管理评论

›› 2018, Vol. 30 ›› Issue (10): 119-127.

• 市场营销 • 上一篇    下一篇

燃油价格波动、羊群效应与私家车厂商市场策略

邵晓双1, 谭德庆2   

  1. 1. 东北电力大学建筑工程学院, 吉林 132012;
    2. 西南交通大学经济管理学院, 成都 610031
  • 收稿日期:2016-06-12 出版日期:2018-10-28 发布日期:2018-10-23
  • 作者简介:邵晓双,东北电力大学建筑工程学院讲师,硕士生导师,博士;谭德庆,西南交通大学经济管理学院教授,博士生导师,博士
  • 基金资助:

    东北电力大学博士科研启动基金项目（BSJXM-2016232）。

The Fluctuating of Gasoline Price, the Herd Effect and the Marketing Strategy of Private-car Makers

Shao Xiaoshuang1, Tan Deqing2   

  1. 1. School of Civil and Architectural Engineering, Northeast Electric Power University, Jilin 132012;
    2. School of Management, Southwest Jiaotong University, Chengdu 610031
  • Received:2016-06-12 Online:2018-10-28 Published:2018-10-23

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摘要：

结合私家车消费过程中从众心理所产生的羊群效应，从燃油价格调整引起的私家车使用成本变动角度出发，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，燃油价格的上涨存在一个阈值，当调整幅度超过阈值时，私家车的最优动态定价随着时间不断下降；私家车厂商最优动态定价对于私家车保有量的敏感性，高质量私家车厂商小于低质量私家车厂商；并且，最优动态定价对于私家车保有量的敏感性随着羊群效应系数的增加而增加、随着私家车保有量对耗油量的影响系数的增加而减小，随着燃油价格的变化关系取决于羊群效应系数与私家车保有量对耗油量的影响系数二者的相对大小。

关键词: 羊群效应, 燃油, 质量差异, 私家车, 微分博弈, 城市交通状况

Abstract:

Based on the herd effect typical of private car consumption and the increasing use-cost of private cars as a result of higher gasoline price, this paper builds a differential game model of two firms offering quality differentiated private cars to analyze the impact of gasoline on the marketing strategy of private-car makers. The results show that:there is a threshold for the increase of gasoline price. Namely if gasoline price crosses the threshold, the carmakers' optimal dynamic prices decrease with the time; private-car makers' optimal dynamic pricing is sensitive to private car ownership and the sensitivity is lower for high-quality carmakers than it is for low quality carmakers; and with the increase of the herd effect coefficient and the decrease of the coefficient of the private car ownership effect on fuel consumption, the sensitivity of the private carmakers' optimal dynamic pricing to private car ownership increase; the relationship with the change of the gasoline price depends on the relative size of the herd effect coefficient and the coefficient of the private car ownership effect on fuel consumption.

Key words: the herd effect, gasoline, quality differentiation, private car, differential game, cities' traffic conditions