Chap_13企業(yè)行為與產(chǎn)業(yè)組織(經(jīng)濟(jì)學(xué)原理,曼昆,中英文雙語(yǔ))

1、5 FIRM BEHAVIOR AND THE ORGANIZATION OF INDUSTRY企業(yè)行為與產(chǎn)業(yè)組織The Costs of roduction生產(chǎn)成本 Chapter 13The Market Forces of Supply and DemandSupply and demand are the two words that economists use most often.Supply and demand are the forces that make market economies work.Modern microeconomics is about suppl

2、y, demand, and market equilibrium.供給與需求的市場(chǎng)力量供給與需求是經(jīng)濟(jì)學(xué)家最常用的兩個(gè)詞。供給與需求是使市場(chǎng)經(jīng)濟(jì)運(yùn)行的力量?，F(xiàn)代微觀經(jīng)濟(jì)學(xué)就是研究供給、需求與市場(chǎng)均衡的學(xué)科。WHAT ARE COSTS?According to the Law of Supply:Firms are willing to produce and sell a greater quantity of a good when the price of the good is high.This results in a supply curve that slopes upwar

3、d.什么是成本?根據(jù)供給規(guī)律:當(dāng)一種物品價(jià)格高時(shí)，廠商愿意生產(chǎn)和銷售的更多。這導(dǎo)致供給曲線向上傾斜。WHAT ARE COSTS?The Firms ObjectiveThe economic goal of the firm is to maximize profits.Maximum Profits什么是成本?企業(yè)的目標(biāo)企業(yè)的經(jīng)濟(jì)目標(biāo)是利潤(rùn)最大化Maximum ProfitsTotal Revenue,Total Cost,and profit總收入、總成本與利潤(rùn)Total Revenue 總收入The amount that the firm receives for the sale

4、of its output. 企業(yè)銷售產(chǎn)品所得Total Cost 總成本The market value of the inputs a firm uses in production. 企業(yè)用于生產(chǎn)的投入要素的市場(chǎng)價(jià)值。A Firms Profit 公司利潤(rùn)Profit is the firms total revenue minus its total cost.Profit = Total revenue - Total cost 利潤(rùn)總收入總成本Costs as Opportunity CostsA firms cost of production includes all the

5、opportunity costs of making its output of goods and services.Explicit and Implicit CostsA firms cost of production include explicit costs and implicit costs.Explicit costs are input costs that require a direct outlay of money by the firm. Implicit costs are input costs that do not require an outlay

6、of money by the firm.成本是機(jī)會(huì)成本一個(gè)企業(yè)的生產(chǎn)成本包括生產(chǎn)物品與勞務(wù)量的所有機(jī)會(huì)成本。顯性成本和隱性成本一個(gè)企業(yè)的生產(chǎn)成本包括顯性成本與隱性成本。顯性成本 要求企業(yè)直接支付貨幣的投入要素成本。 隱性成本不要求企業(yè)支付貨幣的投入要素成本。Economic Profit versus Accounting ProfitEconomists measure a firms economic profit as total revenue minus all the opportunity costs (explicit and implicit).Accountants me

7、asure the accounting profit as the firms total revenue minus only the firms explicit costs. In other words, they ignore the implicit costs.經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)經(jīng)濟(jì)學(xué)家計(jì)量企業(yè)的經(jīng)濟(jì)利潤(rùn)，即企業(yè)的總收益減去生產(chǎn)所銷售物品和勞務(wù)的所有機(jī)會(huì)成本（顯性的和隱性的）。會(huì)計(jì)師計(jì)量企業(yè)的會(huì)計(jì)利潤(rùn)，即企業(yè)的總收益減去企業(yè)的顯性成本。Economic Profit versus Accounting Profit經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)When total revenue exce

