11-竞争市场中的企业决策.pptVIP

Copyright ? 2004 South-Western Copyright?2004 South-Western 11 Firms in Competitive Markets 竞争市场中的厂商 WHAT IS A COMPETITIVE MARKET? A perfectly competitive market has the following characteristics:完全竞争市场的特征 There are many buyers and sellers in the market.大量的买者和卖者 The goods offered by the various sellers are largely the same.商品和要素的同质性 Firms can freely enter or exit the market.商品和要素的自由流动 * of 35 Perfectly Competitive Markets完全竞争市场 A Perfectly Competitive Firm Cannot Affect the Market Price 完全竞争厂商不能影响市场价格 Price taker A buyer or seller that is unable to affect the market price.价格接受者 无法影响市场价格的买者或卖者。 11 - 1 A Perfectly Competitive Firm Faces a Horizontal Demand Curve完全竞争厂商面临着水平 的需求曲线 The Revenue of a Competitive Firm竞争厂商的收益 Total revenue for a firm is the selling price times the quantity sold.企业的总收益等于卖出的价格乘以卖出的数量 TR = (P ? Q) * of 35 How a Firm Maximizes Profit in a Perfectly Competitive Market完全竞争市场上厂商如何实现利润最大化 Revenue for a Firm in a Perfectly Competitive Market Average revenue (AR) 平均收益 Total revenue divided by the number of units sold.总收益除以售出单位的数量 Marginal revenue (MR) 边际收益Change in total revenue from selling one more unit. 多销售一单位产品带来的总收入的变化 The Revenue of a Competitive Firm For competitive firms, marginal revenue equals the price of the good.对于竞争性企业来说，边际收益等于物品的价格 Table 1 Total, Average, and Marginal Revenue for a Competitive Firm竞争厂商的总收益、平均收益和边际收益 Copyright?2004 South-Western PROFIT MAXIMIZATION AND THE COMPETITIVE FIRM’S SUPPLY CURVE利润最大化和竞争厂商的供给曲线 企业追求利润最大化 利润最大化决策： Max ∏=TR(Q)-TC(Q)=PQ-TC(Q) 一阶条件：MR=P(=AR)=MC Table 2 Profit Maximization: A Numerical Example Copyright?2004 South-Western Figure 1 Profit Maximization for a Competitive Firm 竞争厂商的利润最大化 Copyright ? 2004 South-Western Quantity 0 Costs and Revenue MC ATC AVC MC 1 Q 1 MC 2 Q 2 The firm maximizes profit by producing the quantity at which marginal cost equals marginal revenue. Q MAX P = MR 1 = MR 2 P = AR = MR 在边际成本等于边际收益的生产点上厂商获得最大的利润 The Firm’s Short-Run Decision to