企业行为与产业组织概述课件

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FIRMBEHAVIORANDTHEORGANIZATIONOFINDUSTRY企业行为与产业组织5TheCostsofroduction

生产成本Chapter13TheCostsofroduction

生产成本TheMarketForcesofSupplyandDemandSupplyanddemandarethetwowordsthateconomistsusemostoften.Supplyanddemandaretheforcesthatmakemarketeconomieswork.Modernmicroeconomicsisaboutsupply,demand,andmarketequilibrium.TheMarketForcesofSupplyan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。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。WHATARECOSTS?AccordingtotheLawofSupply:Firmsarewillingtoproduceandsellagreaterquantityofagoodwhenthepriceofthegoodishigh.Thisresultsinasupplycurvethatslopesupward.WHATARECOSTS?Accordingtoth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。什么是成本?根据供给规律:WHATARECOSTS?TheFirm’sObjectiveTheeconomicgoalofthefirmistomaximizeprofits.MaximumProfitsWHATARECOSTS?TheFirm’sObje什么是成本?企业的目标企业的经济目标是利润最大化MaximumProfits什么是成本?企业的目标MaximumProfitsTotalRevenue,TotalCost,andprofit

总收入、总成本与利润TotalRevenue总收入Theamountthatthefirmreceivesforthesaleofitsoutput.

企业销售产品所得TotalCost总成本Themarketvalueoftheinputsafirmusesinproduction.

企业用于生产的投入要素的市场价值。TotalRevenue,TotalCost,andpAFirm’sProfit公司利润Profitisthefirm’stotalrevenueminusitstotalcost. Profit=Totalrevenue-Totalcost利润＝总收入－总成本AFirm’sProfit公司利润ProfitiCostsasOpportunityCostsAfirm’scostofproductionincludesalltheopportunitycostsofmakingitsoutputofgoodsandservices.ExplicitandImplicitCostsAfirm’scostofproductionincludeexplicitcostsandimplicitcosts.Explicit

costsareinputcoststhatrequireadirectoutlayofmoneybythefirm.Implicit

costsareinputcoststhatdonotrequireanoutlayofmoneybythefirm.CostsasOpportunityCostsAfi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。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EconomicProfitversusAccountingProfitEconomistsmeasureafirm’seconomicprofitastotalrevenueminusallthe

opportunitycosts(explicitandimplicit).Accountantsmeasuretheaccountingprofitasthefirm’stotalrevenueminusonlythefirm’sexplicitcosts.Inotherwords,theyignoretheimplicitcosts.EconomicProfitversusAccount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。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EconomicProfitversusAccountingProfit

经济利润与会计利润Whentotalrevenueexceedsbothexplicitandimplicitcosts,thefirmearnseconomic

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。Economicprofitissmallerthanaccountingprofit.

经济利润小于会计利润。EconomicProfitversusAccountEconomicProfitversusAccountingProfitRevenueTotalopportunitycostsHowanEconomistViewsaFirmExplicitcostsEconomicprofitImplicitcostsExplicitcostsAccountingprofitHowanAccountantViewsaFirmRevenueEconomicProfitversusAccount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经济利润与会计利润收入所有机经济学家如何看企业显性成本经济利Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright©2004South-WesternTable1AProductionFunction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$304050341201403020303030406070515010305080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TheProductionFunction生产函数Theproductionfunctionshowstherelationshipbetweenquantityofinputsusedtomakeagoodandthequantityofoutputofthatgood.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。TheProductionFunction生产函数TMarginalProduct边际产量Themarginalproductofanyinputintheproductionprocessistheincreaseinthequantityofoutputobtainedfromanadditionalunitofthatinput.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。MarginalProduct边际产量ThemaMarginalProduct边际产量Additionalinput投入增加量Additionaloutput=Marginalproduct边际产量产出增加量MarginalProduct边际产量AdditionDiminishingMarginalProductDiminishingmarginalproductisthepropertywherebythemarginalproductofaninputdeclinesasthequantityoftheinputincreases.Example:Asmoreandmoreworkersarehiredatafirm,eachadditionalworkercontributeslessandlesstoproductionbecausethefirmhasalimitedamountofequipment.

