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han its total cost. Exit if TR TC Exit if P ATC Harcourt, Inc. items and derived items copyright 169。 如果 P AVC, 停止營業(yè)。 2021 by Harcourt, Inc. 企業(yè)的短期停止營業(yè)決策 ?如果生產(chǎn)能得到的收益小于生產(chǎn)的可變成本,企業(yè)就停止營業(yè)。 Harcourt, Inc. items and derived items copyright 169。 2021 by Harcourt, Inc. 企業(yè)的短期停止營業(yè)決策 當決定退出時,企業(yè)考慮 沉淀成本; 當決定是否停止營業(yè)時企業(yè)應忽略沉淀成本。 Harcourt, Inc. items and derived items copyright 169。 2021 by Harcourt, Inc. 企業(yè)的短期停止營業(yè)決策 ?停止營業(yè) 是指在某個特殊時期由于當前的市場條件而不生產(chǎn)任何東西的短期決策。 2021 by Harcourt, Inc. Profit Maximization for the Competitive Firm When MR MC ? increase Q When MR MC ? decrease Q When MR = MC ? Profit is maximized. Figure 2 Marginal Cost as the Competitive Firm’s Supply Curve Quantity 0 Price MC ATC AVC P 1 Q 1 P 2 Q 2 This section of the firm’s MC curve is also the firm’s supply curve. Harcourt, Inc. items and derived items copyright 169。 2021 by Harcourt, Inc. Profit Maximization for the Competitive Firm 競爭企業(yè)的利潤最大化 Profit maximization occurs at the quantity where marginal revenue equals marginal cost. 當邊際收益等于邊際成本時,企業(yè)實現(xiàn) 利潤最大化。 2021 by Harcourt, Inc. 表 2. 利潤最大化 : 一個數(shù)字例子 Figure 1 Profit Maximization for a Competitive Firm Copyright 169。 ?這就意味著企業(yè)想生產(chǎn)某一產(chǎn)量,使總收益與總成本的差最大。 2021 by Harcourt, Inc. Profit Maximization and the Competitive Firm’s Supply Curve ?The goal of a petitive firm is to maximize profit. ?This means that the firm will want to produce the quantity that maximizes the difference between total revenue and total cost. Harcourt, Inc. items and derived items copyright 169。 Harcourt, Inc. items and derived items copyright 169。 MR =?TR/ ?Q Harcourt, Inc. items and derived items copyright 169。 2021 by Harcourt, Inc. The Revenue of a Competitive Firm In perfect petition, average revenue equals the price of the good. Av e ra ge re v e nue =Tot a l re v e nueQua nt ity =( P ric e Qua nt ity )Qua nt ity= P ric e?Harcourt, Inc. items and derived items copyright 169。 TR = (P X Q) Harcourt, Inc. items and derived items copyright 169。 ?每一個買者和賣者都是價格的接受者 Harcourt, Inc. items