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TS Hong Vn Hoan
P. Trng khoa, Ph trch Khoa qun l Kinh t
- Hc vin Chnh tr - Hnh chnh Khu vc I
http://hoangvanhoan.blogspot.com
Email:hoanhvct@gmail.com
Mobile: 091.323.05.03
Mc tiu mn hc
Ngy 2
Bui sng: c ti liu
Bi tp nh
Bui chiu: Bi tp cng c l L thuyt
Bui ti: c ti liu v lm bi tp
Ngy 3
Bui sng: L thuyt bi 5 + bi 6
Bi tp trn lp
Bui chiu: L thuyt bi 7 + bi 8
Tng kt v n tp
Bui ti:
Chng 1: GII THIU MN HC
Cc vn ra
quyt nh qun l
Kinhthcqunl
Cc gii php ti u i vi
vn ra quyt nh qun l
Cc vn ra quyt nh qun l
Gi v sn lng
Sn xut hay l i mua
Cng ngh sn xut
Mc tn kho
Phng tin v mc qung co
Thu v o to lao ng
u t v ti tr cho u t
Cc l thuyt kinh t
L thuyt kinh t v m
L thuyt kinh t vi m
L thuyt hnh vi ngi tiu dng
L thuyt doanh nghip
L thuyt v cu trc th trng v nh gi
o Ti a ho li nhun
o Ti a ho doanh thu
o Ti a ha li ch qun l
o T tho mn
Chng 2: PHN TCH CU
Qung co
ng gi
S i mi ca sn phm
Cc iu kin kinh t
Mt s co gin:
co gin ca cu theo gi
co gin cho ca cu
co gin ca cu theo thu nhp
co gin ca cu theo gi
Cc nhn t quyt nh
3. bn ca sn phm
Mt hng Ngn hn Di hn
Qun o 0.90 2.90
Gas tiu dng 1.40 2.10
Thuc l 0.46 1.89
in 0.13 1.89
N trang 0.41 0.67
co gin ca cu theo gi
Mi quan h gia co gin v tng doanh
thu
Nu Cu l
P Q co gin nu TR ( % Q > % P)
P Q km co gin nu TR ( % Q < % P)
P Q Co gin nu TR ( % Q >% P)
P Q km co gin nu TR ( % Q < % P)
co gin ca cu theo gi
Cu, tng doanh thu, doanh thu bin, v
co gin
Gi v Doanh thu
D E>1
E=1
bin ($)
p0 E<1
D
0 q0 Lng
MR
doanh thu
Tng
($)
0 q0 Lng
co gin cho
co gin cho o lng mc phn ng
tng i ca lng mua mt hng ho no
khi gi ca hng ho khc thay i, trong
iu kin gi ca hng ho v thu nhp
khng i.
%QA
EX =
%PB
cogincho
Cp cao
Q
Thit
yu
Cp thp
Y
co gin theo thu nhp > 1: hng ho cp cao (xa x)
co gin theo thu nhp > 0, v <1: hng ho thit yu
co gin theo thu nhp < 0: hng ho cp thp
V d
Mt hng co gin
Ru 2.59
in 1.94
Tht b 1.06
Bia 0.46
Tht g 0.28
co gin ca cu v gnh nng
thu
Cu cng co gin nh cung cp cng chu nhiu thu.
P P S
S S
D D
D
0 Q 0 Q
co gin ca cung v gnh nng thu
Cung cng co gin, ngi tiu dng cng chu nhiu thu.
P
S1
S1
S
P1
P2
S
P*
D
Q1 Q2 Q* Q
Bi tp 1
Gi s c hm cu v hng ho:
Q= -2P+10. Hy nh gi co dn cu i vi
gi ti cc im trn ng cu ng vi mc
gi Px=5; Px=4; Px=2,5; Px=1 v Px=0.
Bi tp 2
Gi s c hm cu v hng ho X: Q = 400/
(Px+2). Hy nh gi co dn cu i vi gi
ti cc im trn ng cu ng vi cc mc
gi Px=0; Px-2; Px=3 v Px=8
Xc nh h
Bi tp vn dng 2
Cho hm cu vsn phm X ca doanh nghip A nh- sau :
I : Thu nhp dnh cho chi tiu ; PY : Gi ca sn phm Y (Y v X l 2 hng ho thay th)
Bncthxcnhchnhvica
khchhngthno?
Lmthnocthclngc
ngcuthct?
T L thuyt n Thc t
D:Qx=f(px,Y,pr,pe,,N)
ulmiquanhnhlnggiacuv
ccnhntnhhng?
Lmthnocthclngchm
cu?
Ccnhqunlcthhiuvsdng
nhngclngnynhthno?
Cc phng php ph bin nht
c s dng bao gm:
a) Phng vn hay iu tra khch hng
c lng cu v cc sn phm mi
i ca gi c v qung co
kim nh s gn b i vi cc sn phm hin c
Hinhngkhchhngtimnngxemhphnngth
novinhngthayicthvgi,thunhp,gihng
halinquan,ccchiphqungco,cckhuynkhch
vaytndng,
Tipcntrctip(ticctrungtmthngmi,hay
chnmugmnhngngitiudngidinph
hpvimcch)
Phngvnquainthoi
Phng vn khch hng (iu tra)
tip theo
Nhnghnch
Lachnmtmuidin
thnolmtmutt?
chchcaccphnng
mctincycanthno?
Khngckhnnghaykhngsnlngtrli
cuhimtcchchnhxc
Phng vn khch hng (iu tra)
tip theo
Vnhnghnchtrn,ccdoanhnghip
thngbsunghoclpkhochph
choiutrangitiudngbngnghin
cuquanst
Nghincuquanstlthuthpccthng
tinvsthchcangitiudngthng
quavicxemhmuavsdngsn
phm(thngsdngmyquaycamera
siuth)
Nghin cu v th nghim th trng
Cththcnghimtrongcciukinthnghimhaythchin
trongthtrngthc
nhngngitnhnguynthamgiathnghimcchomts
tinnhtnhvcyucuphichitiuhttrongmtca
hnghocdndngxemhphnngthnovinhng
thayivgi,baogi,
chnmtsthtrngcccctnhkinhtxhitngt,
sauthayigic(baob,kiumarketing,)mtsth
trnghaycahngvghichplinhngphnng(muasm)
cangitiudng.Cthkthpviphngphpphngvn
Nghin cu v th nghim th trng
tip theo
Ccvnphtsinhkhitinhnhnghin
cuvthnghimthtrng:
chiphcao
thiungilmthnghim
nhngngicchnthnghim
clinquannvncnnghincu
haykhng?Liuhclmnghimtc
haykhng?
