《Chap_13企业行为与产业组织(经济学原理,曼昆,中英文双语)43379.pptx》由会员分享，可在线阅读，更多相关《Chap_13企业行为与产业组织(经济学原理,曼昆,中英文双语)43379.pptx（97页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、5 FIRM BEHAVIOR AND THE ORGANIZATION OF INDUSTRY企业企业行为与产业组织行为与产业组织The Costs of roduction生产成本生产成本 Chapter 13Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Market Forces of Supply and DemandnSupply and demand are the two words that economists use most often.nSupply and demand
2、are the forces that make market economies work.nModern microeconomics is about supply,demand,and market equilibrium.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.供给与需求的市场力量供给与需求的市场力量n供给供给与与需求需求是经济学家最常用的两是经济学家最常用的两个词。个词。n供给供给与与需求需求是使市场经济运行的力是使市场经济运行的力量。量。n现代微观经济学就是研究供给、需现代微观经济学就
3、是研究供给、需求与市场均衡的学科求与市场均衡的学科。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.WHAT ARE COSTS?nAccording to the Law of Supply:Firms are willing to produce and sell a greater quantity of a good when the price of the good is high.This results in a supply curve that slopes upward.Harcour
4、t,Inc.items and derived items copyright 2001 by Harcourt,Inc.什么是成本什么是成本?n根据根据供给规律供给规律:当一种物品价格高时，厂商愿意当一种物品价格高时，厂商愿意生产和销售的更多。生产和销售的更多。这导致供给曲线向上倾斜。这导致供给曲线向上倾斜。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.WHAT ARE COSTS?nThe Firms ObjectiveThe economic goal of the firm is to maxim
5、ize profits.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.什么是成本什么是成本?n企业的目标企业的目标企业的经济目标是利润最大化企业的经济目标是利润最大化Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Total Revenue,Total Cost,and profit总收入、总成本与利润总收入、总成本与利润uTotal Revenue 总收入总收入uThe amount that the firm re
6、ceives for the sale of its output.企业销售产品所得企业销售产品所得uTotal Cost 总成本总成本uThe market value of the inputs a firm uses in production.企业用于生产的投入要素的市场价值。企业用于生产的投入要素的市场价值。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.A Firms Profit 公司利润公司利润Profit is the firms total revenue minus its total
7、 cost.Profit=Total revenue-Total cost 利润总收入总成本利润总收入总成本Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Costs as Opportunity CostsnA firms cost of production includes all the opportunity costs of making its output of goods and services.nExplicit and Implicit CostsA firms cost of pr
8、oduction include explicit costs and implicit costs.Explicit costs are input costs that require a direct outlay of money by the firm.Implicit costs are input costs that do not require an outlay of money by the firm.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.成本是机会成本成本是机会成本n一个企
9、业的生产成本包括生产物品与劳一个企业的生产成本包括生产物品与劳务量的所有机会成本。务量的所有机会成本。n显性成本和隐性成本显性成本和隐性成本一个企业的生产成本包括显性成本与隐性成一个企业的生产成本包括显性成本与隐性成本。本。显性成本显性成本 要求企业直接支付货币的投入要素要求企业直接支付货币的投入要素成本。成本。隐性成本隐性成本不要求企业支付货币的投入要素成不要求企业支付货币的投入要素成本。本。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Economic Profit versus Accounting
10、 ProfituEconomists measure a firms economic profit as total revenue minus all the opportunity costs(explicit and implicit).uAccountants measure the accounting profit as the firms total revenue minus only the firms explicit costs.In other words,they ignore the implicit costs.Harcourt,Inc.items and de
11、rived items copyright 2001 by Harcourt,Inc.经济利润与会计利润经济利润与会计利润u经济学家计量企业的经济学家计量企业的经济利润经济利润，即企业，即企业的总收益减去生产所销售物品和劳务的的总收益减去生产所销售物品和劳务的所有机会成本（显性的和隐性的）。所有机会成本（显性的和隐性的）。u会计师计量企业的会计师计量企业的会计利润会计利润，即企业的，即企业的总收益减去企业的显性成本。总收益减去企业的显性成本。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Economic
12、Profit versus Accounting Profit经济利润与会计利润经济利润与会计利润uWhen total revenue exceeds both explicit and implicit costs,the firm earns economic profit.当总收益大于显性成本和隐性成本时，企当总收益大于显性成本和隐性成本时，企业赚取经济利润。业赚取经济利润。uEconomic profit is smaller than accounting profit.经济利润小于会计利润。经济利润小于会计利润。Harcourt,Inc.items and derived ite
