城市公共交通状况对私家车厂商市场策略的影响

Impact of the Cities' Public Transportation Conditions on the Marketing Strategy of the Private Car Firms

从公共交通的替代性及交通拥堵所产生的情绪效用角度,通过构建微分博弈模型,分析了私家车厂商的最优动态定价问题。研究表明:随着城市公共交通状况的改善、道路交通状况的恶化以及消费者情绪效用系数的增大,私家车厂商的最优动态定价及厂商的利润均不断下降,并且城市公共交通状况及消费者情绪效用系数对低质量私家车厂商的影响大于对高质量私家车厂商的影响,而道路交通状况的影响则相反;随着2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;厂商私家车的最优动态定价随着时间不断下降,城市公共交通状况的改善加速了最优动态定价的下降。

Based on the substitutability of cities＇ public transportation and the utility of the consumers＇ emotion, we build a differential game model with two firms offering quality differentiated private cars and analyze the impact of the cities public transportation conditions on the marketing strategy of the private car firms. The results show that： （1） with the improvement of the cities public transportation conditions, the worsen of the cities traffic conditions and the.increases of the coefficient of the consumers emotion utilities, both the firms optimal dynamic prices and the optimal profits decrease; （2） the impact of the cities＇ public transportation conditions and the coefficient of the consumers emotion utilities is higher to the firm whose private cars have a lower quality than to the firm whose private cars have a higher quality, but the impact of the cities＇ traffic conditions is reversed; （3） as the difference of quality level between the two firms increases, the difference of the impact increases; （4） the firms optimal dynamic prices decrease with the time, and the improvement of the cities public transport conditions intensifies the decrease of the firms optimal dynamic prices.