Phn tch hi quy v c lng cu
ylkthutthngxuyncs
dngclngcu
clngmiquanhlnghogia
binphthucvccbinclp
Phn tch hi quy v c lng cu
tip theo
Dngtngqutcangcu
Qi=f(Y,pi,ps,pc,Z)
Nucnclngcchscahmcu
thcnchnmtdnghmcth
Dnghmphbincginhlhm
cutuyntnhvhmcum
Hm cu c dng tng qut
Hmcutuyntnh
Qi=+1Y+2pi+3ps+4pc+5Z+e
Qi=lngcuvhnghoI;Y=thunhp
p =gihnghoI;p =gihnghothayth
i s
p =gihnghobsung;Z=ccnhntquytnhcu
c
hnghoikhc
e=sais
Hmcum
Qi=AY1pi2ps3pc4Z5
logQi=+1logY+2logpi+3logps+4logpc+5logZ+e
Gitrcavi?
v i phi c c lng t s liu
trong qu kh
Sliusdngtrongphntchhiquy
sliucho(crosssectionaldata)
cungcpthngtinvccbins
trongmtthiknhtnh
sliuchuithigian(timeseries
data)cungcpthngtinvccbin
strongnhiuthik
c lng phng trnh hi quy
Tmmtngphhpnhtvisliu
ngphhpnhtlmttphpcc
imsliuX,Ylmtithiuhotng
ccbnhphngkhongcchtheo
chiudctccimsliunng
ngnycgilnghiquy,
vphngtrnhcgilphng
Y
trnhhiquy
Chng3:LTHUYTSNXUT
Lthuytsnxuttnnmngchol
thuytcung
Vicraquytnhqunllinquan
n2loiquytnhsnxut
1. Kthpsdngnhnguvono
2. Sdngcngnghno
Hm sn xut
Hmsnxutlmtphngtrnh
tonhcchobitmcsnlngti
acthsnxutctmttp
hpccyutuvovcngngh
hinc.
Q = sn lng
x = u vo
x
Hm sn xut tip theo
Q=f(X1,X2,,Xk)
Q =snlng
X1,,Xk =uvo
ngin,gischchaiyutu
vo:vn(K)vlaong(L):
Q=f(L,K)
Bng sn xut
SnvK
csdng Snlng(Q)
8 37 60 83 96 107 117 127
7 42 64 78 90 101 110 119
6 37 52 64 73 82 90 97
5 31 47 58 67 75 82 89
4 24 39 52 60 67 73 79
3 17 29 41 52 58 64 69
2 8 18 29 39 47 52 56
1 4 8 14 20 27 24 21
1 2 3 4 5 6 7
SnvLcsdng
Cngmtmc sn lng Q c th c to ra vi nhiu cch kt
hp khc nhau gia cc yu t u vo,cc yu t u vo c th
thay th ln nhau mt mc nht nh
Sn xut trong ngn hn v di hn
Trongngnhnmtsyutuvolcnhvmtskhcc
ththayi
Vd,doanhnghipcththayislaong,nhngkhngth
thayilngtbn
Trongngnhnchngtacthbnvnngsutnhnt
Trongdihnmiyutuvoucththayi
Vd,dihnlkhongthigianmmtdoanhnghipcth
iuchnhmiyutuvotheonhngtnhhungkhcnhau
Trongdihnchngtacthbnvhiusuttheoquym
Nhng thay i ngn hn ca qu trnh
sn xut
Nng sut nhn t
SnvK
csdng Mcsnlng(Q)
8 37 60 83 96 107 117 127 128
7 42 64 78 90 101 110 119 120
6 37 52 64 73 82 90 97 104
5 31 47 58 67 75 82 89 95
4 24 39 52 60 67 73 79 85
3 17 29 41 52 58 64 69 73
2 8 18 29 39 47 52 56 52
1 4 8 14 20 27 24 21 17
1 2 3 4 5 6 7 8
SnvLcsdng
Sn lng Q thay i th no khi lng L tng?
Nhng thay i di hn ca qu trnh
sn xut
Hiu sut theo quy m
SnvK
csdng Mcsnlng
8 37 60 83 96 107 117 127 128
7 42 64 78 90 101 110 119 120
6 37 52 64 73 82 90 97 104
5 31 47 58 67 75 82 89 95
4 24 39 52 60 67 73 79 85
3 17 29 41 52 58 64 69 73
2 8 18 29 39 47 52 56 52
1 4 8 14 20 27 24 21 17
1 2 3 4 5 6 7 8
SnvLcsdng
Mc sn lng thay i th no khi c L v K tng?
SN XUT TRONG NGN HN
Tngsnlng(TP)=tngslngsn
phm
Snlngtrungbnh(AP)=tngsn
lngtrntnguvo
Snlngcnbin(MP)=sthayica
snlngkhisdngthmmtnvu
vo
Snlngcnbincalaonglsthayi
casnlngkhisdngthmmtnvlao
ng(ccyutuvokhcginguyn)
MPL=Q/L(ginguynK)
=Q/L
SnlngtrungbnhcaL:
APL=Q/L(ginguynK)
NuMP>APth
APtng
NuMP<APth
APgim
MP=APkhiAP
llnnht
TPltiakhi
MP=0
Quy lut sn phm cn bin gim
dn
Khitiptctngthmmtyutuvonotrongiukincc
yutkhckhngi,nmtimnosnvsnlng
tngthmsbtugim
Vd,tngyutlaongmkhngngthitngtbns
dnnsnphmcnbincalaongcxuhnggim
dn
Chngtakhngthnitrcckhinosnphmcn
bingimdn,mchbitrngnsxyratimtim
no
Ba giai on sn xut trong ngn hn
AP,MP
G I G II G III
APX
MPX X
Yu t u vo c Chuyn mn ho v Cng sut ca
nh khng c tn lm vic nhm tip yu t u vo
dng ti a; chuyn tc lm cho mc sn c nh ti
mn ho v lm vic lng tng khi s a; vic s
nhm s gip cho AP dng thm X; yu t dng thm X
tng khi s dng u vo c nh lm sn lng
thm X c s dng hp l gim
Nguyn tc xc nh mc u vo ti
u
Mtdoanhnghipvimctiutiaho
linhunhotngtrnthtrngura
vuvocnhtranhhonhoskt
hpuvotiukhidoanhthuthm
ctvicbnccsnphmmnv
laongtora(snphmdoanhthu
cnbincalaong)bngvichiphb
thmthuthmnv(chiphlao
ngcnbin)
MRP=MLC
Bi tp vn dng 1: Xc nh lao ng
ti u trong ngn hn
P = Gi sn phm = $2
W = Chi ph mt n v lao ng = $10000
TRP = TP x P, MRP = MP x P
TLC = L x W
MLC = TLC / L
K t hp Sn phm doanh thu bin c a lao ng (MRP) v i Chi ph lao ng bin (MLC)
Tng S.phm Tng Chi ph
Lao ng Tng SL SL SL Doanh D.thu Chi ph Lao ng
trung bnh bin Thu Bin Lao ng Bin
(L) (Q hoc TP) (AP) (MP) (TRP) (MRP) (TLC) (MLC) TRP-TLC MRP-MLC
0 0 0 0 0 0 0
1 10000 10000 10000 20000 20000 10000 10000 10000 10000
2 25000 12500 15000 50000 30000 20000 10000 30000 20000
3 45000 15000 20000 90000 40000 30000 10000 60000 30000
4 60000 15000 15000 120000 30000 40000 10000 80000 20000
5 70000 14000 10000 140000 20000 50000 10000 90000 10000
6 75000 12500 5000 150000 10000 60000 10000 90000 0
7 78000 11143 3000 156000 6000 70000 10000 86000 -4000
8 80000 10000 2000 160000 4000 80000 10000 80000 -6000
SN XUT TRONG DI HN
Miuvo(cKvL)ucththayi
Lmthnoxcnhckthptiu
giaccyutuvo?
