| Information dissemination is a universal phenomenon.The emergence of the internet has greatly accelerated the speed of information dissemination and expanded the scope of it.Rumor propagation and word-of-mouth marketing are two typical information dissemination phenomena,in which rumor is a destructive and powerful misleading information dissemination phenomenon,whereas word of mouth marketing is a two-way interactive information dissemination phenomenon that affects the purchase behavior.This paper adopts the dynamic modeling and the optimal control methods to study the general laws of rumor propagation and word-of-mouth marketing with conclusions drawn as follows.(1)The research of rumor propagationWith the overloading of Internet information,recommendation system has been developed and applied to various social network platforms.The original purpose of developing the recommendation system is to improve the efficiency of information screening.However,the updated network recommendation system can also be used by rumor mongers to attract more attentions from netizens,which leads to great harm to the network environment.This thesis studies the spreading of rumors based on the recommendation system.Firstly,a node-level rumor propagation model based on the recommendation system is established.Secondly,the evolution process of rumor propagation is numerically simulated on three different network topologies with some interesting phenomena discovered.Thirdly,under the above model,a metric of the expected impact scale of rumors is proposed,and the influence of various communication parameters in the model on the expected impact scale of rumors is studied through a series of numerical experiments with a general conclusion obtained.The research results of this paper are conducive to rumor propagation control in real life.(2)The research of word-of-mouth marketingThis thesis studies the after-sale service pricing strategies of word-of-mouth marketing.First of all,a node-level word-of-mouth marketing communication model based on after-sale service pricing strategies is established.Secondly,on the basis of the above word-of-mouth marketing model,the profit of word-of-mouth marketing is quantified,in response to which,the original problem is transformed into an optimal control problem,and the optimality system is obtained for the optimal control problem.Thirdly,through a series of comparative experiments,it is verified that the after-sale service pricing strategies obtained from solving the optimality system are superior to most after-sale service strategies in terms of expected marketing profit.Finally,the influence of each parameter of the word-of-mouth model on the expected marketing profit of the proposed after-sale service pricing strategies is studied,the results from which are helpful to businesses in developing appropriate after-sale service strategies to improve marketing profits in word-of-mouth marketing activities. |
