Chap_13企业行为与产业组织(经济学原理,曼昆,中英文双语)

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 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 ObjectiveThe 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 ProfitsTotal Revenue,Total Cost,and profit总收入、总成本与利润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 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 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 Accounting Profit经济利润与会计利润When total revenue exce

8、eds 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 ProfitRevenueTotalopportunitycostsHow an EconomistViews a FirmExplicitcostsEconomicprofitImplicitcostsExplic

9、itcostsAccountingprofitHow 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. 生产函数和总成本：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$30405

10、0341201403020303030406070515010305080The 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

11、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 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. 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。

13、 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 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012

14、345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

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. 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: Hu

16、ngry Helens Cookie FactoryCopyright2004 South-Western表1.生产函数和总成本亨格瑞.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.海伦的总成本曲线Total cost总成本$8070605040302010Quantity of Output 产量(cookies per hour)0204014

17、01201008060Total-costCurve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 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.固定成本和变动成本固定成本 不随着产量变动而变动的成本。可变成本 随着产量变动而变动的成本。Total Costs 总成本Total Fixed Costs (TFC) 总固定成本 （ TFC ） Total Variable Costs (TVC) 总可变成本（TVC）Total Costs (TC) 总成本 (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. 成本的各种衡

20、量：索斯蒂.特尔玛的柠檬水店数量总成本固定成本可变成本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：总

21、成本除以产量。The average cost is the cost of each typical unit of product. 平均成本是生产一个普通单位的成本。Family of Average Costs 平均成本Average Fixed Costs (AFC) 平均固定成本 (AFC)Average Variable Costs (AVC) 平均可变成本 (AVC)Average Total Costs (ATC) 平均总成本 (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.

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?边际成本边际成本

24、(MC) 衡量额外一个单位产量所引起的总成本的增加。边际成本帮助回答以下问题：生产额外一个单位产量的成本是多少？Marginal Cost边际成本Marginal Cost：Thirsty Thelmas Lemonade Stand边际成本：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)

25、014327659810Total-cost curve图4. 索斯蒂.特尔玛的总成本曲线总成本$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总成本曲线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 lem

26、onade per hour)014327659810MCATCAVCAFC图5. 索斯蒂.特尔玛的平均成本和边际成本曲线成本$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成本曲线及其形状Marginal cost rises with the amount of output produced.边际成本随着产量增加而上升。Marginal cost 边际成本This reflects the prop

27、erty of diminishing marginal product.边际成本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.特尔玛的平均成本和边际成本曲线成本$3.503.253.002.752.502.252.001.751.

28、501.251.000.750.500.25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 ri

29、sing because average variable cost rises substantially.成本曲线及其形状 平均总成本曲线 是 U型的。在产量水平极低时，平均总成本高，这是因为固定成本只分摊在少数几个单位产品上。平均总成本随着产量增加而降低。当平均可变成本大幅度上升时，平均总成本开始增加。Cost Curves and Their Shapes成本曲线及其形状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.在使平均总成本最小的产量时，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.特尔玛的平均成本和边际成本曲线成本$3.50

31、3.253.002.752.502.252.001.751.501.251.000.750.500.25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

32、is rising.边际成本和平均总成本之间的关系只要边际成本小于平均总成本，平均总成本就下降。只要边际成本大于平均总成本，平均总成本就上升。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.边际成本和平均总成本之间的关系边际成本曲线

33、与平均总成本曲线相交于有效规模时。有效规模使平均总成本最小的产量。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 边际成本和平均总成本之间的关系$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)成本边际成本平均总成本Typical

34、Cost Curves 典型的成本曲线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成本之间的关系。Big Bobs Cost Curves大鲍伯的成本曲线Figure 6 Big Bobs Cost Curves(a) Total-Cost Curve$18.0016.0014.0012.0010.008.006.004.00Quantity of Output (bagels per hour)TC42681412102.0

35、0TotalCost0图6.大鲍伯的成本曲线(a) 总成本曲线$18.0016.0014.0012.0010.008.006.004.00产量 (每小时百吉圈)TC42681412102.00总成本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图6.大鲍伯的成本曲线(b) 边际和平均成本曲线成本$3.002.502.001.501.0

36、00.5004268141210MCATCAVCAFC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

37、成本曲线 成本曲线的三个重要特征随着产量增加，边际成本最终要上升。平均总成本曲线是U型的。边际成本曲线与平均总成本曲线在平均总成本最低点相交。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

38、 become variable costs.短期与长期成本对许多企业来说，总成本分为固定和可变成本取决于所考察的时间长短。在短期中一些成本是固定的。在长期中成本都是可变的。COSTS IN THE SHORT RUN AND IN THE LONG RUN短期与长期成本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.由于许多成本在短期中是固定的，但在长期中是

39、可变的，所以企业的长期成本曲线不同于其短期成本曲线。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. 短期与长期的平均成本Copyright 2004 South-Western每天汽车产量01,200

40、$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.规模经济与规模不经济当长期平均总成本随着产量增加而减少时，可以说存在规模经济。当长期平均总成本随着产量增加而增加时，可以说存在规模不经济。当长期平均总成本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 shortr

42、un withsmall factoryATC in shortrun withmedium factoryATC in shortrun withlarge factoryATC in long runDiseconomiesofscaleConstantreturns toscale图7. 短期与长期的平均总成本每天汽车产量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平均总成本SummaryThe goal of firms is to maximize profit, which equals total revenue minus total cost. When analyzing a firms behavior,