13、ms copyright 2001 by Harcourt,Inc.Economic Profit versus Accounting ProfitRevenueTotalopportunitycostsHow an EconomistViews a FirmExplicitcostsEconomicprofitImplicitcostsExplicitcostsAccountingprofitHow an AccountantViews a FirmRevenueHarcourt,Inc.items and derived items copyright 2001 by Harcourt,I
14、nc.经济利润与会计利润经济利润与会计利润收入收入所有机所有机会成本会成本经济学家如何看企业经济学家如何看企业显性成本显性成本经济利润经济利润隐性成本隐性成本显性成本显性成本 会计利润会计利润 会计师如何看企业会计师如何看企业收入收入Table 1 A Production Function and Total Cost:Hungry Helens Cookie FactoryCopyright2004 South-WesternHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.表表1.生产函数和总成本：亨格
15、瑞生产函数和总成本：亨格瑞.海伦的糕点海伦的糕点厂厂 工人数量工人数量产出产出劳动的边劳动的边际产量际产量工厂成本工厂成本工人成本工人成本投入总成投入总成本本 012050905040$303030$01020$304050341201403020303030406070515010305080Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Production Function 生产函数生产函数The production function shows the relationship betwe
16、en quantity of inputs used to make a good and the quantity of output of that good.生产函数生产函数用于生产一种物品的用于生产一种物品的投入量与该物品产量之间的关系。投入量与该物品产量之间的关系。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Marginal Product 边际产量边际产量The marginal product of any input in the production process is the in
17、crease in the quantity of output obtained from an additional unit of that input.任何一种生产过程中的投入要素的任何一种生产过程中的投入要素的边边际产量际产量是指增加一个单位的该要素投是指增加一个单位的该要素投入所引起的产量增加。入所引起的产量增加。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Marginal Product 边际产量边际产量Additional input投入增加量投入增加量Additional output
18、=Marginalproduct边际产量边际产量产出增加量产出增加量Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Diminishing Marginal ProductuDiminishing marginal product is the property whereby the marginal product of an input declines as the quantity of the input increases.uExample:As more and more workers a
19、re hired at a firm,each additional worker contributes less and less to production because the firm has a limited amount of equipment.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.边际产量递减边际产量递减u边际产量递减边际产量递减 是指一种投入要素的边际产是指一种投入要素的边际产量随着该要素投入量的增加而减少的特征。量随着该要素投入量的增加而减少的特征。u例子例子:由于雇佣的
20、工人越来越多，每个新由于雇佣的工人越来越多，每个新雇佣的工人对产量的贡献越来越小，这是因雇佣的工人对产量的贡献越来越小，这是因为有限的设备数量不能将他的潜能发挥出来。为有限的设备数量不能将他的潜能发挥出来。Figure 2 Hungry Helens Production FunctionQuantity ofOutput(cookies per hour)150140130120110100908070605040302010Number of Workers Hired012345Production function图图2.亨格瑞亨格瑞.海伦的生产函数海伦的生产函数 产量产量(cooki
21、es per hour)150140130120110100908070605040302010雇佣工人数量雇佣工人数量012345生产函数生产函数Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Diminishing Marginal Product uThe slope of the production function measures the marginal product of an input,such as a worker.uWhen the marginal product decli
22、nes,the production function becomes flatter.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.边际产量递减边际产量递减 u生产函数的斜率衡量了一种投入要素生产函数的斜率衡量了一种投入要素（比如一个工人）的边际产量。（比如一个工人）的边际产量。u随着工人数量增加，边际产量减少，随着工人数量增加，边际产量减少，生产函数越来越平坦。生产函数越来越平坦。Harcourt,Inc.items and derived items copyright 2001 by Harcou
23、rt,Inc.From the Production Function to the Total-Cost CurveuThe relationship between the quantity a firm can produce and its costs determines pricing decisions.uThe total-cost curve shows this relationship graphically.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.从生产函数到总成本曲线从生产
24、函数到总成本曲线u一个企业可能的生产量和它的成本一个企业可能的生产量和它的成本之间的关系决定了它的产品定价。之间的关系决定了它的产品定价。u用来说明生产产量和生产总成本之用来说明生产产量和生产总成本之间关系的图被称为间关系的图被称为总成本曲线。总成本曲线。Table 1 A Production Function and Total Cost:Hungry Helens Cookie FactoryCopyright2004 South-WesternHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.表表1.
