Chap14竞争市场中的企业.ppt
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1、Firms in Competitive Markets竞争市场中的企业竞争市场中的企业Chapter 14Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.WHAT IS A COMPETITIVE MARKET?uA perfectly competitive market has the following characteristics:uThere are many buyers and sellers in the market.uThe goods offered by the various
2、sellers are largely the same.uFirms can freely enter or exit the market.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.什么是竞争市场?什么是竞争市场?u完全竞争市场完全竞争市场有以下特点有以下特点:u市场中有许多买者和许多卖者。市场中有许多买者和许多卖者。u各个卖者所提供的物品大体上是相同的。各个卖者所提供的物品大体上是相同的。u企业可以自由地进入或退出市场。企业可以自由地进入或退出市场。Harcourt,Inc.items and
3、derived items copyright 2001 by Harcourt,Inc.WHAT IS A COMPETITIVE MARKET?uAs a result of its characteristics,the perfectly competitive market has the following outcomes:uThe actions of any single buyer or seller in the market have a negligible impact on the market price.neach buyer and seller is a
4、price taker.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.什么是竞争市场?什么是竞争市场?u由于以上特点由于以上特点,完全竞争市场完全竞争市场 具有以下具有以下结果结果:u市场上任何一个买者或卖者的行动对市市场上任何一个买者或卖者的行动对市场价格的影响都可以忽略不计。场价格的影响都可以忽略不计。u每一个买者和卖者都是价格的接受者每一个买者和卖者都是价格的接受者Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.
5、The Revenue of a Competitive Firm竞争企业的收益竞争企业的收益Total revenue for a firm is the selling price times the quantity sold.一个企业的一个企业的总收益总收益等于销售价格乘等于销售价格乘以销售量。以销售量。TR=(P X Q)Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Revenue of a Competitive FirmnAverage revenue tells us how mu
6、ch revenue a firm receives for the typical unit sold.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Revenue of a Competitive FirmIn perfect competition,average revenue equals the price of the good.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Revenu
7、e of a Competitive Firm竞争企业的收益竞争企业的收益Marginal revenue is the change in total revenue from an additional unit sold.边际收益边际收益是增加一个单位销售量是增加一个单位销售量所引起的总收益变化。所引起的总收益变化。MR=TR/QHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Revenue of a Competitive Firm竞争企业的收益竞争企业的收益For competitive
8、firms,marginal revenue equals the price of the good.对竞争企业来说,对竞争企业来说,边际收益边际收益等于等于物品的销售价格。物品的销售价格。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.表表1.竞争企业的总收益、平均收益和边际收益竞争企业的总收益、平均收益和边际收益Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Profit Maximization and the
9、Competitive Firms Supply CurveuThe goal of a competitive firm is to maximize profit.uThis means that the firm will want to produce the quantity that maximizes the difference between total revenue and total cost.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.利润最大化与竞争企业的供给曲线利润最大化与
10、竞争企业的供给曲线u竞争企业的目标是竞争企业的目标是利润最大化。利润最大化。u这就意味着企业想生产某一产量,这就意味着企业想生产某一产量,使总收益与总成本的差最大。使总收益与总成本的差最大。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.表表2.利润最大化利润最大化:一个数字例子一个数字例子Figure 1 Profit Maximization for a Competitive FirmCopyright 2004 South-WesternQuantity0CostsandRevenueMCATCAV
11、CMC1Q1MC2Q2The firm maximizesprofit by producing the quantity at whichmarginal cost equalsmarginal revenue.QMAX P=MR1=MR2 P=AR=MRHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Profit Maximization for the Competitive Firm竞争企业的利润最大化竞争企业的利润最大化Profit maximization occurs at the quant
12、ity where marginal revenue equals marginal cost.当边际收益等于边际成本时,企业实当边际收益等于边际成本时,企业实现现利润最大化。利润最大化。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Profit Maximization for the Competitive FirmWhen MR MC increase QWhen MR MC decrease QWhen MR=MC Profit is maximized.Figure 2 Marginal Cos
13、t as the Competitive Firms Supply CurveQuantity0PriceMCATCAVCP1Q1P2Q2This section of thefirms MC curve isalso the firms supplycurve.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Firms Short-Run Decision to Shut Down(停止营业)(停止营业)uA shutdown refers to a short-run decision not
14、to produce anything during a specific period of time because of current market conditions.uExit refers to a long-run decision to leave the market.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.企业的短期停止营业决策企业的短期停止营业决策u停止营业停止营业是指在某个特殊时期由是指在某个特殊时期由于当前的市场条件而不生产任何东于当前的市场条件而不生产任何东西的短期决
15、策。西的短期决策。u退出退出 是指离开市场的长期决策。是指离开市场的长期决策。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Firms Short-Run Decision to Shut DownThe firm considers its sunk costs when deciding to exit,but ignores them when deciding whether to shut down.uSunk costs are costs that have already been
16、 committed and cannot be recovered.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.企业的短期停止营业决策企业的短期停止营业决策 当决定退出时,企业考虑当决定退出时,企业考虑沉淀沉淀成本;成本;当决定是否停止营业时企业当决定是否停止营业时企业应忽略沉淀成本。应忽略沉淀成本。u沉淀成本沉淀成本 是已经发生而且无法收是已经发生而且无法收回回(并与当前决策无关)(并与当前决策无关)的成本。的成本。Harcourt,Inc.items and derived items copyr
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