竞争的含义 The Meaning of Competition 竞争市场上的企业 ◆完全竞争市场具有下列特征 Firms in Competitive a perfectly competitive market has the Markets following characteristics: ●市场中有许多买者和卖者 第14章 There are many buvers and sellers in the Chapter 14 ◆名个卖者提供的物品大体上是相同的 oods offered by the various sellers are ◆企业可以自由地进入或退出市场 Firms can freely enter or exit the market 竞争的含义 The Meaning of Competition 竞争的含义 ◆这些特征,使得完全竞争市场具有如下结果: The Meaning of Competition As a result of its characteristics, the perfectly competitive market has the following outcomes: 竞争市场中的买者和卖者被称为价格 钡忽深政卖者的行动对市场价格的影确部 接受者。 The actions of any single buyer or seller in the Buyers and sellers in competitive narket have a negligible impact on the market markets are said to be price takers. ◆每一个买者和卖者都接受市场决定的价格 es the market price as 竞争企业的收益 竞争企业的收益 Revenue of a Competitive Firm Revenue of a Competitive Firm 企业的总收益是销售价乘以销售量。 Total revenue for a firm is the selling 总收益与产量成比例 price times the quantity sold. Total revenue is proportional to the amount of output TR=(PX QI
1 竞争市场上的企业 Firms in Competitive Markets 第14章 Chapter 14 2 竞争的含义 The Meaning of Competition 完全竞争市场具有下列特征: A perfectly competitive market has the following characteristics: 市场中有许多买者和卖者 There are many buyers and sellers in the market. 各个卖者提供的物品大体上是相同的 The goods offered by the various sellers are largely the same. 企业可以自由地进入或退出市场 Firms can freely enter or exit the market. 3 竞争的含义 The Meaning of Competition 这些特征，使得完全竞争市场具有如下结果： As a result of its characteristics, the perfectly competitive market has the following outcomes: 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。 The actions of any single buyer or seller in the market have a negligible impact on the market price. 每一个买者和卖者都接受市场决定的价格。 Each buyer and seller takes the market price as given. 4 竞争的含义 The Meaning of Competition 竞争市场中的买者和卖者被称为价格 接受者。 Buyers and sellers in competitive markets are said to be price takers. 5 竞争企业的收益 Revenue of a Competitive Firm 企业的总收益是销售价格乘以销售量。 Total revenue for a firm is the selling price times the quantity sold. TR = (P X Q) 6 竞争企业的收益 Revenue of a Competitive Firm 总收益与产量成比例。 Total revenue is proportional to the amount of output
竞争企业的收益 竞争企业的收益 Revenue of a Competitive Firm Revenue of a Competitive Firm 对所有企业来说,平均收益等于物品的价格。 平均收益告诉我们一个企业从每一典型单 For all firms, average revenue equals the 位的销售中得到多少收益 price of the good Average revenue tells us how much revenue a firm receives for the typical Total revenu unit sold (Price x Quantity) Price 竞争企业的收益 竞争企业的收益 Revenue of a competitive Firm Revenue of a Competitive Firm 边际收益是销售量增加一个单位带来的总 收益的变化。 对竞争企业来说,边际收益等于物品价格。 Marginal revenue is the change in total For competitive firms, marginal revenue revenue from an additional unit sold equals the price of the good MR=△TR/△Q 竞争企业的总收益、平均收益和边际收益 竞争企业的利润最大化 Total, Average, and Marginal Revenue Profit maximization for the for a Competitive Firm Competitive Firm ◆竞争企业的目标是利润最大化 The goal of a competitive firm is to maximize 价格 Price Revenu profit. ◆这意味着企业将生产使总收益和总成本之差 最大的产量 This means that the firm will want to produce the quantity that maximizes the difference between total revenue and total cost
