《经济学原理第三版》微观分册原版中英文双语课件13

1、5 FIRM BEHAVIOR AND THE ORGANIZATION OF INDUSTRY企业行为与产业组织The Costs of roduction生产本钱 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 that slopes upwar

3、d.什么是本钱?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 ObjectiveThe economic goal of the firm is to maximize profits.Maximum Profits什么是本钱?企业的目标企业的经济目标是利润最大化Maximum ProfitsTotal Revenue,Total Cost,and profit总收入、总本钱与利润Total Revenue 总收入The amount that the firm receives for the sale

4、of its output. 企业销售产品所得Total Cost 总本钱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 利润总收入总本钱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.本钱是时机本钱一个企业的生产本钱包括生产物品与劳务量的所有时机本钱。显性本钱和隐性本钱一个企业的生产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。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.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。Economic Profit versus Accounting Profit经济利润与会计利润When total revenue exceed

8、s both explicit and implicit costs, the firm earns economic profit. 当总收益大于显性本钱和隐性本钱时，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 ProfitRevenueTotalopportunitycostsHow an EconomistViews a FirmExplicitcostsEconomicprofitImplicitcostsExplicit

9、costsAccountingprofitHow an AccountantViews a FirmRevenue经济利润与会计利润收入所有机会成本经济学家如何看企业显性成本经济利润隐性成本显性成本 会计利润 会计师如何看企业收入Table 1 A Production Function and Total Cost: Hungry Helens Cookie FactoryCopyright2004 South-Western表1. 生产函数和总本钱：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$3040503

10、41201403020303030406070515010305080The 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 边际产量The marginal product of any input in the production pr

11、ocess 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Additional input投入增加量Additional output=Marginalproduct边际产量产出增加量Diminishing Marginal ProductDiminishing marginal product is the property whereb

12、y 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加而减少的特征。 例

13、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 FunctionQuantity ofOutput(cookies per hour)150140130120110100908070605040302010Number of Workers Hired012345Production function图2.亨格瑞.海伦的生产函数 产量(cookies per hour)150140130120110100908070605040302010雇佣工人数量01234

14、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方一个工人的边际产量。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

15、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. 从生产函数到总本钱曲线一个企业可能的生产量和它的本钱之间的关系决定了它的产品定价。用来说明生产产量和生产总本钱之间关系的图被称为总本钱曲线。Table 1 A Production Function and Total Cost: Hungry

16、 Helens Cookie FactoryCopyright2004 South-Western表1.生产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$304050341201403020303030406070515010305080Figure 3 Hungry Helens Total-Cost Curve图3. 亨格瑞.海伦的总本钱曲线Total cost总本钱$8070605040302010Quantity of Output 产量(cookies per hour)02040140120

17、1008060Total-costCurve总本钱曲线The Various Measures of Cost本钱的各种衡量Costs of production may be divided into fixed costs and variable costs.生产本钱可以分为固定本钱和可变本钱。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 chan

18、ge as the firm alters the quantity of output produced.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。Total Costs 总本钱Total Fixed Costs (TFC) 总固定本钱 TFC Total Variable Costs (TVC) 总可变本钱TVCTotal Costs (TC) 总本钱 (TC)TC = TFC + TVCTable 2 The Various Measures of Cost: Thirsty Thelmas Lemonade StandCopyright

19、2004 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. 本钱的各种衡量：索斯蒂.特尔玛的

20、柠檬水店数量总本钱固定本钱可变本钱0$ 3.00$3.00$ 0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00Average Costs 平均本钱Average costs can be determined by dividing the firms costs by the quantity of output produced. 平均本钱：总本钱除以产量。The

21、 average cost is the cost of each typical unit of product. 平均本钱是生产一个普通单位的本钱。Family of Average Costs 平均本钱Average Fixed Costs (AFC) 平均固定本钱 (AFC)Average Variable Costs (AVC) 平均可变本钱 (AVC)Average Total Costs (ATC) 平均总本钱 (ATC)ATC = AFC + AVCFamily of Average Costs平均本钱$3.00Table 2 The Various Measures of C

22、ost: 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. 本钱的各种衡量：索斯蒂.特尔玛的柠檬水店 产量AFCAVCATC01$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.500.801.30

