third, the existence of optimal control is proved, and an optimal control strategy for dynamic proportion of after-sales service investment is proposed. Fourth, through data simulation of different real-world networks, it is verified that the expected profits under the dynamic after-sales service strategy is higher than that under any uniform control strategy. Finally, sensitivity analysis is performed to explore how different parameters affect the expected profits. |
| format | Article |
| id | doaj-art-72db2199fb364c3f8dac49a897b07df6 |
| institution | Kabale University |
| issn | 1099-0526 |
| language | English |
| publishDate | 2021-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Complexity |
| spelling | doaj-art-72db2199fb364c3f8dac49a897b07df62025-08-20T03:33:49ZengWileyComplexity1099-05262021-01-01202110.1155/2021/4237712Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network ShoppingYing Yu0Jiaomin Liu1Jiadong Ren2Qian Wang3Cuiyi Xiao4College of Information Science and EngineeringCollege of Information Science and EngineeringCollege of Information Science and EngineeringCollege of Information Science and EngineeringCollege of Mathematics and Information TechnologyThis paper discusses how word-of-mouth marketing affects the profits of product sales in social network-based shopping under good after-sales service. First, a new word-of-mouth communication model based on silent evaluation, positive evaluation, and negative evaluation is proposed. Second, we use the way of increasing after-sales service to achieve high praise and thereby maximize the expected profits. Thus, the proportion control problem of after-sales service investment is modeled as an optimal control problem. Third, the existence of optimal control is proved, and an optimal control strategy for dynamic proportion of after-sales service investment is proposed. Fourth, through data simulation of different real-world networks, it is verified that the expected profits under the dynamic after-sales service strategy is higher than that under any uniform control strategy. Finally, sensitivity analysis is performed to explore how different parameters affect the expected profits.http://dx.doi.org/10.1155/2021/4237712 |
| spellingShingle | Ying Yu Jiaomin Liu Jiadong Ren Qian Wang Cuiyi Xiao Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping Complexity |
| title | Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping |
| title_full | Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping |
| title_fullStr | Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping |
| title_full_unstemmed | Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping |
| title_short | Maximize Expected Profits by Dynamic After-Sales Service Investment Strategy Based on Word-of-Mouth Marketing in Social Network Shopping |
| title_sort | maximize expected profits by dynamic after sales service investment strategy based on word of mouth marketing in social network shopping |
| url | http://dx.doi.org/10.1155/2021/4237712 |
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