论文标题
通过社交网络分配营销资源：长期分析
Allocating marketing resources over social networks: A long-term analysis
论文作者
论文摘要
在本文中，我们考虑了一个由邻居和外部影响实体（营销人员）综合影响的消费者网络。消费者的意见遵循一种混合动力，其观点的跳跃归因于营销活动。通过使用最近[1]中提出的相关静态游戏模型，我们证明营销人员处于竞争状态并因此在网络中产生张力，但网络达成共识。利用这一关键结果，我们提出了一项竞争营销策略，该策略结合了纳什均衡动作和没有广告的政策。在合理的足够条件下，证明拟议的竞争策略概况帕累托（Pareto）派出了单发纳什均衡策略。这是一个非常令人鼓舞的结果，可以解决为考虑动态营销游戏设计帕累托最佳和平衡策略的更具挑战性的问题。
In this paper, we consider a network of consumers who are under the combined influence of their neighbors and external influencing entities (the marketers). The consumers' opinion follows a hybrid dynamics whose opinion jumps are due to the marketing campaigns. By using the relevant static game model proposed recently in [1], we prove that although the marketers are in competition and therefore create tension in the network, the network reaches a consensus. Exploiting this key result, we propose a coopetition marketing strategy which combines the one-shot Nash equilibrium actions and a policy of no advertising. Under reasonable sufficient conditions, it is proved that the proposed coopetition strategy profile Pareto-dominates the one-shot Nash equilibrium strategy. This is a very encouraging result to tackle the much more challenging problem of designing Pareto-optimal and equilibrium strategies for the considered dynamical marketing game.