2 7 竞争企业的收益 Revenue of a Competitive Firm 平均收益告诉我们一个企业从每一典型单 位的销售中得到多少收益。 Average revenue tells us how much revenue a firm receives for the typical unit sold. 8 竞争企业的收益 Revenue of a Competitive Firm 对所有企业来说，平均收益等于物品的价格。 For all firms, average revenue equals the price of the good. Average revenue = Total revenue Quantity = (Price Quantity) Quantity = Price × 9 竞争企业的收益 Revenue of a Competitive Firm 边际收益是销售量增加一个单位带来的总 收益的变化。 Marginal revenue is the change in total revenue from an additional unit sold. MR =∆TR/ ∆Q 10 竞争企业的收益 Revenue of a Competitive Firm 对竞争企业来说，边际收益等于物品价格。 For competitive firms, marginal revenue equals the price of the good. 11 竞争企业的总收益、平均收益和边际收益 Total, Average, and Marginal Revenue for a Competitive Firm 产量Quanti ty (Q) 价格Price (P) 总收益Total Revenue (TR=PxQ) 平均收益Average Revenue (AR=TR/Q) 边际收益Marginal Revenue (MR= ) 1 $6.00 $6.00 $6.00 2 $6.00 $12.00 $6.00 $6.00 3 $6.00 $18.00 $6.00 $6.00 4 $6.00 $24.00 $6.00 $6.00 5 $6.00 $30.00 $6.00 $6.00 6 $6.00 $36.00 $6.00 $6.00 7 $6.00 $42.00 $6.00 $6.00 8 $6.00 $48.00 $6.00 $6.00 ∆TR/ ∆Q 12 竞争企业的利润最大化 Profit Maximization for the Competitive Firm 竞争企业的目标是利润最大化。 The goal of a competitive firm is to maximize profit. 这意味着企业将生产使总收益和总成本之差 最大的产量。 This means that the firm will want to produce the quantity that maximizes the difference between total revenue and total cost
利润最大化:一个数字例子 竞争企业的利海最大化 Profit Maximization Profit Maximization for the Competitive Firm A Numerical Example 本中致签盐搞 格产量Qam基敏l 竞争企业的利润最大化 竞争企业的利润最大化 Profit maximization for the Profit maximization for the Competitive Firm Competitive Firm 在利润最大化的产量水平上,边 当 When Mr>MC增加 ncrease G 际收益和边际成本正好相等。 Profit maximization occurs at the 当 When MR<MC减少 decrease g quantity where marginal revenue equals marginal cost. 当 When MR=MC利润是最大 的 Profit is maximized 边际成本曲线和企业的供给曲线 边际成本的线和企业的供给曲线 The Marginal-Cost Curve and the The Marginal-Cost Curve and the Firm's Supply Decision Firm's Supply Decision 由于企业的边际成本曲线决定了企业 在任何一种价格时愿意供给多少,因 the firms supply 此,这就是竞争企业的供给曲线 ATC Because the firm's marginal-cost curve determines how much the firm Avc is willing to supply at any price, it the competitive firms supply curve
3 13 利润最大化：一个数字例子 Profit Maximization: A Numerical Example 价格Pric e (P) 产量Quanti ty (Q) 总收益Total Revenue (TR=PxQ) 总成本Total Cost (TC) 利润Profit (TR-TC) 边际收益Marginal Revenue (MR= ) 边际成本Margi nal Cost MC= 0 $0.00 $3.00 -$3.00 $6.00 1 $6.00 $5.00 $1.00 $6.00 $2.00 $6.00 2 $12.00 $8.00 $4.00 $6.00 $3.00 $6.00 3 $18.00 $12.00 $6.00 $6.00 $4.00 $6.00 4 $24.00 $17.00 $7.00 $6.00 $5.00 $6.00 5 $30.00 $23.00 $7.00 $6.00 $6.00 $6.00 6 $36.00 $30.00 $6.00 $6.00 $7.00 $6.00 7 $42.00 $38.00 $4.00 $6.00 $8.00 $6.00 8 $48.00 $47.00 $1.00 $6.00 $9.00 ∆TR/ ∆Q ∆TC / ∆Q P=MR1 P = AR = MR MC 竞争企业的利润最大化 Profit Maximization for the Competitive Firm 产量Quantity 0 成本Costs and 收益Revenue ATC AVC QMAX 通过生产边际成本等于边际 收益的产量，企业使利润最 大化 The firm maximizes profit by producing the quantity at which marginal cost equals marginal revenue. MC1 Q1 MC2 Q2 15 竞争企业的利润最大化 Profit Maximization for the Competitive Firm 在利润最大化的产量水平上，边 际收益和边际成本正好相等。 