5

FIRMBEHAVIORANDTHEORGANIZATIONOFINDUSTRY企業(yè)行為與產(chǎn)業(yè)組織5TheCostsofroduction

生產(chǎn)成本Chapter13TheCostsofroduction

生產(chǎn)成本TheMarketForcesofSupplyandDemandSupplyanddemandarethetwowordsthateconomistsusemostoften.Supplyanddemandaretheforcesthatmakemarketeconomieswork.Modernmicroeconomicsisaboutsupply,demand,andmarketequilibrium.TheMarketForcesofSupplyan供給與需求的市場(chǎng)力量供給與需求是經(jīng)濟(jì)學(xué)家最常用的兩個(gè)詞。供給與需求是使市場(chǎng)經(jīng)濟(jì)運(yùn)行的力量。現(xiàn)代微觀經(jīng)濟(jì)學(xué)就是研究供給、需求與市場(chǎng)均衡的學(xué)科。供給與需求的市場(chǎng)力量供給與需求是經(jīng)濟(jì)學(xué)家最常用的兩個(gè)詞。WHATARECOSTS?AccordingtotheLawofSupply:Firmsarewillingtoproduceandsellagreaterquantityofagoodwhenthepriceofthegoodishigh.Thisresultsinasupplycurvethatslopesupward.WHATARECOSTS?Accordingtoth什么是成本?根據(jù)供給規(guī)律:當(dāng)一種物品價(jià)格高時(shí)，廠商愿意生產(chǎn)和銷售的更多。這導(dǎo)致供給曲線向上傾斜。什么是成本?根據(jù)供給規(guī)律:WHATARECOSTS?TheFirm’sObjectiveTheeconomicgoalofthefirmistomaximizeprofits.MaximumProfitsWHATARECOSTS?TheFirm’sObje什么是成本?企業(yè)的目標(biāo)企業(yè)的經(jīng)濟(jì)目標(biāo)是利潤(rùn)最大化MaximumProfits什么是成本?企業(yè)的目標(biāo)MaximumProfitsTotalRevenue,TotalCost,andprofit

總收入、總成本與利潤(rùn)TotalRevenue總收入Theamountthatthefirmreceivesforthesaleofitsoutput.

企業(yè)銷售產(chǎn)品所得TotalCost總成本Themarketvalueoftheinputsafirmusesinproduction.

企業(yè)用于生產(chǎn)的投入要素的市場(chǎng)價(jià)值。TotalRevenue,TotalCost,andpAFirm’sProfit公司利潤(rùn)Profitisthefirm’stotalrevenueminusitstotalcost. Profit=Totalrevenue-Totalcost利潤(rùn)＝總收入－總成本AFirm’sProfit公司利潤(rùn)ProfitiCostsasOpportunityCostsAfirm’scostofproductionincludesalltheopportunitycostsofmakingitsoutputofgoodsandservices.ExplicitandImplicitCostsAfirm’scostofproductionincludeexplicitcostsandimplicitcosts.Explicit

costsareinputcoststhatrequireadirectoutlayofmoneybythefirm.Implicit

costsareinputcoststhatdonotrequireanoutlayofmoneybythefirm.CostsasOpportunityCostsAfi成本是機(jī)會(huì)成本一個(gè)企業(yè)的生產(chǎn)成本包括生產(chǎn)物品與勞務(wù)量的所有機(jī)會(huì)成本。顯性成本和隱性成本一個(gè)企業(yè)的生產(chǎn)成本包括顯性成本與隱性成本。顯性成本—

要求企業(yè)直接支付貨幣的投入要素成本。

隱性成本—不要求企業(yè)支付貨幣的投入要素成本。成本是機(jī)會(huì)成本一個(gè)企業(yè)的生產(chǎn)成本包括生產(chǎn)物品與勞務(wù)量的所有機(jī)EconomicProfitversusAccountingProfitEconomistsmeasureafirm’seconomicprofitastotalrevenueminusallthe

opportunitycosts(explicitandimplicit).Accountantsmeasuretheaccountingprofitasthefirm’stotalrevenueminusonlythefirm’sexplicitcosts.Inotherwords,theyignoretheimplicitcosts.EconomicProfitversusAccount經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)經(jīng)濟(jì)學(xué)家計(jì)量企業(yè)的經(jīng)濟(jì)利潤(rùn)，即企業(yè)的總收益減去生產(chǎn)所銷售物品和勞務(wù)的所有機(jī)會(huì)成本（顯性的和隱性的）。會(huì)計(jì)師計(jì)量企業(yè)的會(huì)計(jì)利潤(rùn)，即企業(yè)的總收益減去企業(yè)的顯性成本。經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)經(jīng)濟(jì)學(xué)家計(jì)量企業(yè)的經(jīng)濟(jì)利潤(rùn)，即企業(yè)的總收益EconomicProfitversusAccountingProfit

經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)Whentotalrevenueexceedsbothexplicitandimplicitcosts,thefirmearnseconomic

profit.