minhhochotrnghpnychngta
sdngccngnglngvng
ngph
ng ng lng
ngnglnglmtngth
hincccchkthpcthc
giaccyutuvosn
xutracngmtmcsnlng
ura.
ng ng lng
SnvK ng
Snlng(Q) ng
lng
8 37 60 83 96 107 117 127
7 42 64 78 90 101 110 119
6 37 52 64 73 82 90 97
5 31 47 58 67 75 82 89
4 24 39 52 60 67 73 79
3 17 29 41 52 58 64 69
2 8 18 29 39 47 52 56
1 4 8 14 20 27 24 21
1 2 3 4 5 6 7
SnvL
Graph of Isoquant
Y
7
0
1 2 3 4 5 6 7 X
S thay th gia cc yu t u vo
Ccyutuvocththaythlnnhau
mtmcno.
Ccmcthaythkhcnhau:
ng
ho Xe taxi
T bn
hc
K 1 K2 K 3 K 4
Q
ng Ngi li xe L1 L2 L3 L4 Lao ng
Mcthaythgiaccyutcolngbng
tlthaythkthutcnbin(MRTS):
MRTS=K/L
MRTSchobitmtsnvLnocthc
thaythbiKtrongkhivnduytrcmcsn
lngnhc
MRTSchnhldccangnglng
MRTS = K/ L = - MPL/MPK
SnvK
csdng Mcsnlng(Q)
8 37 60 83 96 107 117 127
7 42 64 78 90 101 110 119
6 37 52 64 73 82 90 97
5 31 47 58 67 75 82 89
4 24 39 52 60 67 73 79
3 17 29 41 52 58 64 69
2 8 18 29 39 47 52 56
1 4 8 14 20 27 24 21
1 2 3 4 5 6 7
SnvL
ng ng ph
ngngphlmtngth
hincccchkthpcthcgia
ccyutuvomvimtmc
chiphnhtnh,doanhnghipcth
thumuac.
V d: ng ng ph
Cch kt hp cc yu t u vo
v i ngn sch l $1000
Cc kt hp L K
A 0 5
B 2 4
C 4 3
D 6 2
E 8 1
G 10 0
Kt hp ti u cc yu t u vo
A
Q52
C
10 L
im kt hp ti u: im A: khi ng ng lng tip xc
vi ng ng ph, dc ca hai ng bng nhau.85
Kt hp ti u cc yu t u vo
Giychngtacthtrliccuhilmth
noxcnhcskthptiugiaccyut
uvo
Nhnitrn,skthptiunyxyrakhi
dcngnglng(mcthaythgiaccyu
tuvo)bngdcngngph(gitngi
caccyutuvo).
Miquanhnycthcbiudinnhsau:
MPL/MPK=PL/PK
(hayMPL/PL=MPK/PK)
Bi tp vn dng 2: Kt hp u vo ti
u trong di hn
Mtcngtymuntithiuhochiphsnxutchomtmc
snlngtrongmtgi,Q
SlngcngnhnsdngtrongmtgilL,smymcs
dngtrongmtgilK,vhmsnxutcdng
Q=10(LK)0.5.
Tinlngl$8mtgi,vgithumtchicmyl$2mt
gi
Cngtynynnsdngbaonhiucngnhnvbaonhiu
mymcnunhhmunsnxut80nvsnphmmt
gi?
Q=10(LK)0.5
Tnhccsnlngbin:
MPL=0.5(10)K0.5L0.5=5(K/L)0.5
MPK=0.5(10)L0.5K0.5=5(L/K)0.5
K 0.5 L 0.5
Dovy,nuMPL/PL=MPK/P5 ( ) 5( )
K L
= K
8 2
Nhnchaivcaphngtrnhtrnvi(K/L)0.55K/8L=
5/2K=4L.
Hiu sut theo quy m
Bygichngtaxemxtmcthayicamcsnlngkhi
giatngttcccyutuvotheocngtlkhinimhiu
suttheoquym
Numiyutuvotrongqutrnhsnxuttnggpi,ba
trnghpcthxyra:
Snlngtnglnhailn
Hiusuttngtheoquym(IRTS)
Snlngtnglnhailn
Hiusutkhngitheoquym(CRTS)
Snlngtngthnhailn
Hiusutgimtheoquym(DRTS)
V d: Hiu sut theo qui m
SnvK
csdng Mcsnlng(Q)
8 37 60 83 96 107 117 127 128
7 42 64 78 90 101 110 119 120
6 37 52 64 73 82 90 97 104
5 31 47 58 67 75 82 89 95
4 24 39 52 60 67 73 79 85
3 17 29 41 52 58 64 69 73
2 8 18 29 39 47 52 56 52
1 4 8 14 20 27 24 21 17
1 2 3 4 5 6 7 8
SnvlaongL
Qutrnhsnxutnychiusuttngtheoquym
90
Nguyn nhn ca hiu sut tng theo
quy m:
Phncnglaong(chuynmnho)lmtng
nngsutlaong
Tnhkhngthchianhcamymchocnh
mymctinhvilmtngnngsut
Ldokhnggian
Nguyn nhn ca hiu sut gim theo
quy m:
Chyudovicqunldoanhnghipvvicphi
hpcchotngccbphnkhcnhaucadoanh
nghiptrnnkhkhnhnkhiquimhotngln
hn:
Nhngvnvthngtin,truynt
Thiquanliu
Trongthct,lclnggyrahiusuttngvgim
theoquimthnghotngsongsong.
KhiQthp,lclnggyraIRTSlntlclng
gyraDRTS
o lng hiu sut theo quy m
Nhncchscahmsnxut:
Nuhmsnxutgccdng
Q=f(X,Y)
Saukhinhnttcccyutuvovihngs
kthhmsnxutcdng
Q=f(kX,kY)
Nu
Q>kQhiusuttngdn
Q=kQhiusutkhngi
Q<kQhiusutgimdn
Bi tp vn dng 3
Doanh nghip ny c hiu sut tng, gim hay khng i theo qui m?
Bi tp 4
Mt doanh nghip s dng 2 yu t u vo l t bn K v L
sn xut sn phm. Hm sn xut c cho bi Q= K1/2L2/3.
Ga ca t bn l PK=r=45 USD/n v, gi thu lao ng l
PL=10USD/n v
a- Hm sn xut ny c hiu qu tng, gim hay khng i
theo quy m
b- vi tng chi ph TC =6720USD, xc nh s lng t bn v
lao ng ti u doanh nghip sn xut ra c mc u ra
ln nht. Tnh mc u ra ln nht .