8、eds both explicit and implicit costs, the firm earns economic profit. 當(dāng)總收益大于顯性成本和隱性成本時(shí)，企業(yè)賺取經(jīng)濟(jì)利潤(rùn)。Economic profit is smaller than accounting profit. 經(jīng)濟(jì)利潤(rùn)小于會(huì)計(jì)利潤(rùn)。Economic Profit versus Accounting ProfitRevenueTotalopportunitycostsHow an EconomistViews a FirmExplicitcostsEconomicprofitImplicitcostsExplic

9、itcostsAccountingprofitHow an AccountantViews a FirmRevenue經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)收入所有機(jī)會(huì)成本經(jīng)濟(jì)學(xué)家如何看企業(yè)顯性成本經(jīng)濟(jì)利潤(rùn)隱性成本顯性成本 會(huì)計(jì)利潤(rùn) 會(huì)計(jì)師如何看企業(yè)收入Table 1 A Production Function and Total Cost: Hungry Helens Cookie FactoryCopyright2004 South-Western表1. 生產(chǎn)函數(shù)和總成本：亨格瑞.海倫的糕點(diǎn)廠 工人數(shù)量產(chǎn)出勞動(dòng)的邊際產(chǎn)量工廠成本工人成本投入總成本 012050905040$303030$01020$30405

10、0341201403020303030406070515010305080The Production Function 生產(chǎn)函數(shù)The production function shows the relationship between quantity of inputs used to make a good and the quantity of output of that good.生產(chǎn)函數(shù)用于生產(chǎn)一種物品的投入量與該物品產(chǎn)量之間的關(guān)系。Marginal Product 邊際產(chǎn)量The marginal product of any input in the production

11、process is the increase in the quantity of output obtained from an additional unit of that input.任何一種生產(chǎn)過(guò)程中的投入要素的邊際產(chǎn)量是指增加一個(gè)單位的該要素投入所引起的產(chǎn)量增加。Marginal Product 邊際產(chǎn)量Additional input投入增加量Additional output=Marginalproduct邊際產(chǎn)量產(chǎn)出增加量Diminishing Marginal ProductDiminishing marginal product is the property wher

12、eby the marginal product of an input declines as the quantity of the input increases. Example: As more and more workers are hired at a firm, each additional worker contributes less and less to production because the firm has a limited amount of equipment. 邊際產(chǎn)量遞減邊際產(chǎn)量遞減 是指一種投入要素的邊際產(chǎn)量隨著該要素投入量的增加而減少的特征。

13、 例子: 由于雇傭的工人越來(lái)越多，每個(gè)新雇傭的工人對(duì)產(chǎn)量的貢獻(xiàn)越來(lái)越小，這是因?yàn)橛邢薜脑O(shè)備數(shù)量不能將他的潛能發(fā)揮出來(lái)。Figure 2 Hungry Helens Production FunctionQuantity ofOutput(cookies per hour)150140130120110100908070605040302010Number of Workers Hired012345Production function圖2.亨格瑞.海倫的生產(chǎn)函數(shù) 產(chǎn)量(cookies per hour)150140130120110100908070605040302010雇傭工人數(shù)量012

14、345生產(chǎn)函數(shù)Diminishing Marginal Product The slope of the production function measures the marginal product of an input, such as a worker.When the marginal product declines, the production function becomes flatter.邊際產(chǎn)量遞減 生產(chǎn)函數(shù)的斜率衡量了一種投入要素（比如一個(gè)工人）的邊際產(chǎn)量。隨著工人數(shù)量增加，邊際產(chǎn)量減少，生產(chǎn)函數(shù)越來(lái)越平坦。From the Production Function

15、 to the Total-Cost CurveThe relationship between the quantity a firm can produce and its costs determines pricing decisions.The total-cost curve shows this relationship graphically. 從生產(chǎn)函數(shù)到總成本曲線一個(gè)企業(yè)可能的生產(chǎn)量和它的成本之間的關(guān)系決定了它的產(chǎn)品定價(jià)。用來(lái)說(shuō)明生產(chǎn)產(chǎn)量和生產(chǎn)總成本之間關(guān)系的圖被稱為總成本曲線。Table 1 A Production Function and Total Cost: Hu

