Chap13企业行为与产业组织(经济学原理,曼昆,中英文双语)

5FIRMBEHAVIORANDTHEORGANIZATIONOFINDUSTRY企业行为与产业组织TheCostsofroduction

消费本钱Chapter13TheMarketForcesofSupplyandDemandSupplyanddemandarethetwowordsthateconomistsusemostoften.Supplyanddemandaretheforcesthatmakemarketeconomieswork.Modernmicroeconomicsisaboutsupply,demand,andmarketequilibrium.供应与需求的市场力量供应与需求是经济学家最常用的两个词。供应与需求是使市场经济运转的力量。现代微观经济学就是研讨供应、需求与市场平衡的学科。WHATARECOSTS?AccordingtotheLawofSupply:Firmsarewillingtoproduceandsellagreaterquantityofagoodwhenthepriceofthegoodishigh.Thisresultsinasupplycurvethatslopesupward.什么是本钱?根据供应规律:当一种物品价钱高时，厂商情愿消费和销售的更多。这导致供应曲线向上倾斜。WHATARECOSTS?TheFirm’sObjectiveTheeconomicgoalofthefirmistomaximizeprofits.MaximumProfits什么是本钱?企业的目的企业的经济目的是利润最大化MaximumProfitsTotalRevenue,TotalCost,andprofit

总收入、总本钱与利润TotalRevenue总收入Theamountthatthefirmreceivesforthesaleofitsoutput.企业销售产品所得TotalCost总本钱Themarketvalueoftheinputsafirmusesinproduction.企业用于消费的投入要素的市场价值。AFirm’sProfit公司利润Profitisthefirm’stotalrevenueminusitstotalcost. Profit=Totalrevenue-Totalcost利润＝总收入－总本钱CostsasOpportunityCostsAfirm’scostofproductionincludesalltheopportunitycostsofmakingitsoutputofgoodsandservices.ExplicitandImplicitCostsAfirm’scostofproductionincludeexplicitcostsandimplicitcosts.Explicitcostsareinputcoststhatrequireadirectoutlayofmoneybythefirm.Implicitcostsareinputcoststhatdonotrequireanoutlayofmoneybythefirm.本钱是时机本钱一个企业的消费本钱包括消费物品与劳务量的一切时机本钱。显性本钱和隐性本钱一个企业的消费本钱包括显性本钱与隐性本钱。显性本钱—要求企业直接支付货币的投入要素本钱。隐性本钱—不要求企业支付货币的投入要素本钱。EconomicProfitversusAccountingProfitEconomistsmeasureafirm’seconomicprofitastotalrevenueminusalltheopportunitycosts(explicitandimplicit).Accountantsmeasuretheaccountingprofitasthefirm’stotalrevenueminusonlythefirm’sexplicitcosts.Inotherwords,theyignoretheimplicitcosts.经济利润与会计利润经济学家计量企业的经济利润，即企业的总收益减去消费所销售物品和劳务的一切时机本钱〔显性的和隐性的〕。会计师计量企业的会计利润，即企业的总收益减去企业的显性本钱。EconomicProfitversusAccountingProfit

