私家车作为一种身份的象征，对私家车的消费能够体现消费者的社会地位，在私家车消费过程中一定程度上存在着对私家车所体现的社会地位的关注。这种炫耀性消费的存在，一定程度上说明了在交通拥堵带来不便的同时，为何我国的私家车销量却在逐年递增。从私家车的社会地位效用及城市交通拥堵对私家车使用的影响角度出发，通过构建微分博弈模型，分析社会地位效用及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社会地位效用的增加而增加，随着交通拥堵状况的增加而下降，并且社会地位效用及交通拥堵状况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；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城市交通状况二者变动的关系。本文所得结论，对于私家车厂商制定正确的销售策略，以及地方政府部门制定合理的治理交通堵塞的措施，具有一定的借鉴意义。
As a status symbol, the private car can reflect the social status of the consumers in the consumption process. In the process of consumption of private cars, attention has been paid on the social status reflected of private cars in a certain extent. To a certain extent, this kind of conspicuous consumption explains that why China's car sales are increasing year by year despite traffic jams' inconvenience. From the perspective of the status utility of private cars and the impact of the cities' traffic conditions to the use of private cars, a differential game model of two firms offering quality differentiated private cars is built to analyze the impact of the status utility and the cities' traffic conditions to the marketing strategy of the firms of private cars. The results show that: both the firms' optimal dynamic prices and the optimal profits increase with the increase of the status utility, but decrease with the intensity of the cities' traffic congestion; 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; the change of each firm's optimal dynamic price with time is determined by the change relation of the status utility and the cities' traffic conditions. To make the right marketing strategy for the car manufacturers, as well as local government departments to formulate reasonable traffic control measures, the conclusions of this paper have certain significance.
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