Asymmetric Competition Analysis Based on Consumer Choice Set: Case of Chinese Automobile Industry

From the viewpoint of demand-side, this paper proposes a method that how to analyze the competitive market structure and asymmetric competition according to consumer choice set. According to survey data from 4,918 Chinese automobile potential buyerpsilas choice set, this paper constructs brand switching probability matrix then analyze the completion from three levels: brand, firm and country. The result shows that asymmetric competition and cannibalization all exist on brand, firm and country levels. This paper also gives a picture of competition circumstances in Chinese automobile market.