创新产品信息扩散的动态最优控制  

Dynamic Optimal Control of the Diffusion of Innovative Products

作　　者：霍良安 蒋杰辉 李嘉翎 HUO Liang-an JIANG Jie-hui LI Jia-ling(Business School, University of Shanghai for Science and Technology, Shanghai 200093, Chin)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《系统工程》2016年第12期87-92,共6页Systems Engineering

基　　金：国家自然科学基金资助项目(71303157);上海市自然科学基金资助项目(13ZR1458200);上海市社科规划青年课题(2014EGL007)

摘　　要：如何有效运用媒介传播产品信息是近年来营销学研究的热点问题,也是企业提升核心竞争力和追逐利润的一个关键因素。本文研究创新产品的信息扩散方式,并提出相应的动态最优控制策略,来指导企业进行市场决策。首先建立了创新产品信息扩散的动态传播模型,将广告及产品价格因素分别加入该模型,并分析了模型的稳定性态。其次,建立动态最优控模型,根据庞特里亚金最大值原理,引入营销决策等外部原因的影响,动态调整创新产品信息的控制策略。最后,通过仿真模拟印证了理论推导结论,为创新产品信息扩散奠定了理论基础和决策依据。How to use media to spread the information of products effectively is the hot topic of the marketing research in recent years,and it is also a key factor for enterprises to improve their core competitiveness and profit.In this paper,we study the information diffusion mechanism of the innovation products,and propose the corresponding dynamic optimal control strategies,to guide enterprises to carry out marketing decisions.First,we set up a dynamic transmission model of information diffusion of innovative products,in which advertising and product price factors are added to analyze the stability of the model.Secondly,we establish the dynamic optimal control model,and based on Pontryagin maximum principle,we introduce the external factors which affects the model,such as marketing decisions,so that we can dynamically adjust the control strategy of the information of innovative products.Finally,through simulation we confirms the theoretical derivation conclusion,and form the theoretical foundation and develop decision-making of information diffusion of innovative product.

关 键 词：创新产品 信息扩散 最优控制 营销 

分 类 号：C931[经济管理—管理学]