C- Nu mun sn xut c mc u ra l Q=216 sn phm
th doanh nghip s s dng kt hp u vo no ti thiu
ho chi ph.
Chng4:LTHUYTCHIPH
Lthuytchiphlrtquantrngivinh
qunlbivnlcschohaiquytnh
snxutquantrngsau:
1) Cnnngcasnxuthaykhng?
2) Snxutbaonhiu?
Nhng chi ph no l quan
trng?
ChiphchivChiphkton
Chiphchilchiphlinquannnhng
gitrbbquakhiaramtquytnh
kinht
Chiphktonchxemxtnhngchiphni,
nhchiphtinlng,nguynliu,vthuti
sn
Cc chi ph trong ngn hn
Tngsnlnglmthmcaccyutuvo
khbinvccyutuvocnh
Dovy,tngchiphsnxutbngchiphcnh
(chiphchoccuvocnh)cngvichiph
bini(chiphchoccuvokhbin)
Chiphcnh(FC):Chiphkhngthayitheomcsn
lng
Chiphbini(VC):Chiphthayitheomcsnlng
TC=FC+VC
Cc chi ph trong ngn hn
tip theo
Tngchiphtrungbnh(ATC)lchiphtnh
trnmtnvsnlng
Chiphcnhtrungbnh(AFC)lchiph
cnhtnhtrnmtnvsnlng
Chiphbinitrungbnh(AVC)lchiph
binitnhtrnmtnvsnlng
TC FC VC
ATC = = + = AFC + AVC
Q Q Q
Cc chi ph trong ngn hn
tip theo
Chiphcnbin(MC)lchiphbsung
thmkhitngthmmtnvsnlng.
Dovy,chiphcnh(FC)khngnh
hngnchiphcnbin
TC VC + FC VC
MC = = =
Q Q Q
th cc chi ph ngn hn
AFClintcgim
MCctAVCvATCtiimtithiucachng
imtithiucaAVCxyramcsnlngthphnsovi
imtithiucaATCdocFC
P
100 MC
75
50 ATC
AVC
25
AFC 101
0 1 2 3 4 5 6 7 8 9 10 11 Q
Hm chi ph trong di hn
ngchiphdihnbiudinchiphthpnht
timimcsnlngkhidoanhnghipcthtdo
thayimcuvo.
Mttrongnhngquytnhutinphiara
camtnhqunldoanhnghiplphixcnh
quymsnxut(quymdoanhnghip).
ng chi ph trung bnh di hn LRAC: ng
bao ngoi cc ng chi ph ngn hn
Mi quy m nh my
Chi ph trung bnh
Do vy tn ti mt chui cc
ng SRATC, mi ng
tng ng vi mt mc sn
lng ti u khc nhau.
Sn lng
TC
(ngn &
AC P
(ngn &
di hn) di hn)
LRAC
Sn lng
Li th kinh t theo quy m tip theo
ylmtkhinimlinquannchiph1
Khimtcngtycclithkinhttheoquy
m(economiesofscale)LRACcansgim
khisnlngtng
Btlikinhttheoquym(diseconomiesof
scale):LRACtngkhisnlngtng
1
Sosnhvihiusuttheoquym(returnstoscale):ylkhi
nimlinquannsnxut!
Hm chi ph di hn: biu din li
th/bt li kinh t theo quy m
LRAC
MC tng
Q
Li th kinh t theo quy m Bt li kinh t theo quy m
Ti sao doanh nghip c th hiu
qu hn khi quy m sn xut tng?
Lithkinhttheoquim
Lithvcngngh
Lithvmarketing
Lithvtichnh
Lithvqunl
Lithvmcchuriro
Lithvhnhchnh
Ti sao doanh nghip c th km hiu
qu hn khi quy m sn xut tng?
Btlikinhttheoquym:
Quymhotngqulncthlmtnggiuvo
Sgiatngkhngtngxngcachiphvnchuyn
Thiquanliu
Nhngvnviuphiqunlkhiquimdoanh
nghiptng
Chuynmnholaongvnhngcngviclpilp
linhmchn,nngsutlaongbnhhng
Sn xut hai (hoc nhiu) sn
phm: Li th kinh t theo phm vi
Lithkinhttheophmvi(economiesofscope)tn
tikhichiphnvcavicsnxuthaihaynhiu
snphm/dchvcngnhaulthphnsovivic
snxutchngringl
Snxutnhngsnphmlinquan,nhngsnphmb
sung
Tngchiphtrungbnhgimnhvictngchngloi
snphmtrongsnxut
Thngxyrakhisnxutccsnphmkhcnhau
cchunguvohocvicphnphivxctin
dinrangthi
Ti sao li c nhng li th ny
1) Chaisnphmsdngcng
yutuvo(tbnvlaong)
2) Ccdoanhnghipchias
ngunlcqunl
3) Chaisnphmsdngcng
knnglaongvloimymc
Li th kinh t theo phm vi tip theo
Vd:
Trangtriggiacmvtrng
Cngtysnxutxehixeconv
xeti
Trngihcgingdyvnghin
cu
Vd:CngtyPepsiCo,Inc.
Li th kinh t theo phm vi tip theo
MtvdkhclcngtyProctor&Gamble,
snxuthngtrmloisnphmtx
phngchonkemnhrng.Hcth
tuyndngnhngnhthitkhov
chuyngiamarketingttin,nhngngi
nycthsdngknngcahchocc
dngsnphm.Dochiphcdntri,iu
nylmgimtngchiphsnxuttrungbnh
chomisnphm
V d: P&G mua li cng ty Gillette
(29.1.2005)
Chaicngtyucchuynmnbsungcho
nhauvlnhvcchmscsckhevcnhn
Haicngtynyccngnntngcngnghv
chmscdavcbitlchmscrng
ming
Ccngnhngknhphnphi(WalMart)
Mc li th kinh t theo phm vi
Mclithkinhttheophmviolngmctitkimchi
ph:
C(Q1) + C(Q2) C(Q1, Q2)
SC =
C(Q1, Q2)
C(Q1)lchiphsnxutsnphmQ1
C(Q2)lchiphsnxutsnphmQ2
C(Q1Q2)lchiphchungsnxutngthihaisnphm
IfSC>0Lithkinhttheophmvi
IfSC<0Btlikinhttheophmvi
Nhng thay i ng ca chi ph: ng
nhn thc
ngnhnthc(learningcurves)olngvaitrkinhnghimca
ngilaongivichiphsnxut
Nthhinmiquanhgiasnlngtchly(cngdn)camt
doanhnghipvlnguvocnthitsnxutramtnv
snlng
ngnhnthchm:
slaongcnthitchomtnvsnlnggim
chiphbanuslnsausgimnhshchicangilaong
ng nhn thc
S gi lao ng
sn xut ra
mt chic my
10
Trchonholnglngmy
tchlu(cngdn)mdoanh
8 nghipsnxutra
Trctungphnnhsgilao
6 ngcnthitsnxutra
mtnvmy
4
0 10 20 30 40 50
Lng my tch lu (cng dn) c sn xut
Li th kinh t theo quy m v s nhn thc
tip theo
Chi ph
($ trn mt
n v
sn lng)
Sn lng
Li ch kinh t theo quy m v s
nhn thc tip theo
Chi ph
($ trn mt
n v
sn lng)
A
B
AC1
S nhn thc
(nh kinh nghim) C AC2
Sn lng
L thuyt v li nhun
1. Doanh thu tiu th hng ho hay dch v ca doanh nghip
Tng doanh thu (TR) c hiu l s tin thu c do tiu th sn phm hng
ho hay dch v ca doanh nghip trong mt thi k. TR = P.Q
Doanh thu cn bin (MR) c hiu l mc tng tng doanh thu khi tiu th
thm mt n v sn phm hng ho hay dch v MR = khi AQ = 1 th
MR = TR.