當(dāng)總收益大于顯性成本和隱性成本時(shí)，企業(yè)賺取經(jīng)濟(jì)利潤(rùn)。Economicprofitissmallerthanaccountingprofit.

經(jīng)濟(jì)利潤(rùn)小于會(huì)計(jì)利潤(rùn)。EconomicProfitversusAccountEconomicProfitversusAccountingProfitRevenueTotalopportunitycostsHowanEconomistViewsaFirmExplicitcostsEconomicprofitImplicitcostsExplicitcostsAccountingprofitHowanAccountantViewsaFirmRevenueEconomicProfitversusAccount經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)收入所有機(jī)會(huì)成本經(jīng)濟(jì)學(xué)家如何看企業(yè)顯性成本經(jīng)濟(jì)利潤(rùn)隱性成本顯性成本會(huì)計(jì)利潤(rùn)會(huì)計(jì)師如何看企業(yè)收入經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)收入所有機(jī)經(jīng)濟(jì)學(xué)家如何看企業(yè)顯性成本經(jīng)濟(jì)利Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright?2004South-WesternTable1AProductionFunction表1.生產(chǎn)函數(shù)和總成本：亨格瑞.海倫的糕點(diǎn)廠

工人數(shù)量產(chǎn)出勞動(dòng)的邊際產(chǎn)量工廠成本工人成本投入總成本012050905040$303030$01020$304050341201403020303030406070515010305080表1.生產(chǎn)函數(shù)和總成本：亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出TheProductionFunction生產(chǎn)函數(shù)Theproductionfunctionshowstherelationshipbetweenquantityofinputsusedtomakeagoodandthequantityofoutputofthatgood.生產(chǎn)函數(shù)——用于生產(chǎn)一種物品的投入量與該物品產(chǎn)量之間的關(guān)系。TheProductionFunction生產(chǎn)函數(shù)TMarginalProduct邊際產(chǎn)量Themarginalproductofanyinputintheproductionprocessistheincreaseinthequantityofoutputobtainedfromanadditionalunitofthatinput.任何一種生產(chǎn)過(guò)程中的投入要素的邊際產(chǎn)量是指增加一個(gè)單位的該要素投入所引起的產(chǎn)量增加。MarginalProduct邊際產(chǎn)量ThemaMarginalProduct邊際產(chǎn)量Additionalinput投入增加量Additionaloutput=Marginalproduct邊際產(chǎn)量產(chǎn)出增加量MarginalProduct邊際產(chǎn)量AdditionDiminishingMarginalProductDiminishingmarginalproductisthepropertywherebythemarginalproductofaninputdeclinesasthequantityoftheinputincreases.Example:Asmoreandmoreworkersarehiredatafirm,eachadditionalworkercontributeslessandlesstoproductionbecausethefirmhasalimitedamountofequipment.

DiminishingMarginalProductDi邊際產(chǎn)量遞減邊際產(chǎn)量遞減是指一種投入要素的邊際產(chǎn)量隨著該要素投入量的增加而減少的特征。

例子:由于雇傭的工人越來(lái)越多，每個(gè)新雇傭的工人對(duì)產(chǎn)量的貢獻(xiàn)越來(lái)越小，這是因?yàn)橛邢薜脑O(shè)備數(shù)量不能將他的潛能發(fā)揮出來(lái)。邊際產(chǎn)量遞減邊際產(chǎn)量遞減是指一種投入要素的邊際產(chǎn)量隨著該Figure2HungryHelen’sProductionFunctionQuantityofOutput(cookiesperhour)150140130120110100908070605040302010NumberofWorkersHired012345ProductionfunctionFigure2HungryHelen’sProduc圖2.亨格瑞.海倫的生產(chǎn)函數(shù)產(chǎn)量(cookiesperhour)150140130120110100908070605040302010雇傭工人數(shù)量012345生產(chǎn)函數(shù)圖2.亨格瑞.海倫的生產(chǎn)函數(shù)產(chǎn)量(cookiesperDiminishingMarginalProduct

Theslopeoftheproductionfunctionmeasuresthemarginalproductofaninput,suchasaworker.Whenthemarginalproductdeclines,theproductionfunctionbecomesflatter.DiminishingMarginalProductT邊際產(chǎn)量遞減