DiminishingMarginalProductDi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。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Figure2HungryHelen’sProductionFunctionQuantityofOutput(cookiesperhour)150140130120110100908070605040302010NumberofWorkersHired012345ProductionfunctionFigure2HungryHelen’sProduc图2.亨格瑞.海伦的生产函数产量(cookiesperhour)150140130120110100908070605040302010雇佣工人数量012345生产函数图2.亨格瑞.海伦的生产函数产量(cookiesperDiminishingMarginalProduct

Theslopeoftheproductionfunctionmeasuresthemarginalproductofaninput,suchasaworker.Whenthemarginalproductdeclines,theproductionfunctionbecomesflatter.DiminishingMarginalProductT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。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FromtheProductionFunctiontotheTotal-CostCurveTherelationshipbetweenthequantityafirmcanproduceanditscostsdeterminespricingdecisions.Thetotal-costcurveshowsthisrelationshipgraphically.FromtheProductionFunctiont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。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Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright©2004South-WesternTable1AProductionFunction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$304050341201403020303030406070515010305080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Figure3HungryHelen’sTotal-CostCurve

图3.亨格瑞.海伦的总成本曲线Totalcost总成本$8070605040302010QuantityofOutput产量(cookiesperhour)020401401201008060Total-costCurve总成本曲线Figure3HungryHelen’sTotal-TheVariousMeasuresofCost

成本的各种衡量Costsofproductionmaybedividedintofixedcostsandvariablecosts.生产成本可以分为固定成本和可变成本。TheVariousMeasuresofCost

成FixedandVariableCostsFixedcostsarethosecoststhatdonotvarywiththequantityofoutputproduced.Variablecostsarethosecoststhatdochangeasthefirmaltersthequantityofoutputproduced.FixedandVariableCostsFixed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。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。TotalCosts总成本TotalFixedCosts(TFC)

总固定成本（TFC）

TotalVariableCosts(TVC)

总可变成本（TVC）TotalCosts(TC)

总成本(TC)TC=TFC+TVCTotalCosts总成本TotalFixedCTable2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandCopyright©2004South-WesternTable2TheVariousMeasuresoTable2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandQuantityTotalCostFixedCostVariableCost0$3.00$3.00$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00Table2TheVariousMeasureso表2.成本的各种衡量：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$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00表2.成本的各种衡量：索斯蒂.特尔玛的柠檬水店数量总成本固AverageCosts平均成本Averagecostscanbedeterminedbydividingthefirm’scostsbythequantityofoutputproduced.

平均成本：总成本除以产量。Theaveragecostisthecostofeachtypicalunitofproduct.

平均成本是生产一个普通单位的成本。AverageCosts平均成本AveragecoFamilyofAverageCosts平均成本AverageFixedCosts(AFC)

平均固定成本(AFC)AverageVariableCosts(AVC)

平均可变成本(AVC)AverageTotalCosts(ATC)

平均总成本(ATC)ATC=AFC+AVCFamilyofAverageCosts平均成本AFamilyofAverageCostsFamilyofAverageCosts平均成本平均成本$3.00Table2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandQuantityAFCAVCATC0———1$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$3.00Table2TheVariousMeasu$3.00表2.成本的各种衡量：索斯蒂.特尔玛的柠檬水店产量AFCAVCATC0———1$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MarginalCostMarginalcost(MC)measurestheamounttotalcostriseswhenthefirmincreasesproductionbyoneunit.Marginalcosthelpsanswerthefollowingquestion:

Howmuchdoesitcosttoproduceanadditionalunitofoutput?MarginalCostMarginalcost(MC边际成本边际成本(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？边际成本边际成本(MC)衡量额外一个单位产量所引起的总成MarginalCostMarginalCost边际成本边际成本MarginalCost：ThirstyThelma’sLemonadeStandMarginalCost：ThirstyThelma’s边际成本：索斯蒂.特尔玛的柠檬水店边际成本：索斯蒂.特尔玛的柠檬水店Figure4ThirstyThelma’sTotal-CostCurvesTotalCost$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00QuantityofOutput(glassesoflemonadeperhour)014327659810Total-costcurveFigure4ThirstyThelma’sTota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总成本曲线图4.索斯蒂.特尔玛的总成本曲线总成本$15.0014.0Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810MCATCAVCAFCFigure5ThirstyThelma’sAver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)014327659810MCATCAVCAFC图5.索斯蒂.特尔玛的平均成本和边际成本曲线成本$3.50CostCurvesandTheirShapes

