湖大微观第七章不完全竞争市场探析.pptVIP

第一节 垄断 一、完全垄断市场的特点 完全垄断市场特征 完全垄断，又称垄断或独占，是指整个行业中只有唯一的一个厂商的市场类型。它主要具有以下几方面的特点： 第一，完全垄断市场只有一家厂商，控制整个行业的商品供给。 第二，该厂商生产和销售的商品没有任何相近的替代品，因此，它不受竞争的威胁。 第三，新的厂商不可能进入该行业参与竞争。 第四，独自定价并实行差别价格。 完全垄断市场的形成 厂商要成为行业的完全垄断者，必然要求进入该行业有很高的壁垒，正是这些壁垒(barriers)因素使其他厂商不可能进入该行业。一般认为，规模经济、专利、特许权和对资源的控制等是造成垄断的主 要原因。 BARRIERS TO ENTRY The term Barriers to Entry refers to factors that make it prohibitive, difficult or unreasonably expensive for new firms to enter an industry. Remember that both monopoly and oligopoly require barriers to entry to be maintained in the long run. We shall consider the following factors that provide for such a barrier: The government Restricting access to raw materials Advertising Absolute cost advantages Economies of scale 1、The Government Licences Patents The Tariff 2、Restricting access to raw materials. The production of some goods or services depends critically on being able to obtain some key raw material such as coal, iron ore, bauxite, or uranium for example. If a firms cannot gain access to these raw materials, which may be only available overseas, then it would be unable to produce the product. Alternatively, if a firm cannot gain access to the lowest cost or highest quality raw materials, then it would be unable to produce a product at low cost or of the same high quality as existing firms. So this factor may prevent or discourage new firms from entering an industry. 3、Advertising Advertising may be used deliberately by firms to create “brand loyalty”. If consumers become loyal to some particular product brand or brands it can be very difficult for a new firm to enter with an unknown product name. it may well be that consumers relate so strongly to the existing branded product that they have no incentive to try the new product. So a new firm entering may itself have to spend vast amount on advertising while at the same time experiencing a low sal