生產(chǎn)函數(shù)的斜率衡量了一種投入要素（比如一個(gè)工人）的邊際產(chǎn)量。隨著工人數(shù)量增加，邊際產(chǎn)量減少，生產(chǎn)函數(shù)越來(lái)越平坦。邊際產(chǎn)量遞減生產(chǎn)函數(shù)的斜率衡量了一種投入要素（比如一個(gè)工人FromtheProductionFunctiontotheTotal-CostCurveTherelationshipbetweenthequantityafirmcanproduceanditscostsdeterminespricingdecisions.Thetotal-costcurveshowsthisrelationshipgraphically.FromtheProductionFunctiont從生產(chǎn)函數(shù)到總成本曲線一個(gè)企業(yè)可能的生產(chǎn)量和它的成本之間的關(guān)系決定了它的產(chǎn)品定價(jià)。用來(lái)說(shuō)明生產(chǎn)產(chǎn)量和生產(chǎn)總成本之間關(guān)系的圖被稱為總成本曲線。從生產(chǎn)函數(shù)到總成本曲線一個(gè)企業(yè)可能的生產(chǎn)量和它的成本之間的關(guān)Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright?2004South-WesternTable1AProductionFunction表1.生產(chǎn)函數(shù)和總成本亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出勞動(dòng)的邊際產(chǎn)量工廠成本工人成本投入總成本012050905040$303030$01020$304050341201403020303030406070515010305080表1.生產(chǎn)函數(shù)和總成本亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出勞動(dòng)的Figure3HungryHelen’sTotal-CostCurve

圖3.亨格瑞.海倫的總成本曲線Totalcost總成本$8070605040302010QuantityofOutput產(chǎn)量(cookiesperhour)020401401201008060Total-costCurve總成本曲線Figure3HungryHelen’sTotal-TheVariousMeasuresofCost

成本的各種衡量Costsofproductionmaybedividedintofixedcostsandvariablecosts.生產(chǎn)成本可以分為固定成本和可變成本。TheVariousMeasuresofCost

成FixedandVariableCostsFixedcostsarethosecoststhatdonotvarywiththequantityofoutputproduced.Variablecostsarethosecoststhatdochangeasthefirmaltersthequantityofoutputproduced.FixedandVariableCostsFixed固定成本和變動(dòng)成本固定成本不隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。可變成本隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。固定成本和變動(dòng)成本固定成本不隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。TotalCosts總成本TotalFixedCosts(TFC)

總固定成本（TFC）

TotalVariableCosts(TVC)

總可變成本（TVC）TotalCosts(TC)

總成本(TC)TC=TFC+TVCTotalCosts總成本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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕陻?shù)量總成本固定成本可變成本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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕陻?shù)量總成本固AverageCosts平均成本Averagecostscanbedeterminedbydividingthefirm’scostsbythequantityofoutputproduced.

平均成本：總成本除以產(chǎn)量。Theaveragecostisthecostofeachtypicalunitofproduct.

平均成本是生產(chǎn)一個(gè)普通單位的成本。AverageCosts平均成本AveragecoFamilyofAverageCosts平均成本AverageFixedCosts(AFC)

平均固定成本(AFC)AverageVariableCosts(AVC)

平均可變成本(AVC)AverageTotalCosts(ATC)

平均總成本(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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕戤a(chǎn)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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕闙arginalCostMarginalcost(MC)measurestheamounttotalcostriseswhenthefirmincreasesproductionbyoneunit.Marginalcosthelpsanswerthefollowingquestion:

Howmuchdoesitcosttoproduceanadditionalunitofoutput?MarginalCostMarginalcost(MC邊際成本邊際成本(MC)

衡量額外一個(gè)單位產(chǎn)量所引起的總成本的增加。邊際成本幫助回答以下問(wèn)題：

生產(chǎn)額外一個(gè)單位產(chǎn)量的成本是多少？邊際成本邊際成本(MC)衡量額外一個(gè)單位產(chǎn)量所引起的總成MarginalCostMarginalCost邊際成本邊際成本MarginalCost：ThirstyThelma’sLemonadeStandMarginalCost：ThirstyThelma’s邊際成本：索斯蒂.特爾瑪?shù)臋幟仕赀呺H成本：索斯蒂.特爾瑪?shù)臋幟仕闒igure4ThirstyThelma’sTotal-CostCurvesTotalCost$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00QuantityofOutput(glassesoflemonadeperhour)014327659810Total-costcurveFigure4ThirstyThelma’sTota圖4.索斯蒂.特爾瑪?shù)目偝杀厩€總成本$15.0014.0013.0012.0011.0010.009.008.007.006.005.004.003.002.001.00產(chǎn)量(每小時(shí)檸檬水杯數(shù))014327659810總成本曲線圖4.索斯蒂.特爾瑪?shù)目偝杀厩€總成本$15.0014.0Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810MCATCAVCAFCFigure5ThirstyThelma’sAver圖5.索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25產(chǎn)量(每小時(shí)檸檬水杯數(shù))014327659810MCATCAVCAFC圖5.索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.50CostCurvesandTheirShapes

成本曲線及其形狀Marginalcostriseswiththeamountofoutputproduced.邊際成本隨著產(chǎn)量增加而上升。Marginalcost邊際成本Thisreflectsthepropertyofdiminishingmarginalproduct.邊際成本遞增反映了邊際產(chǎn)量遞減的性質(zhì)CostCurvesandTheirShapes

