چكيده به لاتين
Today, the formation of various online social networks has brought about new ways of communication and information to a widespread social context. It is clear that the vendors of various products around the world can use social networking capabilities to get information about the structure of the possible effects of individuals on each other, and to pay attention to the positive and negative externalities in order to maximize the diffusion and achieve the desired profit. Because the specific points of the network have more ability to influence, disseminate thoughts and information, and some ones are outlying points; without the proper knowledge of these individuals and hidden communities, this infrastructure can not be used to advance the goals.
Hence, this dissertation proposes some monopoly pricing mathematical models of an innovative product, with two objectives of maximizing diffusion for market share and profitability, by applying strategy of impact and exploitation. In the proposed models, each customer decides to purchase an innovative product considering the price of the product, its quality, the time it takes to have the product and the total positive and negative influences from its neighbors. Therefore, customers are considered heterogeneous, and if they encourage their neighbors to buy a product, a referral bonus will be returned to them as a motivational advantage. Naturally, the impact level depends on the intensity of the relationship between the customers, which, if there is complete and incomplete information, is included in the proposed models quantitatively or in the form of linguistic terms, respectively. In the case of applying impact and exploitation strategy, the target nodes are identified based on the community detection and the genetic algorithm methods, and the exact solution method is in the case of complete information and ε-constraint method is used in the presence of incomplete information. Finally, using the case study approach, the application of proposed pricing models is shown by identifying the optimal product sales strategy. The results suggest that by applying different management perspectives, the optimum price of the product can be obtained in such a way that both the maximum diffusion in the chosen network and the desired profit for seller are achieved.
