第16章垄断竞争.pptVIP

第17章 垄断竞争 结论 差异化的产品无处不在,垄断竞争的例子比比皆是. 垄断竞争理论描述了经济中的许多市场,但对希望改善市场资源配置的决策者提供的指导很少. 0 第17章 垄断竞争 本章小结 垄断竞争市场有三个特点:许多企业、有差别的产品和自由进入. 垄断竞争市场上的每个企业都有过剩生产能力 – 生产低于最低平均总成本时的产量. 每个企业都收取高于边际成本的价格. 0 第17章 垄断竞争 本章小结 垄断竞争没有完全竞争所有合意的特点.存在由高于边际成本的价格加成引起的无谓损失. 此外,企业的数量(以及产品的种类)可能过多或过少. 决策者没有明确的方法来改善市场结果. 0 第17章 垄断竞争 本章小结 产品差别和价格加成使企业是有广告和品牌. 广告和品牌的批评者认为,企业用这些方法利用了消费者的无理性,并减少了竞争.广告和品牌的辩护者认为,企业用这些方法向消费者提供信息,并使价格和产品质量的竞争更为激烈. 0 * * Another important dimension of product differentiation, not emphasized in the book, is location. Gasoline seems like an undifferentiated product, yet different gas stations charge different prices. How can some gas stations get away with charging 5 or even 10 cents more per gallon? The answer is product differentiation by location. Imagine you’re driving home in rush-hour traffic from a grueling 10-hour day at the office. The orange warning light comes on, indicating your car needs gas. After uttering a few choice expletives, you notice two gas stations at an upcoming intersection. The one on the right charges 5 cents more than the one on the left, but is easily accessible. The one on the left would require you to make a left-hand turn in heavy traffic to get into the station, and another to get out. And how much would you save? If you buy 20 gallons, you’d save only $1. Alternatively, imagine you run a gas station located in a highly residential area, in which there are few other businesses – including gas stations. If people want gas, they can buy it from you, or they can drive 10 minutes to a more commercial area with lots of gas stations. Your location allows you to charge a higher price. Business people have long understood that location is a critical dimension of product differentiation. Hence the saying “location, location, location.” * That long-run profits are zero follows from free entry/exit. The market power of a monopolistic competitor follows from the fact that it sells a product that is at least somewhat