成Figure5ThirstyThelma’sAverage-CostandMarginal-CostCurvesCosts$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25QuantityofOutput(glassesoflemonadeperhour)014327659810MCFigure5ThirstyThelma’sAver圖5.索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25產(chǎn)量(每小時(shí)檸檬水杯數(shù)）014327659810MC圖5.索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.50CostCurvesandTheirShapesTheaveragetotal-costcurveisU-shaped.Atverylowlevelsofoutputaveragetotalcostishighbecausefixedcostisspreadoveronlyafewunits.Averagetotalcostdeclinesasoutputincreases.Averagetotalcoststartsrisingbecauseaveragevariablecostrisessubstantially.CostCurvesandTheirShapesTh成本曲線及其形狀平均總成本曲線是U型的。在產(chǎn)量水平極低時(shí)，平均總成本高，這是因?yàn)楣潭ǔ杀局环謹(jǐn)傇谏贁?shù)幾個(gè)單位產(chǎn)品上。平均總成本隨著產(chǎn)量增加而降低。當(dāng)平均可變成本大幅度上升時(shí)，平均總成本開(kāi)始增加。成本曲線及其形狀平均總成本曲線是U型的。CostCurvesandTheirShapes

成本曲線及其形狀ThebottomoftheU-shapeoccursatthequantitythatminimizesaveragetotalcost.Thisquantityissometimescalledtheefficientscaleofthefirm.在使平均總成本最小的產(chǎn)量時(shí)，U型曲線的底部就出現(xiàn)了。這種產(chǎn)量有時(shí)被稱為企業(yè)的有效規(guī)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圖5.索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.503.253.002.752.502.252.001.751.501.251.000.750.500.25產(chǎn)量(每小時(shí)檸檬水杯數(shù))014327659810ATC圖5.索斯蒂.特爾瑪?shù)钠骄杀竞瓦呺H成本曲線成本$3.50RelationshipBetweenMarginalCostandAverageTotalCostWhenevermarginalcostislessthanaveragetotalcost,averagetotalcostisfalling.Whenevermarginalcostisgreaterthanaveragetotalcost,averagetotalcostisrising.RelationshipBetweenMarginal邊際成本和平均總成本之間的關(guān)系只要邊際成本小于平均總成本，平均總成本就下降。只要邊際成本大于平均總成本，平均總成本就上升。邊際成本和平均總成本之間的關(guān)系只要邊際成本小于平均總成本，平RelationshipBetweenMarginalCostandAverageTotalCostThemarginal-costcurvecrossestheaverage-total-costcurveattheefficientscale.

Efficientscaleisthequantitythatminimizesaveragetotalcost.RelationshipBetweenMarginal邊際成本和平均總成本之間的關(guān)系邊際成本曲線與平均總成本曲線相交于有效規(guī)模時(shí)。有效規(guī)模——使平均總成本最小的產(chǎn)量。邊際成本和平均總成本之間的關(guān)系邊際成本曲線與平均總成本曲線相MCATCRelationshipBetweenMarginalCostandAverageTotalCost$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012QuantityofOutput(glassesoflemonadeperhour)

CostsMCATCRelationshipBetweenMargMCATC邊際成本和平均總成本之間的關(guān)系$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50024681012產(chǎn)量(每小時(shí)檸檬水杯數(shù))成本邊際成本平均總成本MCATC邊際成本和平均總成本之間的關(guān)系$0.00$0TypicalCostCurves

典型的成本曲線Itisnowtimetoexaminetherelationshipsthatexistbetweenthedifferentmeasuresofcost.現(xiàn)在討論一下不同衡量方式的成本之間的關(guān)系。TypicalCostCurves

典型的成本曲線ItBigBob’sCostCurvesBigBob’sCostCurves大鮑伯的成本曲線大鮑伯的成本曲線Figure6BigBob’sCostCurves(a)Total-CostCurve$18.0016.0014.0012.0010.008.006.004.00QuantityofOutput(bagelsperhour)TC42681412102.00TotalCost0Figure6BigBob’sCostCurves圖6.大鮑伯的成本曲線(a)總成本曲線$18.0016.0014.0012.0010.008.006.004.00產(chǎn)量(每小時(shí)百吉圈)TC42681412102.00總成本0圖6.大鮑伯的成本曲線(a)總成本曲線$18.0016.0Figure6BigBob’sCostCurves(b)Marginal-andAverage-CostCurvesQuantityofOutput(bagelsperhour)Costs$3.002.502.001.501.000.5004268141210MCATCAVCAFCFigure6BigBob’sCostCurves圖6.大鮑伯的成本曲線(b)邊際和平均成本曲線成本$3.002.502.001.501.000.5004268141210MCATCAVCAFC產(chǎn)量(每小時(shí)百吉圈)圖6.大鮑伯的成本曲線(b)邊際和平均成本曲線成本$3.0TypicalCost

