通过构建政府、企业和消费者之间的演化博弈模型，分析了我国自主品牌轿车在价值重构过程中各方博弈主体的损益关系及其行为策略趋于渐进稳定性的条件，并运用MATLAB模拟仿真三方交互行为的演化过程。研究结果表明，影响自主品牌轿车价值重构的主要因素有政府激励、产业增值收益、企业的附加成本与机会损失等；基于三方主体间的策略互动，可考虑从实施自主品牌轿车振兴计划、汽车消费端的政府干预计划以及自主品牌轿车形象重塑计划等方面着手，重构我国自主品牌轿车价值体系。
Realizing the transformation of China from a big automobile country to a powerful automobile country, the development of its own brand cars is imperative. Faced with increasingly fierce market competition, the own brand cars' weak plate are more and more prominent in the technology innovation and the brand premium capacity. As an industry with a high degree of industrial correlation, the strategic deployment of vehicles is relatively complicated. The reconstruction of the value system of self-owned brand cars involves a number of stakeholders, involving not only information uncertainty but also market demand. It is necessary to restrain the relationship between the profit and loss of the relevant subjects so as to make the behavior of the multi-party players tend to be gradual and stable, realizing the best balance of system benefits. By constructing an evolutionary game model among government, enterprises and consumers, the paper analyzes the relationship of profit and loss, the tendency of its behavior strategy to be asymptotically stable in the process of value reconstruction of the own brand cars in China, using MATLAB to simulate the evolution process of tripartite interaction, proving the influence of the change of important parameters on the system evolution. The results show that the main factors influencing the reconstruction of the value of own brand cars are government incentives, industrial value-added benefits, additional costs and opportunity losses, the reconstruction of value must adopt a strategy from different levels and take a multi-pronged approach, highlighting the guiding role of the government and the leading role of enterprises; we can focus on reconstructing the value system of China's own brand car from implementing self-owned brand car revitalization plan, government intervention plan of automobile consumption side and self-brand car image reshaping plan based on the strategy interaction among the three parties, in order to boost the development of China's automobile industry, making the high quality and good brand image of own brand cars rooted in consumers mind, achieving our own brand car nirvana rebirth with a new look for the market's goal.
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