第17章寡头.ppt-上海杉达学院.ppt

* 2. 掠夺性定价 一个企业通过削减价格来阻止潜在竞争者进入市场或把竞争者赶出市场，这样它便可以收取垄断价格 这在违反反托拉斯法的行为，但法庭很难判断哪一种降价掠夺性的，哪一种降价是竞争性的，从而有利于消费者 许多经济学家怀疑掠夺性定价是一个理性的策略： 掠夺性定价的价格必须低于成本，这对企业来说成本是极其昂贵的 而且这有可能适得其反，使掠夺者遭受的损失大于被掠夺者 0 * 3. 搭售 制造商将两种产品搭配在一起，并以单一价格出售（例如，微软将它的浏览器与操作系统一起出售） 批评者认为搭售使企业将差产品与好产品一起出售，从而具有更大的市场势力 另一些人认为搭售并不会改变市场势力：买者并不愿意为搭售在一起的两种产品支付比两种产品分开出售更高的价格 企业可能是为了实行价格歧视而使用搭售，这是合法的，并且有时可以增进经济效率 0 * 结论 寡头市场的结果可能像垄断市场或者竞争市场，这要取决于企业的数量以及它们如何合作 政策制定者利用反托拉斯法来监管寡头企业的行为。这些法律的合理界限是目前讨论问题的热点 0 * * * Sources: U.S. Census Bureau (), Federal Trade Commission (), and various periodicals and microeconomics textbooks. * * To understand the behavior of oligopoly, we will consider an oligopoly with just two members – a duopoly. The textbook’s example (water) is simpler, because it uses zero marginal cost (as well as zero fixed cost). This is appropriate, because students will not have the instructor’s assistance when reading the textbook. But in class, with the instructor’s guidance, a slightly more complex example is appropriate. The added complexity in this example is non-zero marginal cost. (However, fixed costs are still zero.) Students probably think cell phones are more interesting than water, so they may like this example better than the one in the textbook. To keep the example manageably simple, we assume unlimited anytime minutes free cell phone. Without either of these assumptions, then the “product” consumers buy would not have a single well-defined price, but the price would vary based on how many minutes the customer used, or what kind of phone the customer wanted with her service plan. Regarding the zero fixed cost assumption: This merely makes the math easier. As students will recall from Chapter 13, fixed costs are sunk costs and do not affect decisions or outcomes. * * Before considering possible duopoly outcomes, we first review the competitive and monopoly outcomes. Competitive outcome: P = MC = $10 (remember, we are assuming MC is constant at $10/unit). At P =