16、ngry Helens Cookie FactoryCopyright2004 South-Western表1.生產(chǎn)函數(shù)和總成本亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出勞動(dòng)的邊際產(chǎn)量工廠成本工人成本投入總成本 012050905040$303030$01020$304050341201403020303030406070515010305080Figure 3 Hungry Helens Total-Cost Curve圖3. 亨格瑞.海倫的總成本曲線Total cost總成本$8070605040302010Quantity of Output 產(chǎn)量(cookies per hour)0204014

17、01201008060Total-costCurve總成本曲線The Various Measures of Cost成本的各種衡量Costs of production may be divided into fixed costs and variable costs.生產(chǎn)成本可以分為固定成本和可變成本。Fixed and Variable CostsFixed costs are those costs that do not vary with the quantity of output produced.Variable costs are those costs that do

18、change as the firm alters the quantity of output produced.固定成本和變動(dòng)成本固定成本 不隨著產(chǎn)量變動(dòng)而變動(dòng)的成本?？勺兂杀?隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。Total Costs 總成本Total Fixed Costs (TFC) 總固定成本 （ TFC ） Total Variable Costs (TVC) 總可變成本（TVC）Total Costs (TC) 總成本 (TC)TC = TFC + TVCTable 2 The Various Measures of Cost: Thirsty Thelmas Lemonade Stan

19、dCopyright2004 South-WesternTable 2 The Various Measures of Cost: Thirsty Thelmas Lemonade StandQuantityTotal CostFixed CostVariable Cost0$ 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. 成本的各種衡

20、量：索斯蒂.特爾瑪?shù)臋幟仕陻?shù)量總成本固定成本可變成本0$ 3.00$3.00$ 0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00Average Costs 平均成本Average costs can be determined by dividing the firms costs by the quantity of output produced. 平均成本：總

21、成本除以產(chǎn)量。The average cost is the cost of each typical unit of product. 平均成本是生產(chǎn)一個(gè)普通單位的成本。Family of Average Costs 平均成本Average Fixed Costs (AFC) 平均固定成本 (AFC)Average Variable Costs (AVC) 平均可變成本 (AVC)Average Total Costs (ATC) 平均總成本 (ATC)ATC = AFC + AVCFamily of Average Costs平均成本$3.00Table 2 The Various Mea

22、sures of Cost: Thirsty Thelmas Lemonade StandQuantityAFCAVCATC01$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. 成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕?產(chǎn)量AFCAVCATC01$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.

23、500.801.3070.430.901.3380.381.001.3890.331.101.43100.301.201.50Marginal CostMarginal cost (MC) measures the amount total cost rises when the firm increases production by one unit.Marginal cost helps answer the following question:How much does it cost to produce an additional unit of output?邊際成本邊際成本

24、(MC) 衡量額外一個(gè)單位產(chǎn)量所引起的總成本的增加。邊際成本幫助回答以下問(wèn)題：生產(chǎn)額外一個(gè)單位產(chǎn)量的成本是多少？Marginal Cost邊際成本Marginal Cost：Thirsty Thelmas Lemonade Stand邊際成本：索斯蒂.特爾瑪?shù)臋幟仕闒igure 4 Thirsty Thelmas Total-Cost CurvesTotal Cost$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00Quantityof Output(glasses of lemonade per hour)

25、014327659810Total-cost curve圖4. 索斯蒂.特爾瑪?shù)目偝杀厩€總成本$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00產(chǎn)量(每小時(shí)檸檬水杯數(shù))014327659810總成本曲線Figure 5 Thirsty Thelmas Average-Cost and Marginal-Cost CurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25Quantityof Output(glasses of lem

26、onade per hour)014327659810MCATCAVCAFC圖5. 索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25產(chǎn)量(每小時(shí)檸檬水杯數(shù))014327659810MCATCAVCAFCCost Curves and Their Shapes成本曲線及其形狀Marginal cost rises with the amount of output produced.邊際成本隨著產(chǎn)量增加而上升。Marginal cost 邊際成本This reflects the prop

27、erty of diminishing marginal product.邊際成本遞增反映了邊際產(chǎn)量遞減的性質(zhì)Figure 5 Thirsty Thelmas Average-Cost and Marginal-Cost CurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25Quantityof Output(glasses of lemonade per hour)014327659810MC圖5. 索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.503.253.002.752.502.252.001.751.

