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The Bass model is the most popular model for forecasting the diffusion process of a new product. However, the controlling parameters in it are unknown in practice and need to be determined in advance. Currently, the estimation of the controlling parameters has been approached by various techniques. In this case, a novel optimization-based parameter estimation (OPE) method for the Bass model is proposed in the theoretical framework of system dynamics ( SD). To do this, the SD model of the Bass differential equation is first established and then the corresponding optimization mathematical model is formulated by introducing the controlling parameters as design variable and the discrepancy of the adopter function to the reference value as objective function. Using the VENSIM software, the present SD optimization model is solved, and its effectiveness and accuracy are demonstrated by two examples: one involves the exact solution and another is related to the actual user diffusion problem from Chinese Mobile. The results show that the present OPE method can produce higher predicting accuracy of the controlling parameters than the nonlinear weighted least squares method and the genetic algorithms. Moreover, the reliability interval of the estimated parameters and the goodness of fitting of the optimal results are given as well to further demonstrate the accuracy of the present OPE method.