Curves

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

成本曲線的三個(gè)重要特征隨著產(chǎn)量增加，邊際成本最終要上升。平均總成本曲線是U型的。邊際成本曲線與平均總成本曲線在平均總成本最低點(diǎn)相交。典型的成本曲線成本曲線的三個(gè)重要特征COSTSINTHESHORTRUNANDINTHELONGRUNFormanyfirms,thedivisionoftotalcostsbetweenfixedandvariablecostsdependsonthetimehorizonbeingconsidered.Intheshortrunsomecostsarefixed.Inthelongrunfixedcostsbecomevariablecosts.COSTSINTHESHORTRUNANDIN短期與長(zhǎng)期成本對(duì)許多企業(yè)來(lái)說(shuō)，總成本分為固定和可變成本取決于所考察的時(shí)間長(zhǎng)短。在短期中一些成本是固定的。在長(zhǎng)期中成本都是可變的。短期與長(zhǎng)期成本對(duì)許多企業(yè)來(lái)說(shuō)，總成本分為固定和可變成本取決于COSTSINTHESHORTRUNAND

INTHELONGRUN

短期與長(zhǎng)期成本Becausemanycostsarefixedintheshortrunbutvariableinthelongrun,afirm’slong-runcostcurvesdifferfromitsshort-runcostcurves.由于許多成本在短期中是固定的，但在長(zhǎng)期中是可變的，所以企業(yè)的長(zhǎng)期成本曲線不同于其短期成本曲線。COSTSINTHESHORTRUNAND

INFigure7AverageTotalCostintheShort

andLongRunQuantityofCarsperDay0AverageTotalCost1,200$12,000ATC

inshortrunwithsmallfactoryATC

inshortrunwithmediumfactoryATC

inshortrunwithlargefactoryATC

inlongrunFigure7AverageTotalCostin圖7.短期與長(zhǎng)期的平均成本Copyright?2004South-Western每天汽車產(chǎn)量01,200$12,000

小型工廠短期ATC

中型工廠短期ATC

大型工廠短期ATC長(zhǎng)期ATC平均總成本圖7.短期與長(zhǎng)期的平均成本Copyright?2004EconomiesandDiseconomiesofScaleEconomiesofscaleoccurwhenlong-runaveragetotalcostdeclinesasoutputincreases.Diseconomiesofscaleoccurwhenlong-runaveragetotalcostrisesasoutputincreases.Constantreturnstoscaleoccurwhenlong-runaveragetotalcostdoesnotvaryasoutputincreases.EconomiesandDiseconomiesof規(guī)模經(jīng)濟(jì)與規(guī)模不經(jīng)濟(jì)當(dāng)長(zhǎng)期平均總成本隨著產(chǎn)量增加而減少時(shí)，可以說(shuō)存在規(guī)模經(jīng)濟(jì)。當(dāng)長(zhǎng)期平均總成本隨著產(chǎn)量增加而增加時(shí)，可以說(shuō)存在規(guī)模不經(jīng)濟(jì)。當(dāng)長(zhǎng)期平均總成本不隨著產(chǎn)量變動(dòng)而變動(dòng)時(shí)，可以說(shuō)存在規(guī)模收益不變。規(guī)模經(jīng)濟(jì)與規(guī)模不經(jīng)濟(jì)當(dāng)長(zhǎng)期平均總成本隨著產(chǎn)量增加而減少時(shí)，可Figure7AverageTotalCostintheShort

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

inshortrunwithsmallfactoryATC

inshortrunwithmediumfactoryATC

inshortrunwithlargefactoryATC

inlongrunDiseconomiesofscaleConstantreturnstoscaleFigure7AverageTotalCostin圖7.短期與長(zhǎng)期的平均總成本每天汽車產(chǎn)量01,200$12,0001,00010,000規(guī)模經(jīng)濟(jì)

小型工廠短期ATC

中型工廠短期ATC

大型工廠短期ATC長(zhǎng)期ATC規(guī)模不經(jīng)濟(jì)規(guī)模收益不變t平均總成本圖7.短期與長(zhǎng)期的平均總成本每天汽車產(chǎn)量01,200$1SummaryThegoaloffirmsistomaximizeprofit,whichequalstotalrevenueminustotalcost.