Profit maximization occurs at the quantity where marginal revenue equals marginal cost. 16 竞争企业的利润最大化 Profit Maximization for the Competitive Firm 当When MR > MC 增加increase Q 当When MR < MC 减少decrease Q 当When MR = MC 利润是最大 的Profit is maximized. 17 边际成本曲线和企业的供给曲线 The Marginal-Cost Curve and the Firm’s Supply Decision... 由于企业的边际成本曲线决定了企业 在任何一种价格时愿意供给多少，因 此，这就是竞争企业的供给曲线。 Because the firm’s marginal-cost curve determines how much the firm is willing to supply at any price, it is the competitive firm’s supply curve. 边际成本曲线和企业的供给曲线 The Marginal-Cost Curve and the Firm’s Supply Decision... 0 Quantity Costs and Revenue MC ATC AVC Q1 P1 P2 Q2 这部分的企业边际成本曲 线也是企业的供给曲线 This section of the firm’s MC curve is also the firm’s supply curve
企业的短期停业决策 企业的短期停业决策 The Firm's short-Run Decision The Firm's Short-Run Decision to shut down to shut down ◆停止营业指在某个特定时期,由于当前 的市场条件而不生产任何东西的短期决 ◆当企业决定退出时,它考虑固定成本 固 但当企业决定是否停业时,它不考虑 A shutdown refers to a short-run decision The firm considers its fixed costs when not to produce anything during a specific riod of time because of current market deciding to exit, but ignores them when conditions deciding whether to shut down. ◆退出指高开市场的长期决策。 ◆当做出是否停业的短期决策时,固定 Exit refers to a long-run decision to leave the market 企业的短期停业决策 企业的短期停业决策 The Firm's Short-Run Decision The Firm's short-Run Decision to shut down to shut down ◆沉没成本是那些已经发生而且无法回收 如果生产得到的收益小于生产的可变成 的成本。 本时,企业就停止营业。 Sunk costs are costs that have The firm shuts down if the revenue it gets already been committed and cannot from producing is less than the variable be recovered cost of production. 在某种意义上说,沉没成本是机会成本 如果TR<vc,停业( hut down if TR<vc) 的反面:无论你做什么选择,沉没成本 如果TRQ<vcQ,〃业( Shut down If TR/Q<vcQ) 不可避免 如果P<AVC,件业( Shut down ifP<Avc) 企业的短期业决袋 The firm's short-Run Decision to shut Down 企业的短期停业决策 The Firm's Short-Run Decision 企业的供始曲端 to shut down 竞争企业短期供给曲线是边际成本曲线 在平均可变成本曲线以上的那一部分 a profit. The portion of the marginal-cost curve the short the competitive firms short-run supply curve shut down
4 19 企业的短期停业决策 The Firm’s Short-Run Decision to Shut Down 停止营业指在某个特定时期，由于当前 的市场条件而不生产任何东西的短期决 策。 A shutdown refers to a short-run decision not to produce anything during a specific period of time because of current market conditions. 退出指离开市场的长期决策。 Exit refers to a long-run decision to leave the market. 20 企业的短期停业决策 The Firm’s Short-Run Decision to Shut Down 当企业决定退出时，它考虑固定成本 ，但当企业决定是否停业时，它不考虑 固定成本。 The firm considers its fixed costs when deciding to exit, but ignores them when deciding whether to shut down. 当做出是否停业的短期决策时，固定 成本被称为沉没成本。 21 企业的短期停业决策 The Firm’s Short-Run Decision to Shut Down 沉没成本是那些已经发生而且无法回收 的成本。 Sunk costs are costs that have already been committed and cannot be recovered. 在某种意义上说，沉没成本是机会成本 的反面：无论你做什么选择，沉没成本 不可避免。 22 企业的短期停业决策 The Firm’s Short-Run Decision to Shut Down 如果生产得到的收益小于生产的可变成 本时，企业就停止营业。 The firm shuts down if the revenue it gets from producing is less than the variable cost of production. 如果TR < VC，停业（Shut down if TR < VC） 如果TR/Q < VC/Q，停业（Shut down if TR/Q < VC/Q） 如果P < AVC，停业（Shut down if P < AVC） 23 企业的短期停业决策 The Firm’s Short-Run Decision to Shut Down 产量 Quantity ATC AVC 0 成本 Costs MC 如果P < AVC ， 停止营业 If P < AVC, shut down. 如果P > AVC， 短期内继续生产 If P > AVC, keep producing in the short run. 如果P > ATC ， 继续生产，有利润 If P > ATC, keep producing at a profit. 企业的短期供给曲线 Firm’s short-run supply curve. 24 企业的短期停业决策 The Firm’s Short-Run Decision to Shut Down 竞争企业短期供给曲线是边际成本曲线 在平均可变成本曲线以上的那一部分。 The portion of the marginal-cost curve that lies above average variable cost is the competitive firm’s short-run supply curve