成本曲线及其形状Marginalcostriseswiththeamountofoutputproduced.边际成本随着产量增加而上升。Marginalcost边际成本Thisreflectsthepropertyofdiminishingmarginalproduct.边际成本递增反映了边际产量递减的性质CostCurvesandTheirShapes

成Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810MCFigure5ThirstyThelma’sAver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）014327659810MC图5.索斯蒂.特尔玛的平均成本和边际成本曲线成本$3.50CostCurvesandTheirShapesTheaveragetotal-costcurveisU-shaped.Atverylowlevelsofoutputaveragetotalcostishighbecausefixedcostisspreadoveronlyafewunits.Averagetotalcostdeclinesasoutputincreases.Averagetotalcoststartsrisingbecauseaveragevariablecostrisessubstantially.CostCurvesandTheirShapesTh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。成本曲线及其形状平均总成本曲线是U型的。CostCurvesandTheirShapes

成本曲线及其形状ThebottomoftheU-shapeoccursatthequantitythatminimizesaveragetotalcost.Thisquantityissometimescalledtheefficientscaleofthefirm.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。CostCurvesandTheirShapes

成Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810ATCFigure5ThirstyThelma’sAver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)014327659810ATC图5.索斯蒂.特尔玛的平均成本和边际成本曲线成本$3.50RelationshipBetweenMarginalCostandAverageTotalCostWhenevermarginalcostislessthanaveragetotalcost,averagetotalcostisfalling.Whenevermarginalcostisgreaterthanaveragetotalcost,averagetotalcostisrising.RelationshipBetweenMarginal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。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RelationshipBetweenMarginalCostandAverageTotalCostThemarginal-costcurvecrossestheaverage-total-costcurveattheefficientscale.

Efficientscaleisthequantitythatminimizesaveragetotalcost.RelationshipBetweenMarginal边际成本和平均总成本之间的关系边际成本曲线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。边际成本和平均总成本之间的关系边际成本曲线与平均总成本曲线相MCATCRelationshipBetweenMarginalCostandAverageTotalCost$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012QuantityofOutput(glassesoflemonadeperhour)

CostsMCATCRelationshipBetweenMargMCATC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MCATC边际成本和平均总成本之间的关系$0.00$0TypicalCostCurves

典型的成本曲线Itisnowtimetoexaminetherelationshipsthatexistbetweenthedifferentmeasuresofcost.现在讨论一下不同衡量方式的成本之间的关系。TypicalCostCurves

典型的成本曲线ItBigBob’sCostCurvesBigBob’sCostCurves大鲍伯的成本曲线大鲍伯的成本曲线Figure6BigBob’sCostCurves(a)Total-CostCurve$18.0016.0014.0012.0010.008.006.004.00QuantityofOutput(bagelsperhour)TC42681412102.00TotalCost0Figure6BigBob’sCostCurves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0图6.大鲍伯的成本曲线(a)总成本曲线$18.0016.0Figure6BigBob’sCostCurves(b)Marginal-andAverage-CostCurvesQuantityofOutput(bagelsperhour)Costs$3.002.502.001.501.000.5004268141210MCATCAVCAFCFigure6BigBob’sCostCurves图6.大鲍伯的成本曲线(b)边际和平均成本曲线成本$3.002.502.001.501.000.5004268141210MCATCAVCAFC产量(每小时百吉圈)图6.大鲍伯的成本曲线(b)边际和平均成本曲线成本$3.0TypicalCost

Curves

ThreeImportantPropertiesofCostCurvesMarginalcosteventuallyriseswiththequantityofoutput.Theaverage-total-costcurveisU-shaped.Themarginal-costcurvecrossestheaverage-total-costcurveattheminimumofaveragetotalcost.TypicalCostCurvesThreeImpo典型的成本曲线