Whenanalyzingafirm’sbehavior,itisimportanttoincludealltheopportunitycostsofproduction.Someopportunitycostsareexplicitwhileotheropportunitycostsareimplicit.SummaryThegoaloffirmsisto小結(jié)企業(yè)的目標(biāo)是利潤(rùn)最大化，利潤(rùn)等于總收益減去總成本。分析企業(yè)的行為時(shí)，重要的是要考慮生產(chǎn)的所有機(jī)會(huì)成本。一些機(jī)會(huì)成本是顯性的，另一些機(jī)會(huì)成本則是隱性的。小結(jié)企業(yè)的目標(biāo)是利潤(rùn)最大化，利潤(rùn)等于總收益減去總成本。SummaryAfirm’scostsreflectitsproductionprocess.Atypicalfirm’sproductionfunctiongetsflatterasthequantityofinputincreases,displayingthepropertyofdiminishingmarginalproduct.Afirm’stotalcostsaredividedbetweenfixedandvariablecosts.Fixedcostsdon’tvarywithquantitiesproduced;variablecostsdo.SummaryAfirm’scostsreflect小結(jié)企業(yè)的成本反映其生產(chǎn)過(guò)程。隨著投入量增加，典型企業(yè)的生產(chǎn)函數(shù)變得平坦，這表現(xiàn)了邊際產(chǎn)量遞減的性質(zhì)。企業(yè)總成本可以分為固定成本和可變成本。固定成本是在企業(yè)改變產(chǎn)量時(shí)不變的成本，可變成本是在企業(yè)改變產(chǎn)量時(shí)改變的成本。小結(jié)企業(yè)的成本反映其生產(chǎn)過(guò)程。SummaryAveragetotalcostistotalcostdividedbythequantityofoutput.Marginalcostistheamountbywhichtotalcostwouldriseifoutputwereincreasedbyoneunit.Themarginalcostalwaysriseswiththequantityofoutput.Averagecostfirstfallsasoutputincreasesandthenrises.SummaryAveragetotalcostist小結(jié)平均總成本是總成本除以產(chǎn)量。邊際成本是如果產(chǎn)量增加一個(gè)單位總成本應(yīng)該增加的量。對(duì)一個(gè)典型的企業(yè)來(lái)說(shuō)，邊際成本隨著產(chǎn)量增加而增加。隨著產(chǎn)量增加，平均成本先是下降然后上升。小結(jié)平均總成本是總成本除以產(chǎn)量。SummaryTheaverage-total-costcurveisU-shaped.Themarginal-costcurvealwayscrossestheaverage-total-costcurveattheminimumofATC.Afirm’scostsoftendependonthetimehorizonbeingconsidered.Inparticular,manycostsarefixedintheshortrunbutvariableinthelongrun.SummaryTheaverage-total-cost小結(jié)平均總成本曲線是U型的。邊際成本曲線總是與平均總成本曲線相交于平均總成本曲線的最低點(diǎn)。一個(gè)企業(yè)的成本往往取決于所考慮時(shí)間的長(zhǎng)短。特別地，許多成本在短期是固定的，而在長(zhǎng)期是可變的。小結(jié)平均總成本曲線是U型的。5

FIRMBEHAVIORANDTHEORGANIZATIONOFINDUSTRY企業(yè)行為與產(chǎn)業(yè)組織5TheCostsofroduction

生產(chǎn)成本Chapter13TheCostsofroduction

生產(chǎn)成本TheMarketForcesofSupplyandDemandSupplyanddemandarethetwowordsthateconomistsusemostoften.Supplyanddemandaretheforcesthatmakemarketeconomieswork.Modernmicroeconomicsisaboutsupply,demand,andmarketequilibrium.TheMarketForcesofSupplyan供給與需求的市場(chǎng)力量供給與需求是經(jīng)濟(jì)學(xué)家最常用的兩個(gè)詞。供給與需求是使市場(chǎng)經(jīng)濟(jì)運(yùn)行的力量。現(xiàn)代微觀經(jīng)濟(jì)學(xué)就是研究供給、需求與市場(chǎng)均衡的學(xué)科。供給與需求的市場(chǎng)力量供給與需求是經(jīng)濟(jì)學(xué)家最常用的兩個(gè)詞。WHATARECOSTS?AccordingtotheLawofSupply:Firmsarewillingtoproduceandsellagreaterquantityofagoodwhenthepriceofthegoodishigh.Thisresultsinasupplycurvethatslopesupward.WHATARECOSTS?Accordingtoth什么是成本?根據(jù)供給規(guī)律:當(dāng)一種物品價(jià)格高時(shí)，廠商愿意生產(chǎn)和銷售的更多。這導(dǎo)致供給曲線向上傾斜。什么是成本?根據(jù)供給規(guī)律:WHATARECOSTS?TheFirm’sObjectiveTheeconomicgoalofthefirmistomaximizeprofits.MaximumProfitsWHATARECOSTS?TheFirm’sObje什么是成本?企業(yè)的目標(biāo)企業(yè)的經(jīng)濟(jì)目標(biāo)是利潤(rùn)最大化MaximumProfits什么是成本?企業(yè)的目標(biāo)MaximumProfitsTotalRevenue,TotalCost,andprofit

總收入、總成本與利潤(rùn)TotalRevenue總收入Theamountthatthefirmreceivesforthesaleofitsoutput.

企業(yè)銷售產(chǎn)品所得TotalCost總成本Themarketvalueoftheinputsafirmusesinproduction.