TR
Q
Nu tng doanh thu TR = f(Q) lin tc v kh v i vi Q th c th tnh o hm
ca TR theo Q
MR =
TR
= TR ' Q
Q
Doanh thu bnh qun (AR) c hiu l doanh thu tnh bnh qun cho mt n v
sn phm hng ho hay dch v tiu th. AR = TR/Q
Li nhun tiu th hng ho hay dch v ca
doanh nghip
Tng li nhun (TG) c hiu l hiu s ca tng doanh thu (TR) v tng chi ph
(TC): TG = TR - TC. V TR = f(Q) v TC = f(Q) ngha l tng li nhu n cng ph thu c
vo khi lng sn phm tiu th Q.
Tng li nhun (TG) c hiu l hiu s ca tng doanh thu (TR) v tng chi ph
(TC): TG = TR - TC. V TR = f(Q) v TC = f(Q) ngha l tng li nhu n cng ph thu c
vo khi lng sn phm tiu th Q.
Tng li nhun kinh t (TGK) = TR - TCK
Tng li nhun tnh ton (TGT) = TR - TCT
V TCT thng nh hn TCK nn TGK cng thng nh hn TC1 v trong kinh t vi m ni ti
tng chi ph c hiu l ni ti tng chi ph kinh t TCK do vy khi ni tng l i nhu n c
hiu l ni ti tng li nhun kinh t (TGK)
Li nhun cn bin (MG) c hiu l mc gia tng tng li nhun khi tiu th thm
mt n v sn phm hng ho hay dch v MG = TG/Q; khi Q = 1 th MG = TG.
Nu hm tng li nhun TG = f(Q) lin tc kh v i vi Q th tnh b ng o hm.
Li nhun n v (g) c hiu l li nhun bnh qun cho mt n v sn ph m tiu th
ca doanh nghip; g = TG/Q = (TR - TC)/Q = P - ATC
iu kin ti a ho li nhun tng qut
Mt trong nhng mc tiu ca doanh nghip l ti a ho li
nhun t c trong mt thi k sn xut kinh doanh. t
mc tiu ny i hi doanh nghip phi c nhng quyt nh ng
n trong sn xut.
Trong trng hp tng qut: TG= TR TC
Quytnhvsnlngvnhgisnphmca
doanhnghipphthucvocutrcthtrng
hintimdoanhnghipanghotng,tcl
phthucvomckimsotgicadoanh
nghip.
Liudoanhnghipanghotngtrnthtrngcnh
tranhhonho,cquyn,cnhtranhcquyn,hay
cquynnhm?
Cc cu trc th trng
Ccmhnhcinvcutrcth
trng
Cnhtranhhonho
cquyn
Cnhtranhcquyn
cquyntpon
Mhnhnmlclngcnhtranh
Cc cu trc th trng
khc nhau
Mt ngnh c quyn tuyt i l mt
ngnh ch c mt cng ty duy nht:
sn phm: khng c sn phm thay
th tng t
Ro cn gia nhp ngnh: rt cao n
c
Cnh tranh c quyn: ngnh
gm c nhiu cng ty vi mt kh c quyn
nng kim sot gi c nht nh. tuyt i
Cc sn phm: khc nhau nhng
c quyn
tng i
c th thay th tt cho nhau.
Gia nhp ngnh t do
Cnh tranh c
quyn c quyn tng i: ngnh
Cnh tranh hon gm c mt s t cng ty, mi
ho cng ty c mt mc kim sot
gi c nht nh.
Ro cn gia nhp ngnh: cao
Sn phm khc t gi vi
Gia c phn
bit hay ng sc mnh
S DN nhp bit bi
nht th trng V d
t do
c quyn t
hoc khc bit hoc ng
c hn ch
Hnh vi t
tng i nht chin lc Nhm
c quyn vn cn b hn in, nc
mt sn phm
mt c khng ch bi cu dc phm c
tuyt i duy nht
trn th trng cp bng
Chiphv
doanhthu
MC
P0=MR0 ATC
A
P=AR=MR
AVC
MC1
0 Q1 QMAX Lng
Cnh tranh hon ho v li ch cng cng
NhnguimcaCTHH
VicP=MCcthdnnsphnbngunlcmtcchhiuqu
Cnhtranhgiaccdoanhnghipdnnshiuqu
Khuynkhchsphttrincacngnghmi
Khngcnphiqungco!?
trngthicnbngdihn:LRACimthpnht,dovydoanh
nghipcthsnxutmcchiphthpnht
Ngitiudngclinhgithp
Phnngnhanhvithhiukhchhng
Cnh tranh hon ho v li ch cng cng tip theo
NhngnhcimcaCTHH:
CcdoanhnghipqunhcthtinhnhR&D!
Chsnxutnhngsnphmkhngcskhcbit
Thhiuvsnphmvinhngctnhkhcnhauthsao?!
Quyt nh sn xut ca doanh nghip cnh tranh
hon ho
ng gi ca doanh nghip cnh tranh hon ho
2. P = ATCmin
Khi gi c th trng ca hng ho hay dch v gim xung ti mc ATCmin th ti a
ho li nhun DNCTHH s sn xut v cung ng mt khi lng hng ho hay dch v Q
= Q-B (v ng MC i qua im cc tiu ca ng ATC).
Li nhun ti a doanh nghip c th t c trong trng hp ny c th tnh ton nh
sau:
Tgmax = (P- ATCmin)QB = 0, nh vy Tgmax = 0 v trong tng hp ny P = ATCmin
Mc khi lng QB: mc khi lng ho vn; mc gi P= ATCmin gi l mc gi ho vn
ca DNCTHH. im giao nhau gia MC v ATC gi l im ho vn ca DNCTHH
3. AVC<P<ATCmin
TGmax = (P-ATCQ2).Q2 < 0
TGmax < 0 v trong trng hp ny P < ATCQ2
Nh vy tng li nhun m (tng mc l) trong ngn hn ca DNCTHH
Tnh hung ny, mt cu hi t ra cho DNCTHH l c nn ti p t c s n
xut hay ng ca sn xut? tr li cu hi ny, DNCTHH cn so snh
tng doanh thu (TR) thu c vi tng chi ph bin i (VC) nu:
TR > VC th mc d TG < 0 DN vn c th tip tc sn xut mt thi gian v
ch t tng doanh thu cn b p chi ph bin i (VC) v mt phn chi
ph c nh (FC).