28、501.251.000.750.500.25產(chǎn)量(每小時(shí)檸檬水杯數(shù)）014327659810MCCost Curves and Their ShapesThe average total-cost curve is U-shaped.At very low levels of output average total cost is high because fixed cost is spread over only a few units.Average total cost declines as output increases.Average total cost starts ri

29、sing because average variable cost rises substantially.成本曲線及其形狀 平均總成本曲線 是 U型的。在產(chǎn)量水平極低時(shí)，平均總成本高，這是因?yàn)楣潭ǔ杀局环謹(jǐn)傇谏贁?shù)幾個(gè)單位產(chǎn)品上。平均總成本隨著產(chǎn)量增加而降低。當(dāng)平均可變成本大幅度上升時(shí)，平均總成本開(kāi)始增加。Cost Curves and Their Shapes成本曲線及其形狀The bottom of the U-shape occurs at the quantity that minimizes average total cost. This quantity is sometime

30、s called the efficient scale of the firm.在使平均總成本最小的產(chǎn)量時(shí)，U型曲線的底部就出現(xiàn)了。這種產(chǎn)量有時(shí)被稱為企業(yè)的有效規(guī)模。Figure 5 Thirsty Thelmas Average-Cost and Marginal-Cost CurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25Quantityof Output(glasses of lemonade per hour)014327659810ATC圖5. 索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.50

31、3.253.002.752.502.252.001.751.501.251.000.750.500.25產(chǎn)量(每小時(shí)檸檬水杯數(shù))014327659810ATCRelationship Between Marginal Cost and Average Total CostWhenever marginal cost is less than average total cost, average total cost is falling.Whenever marginal cost is greater than average total cost, average total cost

32、is rising.邊際成本和平均總成本之間的關(guān)系只要邊際成本小于平均總成本，平均總成本就下降。只要邊際成本大于平均總成本，平均總成本就上升。Relationship Between Marginal Cost and Average Total CostThe marginal-cost curve crosses the average-total-cost curve at the efficient scale. Efficient scale is the quantity that minimizes average total cost.邊際成本和平均總成本之間的關(guān)系邊際成本曲線

33、與平均總成本曲線相交于有效規(guī)模時(shí)。有效規(guī)模使平均總成本最小的產(chǎn)量。MCATCRelationship Between Marginal Cost and Average Total Cost$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012Quantity of Output(glasses of lemonade per hour) CostsMC ATC 邊際成本和平均總成本之間的關(guān)系$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012產(chǎn)量(每小時(shí)檸檬水杯數(shù))成本邊際成本平均總成本Typical

34、Cost Curves 典型的成本曲線It is now time to examine the relationships that exist between the different measures of cost.現(xiàn)在討論一下不同衡量方式的成本之間的關(guān)系。Big Bobs Cost Curves大鮑伯的成本曲線Figure 6 Big Bobs Cost Curves(a) Total-Cost Curve$18.0016.0014.0012.0010.008.006.004.00Quantity of Output (bagels per hour)TC42681412102.0

35、0TotalCost0圖6.大鮑伯的成本曲線(a) 總成本曲線$18.0016.0014.0012.0010.008.006.004.00產(chǎn)量 (每小時(shí)百吉圈)TC42681412102.00總成本0Figure 6 Big Bobs Cost Curves(b) Marginal- and Average-Cost CurvesQuantity of Output (bagels per hour)Costs$3.002.502.001.501.000.5004268141210MCATCAVCAFC圖6.大鮑伯的成本曲線(b) 邊際和平均成本曲線成本$3.002.502.001.501.0

