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.
SHAO Xiao-shuang, TAN De-qing
. Impact of the Status Utility and the Cities' Traffic Conditions to the Marketing Strategy of the Firms of Private Cars[J]. Chinese Journal of Management Science, 2016
, 24(8)
: 37
-44
.
DOI: 10.16381/j.cnki.issn1003-207x.2016.08.005
[1] 郑玉香,沈洁.身份焦虑视角下的炫耀性消费动因分析[J]. 商业时代,2011,(8):22-23.
[2] 樊晓珂.论交通拥堵及其对人们造成的心理危害[J]. 前沿.2009,(13):141-143.
[3] Daniel K, Tversky A. Prospect theory: An analysis of decision under risk[J]. Econometrica, 1979,47(2):263-291.
[4] Koszegi B, Rabin M. A model of reference-dependence preference[J]. Quarterly Journal of Economics, 2006,121(4):1133-1166.
[5] 邹德强,赵平.期望不一致对满意影响的函数形式:展望理论的预测[J]. 南开管理评论,2008,11(6):79-85.
[6] Desai P S, Purohit D. Competition in durable goods markets: The strategic consequences of leasing and selling[J]. Marketing Science, 1999,18(1):42-58.
[7] Agrawal V V, Ferguson M, Toktay L B, et al. Is leasing greener than selling?[J]. Management Science, 2012,58(3):523-533.
[8] Runkel M. Optimal emissions taxation under imperfect competition in a durable good industry[J]. Bulletin of Economic Research, 2004,56(2):115-132.
[9] Desai P S, Koenigsberg O, Purohit D. The role of production lead time and demand uncertainty in marketing durable goods[J]. Management Science, 2007,53(1):150-158.
[10] 田志龙,李春英,蒋倩,等.中国汽车市场弱势后入者的经营战略——基于对吉利、奇瑞、华晨、比亚迪和哈飞等华系汽车的案例分析[J]. 管理世界,2010,(8):139-152.
[11] 孙江永,王新华.产品异质与汽车行业跨国公司进入中国市场的方式选择-基于需求的视角[J]. 管理世界,2011,(5):99-108.
[12] 范群林,邵云飞,唐小我.中国汽车产业环境技术创新影响因素实证研究[J]. 管理学报,2012,9(9):1323-1329.
[13] 谭德庆,高永全.耐用品二手市场信息对垄断厂商决策影响研究[J]. 系统工程学报,2013,28(9):446-453.
[14] 王月辉,王青.北京居民新能源汽车购买意向影响因素-基于TAM和TPB整合模型的研究[J]. 中国管理科学,2013,21(11):691-698.
[15] Xu Xiaowei, Hopp WJ. A monopolistic and oligopolistic stochastic flow revenue management model[J]. Operation Research, 2006,54(6):1098-1109.
[16] Lin KY, Sibdari SY. Dynamic price competition with discrete customer choices[J]. European Journal of Operation Research, 2009,197(3):969-980.
[17] Perakis G, Sood A. Competitive multi-period pricing for perishable products: A robust optimization approach[J]. Mathematical Programming, 2006,107(1):295-335.
[18] Martínez-de-Albéniz V, Talluri K. Dynamic price competition with fixed capacities[J]. Management Science, 2011,57(6):1078-1093.
[19] Liu Qian, Zhang Dan. Dynamic pricing competition with strategic customers under vertical product differentiation [J]. Management Science, 2013,59(1):84-101.
[20] Chen Yiwei, Farias V F. Simple policies for dynamic pricing with imperfect forecasts[J]. Operations Research, 2013,61(3):612-624.
[21] Aksoy-Pierson Margaret, Allon G, Federgruen A. Price competition under mixed multinomial logit demand functions[J]. Management Science, 2013,59(8):1817-1835.
[22] 刘汉进,范小军,陈宏民.零售商价格领导权结构下的双渠道定价策略研究[J]. 中国管理科学,2015,23(6):91-98.
[23] Rao R S, Schaefer R. Conspicuous consumption and dynamic Pricing [J]. Marketing Science, 2013,32(5):786-804.
[24] Tereya?o?lu N, Veeraraghavan S. Selling to conspicuous consumers: pricing, production, and sourcing decisions [J]. Management Science, 2012,58(12):2168-2189.
[25] 周宏敏.我国当代消费特点及形成原因分析[J]. 中国市场,2013,25(7):44-47.
