【作者】 李鑫； 徐向阳； 管明华； 李新刚；

【Author】 Li Xin;Xu Xiangyang;Guan Minghua;Li Xingang;Department of Automobile Engineering,Beijing University of Aeronautics and Astronautics;

【机构】 北京航空航天大学汽车工程系；

【摘要】 根据汽车企业间市场竞争的特点,本文引入博弈论,从品牌、定价、促销及售后服务网络建设四方面出发,构建了单因素的一维博弈模型与静态四维博弈模型,并求得均衡策略向量。其结果表明了汽车企业应考虑各方面因素,尤其是品牌价值,以达到最优策略。论文的结论,有助于汽车制造企业制订合理的竞争策略,对政府的政策决策也会有帮助。更多还原

【Abstract】 According to the characteristics of competition among carmakers,this paper adopts game theory,makes an analysis on brand,pricing,sales promotion and net build of after-sales service.Then the one-dimensional game model about each factors and static four-multidimensional game model were established,and its equilibrium solution was obtained.The results show that auto firms should consider the factors in all-aspect especially the factor of brand value to achieve the optimized strategy.The conclusion of this paper can help carmakers to make reasonable Competitive strategies and help government to make policy decisions.更多还原