The Cities' Public Transport Conditions, the Herd Effect and the Marketing Strategy of the Firms of Private Cars

Abstract

Abstract:

Combined with the emotions arising from the traffic congestion, as well as the herd effect during the private car consumption, from the perspective of the cities' public transport's substitutable, to analyze the impact of the cities' public transport conditions to the marketing strategy of the firms of private cars, a differential game model of two firms offering quality differentiated private cars is built. The results show that a threshold exists in the improvement of cities' public traffic conditions. When the amount of improvement exceeds the threshold, the firms' optimal dynamic pricing of private cars decreases gradually with time; improvement of the public transport condition in a reasonable range, will not reduce private car sales and can ease the situation of cities' traffic congestion.

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

Shao Xiaoshuang, Tan Deqing. The Cities' Public Transport Conditions, the Herd Effect and the Marketing Strategy of the Firms of Private Cars[J]. , 2017, 29(1): 220-227.

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