In this paper, product quality level is quantified based on consumer utility, and then an economic benefit model of quality is built. Based on the utility share rule, the allocation of market share is connected with the consumer utility of the product. The quality competitive decision model is built using game theory, and the corresponding solution is given. Finally, numerical simulations are given to show the effect of parameter change.%本文基于消费者效用对产品质量水平进行了量化，并用数学模型拟合出质量的经济收益函数和质量成本函数，以此作为质量竞争决策的基础；继而基于营销学中的效用份额规则，将产品的消费者效用与市场份额的分配联系起来，以博弈论为工具，建立了质量竞争决策模型，并给出了相应的解法；最后通过数值仿真算例，研究了参数值变化对于质量竞争决策结果的影响。
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