36、00.5004268141210MCATCAVCAFC產(chǎn)量 (每小時(shí)百吉圈)Typical Cost Curves Three Important Properties of Cost CurvesMarginal cost eventually rises with the quantity of output.The average-total-cost curve is U-shaped.The marginal-cost curve crosses the average-total-cost curve at the minimum of average total cost.典型的

37、成本曲線 成本曲線的三個(gè)重要特征隨著產(chǎn)量增加，邊際成本最終要上升。平均總成本曲線是U型的。邊際成本曲線與平均總成本曲線在平均總成本最低點(diǎn)相交。COSTS IN THE SHORT RUN AND IN THE LONG RUNFor many firms, the division of total costs between fixed and variable costs depends on the time horizon being considered.In the short run some costs are fixed.In the long run fixed costs

38、 become variable costs.短期與長(zhǎng)期成本對(duì)許多企業(yè)來(lái)說(shuō)，總成本分為固定和可變成本取決于所考察的時(shí)間長(zhǎng)短。在短期中一些成本是固定的。在長(zhǎng)期中成本都是可變的。COSTS IN THE SHORT RUN AND IN THE LONG RUN短期與長(zhǎng)期成本Because many costs are fixed in the short run but variable in the long run, a firms long-run cost curves differ from its short-run cost curves.由于許多成本在短期中是固定的，但在長(zhǎng)期中是

39、可變的，所以企業(yè)的長(zhǎng)期成本曲線不同于其短期成本曲線。Figure 7 Average Total Cost in the Short and Long RunQuantity ofCars per Day0AverageTotalCost1,200$12,000ATC in shortrun withsmall factoryATC in shortrun withmedium factoryATC in shortrun withlarge factoryATC in long run圖7. 短期與長(zhǎng)期的平均成本Copyright 2004 South-Western每天汽車產(chǎn)量01,200

40、$12,000小型工廠短期ATC中型工廠短期ATC大型工廠短期ATC長(zhǎng)期 ATC 平均總成本Economies and Diseconomies of ScaleEconomies of scale occur when long-run average total cost declines as output increases.Diseconomies of scale occur when long-run average total cost rises as output increases.Constant returns to scale occur when long-run

41、 average total cost does not vary as output increases.規(guī)模經(jīng)濟(jì)與規(guī)模不經(jīng)濟(jì)當(dāng)長(zhǎng)期平均總成本隨著產(chǎn)量增加而減少時(shí)，可以說(shuō)存在規(guī)模經(jīng)濟(jì)。當(dāng)長(zhǎng)期平均總成本隨著產(chǎn)量增加而增加時(shí)，可以說(shuō)存在規(guī)模不經(jīng)濟(jì)。當(dāng)長(zhǎng)期平均總成本不隨著產(chǎn)量變動(dòng)而變動(dòng)時(shí)，可以說(shuō)存在規(guī)模收益不變。Figure 7 Average Total Cost in the Short and Long RunQuantity ofCars per Day0AverageTotalCost1,200$12,0001,00010,000EconomiesofscaleATC in shortr

42、un withsmall factoryATC in shortrun withmedium factoryATC in shortrun withlarge factoryATC in long runDiseconomiesofscaleConstantreturns toscale圖7. 短期與長(zhǎng)期的平均總成本每天汽車產(chǎn)量01,200$12,0001,00010,000規(guī)模經(jīng)濟(jì)小型工廠短期ATC中型工廠短期ATC大型工廠短期ATC長(zhǎng)期ATC規(guī)模不經(jīng)濟(jì)規(guī)模收益不變t平均總成本SummaryThe goal of firms is to maximize profit, which equals total revenue minus total cost. When analyzing a firms behavior,