独占性竞争厂商的最适行为.PPT

* * * * * * * * * * * * * * * * * * * * * * 基礎經濟學 Chapter 7 不完全競爭市場 7-* 經濟學者對產品廣告的觀點 (一) 有一派對廣告持正面肯定的態度（資訊性廣告）： 認為廣告告知消費者各種產品的存在，明列各種產品的銷售地點、定價、品質、特性等，讓消費者有較完整的訊息，減少他們的購物搜尋成本。 由於廣告能有效告知消費者產品的特性與品質，廣告也能促使廠商有動機、誘因去製造高品質的產品。 基礎經濟學 Chapter 7 不完全競爭市場 7-* 經濟學者對產品廣告的觀點 (二) 另一派對廣告的功能持不同的觀點（說服性廣告）： 認為廣告最重要的效果就是塑造產品形象。其內容往往傳遞的資訊甚少，對消費者而言幾乎沒有資訊指引作用。 強調形象的廣告善於型塑消費者心目中的主觀差異，造成表象的產品異質，其實無助於產品市場的競爭。一旦塑造出若干明星品牌，反而造成莫名其妙的市場大戶，對經濟效率的提昇全無幫助。 有些產業甚至利用廣告的全面散播，形成變相的勾結。 基礎經濟學 Chapter 7 不完全競爭市場 7-* End of Chapter 7 基礎經濟學 Chapter 7 不完全競爭市場 7-* 作業 P.152- 習題7.2 習題7.3 習題7.6 習題7.13 習題7.14 基礎經濟學 Chapter 7 不完全競爭市場 7-* Using the broader definition of monopoly, in which of the following cases could we argue that Microsoft has a monopoly in computer operating systems? a. If Macintosh and Linux were not considered close substitutes for Windows. b. If Microsoft charged prices similar to those that Macintosh and Linux charge for their operating systems. c. If Macintosh and Linux started to produce operating systems similar to Windows. d. If Microsoft imposes barriers for Macintosh and Linux to enter the market. 基礎經濟學 Chapter 7 不完全競爭市場 7-* Where Do Monopolies Come From? Barriers to entry may be high enough to keep out competing firms for four main reasons: Government blocks the entry of more than one firm into a market. One firm has control of a key raw material necessary to produce a good. There are important network externalities in supplying the good or service. Economies of scale are so large that one firm has a natural monopoly. 基礎經濟學 Chapter 7 不完全競爭市場 7-* Where Do Monopolies Come From? PATENTS AND COPYRIGHTS Patent The exclusive right to a product for a period of 20 years from the date the product was invented. Copyright The legal right of the creator of a book, film, or piece of music to exclusive right to the creation. PUBLIC FRANCHISES Public franchise A designation by the government that a firm is the only legal provider of a good or servic