經濟學原理一

Principles of Economics I
Microeconomic Foundation
個體經濟基礎-廠商篇
ECON100101
Spring 2022
1
 Firm and Household Decisions
廠商與家戶決策
• FIGURE II.1
Firm and Household
Decisions
(廠商與家戶決策)

2
 Perfect Competitive Market
完全競爭市場
• Household choices are made in perfect competitive
markets:
1. Perfect Information
2. Perfect Competition
3. Homogeneous Products

• 家戶在完全競爭市場環境下做決策:
1. 完全訊息
2. 完全競爭
3. 同質產品勞務 3
The Behavior of Profit-Maximizing
Firms利潤極大化廠商之決策行為

• All firms must make several basic decisions to

achieve what we assume to be their primary
objective—maximum profits.

• 所有廠商都必須做出三項基本決策—產出
供給、生產技術與要素投入，以達到我們
所預設的廠商決策行為目標—利潤極大化。
4
The Behavior of Profit-Maximizing
Firms利潤極大化廠商之決策行為
• FIGURE 7.1 The Three Decisions That All Firms Must Make

5
Profits and Economic Costs
利潤與成本
• Total Cost (總成本): The total of (1) out-of-
pocket costs and (2) opportunity cost of all factors
of production.
• Economic Profit (經濟利潤): Profit that
accounts for both explicit and opportunity costs.
• 總成本： 所有生產要素的 (1)現金支付成本和
(2) 機會成本的總和。
• 經濟利潤： 計入外顯性成本和機會成本後的利
潤。 6
 Short-Run versus Long-Run
Decisions 短期與長期決策
• Short Run (短期): The period of time for which two
conditions hold: The firm is operating under a fixed scale
(fixed factor) of production, and firms can neither enter
nor exit an industry.
• Long Run (長期): That period of time for which there are
no fixed factors of production: Firms can increase or
decrease the scale of operation, and new firms can enter
and existing firms can exit the industry.
• 短期：滿足以下兩個條件的期間：廠商以固定生產規模
(固定要素)生產，且廠商不得進入或退出市場。
• 長期： 所有生產要素皆不是固定要素的期間：廠商可以
增加或減少生產規模且新廠商可以進入、既有廠商可以
退出市場。 7
The Bases of Decisions決策基礎
• In the language of economics, a firm needs to know
three things to make decisions:
1. The market price of output.
2. The techniques of production that are available.
3. The prices of inputs.
• 廠商必須根據下列三項資訊來做為其決策基礎：
1. 產品的市場價格
2. 可用的生產技術
3. 生產要素的價格
8
The Bases of Decisions決策基礎
• FIGURE 7.2 Determining the Optimal Method of Production

9
 The Production Decision
生產決策
• Production Technology (生產技術): The
quantitative relationship between inputs and outputs.
There are two major types of technology: labor-
intensive technology (勞動密集型技術) and
capital-intensive technology (資本密集型技術).

• 生產技術：生產投入與產出之間的量化關係稱之
為生產技術，目前主要的兩種生產技術型態為勞
動密集型技術與資本密集型技術。
10
 The Production Decision
生產決策
• Production Function or Total Product Function
(生產函數): A numerical or mathematical
expression of a relationship between inputs and
outputs.
• Marginal Product (邊際產量): The additional
output that can be produced by adding one more
unit of a specific input, ceteris paribus.
• 生產函數： 以數字或數學方式表示投入與產出
之間關係。
• 邊際產量：其他條件不變，透過增加一單位特
定生產要素的投入而增加的產出。 11
 The Production Function
生產函數
• Jill Johnson’s restaurant has a particular
technology by which it transforms workers and
pizza ovens into pizzas.
• This is the firm’s production function: the
relationship between the inputs employed and
the maximum output of the firm.
• Jill Johnson 的餐廳使用特定的技術，結合員工
與披薩烤箱的投入，以生產出披薩產品。
• 此家餐廳的生產函數呈現出，員工和披薩烤箱
的投入與披薩最大數量產出之間的關係。 12
Jill Johnson’s Production Function
Jill Johnson餐廳的生產函數
FIGURE 8.2 Short-run production at Jill Johnson’s restaurant

Quantity of
Quantity of Quantity of Pizzas
Workers Pizza Ovens per Week
0 2 0
1 2 200
2 2 450
3 2 550
4 2 600
5 2 625
6 2 640 13
The Production Function
生產函數
• Let’s look more closely at what happens as Jill
Johnson hires more workers.
• The first worker increases output by 200
pizzas; the second increases output by 250.
These are the marginal products of labor.
• 我們可以進一步觀察，當Jill Johnson餐廳新
增員工時會有何影響。
• 此家餐廳的第一位員工將增加200單位披薩
產量；第二位員工將增加250單位披薩產量。
此即是勞動的邊際產量。 14
Marginal Product of Labor
勞動的邊際產量
FIGURE 8.3 The marginal product of labor at Jill Johnson’s restaurant