经济利润与会计利润Whentotalrevenueexceedsbothexplicitandimplicitcosts,thefirmearnseconomicprofit.当总收益大于显性本钱和隐性本钱时，企业赚取经济利润。Economicprofitissmallerthanaccountingprofit.经济利润小于会计利润。EconomicProfitversusAccountingProfitRevenueTotalopportunitycostsHowanEconomistViewsaFirmExplicitcostsEconomicprofitImplicitcostsExplicitcostsAccountingprofitHowanAccountantViewsaFirmRevenue经济利润与会计利润收入一切机会本钱经济学家如何看企业显性本钱经济利润隐性本钱显性本钱会计利润会计师如何看企业收入Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright©2004South-Western表1.消费函数和总本钱：亨格瑞.海伦的糕点厂工人数量产出劳动的边际产量工厂成本工人成本投入总成本012050905040$303030$01020$304050341201403020303030406070515010305080TheProductionFunction消费函数Theproductionfunctionshowstherelationshipbetweenquantityofinputsusedtomakeagoodandthequantityofoutputofthatgood.消费函数——用于消费一种物品的投入量与该物品产量之间的关系。MarginalProduct边沿产量Themarginalproductofanyinputintheproductionprocessistheincreaseinthequantityofoutputobtainedfromanadditionalunitofthatinput.任何一种消费过程中的投入要素的边沿产量是指添加一个单位的该要素投入所引起的产量添加。MarginalProduct边沿产量Additionalinput投入添加量Additionaloutput=Marginalproduct边沿产量产出添加量DiminishingMarginalProductDiminishingmarginalproductisthepropertywherebythemarginalproductofaninputdeclinesasthequantityoftheinputincreases.Example:Asmoreandmoreworkersarehiredatafirm,eachadditionalworkercontributeslessandlesstoproductionbecausethefirmhasalimitedamountofequipment.边沿产量递减边沿产量递减是指一种投入要素的边沿产量随着该要素投入量的添加而减少的特征。例子:由于雇佣的工人越来越多，每个新雇佣的工人对产量的奉献越来越小，这是由于有限的设备数量不能将他的潜能发扬出来。Figure2HungryHelen’sProductionFunctionQuantityofOutput(cookiesperhour)150140130120110100908070605040302010NumberofWorkersHired012345Productionfunction图2.亨格瑞.海伦的消费函数产量(cookiesperhour)150140130120110100908070605040302010雇佣工人数量012345消费函数DiminishingMarginalProductTheslopeoftheproductionfunctionmeasuresthemarginalproductofaninput,suchasaworker.Whenthemarginalproductdeclines,theproductionfunctionbecomesflatter.边沿产量递减消费函数的斜率衡量了一种投入要素〔比如一个工人〕的边沿产量。随着工人数量添加，边沿产量减少，消费函数越来越平坦。FromtheProductionFunctiontotheTotal-CostCurveTherelationshipbetweenthequantityafirmcanproduceanditscostsdeterminespricingdecisions.Thetotal-costcurveshowsthisrelationshipgraphically.从消费函数到总本钱曲线一个企业能够的消费量和它的本钱之间的关系决议了它的产品定价。用来阐明消费产量和消费总本钱之间关系的图被称为总本钱曲线。Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright©2004South-Western表1.消费函数和总本钱亨格瑞.海伦的糕点厂工人数量产出劳动的边际产量工厂成本工人成本投入总成本012050905040$303030$01020$304050341201403020303030406070515010305080Figure3HungryHelen’sTotal-CostCurve

图3.亨格瑞.海伦的总本钱曲线Totalcost总本钱$8070605040302010QuantityofOutput产量(cookiesperhour)020401401201008060Total-costCurve总本钱曲线TheVariousMeasuresofCost