23、70.430.901.3380.381.001.3890.331.101.43100.301.201.50Marginal 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?边际本钱边际本钱 (MC) 衡量额外一

24、个单位产量所引起的总本钱的增加。边际本钱帮助答复以下问题：生产额外一个单位产量的本钱是多少？Marginal Cost边际本钱Marginal Cost：Thirsty Thelmas Lemonade Stand边际本钱：索斯蒂.特尔玛的柠檬水店Figure 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)0143276598

25、10Total-cost curve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

26、hour)014327659810MCATCAVCAFC图5. 索斯蒂.特尔玛的平均本钱和边际本钱曲线本钱$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)014327659810MCATCAVCAFCCost Curves and Their Shapes本钱曲线及其形状Marginal cost rises with the amount of output produced.边际本钱随着产量增加而上升。Marginal cost 边际本钱This reflects the property of di

27、minishing marginal product.边际本钱递增反映了边际产量递减的性质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图5. 索斯蒂.特尔玛的平均本钱和边际本钱曲线本钱$3.503.253.002.752.502.252.001.751.501.251.00

28、0.750.500.25产量(每小时柠檬水杯数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 rising becaus

29、e average variable cost rises substantially.本钱曲线及其形状 平均总本钱曲线 是 U型的。在产量水平极低时，平均总本钱高，这是因为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增加而降低。当平均可变本钱大幅度上升时，平均总本钱开始增加。Cost Curves and Their Shapes本钱曲线及其形状The bottom of the U-shape occurs at the quantity that minimizes average total cost. This quantity is sometimes called th

30、e efficient scale of the firm.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。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图5. 索斯蒂.特尔玛的平均本钱和边际本钱曲线本钱$3.503.253.002.7

31、52.502.252.001.751.501.251.000.750.500.25产量(每小时柠檬水杯数)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 is rising.边

32、际本钱和平均总本钱之间的关系只要边际本钱小于平均总本钱，平均总本钱就下降。只要边际本钱大于平均总本钱，平均总本钱就上升。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.边际本钱和平均总本钱之间的关系边际本钱曲线与平均总本钱曲线相交于

33、有效规模时。有效规模使平均总本钱最小的产量。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 边际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)本钱边际本钱平均总本钱Typical Cost Curves

34、 典型的本钱曲线It is now time to examine the relationships that exist between the different measures of cost.现在讨论一下不同衡量方式的本钱之间的关系。Big Bobs Cost Curves大鲍伯的本钱曲线Figure 6 Big Bobs Cost Curves(a) Total-Cost Curve$18.0016.0014.0012.0010.008.006.004.00Quantity of Output (bagels per hour)TC42681412102.00TotalCost0

35、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图6.大鲍伯的本钱曲线(b) 边际和平均本钱曲线本钱$3.002.502.001.501.000.50042681

36、41210MCATCAVCAFC产量 (每小时百吉圈)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.典型的本钱曲线 本钱曲线的三

37、个重要特征随着产量增加，边际本钱最终要上升。平均总本钱曲线是U型的。边际本钱曲线与平均总本钱曲线在平均总本钱最低点相交。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 become var

38、iable costs.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考察的时间长短。在短期中一些本钱是固定的。在长期中本钱都是可变的。COSTS IN THE SHORT RUN AND IN THE LONG RUN短期与长期本钱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

39、本钱曲线不同于其短期本钱曲线。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图7. 短期与长期的平均本钱Copyright 2004 South-Western每天汽车产量01,200$12,000 小型工

40、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 average

41、 total cost does not vary as output increases.规模经济与规模不经济当长期平均总本钱随着产量增加而减少时，可以说存在规模经济。当长期平均总本钱随着产量增加而增加时，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。Figure 7 Average Total Cost in the Short and Long RunQuantity ofCars per Day0AverageTotalCost1,200$12,0001,00010,000EconomiesofscaleATC in shortrun withs

42、mall factoryATC in shortrun withmedium factoryATC in shortrun withlarge factoryATC in long runDiseconomiesofscaleConstantreturns toscale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SummaryThe goal of firms is to maximize profit, which equals total revenue minus total cost. When analyzing a firms behavior, i