微观经济学黄新飞chapter9monopoly.ppt

* 中国案例分析2：钻石的克拉数是中国爱情的象征 2011年英国《金融时报》的一篇文章写道，“这纯属营销作祟，钻石除了观念中的价值外，毫无用处。中国人被戴比尔斯说服以为钻石是女孩最好的朋友，这其实毫无逻辑。”全世界大多数的钻石都被一家戴比尔斯的公司垄断着，它控制着全球60%的钻石矿。其余那40%的生产商也必须将自己家的原石以指定价格卖给戴比尔斯，否则戴比尔斯可以通过释放库存来压低市场价，令你血本无归。 * A Quiz Under our assumption that the monopolist wants to maximize profits, where do you think the monopolist will set the market price? Hint: Do you remember the profit maximizing rule from the last lesson? The Monopolist will maximize profits when: a) P = MC b) P is as high as possible. c) MR = MC * Marginal revenue Marginal revenue (MR) is the change in revenue that is generated by an additional unit of sales. MR can be either positive or negative. * quantity q price P=AR=TR/q total revenue TR=P×q 0 200 0 1 180 180 2 160 320 3 140 420 4 120 480 5 100 500 6 80 480 7 60 ? 8 40 320 9 ? 180 10 0 0 Marginal revenue (MR) ? ? ? ? ? ? ? ? ? ? Total and Marginal Revenue (p162) +180 +140 +100 +60 +20 - 20 - 60 - 100 - 140 - 180 20 420 * 5 0 100 200 -100 10 d = AR d = AR MR Even thouth MR is negative, AR, or price is still positive. Scrutinize MR lie below the dd curve of AR. MR turns negative when AR is halfway down toward zero * The Relation of MR and P With demand sloping downward, P MR * Elasticity and MR Elasticity 1 = 1 1 MR 0 = 0 0 * (1) (2) (3) (4) (5) (6) (7) Total Total Total Marginal Marginal Price revenue cost profit revenue cost Quantity P TR TC TP MR MC q ($) ($) ($) ($) ($) ($) 0 200 0 146 -145 +200 34 +180 30 1 180 180 175 +5 +160 27 ? 25 2 160 320 200 +120 +120 22 +100 20 3 140 420 220 +200 +80 21 +60 30 4 120 480 250 +230 +40 ? +20 50 5 100 500 300 +200 0 60 -20 70 6 80 480 370 ? -40 80 -60 90 7 60 420 460 -40 -80 100 -100 110 8 40 320 570 -250 * 0 200 0 146 -145 +200 34 +180 30 1 180 180 175 +5 +160 27