25、生产函数和总成本亨格瑞生产函数和总成本亨格瑞.海伦的糕点厂海伦的糕点厂工人数量工人数量产出产出劳动的边际劳动的边际产量产量工厂成本工厂成本工人成本工人成本投入总成投入总成本本 012050905040$303030$01020$304050341201403020303030406070515010305080Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Figure 3 Hungry Helens Total-Cost Curve图图3.亨格瑞亨格瑞.海伦的总成本曲线海伦的总成本曲线Total cost
26、总成本总成本$8070605040302010Quantity of Output 产量产量(cookies per hour)020401401201008060Total-costCurve总成本曲线总成本曲线Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.The Various Measures of Cost成本的各种衡量成本的各种衡量Costs of production may be divided into fixed costs and variable costs.生产成本可以分为固定成本
27、生产成本可以分为固定成本和可变成本。和可变成本。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Fixed and Variable CostsuFixed costs are those costs that do not vary with the quantity of output produced.uVariable costs are those costs that do change as the firm alters the quantity of output produced.Har
28、court,Inc.items and derived items copyright 2001 by Harcourt,Inc.固定成本和变动成本固定成本和变动成本u固定成本固定成本 不随着产量变动而变动不随着产量变动而变动的成本。的成本。u可变成本可变成本 随着产量变动而变动的随着产量变动而变动的成本。成本。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Total Costs 总成本总成本uTotal Fixed Costs(TFC)总固定成本总固定成本（TFC）uTotal Variable Cos
29、ts(TVC)总可变成本（总可变成本（TVC）uTotal Costs(TC)总成本总成本 (TC)TC=TFC+TVCTable 2 The Various Measures of Cost:Thirsty Thelmas Lemonade StandCopyright2004 South-WesternHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Table 2 The Various Measures of Cost:Thirsty Thelmas Lemonade StandQuantityTot
30、al CostFixed CostVariable Cost0$3.00$3.00$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.表表2.成本的各种衡量：索斯蒂成本的各种衡量：索斯蒂.特尔玛的柠檬水店特尔玛的柠檬水店数量总成本固定成
31、本可变成本0$3.00$3.00$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Average Costs 平均成本平均成本uAverage costs can be determined by dividing the firms
32、 costs by the quantity of output produced.平均成本：平均成本：总成本除以产量。总成本除以产量。uThe average cost is the cost of each typical unit of product.平均成本是生产一个普通单位的成本。平均成本是生产一个普通单位的成本。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Family of Average Costs 平均成本平均成本uAverage Fixed Costs(AFC)平均固定成本平均固定成
33、本 (AFC)uAverage Variable Costs(AVC)平均可变成本平均可变成本(AVC)uAverage Total Costs(ATC)平均总成本平均总成本 (ATC)ATC=AFC+AVCHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Family of Average CostsHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.平均成本平均成本Harcourt,Inc.items and derive
34、d items copyright 2001 by Harcourt,Inc.$3.00Table 2 The Various Measures of Cost:Thirsty Thelmas Lemonade StandQuantityAFCAVCATC01$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.500.801.3070.430.901.3380.381.001.3890.331.101.43100.301.201.50Harcourt,Inc.items and derived items copyr
35、ight 2001 by Harcourt,Inc.$3.00表表2.成本的各种衡量：索斯蒂成本的各种衡量：索斯蒂.特尔玛的柠檬水店特尔玛的柠檬水店 产量AFCAVCATC01$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.500.801.3070.430.901.3380.381.001.3890.331.101.43100.301.201.50Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Marginal CostuMa
36、rginal cost(MC)measures the amount total cost rises when the firm increases production by one unit.uMarginal cost helps answer the following question:uHow much does it cost to produce an additional unit of output?Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.边际成本边际成本u边际成本边际成本(M
37、C)衡量额外一个单位衡量额外一个单位产量所引起的总成本的增加。产量所引起的总成本的增加。u边际成本帮助回答以下问题：边际成本帮助回答以下问题：u生产额外一个单位产量的成本是多少？生产额外一个单位产量的成本是多少？Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Marginal CostHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.边际成本边际成本Harcourt,Inc.items and derived items
38、copyright 2001 by Harcourt,Inc.Marginal Cost：Thirsty Thelmas Lemonade StandHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.边际成本：索斯蒂边际成本：索斯蒂.特尔玛的柠檬水店特尔玛的柠檬水店Figure 4 Thirsty Thelmas Total-Cost CurvesTotal Cost$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00Quant
