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【正文】 nal unit of sales. MR = Salesq+1 Salesq 65 18 說(shuō)明 ? 邊際收益比較銷售量為 q＋ 1和銷售量為 q時(shí)的銷售總額差，而不是在銷售量為 q的基礎(chǔ)上，再增加 1單位銷量是引起的銷售總額增加量。 ? 例如，銷售量為 30時(shí)的邊際收益，不能是賣出 30件產(chǎn)品后再多賣 1件后增加的銷售額。 65 19 邊際收益 ? So what must be the relationship between the industry market price and the firm’s marginal revenue in a perfectly petitive industry? a) P MR b) P = MR c) P MR P = MR65 20 利潤(rùn) ? Profits are revenues, or Profits = total sales – total costs 65 21 利潤(rùn)最大化條件 ? Maximum profit will occur when output is at that level where the firm’s marginal revenue is equal to its marginal cost. ? At the maximumpoint: MR = MC 65 22 利潤(rùn)最大化條件的說(shuō)明 產(chǎn)出變化 收益 損失 利潤(rùn)變化 增加 1 單位 邊際收益 邊際成本 MR－ MC 減少 1 單位 邊際成本 邊際收益 MC－ MR 因此，當(dāng) MRMC 時(shí)增加產(chǎn)量， MRMC 時(shí)減少產(chǎn)量都可以增加利潤(rùn)，當(dāng) MR=MC 時(shí)，利潤(rùn)達(dá)到最大化。 65 23 Quantity Price, AC, MC MC AC A B M Profits increase by additional unit of sales Profits decrease by additional unit of sales 65 24 Quantity Price, AC, MC MC AC M profit P 65 25 Quantity Price, AC, MC MC AC M loss P 65 26 虧損最小化條件 ? Minimum loss will occur when output is at that level where the firm’s marginal revenue is equal to its marginal cost. ? At the minimumpoint: MR = MC 65 27 虧損最小化條件的說(shuō)明 產(chǎn)出變化 收益 損失 虧損變化 增加 1 單位 邊際收益 邊際成本 MC－ MR 減少 1 單位 邊際成本 邊際收益 MR－ MC 因此，當(dāng) MRMC 時(shí)增加產(chǎn)量， MRMC 時(shí)減少產(chǎn)量都可以減少虧損，當(dāng) MR=MC 時(shí)，虧損達(dá)到最小化。 65 28 零利潤(rùn)和停產(chǎn)價(jià)格 Quantity Price, AC, MC MC AC AVC M M’ Shutdown point Zeroprofit point d d PS 65 29 停產(chǎn)規(guī)則 ? The shutdown point (停產(chǎn)點(diǎn) ) es where revenues just cover variable costs or where loses are equal to fixed costs. 65 30 ? The higher the firm’s fixed costs, the more it has to lose by shutting down. 固定成本的重要性 ? Which type of industry is more likely to incur such losses? ? (a) An industry with low fixed costs like coffee shops and dry cleaners ? (b) A capitalintensive industry with high fixed costs like automobiles and the airlines 競(jìng)爭(zhēng)行業(yè)的供給行為 65 32 企業(yè)的供給曲線 Quantity Price, AC, MC AC AVC Shutdown point Supply curve 65 33 市場(chǎng)供給曲線 Quantity A Quantity B Total quantity Price Price Price Firm A’s Supply Firm B’s Supply Market Su
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