TR VC th doanh nghip nn ng ca sn xut v TG < 0 m ton b chi
ph c nh khng c ngun b p.
4. P AVCmin
Khi gi c th trng gim xung qu thp nh vy th doanh nghi p
CTHH nn quyt nh ng ca sn xut v:
TG < 0 v TR VC
Mc gi P = AVCmin c gi l mc gi ng ca sn xut ca
DNCTHH.
im giao nhau gia ng chi ph cn bin MC v ng chi ph bi n i
bnh qun AVC gi l im ng ca sn xut ca DNCTHH.
Bi tp
Hng cnh tranh hon ho c hm tng chi
ph TC=10+2q+0.1q^2.Gi th trng l 12$.
a.Vit phng trnh cc hm chi ph cn
bin,chi ph bnh qun v chi ch bin i
bnh qun ca hng
b.Sn lng ti a ha li nhun ca hng
l bao nhiu?tnh li nhun
c.Tnh gi v sn lng ha vn ca hng
Bi 2
Hm tng chi ph ca 1 doanh nghip cnh tranh hon ho l USD
TC = Q 2 + Q + 100
1.Doanhnghipssnxutbaonhiusnphaarmtiaho
linhun,nugibnsnphmtrnthtrngl27$.Tnhli
nhuntia?
2.Xcnhmcgivsnlnghovncadoanhnghip.Khi
githtrngl9$thdoanhnghipngcahaytiptcsn
xut?Vsao?
3.ngcungsnphmcadoanhnghiplngno?
Bi 3
Mt hng cnh tranh hon ho c hm tng chi ph la TC=Q2 +Q+169 trong
Q l sn lng sn phm con TC o bng $
a. hy cho bit FC,VC,AVC,ATC,v MC
b. nu gi th trng l 55$,hy xc nh li nhun ti a hng c th thu
c
c. xc nh sn lng ha vn ca hng
d. khi no hng phi ng ca sn xut
e. xc nh ng cung ca hng
f. gi s chnh ph nh thu 5$/n v sp th iu g s xy ra?
g. khi mc gi trn thi trng l 30$ th hng c tip tc sn xut ko v sn
lng l bao nhiu?
c Quyn
Tisaocquynlitnti?
Ccrocngianhpthtrng
Kimsotccngunlchayuvokhanhim
vdnhkimcng(DeBeers)
Lithkinhttheoquym
cquyntnhin
Tnhsiuvitvcngngh
Tuynhinkhngcgmbonutntingoing
cahthng
Nhngrocntorabichnhph
Bngsngch,bnquyn
Hmcucadoanhnghipcquynl
hmcucathtrngsnphm
Khnngthitlpgicadoanhnghipc
quynbhnchbingcu(hsco
gin)
ngcuvngMRdcxung
Tuynhincthkimcsiulinhun
ngayctrongdihn
phthucvomccnhtranhcathtrng
Ti a ha li nhun ca nh
c quyn
MC
ATC
P1
D = AR
MR
Q1
c quyn v li ch cng cng
Nhcimcacquyn:
gicaovsnlngthphncnhtranhhonho
khnngccngchiphcaohndothiutnh
cnhtranh
Thiuhiuqu
phnphithunhpkhngbnhng
Linhuncquyn
c quyn v li ch cng cng
tip theo
Nhnguimcacquyn:
Lithkinhttheoquym
khnngccngchiphthphnnhcnhiu
nghincu&phttrin(R&D),vnhiuuthn
Phtminhvsnphmmi
Cnh tranh c quyn
Nhiu ngi bn
Phn bit sn phm
Gia nhp v rt khi th trng t do
Nh cnh tranh c quyn trong ngn hn
P0
ATC0
Li nhun Cu
MR
0 Q0 Q
Nh cnh tranh c quyn trong ngn hn
(b) Hng b l
P MC ATC
L
ATC0
P0
Cu
MR
Lng
0 ti thiu ha thua Q
l
Cnh tranh c quyn trong ngn hn
Gi c
MC
ATC
P=A
TC
MR Cu
0 Lng Lng
Ti a ha li nhun
Hai c im ca trng thi cn bng di hn
Thngtincthkhnghonho;ccdoanhnghipskhng
gianhpngnhnuhkhngbitcsiulinhuntnti
trongngnh
Ccdoanhnghipnhiukhnngkhcbitkhngchvsn
phmhaydchvhcungcp,mcnkhcbitvquymv
ccuchiph.Ngoirasgianhpcthkhnghonton
khngcrocn
Mhnhnynhnmnhvoquytnhgivsnlng.
Nhngtrongthctccdoanhnghiptiaholinhun
trongcnhtranhcquyncngcnquytnhvtnha
dngcasnphmvchiphqungco
Nhng hn ch ca cnh tranh c quyn tip theo
Sosnhvicnhtranhhonho:
Lngbnt,gicaohn
Doanhnghipskhngsnxutimchiphthpnht(tc
lACmin)doanhnghipccngsutdtha,khngkhai
thcctialithkinhttheoquim
Tuynhin,ccnhkinhtchorngslngphnylkhng
ln(dongcucgincaovlichkinhttheoquym
phnnoctndng)vclbpivingitiu
dngbitnhadngcasnphm
c quyn nhm
Thtrnggmmtvidoanhnghipln
ctnhcacquynnhmlmchodoanhnghiplunphixtxem
mihnhvicachnhhnhhngnhthnonccquytnh
camtviithcnhtranh
CcDNchyuquantmnchinlccnhtranhcamnhvcoi
ccithcnhtranhlngichitrongmttrchirtphctp
cquynnhmcthdngcukthockhngcukt
Cu kt v Cartel
Cukt
scuktngmhaycngkhaigiaccdoanhnghip
nhmtrnhhochnchscnhtranhvinhau
Cartel
Lmtvdvcuktcngkhai:nhngthothun
chnhthc(gimsnlngvtngginmcc
quyn)giaccdoanhnghipcphplutchophp
vd.OPEC
Cu kt l kh
mphnvquotasnxutlcckkhkhn
Nhiudoanhnghiptrongngnh
Snphmkhngctiuchunho(tnhkhcbitcasn
phm)
Nhngtinbkthut
Cciukinvcuvchiphthayilintc
Miedatsgianhpmi
Snghincuccsnphmthayth
NgayckhiCartelcthmphnvquotasnxut
thvncxuhnghipnhspdosgianlnv
nghinggianlnphaccthnhvin
Cu kt ngm: Ch o gi
Schogicadoanhnghipchiphithtrng
Doanhnghip chi phi thit lp gi cho ngnh, tuy nhin n
cho nhng doanh nghip theo sau bn c tt c sn
phm m h mun ti mc gi . Doanh nghip chi phi s
p ng phn cn li ca cu th trng
Nhng doanh nghip theo sau, ging cnh tranh hon ho,
chp nhn mc gi c a ramc cung chung ca h
bng vi tng ca cc ng MC(ging trong cnh tranh
hon ho)
DNchogiphicvaitrlntrongngnhcth
aramtmiedangmvstrngphtivi
nhngDNnokhnghnhngnhnhngngitheo
sau
Khng cu kt: L thuyt tr chi
ylmtphngphpphntchhnhvichinlc
Hnhvicamtdoanhnghipphthucvodonv
sphnngcaccithiviccchnhschcan
carabiJohnvonNeuman(1937)
vcmrngbiOskarMorgenstern(1944)
JohnNash:cnbngNash(19491950)
cnbngchinlcvttri
TrongkhiCartelvktcungmlhaiktquc
thctrongcquynnhm,thscnhtranhgia
ccithkhngphilcnocngthunlinhth
Cnhngtnhhungmscnhtranhtrnncng
thngnmcchintranhgiccthxyra
Gicthbgimxungdimcchiphcnbinm
miDNcgngmtcchtuytvnggilythphn
camnh
hiuctnhhungny:sdnglthuyttr
chi
Tnh th lng nan ca ngi t
Trchigmhaingi,khnghptc,vichinlcvt
tri
Tnhthlngnan:thtihaykhngthti
Nuthti,cthnhnntnhhn,tuynhinliungbnc
thtihaykhng?
