论文标题
在社交网络上的垄断中的营销资源分配
Marketing resource allocation in duopolies over social networks
论文作者
论文摘要
本文的关键特征之一是，人们认为，社交网络对代理商的看法不仅受到其他代理商的影响，而且还受到竞争中的两个营销人员的影响。我们的贡献之一是提出对问题的务实游戏理论表述，并进行完整的相应平衡分析（存在，独特性，动态表征和确定）。我们的分析提供了实用的见解，以了解营销人员应如何利用其对社交网络的知识，以在代理商（是消费者）之间分配其营销或广告预算。通过为代理影响力（AIP）提供相关的定义和定位的增益（GOT），评估了使用智能预算分配政策而不是统一的，并确定了其潜在的高度运行条件。
One of the key features of this paper is that the agents' opinion of a social network is assumed to be not only influenced by the other agents but also by two marketers in competition. One of our contributions is to propose a pragmatic game-theoretical formulation of the problem and to conduct the complete corresponding equilibrium analysis (existence, uniqueness, dynamic characterization, and determination). Our analysis provides practical insights to know how a marketer should exploit its knowledge about the social network to allocate its marketing or advertising budget among the agents (who are the consumers). By providing relevant definitions for the agent influence power (AIP) and the gain of targeting (GoT), the benefit of using a smart budget allocation policy instead of a uniform one is assessed and operating conditions under which it is potentially high are identified.
