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1、,5 FIRM BEHAVIOR AND THE ORGANIZATION OF INDUSTRY 企业行为与产业组织,The Costs of roduction 生产成本,Chapter 13,The Market Forces of Supply and Demand,Supply 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 abo
2、ut supply, demand, and market equilibrium.,供给与需求的市场力量,供给与需求是经济学家最常用的两个词。 供给与需求是使市场经济运行的力量。 现代微观经济学就是研究供给、需求与市场均衡的学科。,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 t
3、hat slopes upward.,什么是成本?,根据供给规律: 当一种物品价格高时，厂商愿意生产和销售的更多。 这导致供给曲线向上倾斜。,WHAT ARE COSTS?,The Firms Objective The economic goal of the firm is to maximize profits.,Maximum Profits,什么是成本?,企业的目标 企业的经济目标是利润最大化,Maximum Profits,Total Revenue,Total Cost,and profit 总收入、总成本与利润,Total Revenue 总收入 The amount that
4、 the firm receives for the sale of its output.企业销售产品所得 Total Cost 总成本 The market value of the inputs a firm uses in production.企业用于生产的投入要素的市场价值。,A Firms Profit 公司利润,Profit is the firms total revenue minus its total cost.Profit = Total revenue - Total cost利润总收入总成本,Costs as Opportunity Costs,A firms c
5、ost of production includes all the opportunity costs of making its output of goods and services. Explicit and Implicit Costs A 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 inpu
6、t costs that do not require an outlay of money by the firm.,成本是机会成本,一个企业的生产成本包括生产物品与劳务量的所有机会成本。 显性成本和隐性成本 一个企业的生产成本包括显性成本与隐性成本。 显性成本 要求企业直接支付货币的投入要素成本。 隐性成本不要求企业支付货币的投入要素成本。,Economic Profit versus Accounting Profit,Economists measure a firms economic profit as total revenue minus all the opportunity
7、 costs (explicit and implicit). Accountants measure the accounting profit as the firms total revenue minus only the firms explicit costs. In other words, they ignore the implicit costs.,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生产所销售物品和劳务的所有机会成本（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成本。,Economic Profit versus
8、 Accounting Profit 经济利润与会计利润,When total revenue exceeds both explicit and implicit costs, the firm earns economic profit.当总收益大于显性成本和隐性成本时，企业赚取经济利润。 Economic profit is smaller than accounting profit.经济利润小于会计利润。,Economic Profit versus Accounting Profit,经济利润与会计利润,Table 1 A Production Function and Total
9、 Cost: Hungry Helens Cookie Factory,Copyright2004 South-Western,表1. 生产函数和总成本：亨格瑞.海伦的糕点厂,The Production Function 生产函数,The production function shows the relationship between quantity of inputs used to make a good and the quantity of output of that good. 生产函数用于生产一种物品的投入量与该物品产量之间的关系。,Marginal Product 边际
10、产量,The marginal product of any input in the production process is the increase in the quantity of output obtained from an additional unit of that input. 任何一种生产过程中的投入要素的边际产量是指增加一个单位的该要素投入所引起的产量增加。,Marginal Product 边际产量,边际产量,产出增加量,Diminishing Marginal Product,Diminishing marginal product is the proper
11、ty whereby 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.,边际产量递减,边际产量递减 是指一种投入要素的边际产量随着该要素投入量的增
12、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贡献越来越小，这是因为有限的设备数量不能将他的潜能发挥出来。,Figure 2 Hungry Helens Production Function,Quantity of,Output,(cookies per hour),150,140,130,120,110,100,90,80,70,60,50,40,30,20,10,Number of Workers Hired,0,1,2,3,4,5,Production function,图2.亨格瑞.海伦的生产函数,产量,(cookies per hour),150,140
13、,130,120,110,100,90,80,70,60,50,40,30,20,10,雇佣工人数量,0,1,2,3,4,5,生产函数,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.,边际产量递减,生产函数的斜率衡量了一种投入要素（比如一个
14、工人）的边际产量。 随着工人数量增加，边际产量减少，生产函数越来越平坦。,From the Production Function to the Total-Cost Curve,The relationship between the quantity a firm can produce and its costs determines pricing decisions. The total-cost curve shows this relationship graphically.,从生产函数到总成本曲线,一个企业可能的生产量和它的成本之间的关系决定了它的产品定价。 用来说明生产产量
15、和生产总成本之间关系的图被称为总成本曲线。,Table 1 A Production Function and Total Cost: Hungry Helens Cookie Factory,Copyright2004 South-Western,表1.生产函数和总成本亨格瑞.海伦的糕点厂,Figure 3 Hungry Helens Total-Cost Curve 图3. 亨格瑞.海伦的总成本曲线,Total cost,总成本,$80,70,60,50,40,30,20,10,Quantity of Output 产量,(cookies per hour),0,20,40,140,120
16、,100,80,60,Total-cost,Curve 总成本曲线,The Various Measures of Cost 成本的各种衡量,Costs of production may be divided into fixed costs and variable costs. 生产成本可以分为固定成本 和可变成本。,Fixed and Variable Costs,Fixed costs are those costs that do not vary with the quantity of output produced. Variable costs are those costs that do change as the firm alters the quantity of output produced.,