Ktccttnhtchochailchaiuphnhn
Nuchmtngithnhnanhtascmcnthpnhtcnngi
kiachumcnnngnht
Nuchaithnhn,ntsmcvaphichochai
Th 3nm 10nm
nhn
Chin lc ca Lan
3nm 1nm
1nm 2nm
ph
nhn 10nm 2nm
ng cu gp khc ca mt doanh nghip
c quyn nhm
ng cu gp khc ti mc gi hin hnh:
Doanh nghip c th d on s phn ng ca cc i th nu
n ct gim gi, y s c coi l hnh ng khiu chin, do
vy
nhiu kh nng cu s tng i km co gin khi phn
ng li s ct gim gi
P1
tuy nhin i vi s tng gi,
Kt qu ca s cu kt
cc i th cnh tranh nhiu
ngm kh nng s khng phn ng,
do vy cu c th tng i co
gin mc gi ln hn P1
O
Gi c n nh trong iu kin ng
cu gp khc
P1
MR
a
D = AR
O Q
Q1
Gi c n nh trong iu kin ng cu
gp khc tip theo
P1
aa
D = AR
bb
O Q1 MR Q
Gi c n nh trong iu kin ng cu
gp khc tip theo
Gi c c xu hng n nh, thm ch khi chi
ph cn bin tng:
Nu MC nm gia av bmc gi
v sn lng ti a ho li nhun
P1 s l P1vQ1
aa
D = AR
b
b
O Q1 Q
MR
Gi c n nh trong iu kin ng
cu gp khc tip theo
MC2
P1 MC1
a
D = AR
b
O Q
Q1 MR
c quyn nhm v li ch cng cng
Nuccnhcquynnhmcuktvcngnhauti
aholinhunngnhhnhngcngnhauging
nhcquynthithiivixhi(gingnh
trongcquyn)
Ngoira,cquynnhmcthcnhcimsovi
cquyn:
Ccnhcquynnhmnhiukhnngthchinccchin
lcqungcotnkmhncquyn
Phthucvoquymcamithnhvincquynnhm,kh
nnglithkinhttheoquymlmgimhiungcasc
mnhthtrnglnh
Nhng li ch ca c quyn nhm i vi x
hi so vi cc cu trc th trng khc
Cthsdngmtphnsiulinhunnghincu
vphttrin(R&D)cnhiungclmvicny
hncquyn
Cnhtranhphigithngquaskhcbitcasn
phmcthlmchongitiudngcnhiusla
chnhn
S thay i ca cu trc th trng
Ccdngthtrngtrongthctkhngphilcnocngrrngvnnh
Ccphntchkhngbaoqutmikhacnhcacutrccnhtranh
Chachnkhnngcoscmnhthtrngttphakhchhng
hocngicungngchoDN
Chachnccyutnhhngncckhacnhthenchtca
cccutrcthtrng(yutnoquytnhvicgianhpltdohay
phongta)
Dngthtrngmmtdoanhnghipanghotngtrongcththay
itheochuksngcasnphm
MichaelPorteraramtphngphphuhiutnhnkhnngthay
icacutrcthtrngthngquamtphntchcutrcthtrng:m
hnhnmlclngcnhtranh
172
M hnh cnh tranh ca Porter
Nhngdoanhnghipmi
timnng
Miedoca
ccDNmigia
nhp
Sedocaccsnphm
hocdchvthayth
Ccthtrngthay
th
M hnh nm lc lng cnh tranh
Mhnhnyhonchnhhnccmhnhcutrc
thtrnghc,nhngcngkmrrnghn
nhiu
khngcungcpnhngdonrrngvquytnh
givasnlng
Tuynhin,mhnhnycungcpchoccnhqun
lnhngcimquantrngnhtcascnh
tranhtrongngnhxutphtimccDNxy
dngchinlccnhtranh
Nhng yu t xc nh nm lc lng cnh tranh
Mccnhtranhnibngnh
Tngtrngcangnh
Chiphcnhhocchiphlukho
Svtcngsutkhnglintc
Nhngkhcbitvsnphm,sxcnhcanhnhng,v
chiphchuyncakhchhng
SdoanhnghipvquimtngicaDN
Sadngcaccithcnhtranh
Lichcacngty
Hngrortkhithtrng
Nhng yu t xc nh nm lc lng
cnh tranh tip theo
MiedocaccDNmigianhp
Tnhkinhtnhquim
Skhcbitsnphmvlngtrungthnhvinhnhng
Yucuvvn
Chiphchuyniivingimua
Ccccknhphnphi
Lithchiphtuyti
cquyncngngh,kimsotuvo
cquynnhhngrtkinhnghim
Vtrthunli
Stra
Chnhschcachnhph
Nhng yu t xc nh nm lc lng cnh
tranh tip theo
Scmnhmphncangimua
nhycmivigi:phthucvo
Tlmuasnphmcangnhtrntnglngmua
Skhcbitsnphm
Sathchnhnhng
Lichcabnthnngimuahng
ngccangiraquytnh
Khnngmcc:phthucvo
Mctptrungvkhilngmuacangimua
Chiphchuynsangmuasnphmcangnhkhc
Thngtincangimua
Sedacavicngimuacmilinktdcngctrli
viyutuvo
Stnticacchnghathayth
Nhng yu t xc nh nm lc lng cnh
tranh tip theo
Scmnhmphncanhcungng
Skhcbitcaccyutuvo
Chiphchuynsangnhcungngkhc
Ssnccaccuvothayth
Mctptrungcanhcungng
Tmquantrngcakhilnggiadchivinhcungng
Tlchiphmuatnhcungngtrntngchiphmuaca
ngnh
nhhngcauvonchiphhocskhcbitsn
phm
Miedatslinktxuicaccnhcungng
Nhng yu t xc nh nm lc lng
cnh tranh tip theo
Sedocaccsnphmhocdchv
thayth
Givcngdngcahnghathayth
Chiphchuyniivikhchhng
Khuynhhngtmhnghathaythcangi
mua
Chng 6: NH GI SN PHM
nhgitrongcccutrcthtrng
nhgisnphmmi
nhgicngchiph
nh gi trong cc cu trc th trng
nh gi trong cnh tranh hon ho
Gidocungcuthtrngquytnh
Doanhnghiplngichpnhngi
Tmcgithtrng,doanhnghipxc
nhmcsnlngtiahalinhun
nh gi trong cc cu trc th trng
nh gi trong c quyn
tlinhuntia,DNcquynchnmc
gimMR=MC
R ( PQ )
MR = =
Q Q
P Q P
MR =P +Q =P +P ( )( )
Q P Q
MR =P +P (1 / Ed )
P +P (1 / Ed ) =MC
( P MC ) / P = 1 / Ed
MC
P =
1 +(1 / Ed )
nh gi trong c quyn
CucngtcoginthchnhlchgiaPvMCcng
ln
Ch:nucuhontoncogin(trnghpcnh
tranhhonho)P=MC
Nuvicgianhpngnhkhngbphongtahon
tonDNcquyncthphichnnh
hngcagivlinhuncannhnhvica
nhngDNgianhptimnng
1 PHN BIT GI
Phn bit gi cp 1
Phn bit gi cp 2
Phn bit gi cp 2: t mc gi n v khc nhau cho nhng khi
tiu dng khc nhau.
