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1、, 2007 Thomson South-Western,WHAT IS A COMPETITIVE MARKET?什么是竞争性市场?,A competitive market has many buyers and sellers trading identical products so that each buyer and seller is a price taker. 竞争性市场拥有许多买者和卖者,他们所交易的是相同的产品,因此每一个买者和卖者都是价格的接受者. Buyers and sellers must accept the price determined by the m
2、arket. 买者和卖者必须接受市场决定的价格.,The Meaning of Competition竞争的涵义,A perfectly competitive market has the following characteristics: 一个完全竞争的市场具有下列特征: There are many buyers and sellers in the market. 市场上存在着许多买者和卖者 The goods offered by the various sellers are largely the same. 由各个不同的卖者所提供的商品在很大程度上是相同的。 Firms ca
3、n freely enter or exit the market. 企业能够自由地进入和退出市场。,The Meaning of Competition竞争的涵义,As a result of its characteristics, the perfectly competitive market has the following outcomes: 作为其特征的结果，完全竞争市场具有下列结果： The actions of any single buyer or seller in the market have a negligible impact on the market pr
4、ice. 市场上任何单一的买者或卖者对市场价格的影响都是微不足道的。 Each buyer and seller takes the market price as given. 每一个买者或卖者把市场价格都看作是给定的。,The Revenue of a Competitive Firm竞争性企业的收益,Total revenue for a firm is the selling price times the quantity sold.企业的总收益是销售价格乘出售的数量 TR = (P Q) Total revenue is proportional to the amount of
5、output. 总收益与产出数量成比例,The Revenue of a Competitive Firm竞争性企业的收益,Average revenue tells us how much revenue a firm receives for the typical unit sold. 平均收益告诉我们一个企业从销售的典型单位中获取多少收益 Average revenue is total revenue divided by the quantity sold. 平均收益是总收益除销售数量,The Revenue of a Competitive Firm竞争性企业的收益,In per
6、fect competition, average revenue equals the price of the good.在完全竞争中，平均收益等于商品的价格。,The Revenue of a Competitive Firm竞争性企业的收益,Marginal revenue is the change in total revenue from an additional unit sold. 边际收益是来自新增一单位销售的总收益变化 MR =TR/Q For competitive firms, marginal revenue equals the price of the goo
7、d. 对于竞争性企业来说，边际收益等于商品的价格。,Table 1 Total, Average, and Marginal Revenue for a Competitive Firm,PROFIT MAXIMIZATION AND THE COMPETITIVE FIRMS SUPPLY CURVE利润最大化与竞争性企业的供给曲线,The goal of a competitive firm is to maximize profit. 竞争性企业的目标是使利润达到最大化 This means that the firm will want to produce the quantity
8、that maximizes the difference between total revenue and total cost. 这意味着企业想要生产的数量能够使得总收益与总成本之间的差额达到最大化。,Table 2 Profit Maximization: A Numerical Example表2：利润最大化-一个数字化范例,The Marginal Cost-Curve and the Firms Supply Decision边际成本曲线与企业的供给决策,Profit maximization occurs at the quantity where marginal reven
9、ue equals marginal cost. 利润最大化出现在边际收益等于边际成本的数量上。 When MR MC, increase Q 当边际收益大于边际成本时，数量增加。 When MR MC, decrease Q当边际收益小于边际成本时，数量减少。 When MR = MC, profit is maximized. 当边际收益等于边际成本时，利润达到最大化。,Figure 1 Profit Maximization for a Competitive Firm图1：竞争性企业的利润最大化,Quantity,0,Costs,and,Revenue,Suppose the mark
10、et price is P.,Figure 2 Marginal Cost as the Competitive Firms Supply Curve图2：作为竞争性企业供给曲线的边际成本,Quantity,0,Price,As P increases, the firm will select its level of output along the MC curve.,The Firms Short-Run Decision to Shut Down企业关闭的短期决策,A shutdown refers to a short-run decision not to produce any
11、thing during a specific period of time because of current market conditions. 暂时关闭是指在某一特定时期内因为当时的市场条件而决定不生产任何东西的短期决策 Exit refers to a long-run decision to leave the market. 退出是指离开市场的长期决策,The Firms Short-Run Decision to Shut Down企业关闭的短期决策,The firm shuts down if the revenue it gets from producing is le
12、ss than the variable cost of production. 如果来自其生产的收益小于生产成本时，企业会暂时关闭。 Shut down if TR VC Shut down if TR/Q VC/Q Shut down if P AVC,Figure 3 The Competitive Firms Short-Run Supply Curve图3：竞争性企业的短期供给曲线,Quantity,0,Costs,Spilt Milk and Other Sunk Costs,The firm considers its sunk costs when deciding to ex
13、it, but ignores them when deciding whether to shut down. 在决定退出时企业考虑其沉淀成本，但是在决定是否暂时关闭时可忽略沉淀成本。 Sunk costs are costs that have already been committed and cannot be recovered. 沉淀成本是已经投入并且无法挽回的成本,The Firms Short-Run Decision to Shut Down企业关闭的短期决策,The portion of the marginal-cost curve that lies above av
14、erage variable cost is the competitive firms short-run supply curve. 边际成本曲线位于平均可变成本以上的部分是竞争性企业的短期供给曲线。,The Firms Long-Run Decision to Exit or Enter a Market企业退出或者进入一个市场的长期决策,In the long run, the firm exits if the revenue it would get from producing is less than its total cost. 在长期中，如果企业从生产中获得的收益小于其总
15、成本的话，它就退出。 Exit if TR TC Exit if TR/Q TC/Q Exit if P ATC,The Firms Long-Run Decision to Exit or Enter a Market企业退出或者进入一个市场的长期决策,A firm will enter the industry if such an action would be profitable. 如果此类行为有利可图的话，企业将进入该行业。 Enter if TR TC Enter if TR/Q TC/Q Enter if P ATC,Figure 4 The Competitive Firms
16、 Long-Run Supply Curve图4：竞争性市场的长期供给曲线,Quantity,0,Costs,Measuring Profit in Our Graph for the Competitive Firm在我们有关竞争性企业的图中测度利润,Profit = TR TC Profit = (TR/Q TC/Q) x Q Profit = (P ATC) x Q,Figure 5 Profit as the Area between Price and Average Total Cost图5：价格与平均总成本之间的面积是利润,A Firm with Profits 有利润的企业,Quantity,0,Price,(profit-maximizing quantity) 利润最大化数量,Figure 5 Loss as the Area between Average Total Cost and Pr