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。典型的成本曲线成本曲线的三个重要特征COSTSINTHESHORTRUNANDINTHELONGRUNFormanyfirms,thedivisionoftotalcostsbetweenfixedandvariablecostsdependsonthetimehorizonbeingconsidered.Intheshortrunsomecostsarefixed.Inthelongrunfixedcostsbecomevariablecosts.COSTSINTHESHORTRUNANDIN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。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COSTSINTHESHORTRUNAND

INTHELONGRUN

短期与长期成本Becausemanycostsarefixedintheshortrunbutvariableinthelongrun,afirm’slong-runcostcurvesdifferfromitsshort-runcostcurves.由于许多成本在短期中是固定的，但在长期中是可变的，所以企业的长期成本曲线不同于其短期成本曲线。COSTSINTHESHORTRUNAND

INFigure7AverageTotalCostintheShort

andLongRunQuantityofCarsperDay0AverageTotalCost1,200$12,000ATC

inshortrunwithsmallfactoryATC

inshortrunwithmediumfactoryATC

inshortrunwithlargefactoryATC

inlongrunFigure7AverageTotalCostin图7.短期与长期的平均成本Copyright©2004South-Western每天汽车产量01,200$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平均总成本图7.短期与长期的平均成本Copyright©2004EconomiesandDiseconomiesofScaleEconomiesofscaleoccurwhenlong-runaveragetotalcostdeclinesasoutputincreases.Diseconomiesofscaleoccurwhenlong-runaveragetotalcostrisesasoutputincreases.Constantreturnstoscaleoccurwhenlong-runaveragetotalcostdoesnotvaryasoutputincreases.EconomiesandDiseconomiesof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。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Figure7AverageTotalCostintheShort

andLongRunQuantityofCarsperDay0AverageTotalCost1,200$12,0001,00010,000EconomiesofscaleATC

inshortrunwithsmallfactoryATC

inshortrunwithmediumfactoryATC

inshortrunwithlargefactoryATC

inlongrunDiseconomiesofscaleConstantreturnstoscaleFigure7AverageTotalCostin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平均总成本图7.短期与长期的平均总成本每天汽车产量01,200$1SummaryThegoaloffirmsistomaximizeprofit,whichequalstotalrevenueminustotalcost.

Whenanalyzingafirm’sbehavior,itisimportanttoincludealltheopportunitycostsofproduction.Someopportunitycostsareexplicitwhileotheropportunitycostsareimplicit.SummaryThegoaloffirmsisto小结企业的目标是利润最大化，利润等于总收益减去总成本。分析企业的行为时，重要的是要考虑生产的所有机会成本。一些机会成本是显性的，另一些机会成本则是隐性的。小结企业的目标是利润最大化，利润等于总收益减去总成本。SummaryAfirm’scostsreflectitsproductionprocess.Atypicalfirm’sproductionfunctiongetsflatterasthequantityofinputincreases,displayingthepropertyofdiminishingmarginalproduct.Afirm’stotalcostsaredividedbetweenfixedandvariablecosts.Fixedcostsdon’tvarywithquantitiesproduced;variablecostsdo.SummaryAfirm’scostsreflect小结企业的成本反映其生产过程。随着投入量增加，典型企业的生产函数变得平坦，这表现了边际产量递减的性质。企业总成本可以分为固定成本和可变成本。固定成本是在企业改变产量时不变的成本，可变成本是在企业改变产量时改变的成本。小结企业的成本反映其生产过程。SummaryAveragetotalcostistotalcostdividedbythequantityofoutput.Marginalcostistheamountbywhichtotalcostwouldriseifoutputwereincreasedbyoneunit.Themarginalcostalwaysriseswiththequantityofoutput.Averagecostfirstfallsasoutputincreasesandthenrises.SummaryAveragetotalcostist小结平均总成本是总成本除以产量。边际成本是如果产量增加一个单位总成本应该增加的量。对一个典型的企业来说，边际成本随着产量增加而增加。随着产量增加，平均成本先是下降然后上升。小结平均总成本是总成本除以产量。SummaryTheaverage-total-costcurveisU-shaped.Themarginal-costcurvealwayscrossestheaverage-total-costcurveattheminimumofATC.Afirm’scostsoftendependonthetimehorizonbeingconsidered.Inparticular,manycostsarefixedintheshortrunbutvariableinthelongrun.SummaryTheaverage-total-cost小结平均总成本曲线是U型的。边际成本曲线总是与平均总成本曲线相交于平均总成本曲线的最低点。一个企业的成本往往取决于所考虑时间的长短。特别地，许多成本在短期是固定的，而在长期是可变的。小结平均总成本曲线是U型的。5

