从私家车的社会地位效用及燃油消耗的角度出发,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.得出的结论表明,私家车厂商的最优动态定价随着社会地位效用的增加而不断上涨,在一定条件下随着燃油价格的上涨而不断下降;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;厂商私家车的最优动态定价随时间的变化取决于社会地位效用及燃油价格二者变动的关系.%China's economic development,as well as the fall of private cars' price are caused by intense price competition in the automotive market,and an increasing number of families owning private cars.An analysis conducted by sina.com shows that in the process of selecting a private car,fuel economy has important impact on the purchase decision of consumers.Meanwhile,with the rapid increase of private car ownership,urban traffic conditions have become worse.For the same mileage,consumers need to spend more time driving because the worsening traffic conditions require increase in fuel consumption.The effect of fuel consumption on the purchase and use of private cars will become more prominent.With the rapid economic and social development in China,people's living standard has been largely improved.In addition,the social status of goods displayed is becoming more prominent.With the conspicuous consumption by a particular brand,the consumer can convey his taste and opinion to the target groups.Unlike houses and other goods,private cars play an important role in conspicuous consumption because of their mobility.The social status of private cars reflected is concerned to some extent in the course of private car's purchasing and using.Therefore,according to the impact of the social status effectiveness and fuel on consumers' purchasing and using of private cars,we will analyze the marketing strategy of the firms in the private car industry.Considering the competitor's price,the firm's goal is to achieve the maximum total discounted profit of the research period.This study constructs a differential game model of two firms offering quality differentiated private cars.The analysis results show that with the increases of the status utility,the firms' optimal dynamic prices increase.However,with the gasoline price increases,the firms' optimal dynamic price decreases in some conditions.As the difference of quality level between the two firms increases,the difference of the impact increases.The change of each firm's optimal dynamic price with time is determined by the change in the relation between status utility and gasoline price.For the private car manufacturers and makers of urban transport policy,the conclusion of this paper has certain reference value and practical significance.Because of the effectiveness of social status,adjustment of fuel prices will not necessarily lead to the reduction of private cars' sale.But due to the increase of costs,consumers' utilization of private cars will reduce.Therefore,adjustment of fuel prices can achieve the good effect of governance traffic congestion,and will not affect the development of the private car market.
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