多方博弈情景下我国自主品牌轿车价值重构问题研究 摘要:实现我国向汽车强国的转型，自主品牌轿车发展势在必行。当下面对日益激烈的市场竞争，自主品牌轿车技术创新乏力、品牌溢价能力弱的短板越发突显。本文通过构建政府、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，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。关键词：演化博弈 自主品牌轿车 价值重构 调控机制Study on the Value Reconstruction of Own Brand Cars in China Based on Multi – Player GameAbstract: To achieve the transformation of China's power to the car, independent brand car development is imperative. At present, faced with increasingly fierce market competition, the weak plate are more and more prominent in dependent brand car technology innovation and the brand premium capacity. By constructing an evolutionary game model among government, enterprises and consumers, this paper analyzes the profit-and-loss relationship and the tendency of its behavior strategy to be asymptotically stable in the process of value reconstruction of the own brand cars in China. Finally, we use Matlab to simulate the evolution process of tripartite interaction, 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. Based on the strategy interaction among the three parties, we can reconstruct the value system of China's own brand car from implementing self-owned brand car revitalization plan, governme...