本钱的各种衡量Costsofproductionmaybedividedintofixedcostsandvariablecosts.消费本钱可以分为固定本钱和可变本钱。FixedandVariableCostsFixedcostsarethosecoststhatdonotvarywiththequantityofoutputproduced.Variablecostsarethosecoststhatdochangeasthefirmaltersthequantityofoutputproduced.固定本钱和变动本钱固定本钱不随着产量变动而变动的本钱。可变本钱随着产量变动而变动的本钱。TotalCosts总本钱TotalFixedCosts(TFC)总固定本钱〔TFC〕TotalVariableCosts(TVC)总可变本钱〔TVC〕TotalCosts(TC)总本钱(TC)TC=TFC+TVCTable2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandCopyright©2004South-WesternTable2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandQuantityTotalCostFixedCostVariableCost0$3.00$3.00$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00表2.本钱的各种衡量：索斯蒂.特尔玛的柠檬水店数量总本钱固定本钱可变本钱0$3.00$3.00$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00AverageCosts平均本钱Averagecostscanbedeterminedbydividingthefirm’scostsbythequantityofoutputproduced.平均本钱：总本钱除以产量。Theaveragecostisthecostofeachtypicalunitofproduct.平均本钱是消费一个普通单位的本钱。FamilyofAverageCosts平均本钱AverageFixedCosts(AFC)平均固定本钱(AFC)AverageVariableCosts(AVC)平均可变本钱(AVC)AverageTotalCosts(ATC)平均总本钱(ATC)ATC=AFC+AVCFamilyofAverageCosts平均本钱$3.00Table2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandQuantityAFCAVCATC0———1$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.500.801.3070.430.901.3380.381.001.3890.331.101.43100.301.201.50$3.00表2.本钱的各种衡量：索斯蒂.特尔玛的柠檬水店产量AFCAVCATC0———1$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.500.801.3070.430.901.3380.381.001.3890.331.101.43100.301.201.50MarginalCostMarginalcost(MC)measurestheamounttotalcostriseswhenthefirmincreasesproductionbyoneunit.Marginalcosthelpsanswerthefollowingquestion: Howmuchdoesitcosttoproduceanadditionalunitofoutput?边沿本钱边沿本钱(MC)衡量额外一个单位产量所引起的总本钱的添加。边沿本钱协助回答以下问题： 消费额外一个单位产量的本钱是多少？MarginalCost边沿本钱MarginalCost：ThirstyThelma’sLemonadeStand边沿本钱：索斯蒂.特尔玛的柠檬水店Figure4ThirstyThelma’sTotal-CostCurvesTotalCost$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00QuantityofOutput(glassesoflemonadeperhour)014327659810Total-costcurve图4.索斯蒂.特尔玛的总本钱曲线总本钱$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00产量(每小时柠檬水杯数)014327659810总本钱曲线Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810MCATCAVCAFC图5.索斯蒂.特尔玛的平均本钱和边沿本钱曲线本钱$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25产量(每小时柠檬水杯数)014327659810MCATCAVCAFCCostCurvesandTheirShapes

本钱曲线及其外形Marginalcostriseswiththeamountofoutputproduced.边沿本钱随着产量添加而上升。Marginalcost边沿本钱Thisreflectsthepropertyofdiminishingmarginalproduct.边沿本钱递增反映了边沿产量递减的性质Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810MC图5.索斯蒂.特尔玛的平均本钱和边沿本钱曲线本钱$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25产量(每小时柠檬水杯数〕014327659810MCCostCurvesandTheirShapesTheaveragetotal-costcurveisU-shaped.Atverylowlevelsofoutputaveragetotalcostishighbecausefixedcostisspreadoveronlyafewunits.Averagetotalcostdeclinesasoutputincreases.Averagetotalcoststartsrisingbecauseaveragevariablecostrisessubstantially.本钱曲线及其外形平均总本钱曲线是U型的。在产量程度极低时，平均总本钱高，这是由于固定本钱只分摊在少数几个单位产品上。平均总本钱随着产量添加而降低。当平均可变本钱大幅度上升时，平均总本钱开场添加。CostCurvesandTheirShapes

本钱曲线及其外形ThebottomoftheU-shapeoccursatthequantitythatminimizesaveragetotalcost.Thisquantityissometimescalledtheefficientscaleofthefirm.在使平均总本钱最小的产量时，U型曲线的底部就出现了。这种产量有时被称为企业的有效规模。Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810ATC图5.索斯蒂.特尔玛的平均本钱和边沿本钱曲线本钱$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25产量(每小时柠檬水杯数)014327659810ATCRelationshipBetweenMarginalCostandAverageTotalCostWhenevermarginalcostislessthanaveragetotalcost,averagetotalcostisfalling.Whenevermarginalcostisgreaterthanaveragetotalcost,averagetotalcostisrising.边沿本钱和平均总本钱之间的关系只需边沿本钱小于平均总本钱，平均总本钱就下降。只需边沿本钱大于平均总本钱，平均总本钱就上升。RelationshipBetweenMarginalCostandAverageTotalCostThemarginal-costcurvecrossestheaverage-total-costcurveattheefficientscale.Efficientscaleisthequantitythatminimizesaveragetotalcost.边沿本钱和平均总本钱之间的关系边沿本钱曲线与平均总本钱曲线相交于有效规模时。有效规模——使平均总本钱最小的产量。MCATCRelationshipBetweenMarginalCostandAverageTotalCost$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012QuantityofOutput(glassesoflemonadeperhour)CostsMCATC边沿本钱和平均总本钱之间的关系$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012产量(每小时柠檬水杯数)本钱边沿本钱平均总本钱TypicalCostCurves

