Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies
With the acceleration of product updates and the intensification of product competition, product market strategies become the primary consideration for the enterprises, and the advertisement and promotion strategies are considered the two important strategies implemented by enterprises. This paper c...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Hindawi Limited
2021-01-01
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| Series: | Discrete Dynamics in Nature and Society |
| Online Access: | http://dx.doi.org/10.1155/2021/9293303 |
| _version_ | 1826998410854531072 |
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| author | Liang’an Huo Jianbo Xu Jianjia He Tingting Lin |
| author_facet | Liang’an Huo Jianbo Xu Jianjia He Tingting Lin |
| author_sort | Liang’an Huo |
| collection | DOAJ |
| description | With the acceleration of product updates and the intensification of product competition, product market strategies become the primary consideration for the enterprises, and the advertisement and promotion strategies are considered the two important strategies implemented by enterprises. This paper considers the enterprises of similar products and substitute, their formation of a competition between traditional products and innovative products, and establishes a mixed node-level information diffusion model to describe the dynamic product diffusion process with complex network theories. We implement advertising strategies for potential buyers who have not obtained product information and implement promotional strategies for those who have obtained product information. In accordance with Pontryagin maximization principle, we seek the best strategy to maximize the impact of innovative products and use numerical calculations to simulate the diffusion state of products. We found that the advertisement strategies play a decisive role in the marketing of innovative products. If product promotion strategies are added, the spread of innovative products will be more effective and more influential. |
| first_indexed | 2024-04-11T20:01:51Z |
| format | Article |
| id | doaj.art-ea2f4b15d71d4f5b9c6a2edca1f30784 |
| institution | Directory Open Access Journal |
| issn | 1026-0226 1607-887X |
| language | English |
| last_indexed | 2025-02-18T10:14:50Z |
| publishDate | 2021-01-01 |
| publisher | Hindawi Limited |
| record_format | Article |
| series | Discrete Dynamics in Nature and Society |
| spelling | doaj.art-ea2f4b15d71d4f5b9c6a2edca1f307842024-11-02T05:32:33ZengHindawi LimitedDiscrete Dynamics in Nature and Society1026-02261607-887X2021-01-01202110.1155/2021/92933039293303Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion StrategiesLiang’an Huo0Jianbo Xu1Jianjia He2Tingting Lin3Business School, University of Shanghai for Science and Technology, Shanghai 200093, ChinaBusiness School, University of Shanghai for Science and Technology, Shanghai 200093, ChinaBusiness School, University of Shanghai for Science and Technology, Shanghai 200093, ChinaSchool of Electrical and Information Engineering, Shanghai Jiao Tong University, Shanghai 200240, ChinaWith the acceleration of product updates and the intensification of product competition, product market strategies become the primary consideration for the enterprises, and the advertisement and promotion strategies are considered the two important strategies implemented by enterprises. This paper considers the enterprises of similar products and substitute, their formation of a competition between traditional products and innovative products, and establishes a mixed node-level information diffusion model to describe the dynamic product diffusion process with complex network theories. We implement advertising strategies for potential buyers who have not obtained product information and implement promotional strategies for those who have obtained product information. In accordance with Pontryagin maximization principle, we seek the best strategy to maximize the impact of innovative products and use numerical calculations to simulate the diffusion state of products. We found that the advertisement strategies play a decisive role in the marketing of innovative products. If product promotion strategies are added, the spread of innovative products will be more effective and more influential.http://dx.doi.org/10.1155/2021/9293303 |
| spellingShingle | Liang’an Huo Jianbo Xu Jianjia He Tingting Lin Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies Discrete Dynamics in Nature and Society |
| title | Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies |
| title_full | Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies |
| title_fullStr | Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies |
| title_full_unstemmed | Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies |
| title_short | Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies |
| title_sort | maximizing the influence of the innovative products diffusion considering advertisement and promotion strategies |
| url | http://dx.doi.org/10.1155/2021/9293303 |
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