Chap 14竞争市场中企业经济学原理.ppt

Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. The Firms Short -Run Decision to Shut Down The firm considers its sunk costs when deciding to exit, but ignores them when deciding whether to shut down. Sunk costs are costs that have already been committed and cannot be recovered. Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. 企业的短期停止营业决策 当决定退出时，企业考虑 沉淀 成本； 当决定是否停止营业时企业 应忽略沉淀成本。 沉淀成本 是已经发生而且无法收回 （并与当前决策无关） 的成本。 Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. The Firms Short -Run Decision to Shut Down The firm shuts down if the revenue it gets from producing is less than the variable cost of production. Shut down if TR VC Shut down if TR/Q VC/Q Shut down if P AVC Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. 企业的短期停止营业决策 如果生产能得到的收益小于生产的可变 成本，企业就停止营业。 如果 TR VC ， 停止营业。 如果 TR/Q VC/Q ，停止营业。 如果 P AVC ， 停止营业。 Figure 3 The Competitive Firms Short Run Supply Curve MC Quantity ATC AVC 0 Costs Firm shuts down if P AVC Firm s short-run supply curve If P AVC, firm will continue to produce in the short run. If P ATC , the firm will continue to produce at a profit. Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. 图 3. 竞争企业的短期供给曲线 产量 ATC AVC 0 成本 MC 如果 P AVC, 停止营业 如果 P AVC, 短期内继续生产 如果 P ATC, 继续生产可以 获得利润 企业短期供给曲线 Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. The Firms Short -Run Decision to Shut down 企业的短期停止营业决策 The portion of the marginal-cost curve that lies above average variable cost is the competitive firms short-run supply curve. 竞争企业的 短期供给曲线 是边际成本曲线 在平均可变成本曲线以上的那一部分。 Harcourt, Inc. items and derived items copyright ? 2001 by Harcourt, Inc. The Firms Long -Run Decision to Exit or Enter a Market In the long-run, the firm exits if the revenue it would get from producing is less than its total cost. Exit if TR TC Exit if TR/Q TC/Q Exit if P ATC Harcourt, Inc.