39、ityof Output(glasses of lemonade per hour)014327659810Total-cost curve图图4.索斯蒂索斯蒂.特尔玛的总成本曲线特尔玛的总成本曲线总成本总成本$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00产量产量(每小时柠檬水杯数每小时柠檬水杯数)014327659810总成本曲线Figure 5 Thirsty Thelmas Average-Cost and Marginal-Cost CurvesCosts$3.503.253.002.752.502
40、.252.001.751.501.251.000.750.500.25Quantityof Output(glasses of lemonade per hour)014327659810MCATCAVCAFC图图5.索斯蒂索斯蒂.特尔玛的平均成本和边际成本曲线特尔玛的平均成本和边际成本曲线成本成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25产量产量(每小时柠檬水杯数每小时柠檬水杯数)014327659810MCATCAVCAFCHarcourt,Inc.items and derived items copyright 2
41、001 by Harcourt,Inc.Cost Curves and Their Shapes成本曲线及其形状成本曲线及其形状Marginal cost rises with the amount of output produced.边际成本边际成本随着产量增加而上升。随着产量增加而上升。Marginal cost 边际成本边际成本uThis reflects the property of diminishing marginal product.边际成本递增边际成本递增反映了边际产量递减的性质反映了边际产量递减的性质Figure 5 Thirsty Thelmas Average-Co
42、st and Marginal-Cost CurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25Quantityof Output(glasses of lemonade per hour)014327659810MC图图5.索斯蒂索斯蒂.特尔玛的平均成本和边际成本曲线特尔玛的平均成本和边际成本曲线成本成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25产量产量(每小时柠檬水杯数）每小时柠檬水杯数）014327659810MCHarcourt,In
43、c.items and derived items copyright 2001 by Harcourt,Inc.Cost Curves and Their ShapesThe average total-cost curve is U-shaped.nAt very low levels of output average total cost is high because fixed cost is spread over only a few units.nAverage total cost declines as output increases.nAverage total co
44、st starts rising because average variable cost rises substantially.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.成本曲线及其形状成本曲线及其形状 平均总成本曲线平均总成本曲线 是是 U型的。型的。n在产量水平极低时，平均总成本高，这是因在产量水平极低时，平均总成本高，这是因为固定成本只分摊在少数几个单位产品上。为固定成本只分摊在少数几个单位产品上。n平均总成本随着产量增加而降低。平均总成本随着产量增加而降低。n当平均可变成本大幅度上升时，
45、平均总成本当平均可变成本大幅度上升时，平均总成本开始增加。开始增加。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Cost Curves and Their Shapes成本曲线及其形状成本曲线及其形状The bottom of the U-shape occurs at the quantity that minimizes average total cost.This quantity is sometimes called the efficient scale of the firm.在使平均总
46、成本最小的产量时，在使平均总成本最小的产量时，U型曲型曲线的底部就出现了。这种产量有时被称线的底部就出现了。这种产量有时被称为企业的为企业的有效规模。有效规模。Figure 5 Thirsty Thelmas Average-Cost and Marginal-Cost CurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25Quantityof Output(glasses of lemonade per hour)014327659810ATC图图5.索斯蒂索斯蒂.特尔玛的平均成本和边际成本曲线特尔玛的平均成本
47、和边际成本曲线成本成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25产量产量(每小时柠檬水杯数每小时柠檬水杯数)014327659810ATCHarcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Relationship Between Marginal Cost and Average Total CostuWhenever marginal cost is less than average total cost,average total
48、cost is falling.uWhenever marginal cost is greater than average total cost,average total cost is rising.Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.边际成本和平均总成本之间的关系边际成本和平均总成本之间的关系u只要边际成本小于平均总成本，平只要边际成本小于平均总成本，平均总成本就下降。均总成本就下降。u只要边际成本大于平均总成本，平只要边际成本大于平均总成本，平均总成本就上升。均总成本就上升。Harc
49、ourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.Relationship Between Marginal Cost and Average Total CostThe marginal-cost curve crosses the average-total-cost curve at the efficient scale.uEfficient scale is the quantity that minimizes average total cost.Harcourt,Inc.items and deriv
50、ed items copyright 2001 by Harcourt,Inc.边际成本和平均总成本之间的关系边际成本和平均总成本之间的关系边际成本曲线与平均总成本曲线相边际成本曲线与平均总成本曲线相交于交于有效规模有效规模时。时。u有效规模有效规模使平均总成本最小的产使平均总成本最小的产量。量。Harcourt,Inc.items and derived items copyright 2001 by Harcourt,Inc.MCATCRelationship Between Marginal Cost and Average Total Cost$0.00$0.50$1.00$1.50$