Quantity of Quantity of Pizza Quantity of

Workers Ovens Pizzas
0 2 0
1 2 200
2 2 450
3 2 550
4 2 600
5 2 625
6 2 640
15
The Production Function生產函數

• FIGURE 8.2
Total output and
the marginal
product of labor

16
Law of Diminishing Returns
報酬遞減法則
• Law of Diminishing Returns (報酬遞減法則):
When additional units of a variable input are added
to fixed inputs, after a certain point, the marginal
product of the variable input declines. Every firm
will face diminishing returns, which always apply
in the short run.
• 報酬遞減法則：變動一項生產要素而其他要素保
持不變時，到某一限度後，該變動生產要素的邊
際產量會開始遞減。每個廠商都將面臨報酬遞減
的情況，尤其是在短期。 17
Marginal Product versus Average
Product 邊際產量與平均產量
• Average Product (平均產量): The average amount
produced by each unit of a variable factor of production.
• If marginal product is above average product, the
average rises; if marginal product is below average
product, the average falls.
• 平均產量：平均每一單位變動生產要素投入所得到
的產量。
• 當邊際產量大於平均產量時，平均產量會遞增；當
邊際產量小於平均產量時，平均產量會遞減。 18
Marginal Product versus Average
Product 邊際產量與平均產量
• FIGURE 7.4
Total, Average and
Marginal Product

19
Marginal Product versus Average
Product 邊際產量與平均產量
• A useful way to think about this is that the average
product of labor is the average of the marginal
products of labor.
• The first three workers give 200, 250, and 100
additional pizzas respectively:
• 平均產量可以被視為是邊際產量的平均值，例如
三位員工的披薩邊際產量為200, 250, 與100 ，則
可得出:

20
 Costs in the Short Run
短期成本
• Fixed Cost (FC)(固定成本): Any cost that
does not depend on the firms’ level of
output. These costs are incurred even if the
firm is producing nothing. There are no fixed
costs in the long run.

• 固定成本：不取決於廠商生產產量的成本。
即使廠商不從事生產，這些成本仍存在。
長期則不存在有固定成本。 21
 Costs in the Short Run
短期成本
• Variable Cost (VC) (變動成本): A cost that
depends on the level of production chosen.
• Total Cost (TC) (總成本) : Total fixed costs
plus total variable costs.

• 變動成本：隨廠商生產產量而變動的要素成
本。
• 總成本：總固定成本與總變動成本之總和。
22
 Costs in the Short Run
短期成本
• Average Fixed Cost (AFC) (平均固定成本):
Total fixed cost divided by the number of units of
output; a per-unit measure of fixed costs.
• Average Variable Cost (AVC) (平均變動成本):
Total variable cost divided by the number of units
of output.
• 平均固定成本：總固定成本除以產出量；固定
成本的單位量度。
• 平均變動成本：總變動成本除以產出量。 23
 Costs in the Short Run
短期成本
• Marginal Cost (MC) (邊際成本): The
increase in total cost that results from
producing 1 more unit of output. Marginal
costs reflect changes in variable costs.
• 邊際成本：每多生產一單位產出而增加
的總成本。邊際成本反映變動成本的變
化。
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 Costs in the Short Run
短期成本
• FIGURE 8.2 Short-Run Fixed Cost (Total and Average) of a
Hypothetical Firm

25
 Costs in the Short Run
短期成本
• FIGURE 8.5
Total Variable Cost and
Marginal Cost for a
Typical Firm

26
Marginal Cost versus Average
Cost 邊際成本與平均成本
• FIGURE 8.6 More Short-Run Costs

27
Short-Run Costs: A Review
短期成本綜整
• TABLE 8.5 A Summary of Cost Concepts

28
Short-Run Costs: A Review
短期成本綜整
• The Relationship
Between Average
Total Cost and
Marginal Cost

29
Output Decisions for Perfectly
Competitive Firms完全競爭產出決策
• Perfect Competition (完全競爭): An industry
structure in which there are many firms, each small
relative to the industry, producing identical
products and in which no firm is large enough to
have any control over prices. In perfectly
competitive industries, new competitors can freely
enter and exit the market.
• 完全競爭市場：
一個存在許多廠商的產業結構，每個廠商對該產
業而言相對很小，廠商皆生產相同的產品，且沒
有任何廠商規模大到足以控制價格。在完全競爭
市場中，新競爭對手可以自由進入和退出市場。 30
Output Decisions for Perfectly
Competitive Firms完全競爭產出決策
• FIGURE 8.9 Demand Facing a Single Firm in a Perfectly
Competitive Market

