微观经济学 第8讲 垄断竞争市场.ppt

Monopolistic Competition 垄断竞争 The Four Types of Market Structure四种不同类型的市场结构 垄断竞争市场的特征 基本特征 厂商不少(Many firms) 产品存在差别(Differentiated product) 差别产生一定垄断，替代形成一定竞争 进出容易(Free entry and exit) 市场势力大小取决于产品差异程度 垄断竞争的现实例子：牙膏、香皂、饮料 垄断竞争厂商的短期与长期均衡 短期与长期均衡 垄断竞争厂商的非价格竞争手段 广告 更好的服务（电脑，家电） 产品保证（ＩＳＯ９０００） 精美的包装（儿童食品，情人节礼物） 广告的成本和收益 垄断竞争与完全竞争比较Monopolistic versus Perfect Competition 垄断竞争企业的竞争决策 垄断竞争作为垄断和竞争的结合，兼有两者的优缺点： 1）对消费者来说，产品的多样化满足了不同偏好，付出较高的价格； 2）对生产者来说，有竞争的威胁，迫使企业不断创新，又有一定程度的垄断来保护创新的收益。 Monopolistic Competition Types of Imperfectly Competitive Markets Monopolistic Competition Many firms selling products that are similar but not identical. Oligopoly Only a few sellers, each offering a similar or identical product to the others. Monopolistic Competition Markets that have some features of competition and some features of monopoly. Monopolistic Competition Attributes of Monopolistic Competition Many sellers Product differentiation Free entry and exit Monopolistic Competition Many Sellers There are many firms competing for the same group of customers. Product examples include books, CDs, movies, computer games, restaurants, piano lessons, cookies, furniture, etc. Monopolistic Competition Product Differentiation Each firm produces a product that is at least slightly different from those of other firms. Rather than being a price taker, each firm faces a downward-sloping demand curve. Monopolistic Competition Free Entry or Exit Firms can enter or exit the market without restriction. The number of firms in the market adjusts until economic profits are zero. COMPETITION WITH DIFFERENTIATED PRODUCTS The Monopolistically Competitive Firm in the Short Run Short-run economic profits encourage new firms to enter the market. This: Increases the number of products offered. Reduces demand faced by firms already in the market. Incumbent firms’ demand curves shift to the left. Demand for the incumbent firms’ products fall, and their profits decline. Figure 1 Monopolistic Competition in the Sh