FIRMBEHAVIORANDTHEORGANIZATIONOFINDUSTRY企业行为与产业组织5TheCostsofroduction

生产成本Chapter13TheCostsofroduction

生产成本TheMarketForcesofSupplyandDemandSupplyanddemandarethetwowordsthateconomistsusemostoften.Supplyanddemandaretheforcesthatmakemarketeconomieswork.Modernmicroeconomicsisaboutsupply,demand,andmarketequilibrium.TheMarketForcesofSupplyan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。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。WHATARECOSTS?AccordingtotheLawofSupply:Firmsarewillingtoproduceandsellagreaterquantityofagoodwhenthepriceofthegoodishigh.Thisresultsinasupplycurvethatslopesupward.WHATARECOSTS?Accordingtoth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。什么是成本?根据供给规律:WHATARECOSTS?TheFirm’sObjectiveTheeconomicgoalofthefirmistomaximizeprofits.MaximumProfitsWHATARECOSTS?TheFirm’sObje什么是成本?企业的目标企业的经济目标是利润最大化MaximumProfits什么是成本?企业的目标MaximumProfitsTotalRevenue,TotalCost,andprofit

总收入、总成本与利润TotalRevenue总收入Theamountthatthefirmreceivesforthesaleofitsoutput.

企业销售产品所得TotalCost总成本Themarketvalueoftheinputsafirmusesinproduction.

企业用于生产的投入要素的市场价值。TotalRevenue,TotalCost,andpAFirm’sProfit公司利润Profitisthefirm’stotalrevenueminusitstotalcost. Profit=Totalrevenue-Totalcost利润＝总收入－总成本AFirm’sProfit公司利润ProfitiCostsasOpportunityCostsAfirm’scostofproductionincludesalltheopportunitycostsofmakingitsoutputofgoodsandservices.ExplicitandImplicitCostsAfirm’scostofproductionincludeexplicitcostsandimplicitcosts.Explicit

costsareinputcoststhatrequireadirectoutlayofmoneybythefirm.Implicit

costsareinputcoststhatdonotrequireanoutlayofmoneybythefirm.CostsasOpportunityCostsAfi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。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EconomicProfitversusAccountingProfitEconomistsmeasureafirm’seconomicprofitastotalrevenueminusallthe

opportunitycosts(explicitandimplicit).Accountantsmeasuretheaccountingprofitasthefirm’stotalrevenueminusonlythefirm’sexplicitcosts.Inotherwords,theyignoretheimplicitcosts.EconomicProfitversusAccount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。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EconomicProfitversusAccountingProfit

经济利润与会计利润Whentotalrevenueexceedsbothexplicitandimplicitcosts,thefirmearnseconomic

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。Economicprofitissmallerthanaccountingprofit.

经济利润小于会计利润。EconomicProfitversusAccountEconomicProfitversusAccountingProfitRevenueTotalopportunitycostsHowanEconomistViewsaFirmExplicitcostsEconomicprofitImplicitcostsExplicitcostsAccountingprofitHowanAccountantViewsaFirmRevenueEconomicProfitversusAccount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经济利润与会计利润收入所有机经济学家如何看企业显性成本经济利Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright©2004South-WesternTable1AProductionFunction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$304050341201403020303030406070515010305080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TheProductionFunction生产函数Theproductionfunctionshowstherelationshipbetweenquantityofinputsusedtomakeagoodandthequantityofoutputofthatgood.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。TheProductionFunction生产函数TMarginalProduct边际产量Themarginalproductofanyinputintheproductionprocessistheincreaseinthequantityofoutputobtainedfromanadditionalunitofthatinput.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。MarginalProduct边际产量ThemaMarginalProduct边际产量Additionalinput投入增加量Additionaloutput=Marginalproduct边际产量产出增加量MarginalProduct边际产量AdditionDiminishingMarginalProductDiminishingmarginalproductisthepropertywherebythemarginalproductofaninputdeclinesasthequantityoftheinputincreases.Example:Asmoreandmoreworkersarehiredatafirm,eachadditionalworkercontributeslessandlesstoproductionbecausethefirmhasalimitedamountofequipment.