31
Total Revenue and Marginal
Revenue 總收益與邊際收益
• Total Revenue (TR) (總收益): The total amount that a
firm takes in from the sale of its product: the price per unit
times the quantity of output the firm decides to produce
(P x q).
• Marginal Revenue (MR) (邊際收益): The additional
revenue that a firm takes in when it increases output by
one additional unit. In perfect competition, P = MR.
• 總收益：廠商從產品銷售中所獲得的總價值：其定義
為單位價格乘以廠商決定生產的產出數量(P x q)。
• 邊際收益：廠商每增加一單位產量時所獲得的額外收
益。在完全競爭市場中， P = MR。 32
Output Decisions for Perfectly
Competitive Firms完全競爭產出決策
• The profit-maximizing output level for all firms is
the output level where MR = MC.
• In perfect competition, however, MR = P, as shown
earlier. Hence, for perfectly competitive firms, we
can rewrite our profit-maximizing condition as
P = MC.
• 對所有市場的廠商而言，利潤極大化的產出決策
為滿足MR = MC的產量水準。
• 在完全競爭市場下，因為MR = P ，所以利潤極
大化的產出決策即為滿足P = MC的產量水準。33
Output Decisions for Perfectly
Competitive Firms完全競爭產出決策
• FIGURE 8.10 The Profit-Maximizing Level of Output for a
Perfectly Competitive Firm

34
The Short-Run Supply Curve for
Firms 廠商短期供給線
• FIGURE 8.11 Marginal Cost Is the Supply Curve of a Perfectly
Competitive Firm

35
Short-Run Conditions 短期情況
• Breaking Even (收支平衡): The situation in which a firm is
earning exactly a normal rate of return.
• Shutdown Point (歇業點): The lowest point on the average
variable cost curve. When price falls below the minimum point
on AVC, total revenue is insufficient to cover variable costs and
the firm will shut down and bear losses equal to fixed costs.
• 收支平衡：廠商的總收益等於其總成本，而僅獲取正常利潤
的情況。
• 歇業點：平均變動成本的最低點，當市場價格低於平均變動
成本的最低點時，廠商的總收益不足以支應其總變動成本，
所以廠商選擇歇業並承擔固定成本的損失。 36
The Short-Run Supply Curve
for Firms 廠商短期供給線
• FIGURE 9.2 Short-Run Supply Curve of a Perfectly Competitive
Firm

37
The Short-Run Market Supply
Curve 市場短期供給線
• FIGURE 9.3 The Industry Supply Curve in the Short Run Is the
Horizontal Sum of the Marginal Cost Curves (above AVC) of All
the Firms in an Industry

38
Short-Run Conditions and
Long-Run Directions 短期情況
與長期方向
• TABLE 9.2 Profits, Losses, and Perfectly Competitive Firm
Decisions in the Long and Short Run

39
Long-Run Costs 長期成本
• Increasing Returns to Scale, or Economies of Scale (規
模報酬遞增/規模經濟): An increase in a firm’s scale of
production leads to lower costs per unit produced.
• Decreasing Returns to Scale, or Diseconomies of Scale
(規模報酬遞減/規模不經濟): An increase in a firm’s
scale of production leads to higher costs per unit
produced.
• 規模經濟：廠商因為生產規模擴增所造成的平均成本
下降之現象。
• 規模不經濟：廠商因為生產規模擴增所造成的平均成
本上升之現象。 40
Economies of Scale 規模經濟
FIGURE 8.6 The relationship between short-run average cost and
long-run average cost

41
Long-Run Costs 長期成本
• Minimum Efficient Scale (最小有效規模): The lowest
level of output at which all economies of scale are
exhausted.
• Constant Returns to Scale (固定規模報酬): The firm
experiences constant returns to scale when its long-
run average cost remains unchanged as it increases
output.
• 最小有效規模：所有的規模經濟都已經充分發揮，而
使得長期平均成本最小的生產規模。
• 固定規模報酬：廠商的生產規模擴增而平均成本仍保
持不變時，即稱之為固定規模報酬。 42
Constant Returns to Scale
固定規模報酬
FIGURE 8.6 The relationship between short-run average cost and
long-run average cost

43
 U-Shaped Long-Run Average
Costs U型長期平均成本曲線
• FIGURE 9.5
A Firm Exhibiting Economies and Diseconomies of Scale

44
Long-Run Adjustments to Short-Run
Conditions 因應短期狀況的長期調整
• FIGURE 9.6
Equilibrium for an Industry with U-shaped Cost Curves

45
Long-Run Adjustments to Short-Run
Conditions 因應短期狀況的長期調整
• FIGURE 9.7 Industry Response to an Increase in Demand

46
Long-Run Adjustments to Short-Run
Conditions 因應短期狀況的長期調整
• FIGURE 9.8 New Equilibrium with Higher Demand

47
 Long-run Competitive
Equilibrium 長期競爭均衡
• Long-run Competitive Equilibrium (長期競爭
均衡): The entry and exit of firms in response to
profit opportunities leads to the long run
equilibrium when P = SRMC = SRAC = LRAC
and profits are zero.
• 長期競爭均衡：廠商因應獲利機會而選擇自
由進出完全競爭市場，使得長期競爭均衡滿
足P = SRMC = SRAC = LRAC 以及利潤為零
的條件。 48
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