城市交通状况对私家车厂商市场策略的影响

Impact of the Cities' Traffic Conditions to the Marketing Strategy of the Firms of Private Cars

从消费者情绪效用的角度,通过构建微分博弈模型,分析城市交通状况对私家车厂商市场策略的影响.研究结果表明:私家车厂商的最优动态定价及厂商的利润均随着交通拥堵状况及消费者情绪效用对私家车利用率的影响系数的增大而不断下降,并且交通拥堵状况及影响系数对高质量私家车厂商的影响大于对低质量私家车厂商的影响;随着两个厂商生产的私家车之间的质量差异不断增大,这种影响差异不断增大.

From the perspective of consumers＇ emotion utilities,a differential game model of two firms offering quality differentiated private cars was built to analyze the impact of the cities＇ traffic conditions to the marketing strategy of the firms of private cars.The results show that：with the intensity of the cities＇ traffic congestion and the increases of the impact coefficient of the consumers＇ emotion utilities to the use of private cars,both the firms＇ optimal dynamic prices and the optimal profits decrease;and the impact is higher to the firm which its＇ private cars with a higher quality than to the firm which its＇ private cars with a lower quality;as the difference of quality level between the two firms increases,the difference of the impact increases.