DiminishingMarginalProductDi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。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Figure2HungryHelen’sProductionFunctionQuantityofOutput(cookiesperhour)150140130120110100908070605040302010NumberofWorkersHired012345ProductionfunctionFigure2HungryHelen’sProduc图2.亨格瑞.海伦的生产函数产量(cookiesperhour)150140130120110100908070605040302010雇佣工人数量012345生产函数图2.亨格瑞.海伦的生产函数产量(cookiesperDiminishingMarginalProduct

Theslopeoftheproductionfunctionmeasuresthemarginalproductofaninput,suchasaworker.Whenthemarginalproductdeclines,theproductionfunctionbecomesflatter.DiminishingMarginalProductT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。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FromtheProductionFunctiontotheTotal-CostCurveTherelationshipbetweenthequantityafirmcanproduceanditscostsdeterminespricingdecisions.Thetotal-costcurveshowsthisrelationshipgraphically.FromtheProductionFunctiont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。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Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright©2004South-WesternTable1AProductionFunction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$304050341201403020303030406070515010305080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Figure3HungryHelen’sTotal-CostCurve

图3.亨格瑞.海伦的总成本曲线Totalcost总成本$8070605040302010QuantityofOutput产量(cookiesperhour)020401401201008060Total-costCurve总成本曲线Figure3HungryHelen’sTotal-TheVariousMeasuresofCost

成本的各种衡量Costsofproductionmaybedividedintofixedcostsandvariablecosts.生产成本可以分为固定成本和可变成本。TheVariousMeasuresofCost

成FixedandVariableCostsFixedcostsarethosecoststhatdonotvarywiththequantityofoutputproduced.Variablecostsarethosecoststhatdochangeasthefirmaltersthequantityofoutputproduced.FixedandVariableCostsFixed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。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。TotalCosts总成本TotalFixedCosts(TFC)

总固定成本（TFC）

TotalVariableCosts(TVC)

总可变成本（TVC）TotalCosts(TC)

总成本(TC)TC=TFC+TVCTotalCosts总成本TotalFixedCTable2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandCopyright©2004South-WesternTable2TheVariousMeasuresoTable2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandQuantityTotalCostFixedCostVariableCost0$3.00$3.00$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00Table2TheVariousMeasureso表2.成本的各种衡量：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$0.0013.303.000.3023.803.000.8034.503.001.5045.403.002.4056.503.003.5067.803.004.8079.303.006.30811.003.008.00912.903.009.901015.003.0012.00表2.成本的各种衡量：索斯蒂.特尔玛的柠檬水店数量总成本固AverageCosts平均成本Averagecostscanbedeterminedbydividingthefirm’scostsbythequantityofoutputproduced.

平均成本：总成本除以产量。Theaveragecostisthecostofeachtypicalunitofproduct.

平均成本是生产一个普通单位的成本。AverageCosts平均成本AveragecoFamilyofAverageCosts平均成本AverageFixedCosts(AFC)

平均固定成本(AFC)AverageVariableCosts(AVC)

平均可变成本(AVC)AverageTotalCosts(ATC)

平均总成本(ATC)ATC=AFC+AVCFamilyofAverageCosts平均成本AFamilyofAverageCostsFamilyofAverageCosts平均成本平均成本$3.00Table2TheVariousMeasuresofCost:ThirstyThelma’sLemonadeStandQuantityAFCAVCATC0———1$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$3.00Table2TheVariousMeasu$3.00表2.成本的各种衡量：索斯蒂.特尔玛的柠檬水店产量AFCAVCATC0———1$0.30$3.3021.500.401.9031.000.501.5040.750.601.3550.600.701.3060.500.801.3070.430.901.3380.381.001.3890.331.101.4310