如何有效运用媒介传播产品信息是近年来营销学研究的热点问题,也是企业提升核心竞争力和追逐利润的一个关键因素。本文研究创新产品的信息扩散方式,并提出相应的动态最优控制策略,来指导企业进行市场决策。首先建立了创新产品信息扩散的动态传播模型,将广告及产品价格因素分别加入该模型,并分析了模型的稳定性态。其次,建立动态最优控模型,根据庞特里亚金最大值原理,引入营销决策等外部原因的影响,动态调整创新产品信息的控制策略。最后,通过仿真模拟印证了理论推导结论,为创新产品信息扩散奠定了理论基础和决策依据。 How to effectively use the media to disseminate product information is a hot issue in marketing research in recent years and a key factor for enterprises to enhance their core competitiveness and profit. This paper studies the information diffusion of innovative products, and puts forward corresponding dynamic optimal control strategies to guide enterprises in making market decisions. First, a dynamic diffusion model of information diffusion of innovative products is established. Advertisers and product price factors are respectively added to the model, and the stability of the model is analyzed. Secondly, the dynamic optimal control model is established. Based on Pontegagian maximum principle, the influence of external factors such as marketing decisions is introduced to dynamically adjust the control strategy of innovative product information. Finally, the conclusion of theoretical deduction is confirmed through simulation, which lays a theoretical foundation and decision-making basis for the innovation product information diffusion.