企业进入或退出市场的长期决策 企业进入或退出市场的长期决策 The Firm' s Long-Run Decision to The Firm's Long- Run Decision to Exit or enter a market Exit or Enter a Market t在的成果处非速到的收益将小于 ◆如果有利可图,企业就将进入这一市场。 A firm will enter the industry if such an In the long-run, the firm exits if the revenue it would get from producing is less than its action would be profitable total cost 如果TR>TC,进λ( Enter if TR>Tc) 如果TR<TC,週出( Exit if TR<Tc) 如果TRQ>TcQ,进入( Enter if TR/Q>TcQ) 如果TRQ<TcQ,退出( Exit if TR/Q<TcQ) 如果P>ATC,进入( Enter if P>ATC) 如果P<ATC,退出( Exit ifP<ATc) 竞争企业的长剪供给曲线 The Competitive Firm's Long 竞争企业的长期供给的线 Run Supply Curve The Competitive Firm's Long Run Supply cur run supply curve MC aarg,金业地入 竞争企业的长期供给曲线是边际 P>ATc ATC 成本曲线位于平均总成本曲线之 上的那一部分 The competitive firms long-run supply curve is the portion of its marginal-cost curve that lies 数 rQuantity above average total cost. 企业的短期和长期供给曲线 用图形来衡量竞争企业的利胸 The Firm's short-Run and Measuring Profit in the Graph for Long- Run Supply Curves the Competitive Firr a.有利润的企业 ◆短期供给曲线 Short-Run Supply Curve A Firm with Profits ◆边际成本曲线在平均可变成本曲线以上的那一部 ATC The portion of its marginal cost curve that lies P =AR==M above average variable cost. ◆长期供给曲线 Long-Run Supply Curve ◆边际成本曲线在平均总成本曲线最低点以上的那 The marginal cost curve above the minimum point of its average total cost curve
5 25 企业进入或退出市场的长期决策 The Firm’s Long-Run Decision to Exit or Enter a Market 在长期，如果从生产中得到的收益将小于 它的总成本，企业就退出。 In the long-run, the firm exits if the revenue it would get from producing is less than its total cost. 如果TR < TC，退出 （Exit if TR < TC） 如果TR/Q < TC/Q，退出 （Exit if TR/Q < TC/Q） 如果P < ATC，退出 （Exit if P < ATC） 26 企业进入或退出市场的长期决策 The Firm’s Long-Run Decision to Exit or Enter a Market 如果有利可图，企业就将进入这一市场。 A firm will enter the industry if such an action would be profitable. 如果TR > TC ，进入 (Enter if TR > TC) 如果TR/Q > TC/Q ，进入 (Enter if TR/Q > TC/Q) 如果P > ATC，进入 (Enter if P > ATC) 27 竞争企业的长期供给曲线 The Competitive Firm’s LongRun Supply Curve... 数量Quantity MC ATC 0 成本 Costs 如果P > ATC ，企业进入 Firm enters if P > ATC 如果P < ATC，企业 退出 Firm exits if P < ATC 企业的长期供给曲 线Firm’s longrun supply curve 28 竞争企业的长期供给曲线 The Competitive Firm’s LongRun Supply Curve 竞争企业的长期供给曲线是边际 成本曲线位于平均总成本曲线之 上的那一部分。 The competitive firm’s long-run supply curve is the portion of its marginal-cost curve that lies above average total cost. 29 企业的短期和长期供给曲线 The Firm’s Short-Run and Long-Run Supply Curves 短期供给曲线Short-Run Supply Curve 边际成本曲线在平均可变成本曲线以上的那一部 分。 The portion of its marginal cost curve that lies above average variable cost. 长期供给曲线Long-Run Supply Curve 边际成本曲线在平均总成本曲线最低点以上的那 一部分。 The marginal cost curve above the minimum point of its average total cost curve. 30 利润Profit Q 用图形来衡量竞争企业的利润 Measuring Profit in the Graph for the Competitive Firm... 0 Quantity Price P = AR = MR MC ATC P ATC 利润最大化产量 Profit-maximizing quantity a. 有利润的企业 A Firm with Profits