企業(yè)用于生產(chǎn)的投入要素的市場(chǎng)價(jià)值。TotalRevenue,TotalCost,andpAFirm’sProfit公司利潤(rùn)Profitisthefirm’stotalrevenueminusitstotalcost. Profit=Totalrevenue-Totalcost利潤(rùn)＝總收入－總成本AFirm’sProfit公司利潤(rùn)ProfitiCostsasOpportunityCostsAfirm’scostofproductionincludesalltheopportunitycostsofmakingitsoutputofgoodsandservices.ExplicitandImplicitCostsAfirm’scostofproductionincludeexplicitcostsandimplicitcosts.Explicit

costsareinputcoststhatrequireadirectoutlayofmoneybythefirm.Implicit

costsareinputcoststhatdonotrequireanoutlayofmoneybythefirm.CostsasOpportunityCostsAfi成本是機(jī)會(huì)成本一個(gè)企業(yè)的生產(chǎn)成本包括生產(chǎn)物品與勞務(wù)量的所有機(jī)會(huì)成本。顯性成本和隱性成本一個(gè)企業(yè)的生產(chǎn)成本包括顯性成本與隱性成本。顯性成本—

要求企業(yè)直接支付貨幣的投入要素成本。

隱性成本—不要求企業(yè)支付貨幣的投入要素成本。成本是機(jī)會(huì)成本一個(gè)企業(yè)的生產(chǎn)成本包括生產(chǎn)物品與勞務(wù)量的所有機(jī)EconomicProfitversusAccountingProfitEconomistsmeasureafirm’seconomicprofitastotalrevenueminusallthe

opportunitycosts(explicitandimplicit).Accountantsmeasuretheaccountingprofitasthefirm’stotalrevenueminusonlythefirm’sexplicitcosts.Inotherwords,theyignoretheimplicitcosts.EconomicProfitversusAccount經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)經(jīng)濟(jì)學(xué)家計(jì)量企業(yè)的經(jīng)濟(jì)利潤(rùn)，即企業(yè)的總收益減去生產(chǎn)所銷售物品和勞務(wù)的所有機(jī)會(huì)成本（顯性的和隱性的）。會(huì)計(jì)師計(jì)量企業(yè)的會(huì)計(jì)利潤(rùn)，即企業(yè)的總收益減去企業(yè)的顯性成本。經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)經(jīng)濟(jì)學(xué)家計(jì)量企業(yè)的經(jīng)濟(jì)利潤(rùn)，即企業(yè)的總收益EconomicProfitversusAccountingProfit

經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)Whentotalrevenueexceedsbothexplicitandimplicitcosts,thefirmearnseconomic

profit.

當(dāng)總收益大于顯性成本和隱性成本時(shí)，企業(yè)賺取經(jīng)濟(jì)利潤(rùn)。Economicprofitissmallerthanaccountingprofit.

經(jīng)濟(jì)利潤(rùn)小于會(huì)計(jì)利潤(rùn)。EconomicProfitversusAccountEconomicProfitversusAccountingProfitRevenueTotalopportunitycostsHowanEconomistViewsaFirmExplicitcostsEconomicprofitImplicitcostsExplicitcostsAccountingprofitHowanAccountantViewsaFirmRevenueEconomicProfitversusAccount經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)收入所有機(jī)會(huì)成本經(jīng)濟(jì)學(xué)家如何看企業(yè)顯性成本經(jīng)濟(jì)利潤(rùn)隱性成本顯性成本會(huì)計(jì)利潤(rùn)會(huì)計(jì)師如何看企業(yè)收入經(jīng)濟(jì)利潤(rùn)與會(huì)計(jì)利潤(rùn)收入所有機(jī)經(jīng)濟(jì)學(xué)家如何看企業(yè)顯性成本經(jīng)濟(jì)利Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright?2004South-WesternTable1AProductionFunction表1.生產(chǎn)函數(shù)和總成本：亨格瑞.海倫的糕點(diǎn)廠

工人數(shù)量產(chǎn)出勞動(dòng)的邊際產(chǎn)量工廠成本工人成本投入總成本012050905040$303030$01020$304050341201403020303030406070515010305080表1.生產(chǎn)函數(shù)和總成本：亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出TheProductionFunction生產(chǎn)函數(shù)Theproductionfunctionshowstherelationshipbetweenquantityofinputsusedtomakeagoodandthequantityofoutputofthatgood.生產(chǎn)函數(shù)——用于生產(chǎn)一種物品的投入量與該物品產(chǎn)量之間的關(guān)系。TheProductionFunction生產(chǎn)函數(shù)TMarginalProduct邊際產(chǎn)量Themarginalproductofanyinputintheproductionprocessistheincreaseinthequantityofoutputobtainedfromanadditionalunitofthatinput.任何一種生產(chǎn)過(guò)程中的投入要素的邊際產(chǎn)量是指增加一個(gè)單位的該要素投入所引起的產(chǎn)量增加。MarginalProduct邊際產(chǎn)量ThemaMarginalProduct邊際產(chǎn)量Additionalinput投入增加量Additionaloutput=Marginalproduct邊際產(chǎn)量產(chǎn)出增加量MarginalProduct邊際產(chǎn)量AdditionDiminishingMarginalProductDiminishingmarginalproductisthepropertywherebythemarginalproductofaninputdeclinesasthequantityoftheinputincreases.Example:Asmoreandmoreworkersarehiredatafirm,eachadditionalworkercontributeslessandlesstoproductionbecausethefirmhasalimitedamountofequipment.

