企业行为与产业组织概述.ppt

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1、5FIRMBEHAVIORANDTHEORGANIZATIONOFINDUSTRY企业行为与产业组织TheCostsofroduction生产成本Chapter13TheMarketForcesofSupplyandDemandSupplyanddemandarethetwowordsthateconomistsusemostoften.Supplyanddemandaretheforcesthatmakemarketeconomieswork.Modernmicroeconomicsisaboutsupply,demand,andmarketequilibrium.供

2、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。WHATARECOSTS?AccordingtotheLawofSupply:Firmsarewillingtoproduceandsellagreaterquantityofagoodwhenthepriceofthegoodishigh.Thisresultsinasupplycurvethatslopesupward.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。WHATAREC

3、OSTS?TheFirm’sObjectiveTheeconomicgoalofthefirmistomaximizeprofits.MaximumProfits什么是成本?企业的目标企业的经济目标是利润最大化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Themarketvalueoftheinputsafirmusesinproduc

4、tion.企业用于生产的投入要素的市场价值。AFirm’sProfit公司利润Profitisthefirm’stotalrevenueminusitstotalcost.Profit=Totalrevenue-Totalcost利润＝总收入－总成本CostsasOpportunityCostsAfirm’scostofproductionincludesalltheopportunitycostsofmakingitsoutputofgoodsandservices.ExplicitandImplicitCostsAfirm’scostofproductionincl

5、udeexplicitcostsandimplicitcosts.Explicitcostsareinputcoststhatrequireadirectoutlayofmoneybythefirm.Implicitcostsareinputcoststhatdonotrequireanoutlayofmoneybythefirm.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。EconomicProf

6、itversusAccountingProfitEconomistsmeasureafirm’seconomicprofitastotalrevenueminusalltheopportunitycosts(explicitandimplicit).Accountantsmeasuretheaccountingprofitasthefirm’stotalrevenueminusonlythefirm’sexplicitcosts.Inotherwords,theyignoretheimplicitcosts.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

7、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。EconomicProfitversusAccountingProfit经济利润与会计利润Whentotalrevenueexceedsbothexplicitandimplicitcosts,thefirmearnseconomicprofit.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。EconomicP