Core Group Marketing Strategy in Web Viral Marketing

Abstract

The core group of mining and its marketing strategy are important parts in the research of web viral marketing(WVM). Since the existing marketing mechanisms can not fully take into account the key role of core group in the marketing process, the paper proposes a WVM core group marketing strategy (CGMS) to tackle this problem. CGMS overcomes the traditional marketing strategies' shortcomings which focus on the ex-post reward of customer's word of mouth behavior, or provide immediate compensation as incentives for the users according to their recommended behavior's costs. In addition, CGMS introduces the purchase rate concept. Based on user's purchase rate in network effects set (NES) of the core group, we combine with the core group's own properties to determine the marketing investment proportion so as to establish a rational CGMS. The experimental results indicate that the strategy can reduce the time consumption in the marketing mechanism, and improve the success rate of the recommended commodity effectively.