DiminishingMarginalProductDi邊際產(chǎn)量遞減邊際產(chǎn)量遞減是指一種投入要素的邊際產(chǎn)量隨著該要素投入量的增加而減少的特征。

例子:由于雇傭的工人越來(lái)越多，每個(gè)新雇傭的工人對(duì)產(chǎn)量的貢獻(xiàn)越來(lái)越小，這是因?yàn)橛邢薜脑O(shè)備數(shù)量不能將他的潛能發(fā)揮出來(lái)。邊際產(chǎn)量遞減邊際產(chǎn)量遞減是指一種投入要素的邊際產(chǎn)量隨著該Figure2HungryHelen’sProductionFunctionQuantityofOutput(cookiesperhour)150140130120110100908070605040302010NumberofWorkersHired012345ProductionfunctionFigure2HungryHelen’sProduc圖2.亨格瑞.海倫的生產(chǎn)函數(shù)產(chǎn)量(cookiesperhour)150140130120110100908070605040302010雇傭工人數(shù)量012345生產(chǎn)函數(shù)圖2.亨格瑞.海倫的生產(chǎn)函數(shù)產(chǎn)量(cookiesperDiminishingMarginalProduct

Theslopeoftheproductionfunctionmeasuresthemarginalproductofaninput,suchasaworker.Whenthemarginalproductdeclines,theproductionfunctionbecomesflatter.DiminishingMarginalProductT邊際產(chǎn)量遞減

生產(chǎn)函數(shù)的斜率衡量了一種投入要素（比如一個(gè)工人）的邊際產(chǎn)量。隨著工人數(shù)量增加，邊際產(chǎn)量減少，生產(chǎn)函數(shù)越來(lái)越平坦。邊際產(chǎn)量遞減生產(chǎn)函數(shù)的斜率衡量了一種投入要素（比如一個(gè)工人FromtheProductionFunctiontotheTotal-CostCurveTherelationshipbetweenthequantityafirmcanproduceanditscostsdeterminespricingdecisions.Thetotal-costcurveshowsthisrelationshipgraphically.FromtheProductionFunctiont從生產(chǎn)函數(shù)到總成本曲線一個(gè)企業(yè)可能的生產(chǎn)量和它的成本之間的關(guān)系決定了它的產(chǎn)品定價(jià)。用來(lái)說(shuō)明生產(chǎn)產(chǎn)量和生產(chǎn)總成本之間關(guān)系的圖被稱為總成本曲線。從生產(chǎn)函數(shù)到總成本曲線一個(gè)企業(yè)可能的生產(chǎn)量和它的成本之間的關(guān)Table1AProductionFunctionandTotalCost:HungryHelen’sCookieFactoryCopyright?2004South-WesternTable1AProductionFunction表1.生產(chǎn)函數(shù)和總成本亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出勞動(dòng)的邊際產(chǎn)量工廠成本工人成本投入總成本012050905040$303030$01020$304050341201403020303030406070515010305080表1.生產(chǎn)函數(shù)和總成本亨格瑞.海倫的糕點(diǎn)廠工人數(shù)量產(chǎn)出勞動(dòng)的Figure3HungryHelen’sTotal-CostCurve

圖3.亨格瑞.海倫的總成本曲線Totalcost總成本$8070605040302010QuantityofOutput產(chǎn)量(cookiesperhour)020401401201008060Total-costCurve總成本曲線Figure3HungryHelen’sTotal-TheVariousMeasuresofCost

成本的各種衡量Costsofproductionmaybedividedintofixedcostsandvariablecosts.生產(chǎn)成本可以分為固定成本和可變成本。TheVariousMeasuresofCost

成FixedandVariableCostsFixedcostsarethosecoststhatdonotvarywiththequantityofoutputproduced.Variablecostsarethosecoststhatdochangeasthefirmaltersthequantityofoutputproduced.FixedandVariableCostsFixed固定成本和變動(dòng)成本固定成本不隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。可變成本隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。固定成本和變動(dòng)成本固定成本不隨著產(chǎn)量變動(dòng)而變動(dòng)的成本。TotalCosts總成本TotalFixedCosts(TFC)

總固定成本（TFC）

TotalVariableCosts(TVC)

總可變成本（TVC）TotalCosts(TC)

總成本(TC)TC=TFC+TVCTotalCosts總成本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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕陻?shù)量總成本固定成本可變成本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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕陻?shù)量總成本固AverageCosts平均成本Averagecostscanbedeterminedbydividingthefirm’scostsbythequantityofoutputproduced.

平均成本：總成本除以產(chǎn)量。Theaveragecostisthecostofeachtypicalunitofproduct.

平均成本是生產(chǎn)一個(gè)普通單位的成本。AverageCosts平均成本AveragecoFamilyofAverageCosts平均成本AverageFixedCosts(AFC)

平均固定成本(AFC)AverageVariableCosts(AVC)

平均可變成本(AVC)AverageTotalCosts(ATC)

平均總成本(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.成本的各種衡量：索斯蒂.特爾瑪?shù)臋幟仕戤a(chǎn)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