[第14章竞争市场上的企业.ppt

利润最大化 厂商追求利润最大化吗? 经理们可能追求的其他目标： 收入最大化 分红最大化 短期利润最大化 利润最大化 追求非利润目标的结果 在长期，股东或投资者将不再支持经理们的行为 不追求利润最大化的企业也难以生存 追求利润最大化这一目标是合理的，当然，也不排除企业在特定时候的某些公益行为。 思考 完全竞争中的厂商愿意为产品做广告么？ 一个数学的解释 竞争性厂商招致的亏损 选择短期产量 短期产量的选择： 厂商选择使MC=MR的产量进行生产，实现利润最大化。 如果P ATC，厂商可以获得利润。 如果AVC P ATC，厂商将在亏损的状态下继续经营。 如果P AVC ATC，厂商将关门不生产。 竞争性厂商的短期供给曲线 计算题 解 练习 解 单 项 选 择 * The height of the rectangle is P – ATC, profit per unit. The width of the rectangle is Q, the number of units. The area of the rectangle = height x width = (profit per unit) x (number of units) = total profit. * Students that didn’t figure out the answer to the previous exercise should be able to get this one. If this exercise is too easy for your students, you can replace it with lecture slides that appear at the end of this file. Note that the statement “assuming AVC $3” is needed to prevent shut-down, i.e. to insure that the firm produces Q=30 instead of Q=0. * The height of the rectangle is ATC – P, loss per unit. The width of the rectangle is Q, the number of units. The area of the rectangle = height x width = (loss per unit) x (number of units) = total loss. * In the real world, there are many markets in which assumptions (1) and (2) do not hold. We make them here for simplicity. Later in the chapter, we will see how our results change if we drop either of these assumptions. Assumption (3) is more reasonable: In the real world, it is much easier for firms to enter or exit in the long run than in the short run. * * “Identical” means all firms have the same cost curves. Note: P1 is minimum AVC. At any price below P1, each firm will shut down, and market quantity supplied will equal zero. Hence, the market supply curve begins at price = P1 and Q = 10,000. * * * Students often wonder why firms bother to stay in business if they make zero profit. The textbook gives a nice discussion of this, briefly summarized on this slide. * That the LR market supply curve is h