nh gi theo khi: t gi khc nhau cho nhng khi lng tiu
dng mt hng ha khc nhau.
y c 3 khi tiu dng
khc nhau, v c t cc
mc gi khc nhau: P1, P2,
and P3.
Phn bit gi cp 3
Phn bit gi cp 3: Chia khch hng thnh nhng nhm khch hng c ng
cu khc nhau, v t cho mi nhm mt mc gi.
Phn bit gi cp 3
V d 1:
Phiu thng khi mua hng ging nh phn bit gi.
Nghin cu cho thy ch c 20 n 30% ngi tiu dng
thng xuyn tit kim v s dng phiu thng khi mua
hng.
V d 2: V my bay
Khch hng c th la chn rt nhiu loi v my bay cho cc tuyn bay t Hanoi vo
thnh ph H Ch Minh.
V d, c cc loi v VIP, hng thng gia, hng bnh dn la chn. Ngoi ra, nu t
mua v sm, hoc chn bay vo nhng gi thp im (nh bui ti hoc sng sm), khch
hng c th c c gi v gim hn.
Cch thc t gi v my bay l v d in hnh ca phn bit gi. Li nhun thu c t
vic phn bit gi ny l rt ln do c nhiu loi khch hng, c co gin ca cu rt khc
nhau v sn sng mua cc loi v khc nhau.
V d 3: Lm th no nh gi cun
tiu thuyt bn chy nht?
Xut bn c sch ba cng v ba mm cho
php NXB phn bit c gi.
Mt s khch hng mun mua tp mi nht
Harry Porter 7, ba cng ngay khi mi ra
mt vi gi 34.99 USD. Nhng mt s khch
hng khc li sn sng ch khong 6 thng
cho n khi cun sch c xut bn di
dng ba mm vi gi ch 10 USD.
Nh vy NXB chia khch hng thnh hai nhm, nhm sn sng tr gi cao
c sch ngay khi mi xut bn, v nhm khng mun tr gi cao v ch i
cho n khi c bn mm.
Khch hng c ng cu D.
V d 4: t gi dich v in thoi di ng
Gi sn sng tr
Hnh 11.12
V d v thu phim
Khch hng A v B l hai rp
chiu phim. Biu cho thy
gi sn sng tr cho phim Gone
with the Wind v Getting Gerties
Garter.
V cu c mi tng quan
ngc, BN TRN GI s c
li.
4
BN TRN GI
Bn trn gi hn hp
Bn trn gi hn hp Bn hai hay nhiu sn phm theo c hai hnh
thc: ring bit ln trn gi trong gi trn gi thp hn gi ring bit.
Hnh 11.17
Bn trn gi hn hp so vi thun ty
2. Ch bn trn gi vi gi $100.
3. Bn trn gi hn hp, theo cc sn phm c bn ring r
vi gi P1 = P2 = $89.95, hay bn trng gi vi gi $100.
nh gi trong cc cu trc th trng
nh gi trong cnh tranh c quyn
MiDNcmtngcudcxungivi
snphmcamnhtrongngnhncch
nhgirtgingnhcquyn
MR=MC
Trongdihn,stnticasiulinhun
gianhpmigimcuivisn
phmcaDNDNtgibngchiph
trungbnhACtipimgiangcu
vngAC
nh gi cho sn phm mi
Chinlchtvng
Cchnhgi
DNtgicaochosnphm,cbnchomt
nhmchnlcnhngngitiudngsnsngtr
gicao
Khisnphmiquavngi,vcsbtchc
trnthtrnggicthgimdnkhicutrnn
cogin
Thngsdngkhi
Cngisnsngtrgicao
Curtkhngcogin
Gicaokhnghpdnsgianhp
Mccukhngchcchnvngimuaghtstng
gitgicaolhnhthcththtrng
nh gi cho sn phm mi tip theo
Chinlcthmnhp
Cchnhgi
DNtgithpxydngthphnlntrong
khongthigianngn
Thngsdngkhi
Cucogin
Ccdoanhnghipcthgianhpthtrngnhanh
chngnubhpdnbigicao
Cclithchiphnuhotngmcsnxut
ln
ivimtshnghamcogincaculcao
tronggiaionucavngisnphm,gim
tronggiaionchnmivlitngtronggiaion
gimst
nh gi cng chi ph
Tnhchiphtrungbnhtrctipsnxut,
cngthmccchiphgintip,vcng
thmmtphncli
Khngtngngvimtcchtrctipvi
nhgimttrongmhnhchunvtia
halinhun,nhngkhngphikhngnht
qun
Phctpv:
Nuchiphnvphthucvomcsn
lngDNphibitchcchnmcsn
lng.Mcsnlngbncliphthuc
vogi
nh gi cng chi ph tip theo
Vth
DNthngtinhtonchiphchun,bngcchgi
nhmtmcsnlngchun,rilychiphcc
yutchominvsnlngcngthmphn
chiphgintipphnbchomisnphm
Phncngbsungthmngoichiphnvc
iuchnhtheocciukinthtrngvtheoli
khuyncabphnMarketingtcktqu
tichnhtthn
Thct:DNcoigichlmtkhacnhcahn
hpMarketingnnvicnhgikhngtchri
xcnhchtlngsnphm,qungco,bob,
dchvvsphttrinsnphm