典型的本钱曲线Itisnowtimetoexaminetherelationshipsthatexistbetweenthedifferentmeasuresofcost.如今讨论一下不同衡量方式的本钱之间的关系。BigBob’sCostCurves大鲍伯的本钱曲线Figure6BigBob’sCostCurves(a)Total-CostCurve$18.0016.0014.0012.0010.008.006.004.00QuantityofOutput(bagelsperhour)TC42681412102.00TotalCost0图6.大鲍伯的本钱曲线(a)总本钱曲线$18.0016.0014.0012.0010.008.006.004.00产量(每小时百吉圈)TC42681412102.00总本钱0Figure6BigBob’sCostCurves(b)Marginal-andAverage-CostCurvesQuantityofOutput(bagelsperhour)Costs$3.002.502.001.501.000.5004268141210MCATCAVCAFC图6.大鲍伯的本钱曲线(b)边沿和平均本钱曲线本钱$3.002.502.001.501.000.5004268141210MCATCAVCAFC产量(每小时百吉圈)TypicalCostCurvesThreeImportantPropertiesofCostCurvesMarginalcosteventuallyriseswiththequantityofoutput.Theaverage-total-costcurveisU-shaped.Themarginal-costcurvecrossestheaverage-total-costcurveattheminimumofaveragetotalcost.典型的本钱曲线本钱曲线的三个重要特征随着产量添加，边沿本钱最终要上升。平均总本钱曲线是U型的。边沿本钱曲线与平均总本钱曲线在平均总本钱最低点相交。COSTSINTHESHORTRUNANDINTHELONGRUNFormanyfirms,thedivisionoftotalcostsbetweenfixedandvariablecostsdependsonthetimehorizonbeingconsidered.Intheshortrunsomecostsarefixed.Inthelongrunfixedcostsbecomevariablecosts.短期与长期本钱对许多企业来说，总本钱分为固定和可变本钱取决于所调查的时间长短。在短期中一些本钱是固定的。在长期中本钱都是可变的。COSTSINTHESHORTRUNAND

INTHELONGRUN

短期与长期本钱Becausemanycostsarefixedintheshortrunbutvariableinthelongrun,afirm’slong-runcostcurvesdifferfromitsshort-runcostcurves.由于许多本钱在短期中是固定的，但在长期中是可变的，所以企业的长期本钱曲线不同于其短期本钱曲线。Figure7AverageTotalCostintheShort

andLongRunQuantityofCarsperDay0AverageTotalCost1,200$12,000ATCinshortrunwithsmallfactoryATCinshortrunwithmediumfactoryATCinshortrunwithlargefactoryATCinlongrun图7.短期与长期的平均本钱Copyright©2004South-Western每天汽车产量01,200$12,000

小型工厂短期ATC

中型工厂短期ATC

大型工厂短期ATC长期ATC平均总本钱EconomiesandDiseconomiesofScaleEconomiesofscaleoccurwhenlong-runaveragetotalcostdeclinesasoutputincreases.Diseconomiesofscaleoccurwhenlong-runaveragetotalcostrisesasoutputincreases.Constantreturnstoscaleoccurwhenlong-runaveragetotalcostdoesnotvaryasoutputincreases.规模经济与规模不经济当长期平均总本钱随着产量添加而减少时，可以说存在规模经济。当长期平均总本钱随着产量添加而添加时，可以说存在规模不经济。当长期平均总本钱不随着产量变动而变动时，可以说存在规模收益不变。Figure7AverageTotalCostintheShort

andLongRunQuantityofCarsperDay0AverageTotalCost1,200$12,0001,00010,000EconomiesofscaleATCinshortrunwithsmallfactoryATCinshortrunwithmediumfactoryATCinshortrunwithlargefactoryATCinlongrunDiseconomiesofscaleConstantreturnstoscale图7.短期与长期的平均总本钱每天汽车产量01,200$12,0001,00010,000规模经济

小型工厂短期ATC

中型工厂短期ATC

大型工厂短期ATC长期ATC规模不经济规模收益不变t平均总本钱SummaryThegoaloffirmsistomaximize