在两个销售可替代体验性商品的公司竞争环境下,通过将消费者需求引入效用函数,共同考虑消费者两种矛盾共存的社会需求(虚荣效应和跟随效应)以及消费者对产品质量的学习行为对其品牌选择决策的影响。然后,利用微分博弈方法得到了两个零售商如何动态制定销售策略。最后,分析了虚荣效应、跟随效应及产品相对质量对于企业市场份额和最优利润的影响。 By introducing consumer demand into the utility function, we consider the social needs (vanity effect and follow-up effect) of the two contradictions of consumers and the consumer’s learning of product quality under the competitive environment of two companies which sell alternative experimental products. The Impact of Behavior on Its Brand Selection Decision. Then, using the differential game method, two retailers get a dynamic sales strategy. Finally, the influence of vanity effect, follow-up effect and product relative quality on the market share and optimal profit of the firm is analyzed.